A PROJECT REPORT

ON
EFFECTIVENESS OF PROMOTIONAL
OFFERS AT DURGAPUR PANTALOONS
AS PARTIAL FULFILLMENT OF MBA
1ST YEAR SUBMITTED BY
APURBA GHOSH

UNDER THE GUIDANCE OF

CORPORATE GUIDE FACULTY GUIDE
Mr. SUNIL GOSWAMI (SM) Prof. MITHUN GUHA
Mr. PRITHU DEBNATH (HR) ( FINANCE AREA)
Mr. SANTOSH B. PATTNAIK (DM) NSHM KNOWLEDGE CAMPUS
(NBS) DURGAPUR

NSHM KNOWLEDGE CAMPUS (NBS) DURGAPURBATCH-MBA 2018-2020

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 CERTIFICATE

CERTIFIED THE PROJECT WORK WITH THE TITLE “EFFECTIVENESS OF

PROMOTIONAL OFFERS AT DURGAPUR PANTALOONS” UNDERTAKEN BY
APURBA GHOSH, 18273040086 WAS CONDUCTED UNDER MY GUIDANCE AND
SUPERVISION. HE HAS DESIGNED THE RESEARCH, COLLECTED THE DATA,
ANALYSED THE RESULT, INTERPRETED THE FINDING AND OBSERVATIONS AND
PREPARED THE REPORT.

(SUNIL GOSWAMI)

STORE MANAGER

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 CERTIFICATE

CERTIFIED THE PROJECT WORK WITH THE TITLE “EFFECTIVENESS OF

PROMOTIONAL OFFERS AT DURGAPUR PANTALOONS” UNDERTAKEN BY
APURBA GHOSH, 18273040086 WAS CONDUCTED UNDER MY GUIDANCE AND
SUPERVISION. HE HAS DESIGNED THE RESEARCH, COLLECTED THE DATA
ANALYSED THE RESULT, INTERPRETED THE FINDING AND OBSERVATIONS AND
PREPARED THE REPORT.

(Prof. MITHUN GUHA)

BATCH MENTOR

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 CERTIFICATE

CERTIFIED THE PROJECT WORK WITH THE TITLE “EFFECTIVENESS OF

PROMOTIONAL OFFERS AT DURGAPUR PANTALOONS” UNDERTAKEN BY
APURBA GHOSH, 18273040086 WAS CONDUCTED UNDER MY GUIDANCE AND
SUPERVISION. HE HAS DESIGNED THE RESEARCH, COLLECTED THE DATA
ANALYSED THE RESULT, INTERPRETED THE FINDING AND OBSERVATIONS AND
PREPARED THE REPORT.

Mr. PRITHU DEBNATH (HR)

Mr. SANTOSH PATTNAIK (DM)

(HR & DM)

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 DECLARATION

I, APURBA GHOSH Hereby declare that this project report is the record of
authentic work carried out by me during the period form 1st January 2019 to 31st
January 2019 and has not been submitted earlier to any university or institute for
the award of any degree/diploma.

SIGNATURE: Apurba Ghosh

DATE: 30/1/2019

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 PREFACE
There is famous saying “The theory without practical is lame and practical without theory is
blind”. Marketing is an important part of any business and advertisement is the most important
part of marketing. Winter training is an optional part of the MBA and student of the management
have to under this training session in a business organization for 30 days to gain some practical
knowledge in their life and gain some working experience.
Our institution has come forward with the opportunity to bridge the gap by imparting modern
scientific management principle underlying the concept of the future prospective [Link] the
emphasis on practical aspect of management education the faculty of NSHM knowledge
campus Durgapur has with modern system of practical training of repute and following
management technique to the student as integral part of MBA.
In according with the above obligation under going project in Pantaloons Retail (INDIA)
limited Durgapur (W.B). The title of my project is EFFECTIVENESS OF PROMOTIONAL
OFFERS IN PANTALOONS DURGAPUR. This analysis provides both an offensive and
defensive strategic context to identify opportunities and threats. Certainly this analysis explores
my abilities and strength to its fullest extent for the achievement of organization as well as my
personal goal.

Apurba Ghosh
MBA 2nd Semester
(NSHM KNOWLEDGE CAMPUS DURGAPUR)
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 ACKNOWLEDGEMENT
The project of this magnitude would not have been completed singly. Firstly I want to give my
hearty thanks to all mighty who made the world and me also.
There are many other people without whom the completion of the project would not have been
possible. Some have contributed towards this directly while other have provided indirectly. It
gives me immense pleasure to thank Mr. SUNIL GOSWAMI (SM) and
Mr. SANTOSH PATTNAIK (DM) and Mr. PRITHU DEBNATH (HR) for providing me
WIP in his reputed organization pantaloons retail (INDIA) Limited and giving me a chance to
have the experience of actual retail operations. Last but not the least I would like to convey my
heartiest gratitude to all members of pantaloons retail (India) Limited, Durgapur (W.B) who
helped a lot during my SIP training.

Date: 30/1/2019 Signature

Place: Durgapur Apurba Ghosh
NSHM knowledge campus Durgapur

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 TABLE OF CONTENTS
1. Introduction of retail…………………………………………………….1
1.1 Meaning of Retailing………………………………………………..
1.2 Function of Retails…………………………………………………..
1.3 Economic significance of retailing…………………………………..
1.4 Trends in retail industry…………………………………………….
1.5 Retail Characteristics………………………………………………..
2. About pantaloons………………………………………………………….
3. Company History………………………………………………………….
4. Mission & Vision………………………………………………………….
5. SWOT Analysis…………………………………………………………….
6. Research Methodology…………………………………………………….
7. Promotion ………………………………………………………………….
8. Recommendations and Conclusions………………………………………
9. Bibliography………………………………………………………………

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 Introduction to retail
Retailing involves all activities required to market consumer goods and services to
ultimate consumers who are purchasing for individual or family needs.

By definition, B2B purchases are not included in the retail channel since they are
not made for individual or family needs. In practice this can be confusing because
many retail outlets do serve both consumers and business customers—like Home
Depot, which has a Pro Xara program for selling directly to builders and
contractors. Generally, retailers that have a significant B2B or wholesale business
report these numbers separately in their financial statements, acknowledging that
they are separate lines of business within the same company. Those with a pure
retail emphasis do not seek to exclude business purchasers. They simply focus
their offering to appeal to individual consumers, knowing that some businesses
may also choose to purchase from them.

We typically think of a store when we think of a retail sale, even though retail sales
occur in other places and settings. For instance, they can be made by a Pampered
Chef salesperson in someone’s home. Retail sales also happen online, through
catalogs, by automatic vending machines, and in hotels and restaurants.
Nonetheless, despite tremendous growth in both nontraditional retail outlets and
online sales, most retail sales still take place in brick-and-mortar stores.

1.1 Meaning of Retailing: a retailer, or merchant, is an entity that sells goods

such as clothing, groceries, or cars directly to consumers through various
distribution channels with the goal of earning a profit.

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1.2 Functions of Retailers:

responsibility of a retailer is to identify the most economical source for obtaining

the goods from the suppliers and passing on the advantages to the consumer.

goods in bulk and make them available as per the requirement of the consumer.
Warehousing and store keeping helps in ensuring uninterrupted availability of the
goods to the consumers.

which various techniques or business practices are being adopted by the retailer to
achieve the strategic goals.

delivering quality products and services both on cash as well as credit basis. As a
result of which, retailer always runs the risk of accumulating bad debts on account
of non-payment of the amount from the consumer.

risks can be involved in a retail business which a retailer should be well prepared
with like loss or damage of the products due to deterioration in quality,
perishability or spoilage. A change in customer’s buying preferences or tastes can
also affect the retail business to a great extent, or even the products may be
damaged due to the natural calamities or vagaries of nature.
1.3 Economic Significance of Retailing:
Retailing has a tremendous impact on the economy. It involves high annual sales
and employment. ... Consumers benefit from retailing is that, retailers perform
marketing functions that makes it possible for customers to have access to a broad
variety of products and services.

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1.4 Trends in retail industry:
 Invest in Omni channel Retail Strategies. ...
 Provide a Personalized Retail Experience. ...
 Attend to the Growing Culture of Immediacy. ...
 Embrace the Digital Mobile Wallet. ...
 Expand into Emerging Markets and Create New Channels.

1.5 Retail Characteristics:

Retailers are referred to as middlemen or intermediaries. They occupy a middle
position, receiving and gassing on products from producers and wholesalers to
customers. ... Marketing orientation: Retailing is a dynamic industry. It keeps
growing by moving retail operations into new markets.

 Direct interaction with the customers.

 Buying and selling of goods.
 Effective customer service for maximum satisfaction.
 Visibility with the help of effective online retail solutions.
 Place, time and possession utility for different products.

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 About pantaloons
Pantaloons is a fashion retail store, previously controlled by the Future Group, and later taken over by
Aditya Birla Group. It deals in branded clothes of both menswear and women’s wear.

Voted as 'India's Most Trusted Apparel Retail Brand,' (Brand Equity Survey 2014/2015),
Pantaloons, a division of ABFRL has always been one of the most loved large format fashion
retailers in India. Pantaloons is today the fastest growing large format retailer in the country. The
rate of new store openings has increased from one every two months to one every two weeks.
The brand is now present in 78 Indian cities / towns.

Pantaloons posted revenues of INR 2,164 crores in FY15-16, up by 17 percent from the previous
year. The company offers a wide range of brand offerings across apparel and non-apparel
categories and across varied price points.

It operates across categories of casual wear, ethnic wear, formal wear, party wear and active
wear for men, women and kids. Womenswear is the lead category contributing to half of total
apparel sales. Non-apparel products include footwear, handbags, cosmetics, perfumes, fashion
jewelry and watches.

Leading brands at Pantaloons

Pantaloons today retails over 200 licensed and international brands, including 24 exclusive in-
house brands.

The Pantaloons exclusive brand bouquet includes Rangmanch, Ajile, Honey, Akkriti, Chalk,
Annabelle, Trishaa, Alto Moda, Poppers, Chirpie Pie; besides, it also features brands licensed on
a long- term basis: Bare, Rig, SF Jeans, Byford, JM Sports and Lombard.

The company launched six new brands in FY'15, including Alto Moda, SF Jeans, Byford,
Poppers and Chirpie Pie.

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Pantaloons Online
[Link] is the official online store for Pantaloons in India. It is also available on all other
leading e-commerce portals.

Pantaloons runs a multi-tier loyalty programme called Greencard. Greencard is India’s most
rewarding loyalty program and boasts of over 12 million members.

LOYALTY PROGRAM:
“Loyalty is one of the great engines of business success”.
The word loyalty has different explanation and it all refer to way of Services. It is important to
define exactly: what is meant by loyalty in the context of Business Development and Retention.
Several broad definitions exist, including the following:• “The commitment of customers to a
particular brand or company”• “The extent to which your customers continue with key loyalty
behavior when Competitors offer more attractive prices, products, and/or services”• “Faithful to
any person or thing conceived of as deserving fidelity... characterized by or showing
faithfulness”

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 Company history
Who started pantaloons?
Kishore Biyani. Kishore Biyani is an Indian businessman. He is the founder and chief executive
officer (CEO) of Future Group and also the founder of retail businesses such as Pantaloons
Retail and Big Bazaar.

When did Aditya buy pantaloons?

Pantaloons Fashion & Retail Ltd today said it has fixed January 21 as the Record Date for
determining the entitlement of the equity shareholders of Aditya Birla Nuvo Ltd upon merger of
Aditya Birla Group's apparel businesses.

Who is the owner of Aditya birla group?

Kumar Mangalam Birla (born 14 June 1968) is an Indian industrialist and the chairman of the
Aditya Birla Group, one of the largest conglomerate corporations in India

Which brands available in pantaloons?

The company launched six new brands in FY'15, including Alto Moda, SF Jeans, Byford,
Poppers and Chirpie Pie. Pantaloons also hosts Madura F&L's brands such as Louis Philippe,
Van Heusen, Allen Solly, Peter England and People in menswear; Van Heusen and Allen Solly
in womenswear, and Allen Solly Junior.

Who is the CEO of pantaloons?

Sangeeta Pendurkar appointed CEO of ABFRL Pantaloons Division. Aditya Birla Fashion and
Retail Ltd (ABFRL) have appointed Sangeeta Pendurkar as the Chief Executive Officer (CEO)
of its Pantaloons Division. She is expected to take charge on December 18, 2017.

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 Mission And Vision
Company Mission:
1. We shall infuse Indian brands with confidence and renewed ambition .
2. We shall be efficient, cost-conscious and committed to quality in whatever
we do.
3. We shall ensure that our positive attitude, sincerity, humility and united.

Company Vision:
1. Pantaloons shall deliver everything, everywhere, every time for every
Indian consumer in the most profitable manner.
2. To be a premium global conglomerate, with a clear focus on each of the
businesses.

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 SWOT ANALYSIS
Strengths

A business designs a strength assessment to measure competencies, or what the

business can do. Here, a business can evaluate their marketing and promotions
objectives for their strengths based on the company's internal capabilities. For
example, as reported by Katie Tewell, et al., the Starbucks marketing plan utilizes
its profitability and strong financial base to provide it with the finances necessary
to take on new business ventures. This strength exists based on the availability of
the capital resources that Starbucks needs to implement prospective marketing and
promotional plans. In addition, a strong retail customer-base provides Starbucks
with existing channels for cross-promotional initiatives.

Weaknesses

In a SWOT analysis, a business assesses its internal weaknesses to determine what

it is not able to do based on existing competencies. When evaluating a prospective
marketing or promotional plan for such weaknesses, the business looks for areas
where it needs improvements and where resources are lacking. For example, a
small market share relative to an existing competitor might place a company at a
disadvantage in reaching a target market based on distribution channel limitations.

Opportunities

Opportunities are external factors that a business evaluates in a SWOT analysis.

This includes evaluating industry trends and competitors' data. Market research a
business conducts when developing marketing or promotional plans will provide
specific insights on this external environment. In evaluating opportunities,
businesses assess favorable conditions for the prospective marketing or
promotional plan. For example, a promotional plan that markets the green
initiatives of a company will find favorable placement where market trends
indicate that consumers are becoming more environmentally conscious in their
purchasing habits.

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Threats

The fourth stage of a SWOT analysis involves evaluating plans against an

unfavorable external environment. These threats are another external factor. This
may include marketing strategies a company uses to penetrate a new market that
has well-established competitors. For example, when Heinz developed salsa-
flavored ketchup, established salsa makers Old El Paso and Pace became
competitors to the new Heinz product. In addition, businesses will overlook
potential threats if planners do not evaluate changes in consumer attitudes and
customs before implementing new marketing and promotional plans. In this
respect, a business may use qualitative assessments, such as focus groups and
surveys, to test customer opinions.

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 Swot Analysis
Pantaloons Retail India LTD

Parent Company Aditya birla Nuvo (ABNL)

Category Retail
Sector Retail & lifestyle
Tagline Rewrite rules retain values
USP Value for money with quality
apparel

STP

Segment Price cautious group

Target Group Middle and upper middle classs
urban families
Positioning Daily low prices

SWOT ANALYSIS

STRENGTH 1. It is India’s largest retailer having 1000

stores across 70 cities in India.
2. It is country’s largest retailer by market
capitalization and revenue.
3. It manages high number of purchase orders.
4. It is always update with changing consumer
preferences.
5. Popular brand with a high presence across
India.
6. Maximum customers are Co-operate with
the employee.

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 Weakness [Link] retail shops are providing
Good offers & tight competition.
Shoppers stop etc.
2. Many customer are not aware
about offers.

Opportunity [Link] Offers related Hoardings,

Improve communication, Improve adv.

Threats Strong competition from unorganized

retail sector in India. Online shopping
Is emerging trend in consumers
convenience.

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 Research Methodology
1. Are you aware about Promotional offers at Pantaloons Durgapur ?

Yes No Total
40 10 50

Chart Title

50

40

30

20

10
Series1
0
Yes No Total

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 2. If yes what is the Mode of communication?

TV News Paper Hoardings Sms Total

5 5 30 50

Chart Title

5% 6%
TV
News Paper
56% 33%
Hoardings
Sms
Total

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 3. Did you notice about the promotional offers today?

Yes No Total
45 5 50

Chart Title

50
1 5
45

0 10 20 30 40 50 60

Total No Yes

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 4. How frequently you visit Pantaloons Durgapur?

Occasionally Once in a Once in a Dali Total

month week
20 25 5 0 50

Chart Title
60

50

40

30

20

10

0
1

Occasionally Once in a month Once in a week Dali Total

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 5. The promotional offers at pantaloons Durgapur are induce me
to make a purchase?

Strongly Agree Neither Strongly Total

agree Agree/ Dis Disagree
Agree
20 20 5 5 50

CHART TITLE
Strongly agree
20%

Total
50%
Agree
20%

Neither Agree/
Strongly Disagree
Dis Agree
5% 5%

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 6. Have you seen any offers during your recent visits?

Yes No Total
50 0 50

Chart Title
50
45
40
35
30
25
20
15
10
5
0
YES NO TOTAL

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 7. What did you opt for ?

Discount offer Free offer Total

40 10 50

Chart Title

40%
50% Discount offer
Free offer

10% Total

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 8. Do you communicate offers at pantaloons Durgapur to your
friends?

Yes No Total
48 2 50

Chart Title

Yes
50% 48% No
Total

2%

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 9. Do offers make you feel like visiting “pantaloons Durgapur”
again?

Yes No Total
48 2 50

CHART TITLE
60

50
50
48
40

30

20

10
2
0
Yes No Total

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 10. Where do you find the following better?

At pantaloons At other Total

retail shop
Price 25 25 50
Quality 40 10 50
Promotional 30 20 50
offers
Ambience 45 5 50

Chart Title

50

40

30

20

10

0
Price Quality Promotional Ambience
offers

At pantaloons At other retail shop Total

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What are promotional offers?
The act of offering a lower price temporarily in order to enhance the effectiveness
of product sales efforts to cost sensitive consumers. For example, many businesses
will offer promotional pricing as a sales incentive when initially launching a
particular product line to potential consumers.
What are 5 types of promotion?

 Advertising.
 Public relations or publicity.
 Sales promotion.
 Direct marketing.
 Personal selling.

What is promotion in P’S?

The Fourth P Stands for Promotion. Promotion includes advertising, public

relations and promotional strategy. This ties into the other three Ps of the
marketing mix as promoting a product shows consumers why they need it and
should pay a certain price for it.

What are good promotion ideas?

 Target Your Promotions to Specific Customer Groups. ...

 Give Away Coupons & Referral Bonuses. ...
 Consider Offering an Upgrade Instead of a Price Cut. ...
 Personalize Your Business by Sharing Your Story. ...
 Follow Leads with a Sales Pipeline. ...
 6. Make Sure You Have a “Funnel” in Place. ...
 Create a Sense of Urgency in a Flash Sale Promotion.

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Recommendations: This research throws light on various strengths and
weakness of pantaloons and can also help pantaloons to improve on different fronts
in order to have an edge over its competitors. Based on the analysis and findings of
my research I would like to give following recommendations.

1. Increase Offers related Hoardings, Improve communication, Improve

adv.
2. If possible more attractive discount and offers should be given in
order to attract more customer.
3. Staff should be trained properly to assist people and make them
understand the benefits of green card membership, it will strengthen.

Conclusions: This research report aims to study consumer thinking about

promotional offers in pantaloons Durgapur. its highlights its strengths and
weakness in order that pantaloons can fight the competition in a batter way.

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 BIBLIOGRAPHY
Book Referred:

1. Philips Kotler-Marketing management-12th edition

Web sites (Link)

[Link]

[Link]

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[Link]

Internet helped me in collecting precise data which I was failed to receive

from industry & books and internet marked my project complete.

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