Project Report on

“A STUDY ON PROMOTIONAL STRATEGIES ADAPTED FOR BTL

SALES WITH REFERENCE TO MAX RETAIL”

JAWAHARLAL INSTITUTE OF TECHNOLOGY AND

MANAGEMENT, BORAWAN, KHARGONE

In partial fulfilments of the requirements for the award of the degree of

MASTERS OF BUSINESS ADMINISTRATION

Under the guidance of

Faculty Mentor: Submitted By:

Mr. Sunil Raghuwanshi Vinay Chouhan

 TABLE OF CONTENTS

ANNEXURE TITLE PAGE NO.

1 Introduction
2 Scope of the Study
3 Objectives
4 Significance
5 Company Profiile
6 Organizational and Departmental
Hierarchy
7 Review of Literature
8 Research Methodology
I Sample Design
II Data Collection Method
III Data Analysis
IV Hypothesis
V Results, Discussions and
Conclusions
VI Key Learnings
VII Key Findings
9 Bibliography
10 Webliography
 Declaration Certificate

I Vinay Chouhan student of PGDM batch (2021-23) declare that the project
entitled “A Study on Promotional Stategies Adapted for BTL Sales with
Reference to MAX Retail” is my work conducted under the supervision of
Mr. Sunil Raghuwanshi as partial fulfillment of the Internship Program for
the course of PGDM submitted to and Jahawarlal Institute of Technology
and Management, Borawan, Khargone.

I further declare that to the best of my knowledge the project does not contain
any part of any work which has been submitted for any other project either in
this institute or in any other without proper citation.

Place: Indore

Date……….

Signature of the Faculty Mentor Signature of

the Student
 ACKNOWLEDGEMENT

The Internship opportunity I had with Shoppers Stop was a great chance for
learning and professional development. I am also grateful to meet wonderful
people through this internship who have guided me on every step and had
helped me in the completion of this internship report.

First of all, I would like to express my gratitude to Dr. Nishant Dubey,

Director, Jahawarlal Institute of Technology and Management, Borawan,
Khargone for providing all the facilities in the college that helped me in the
completion of this report.

I would like to thank my industry mentor Mr. …………………..(Department

Manager) for guiding me and supporting me on every step which I had taken
during this internship. Without his valuable guidance and support, the project
would not have been a success.

I would like to thank my faculty guide, Dr. Siddharth Rai, for his valuable
thoughts, encouragement, constant guidance, and support that had helped me to
complete this project successfully.

I would also like to thank Mr. Sunil Raghuwanshi (Store Manager) for
guiding me throughout this project.
 EXECUTIVE SUMMARY

This report is a conversion of my observations and experiences during my internship into an

understandable format. The topics covered in this report are inventory management, product
knowledge, cashiering process, visual merchandising, exchange policy, loyalty program, store
SOP’s, marketing strategies.

Product knowledge is an important aspect to give good customer service. There are 5
departments at max and they are Western wear, ethnic wear, kids wear, footwear and acces
sories, and men’s wear. There are different brands like melange in ethnic wear and Bossini in
western wear and in men’s wear there is Peter England, Oxemberg, Code, Kappa, Sin .Training
is given to the CRE’s at the beginning of their job.

The department manager gives training about the product knowledge to the new CRE’S called
the BUDDY training. There are 4 seasons at max i.e. spring, summer, autumn and winter season
according to which the VM theme is set. The head VM sends the planogram as to how the VM of
the store should be through mail. And once it is set the picture of the window display should be
sent to the head office. And if any changes it should be informed to the store manager and the
head VM. Inventory management includes audit, global count, stock inward procedure and stock
outward procedure, WBC, PI.

The store has an inventory manager who has to be present whenever the stock comes and
whenever it is out warded. Stock inward and outward procedure is done with the help of PDT i.e.
Portable Data Transfer.

The inventory manager has checklist which he checks every day. Audit is done in every 6
months. Global count is once in 3 months. There are 9 cashier appointed to do the billing
process. There are 8 billing counter in the entire store. Six of them are at ground floor and two of
them are on the second floor. Every counter has a computer system, a  barcode scanner, 2 EDC
machines, fake note detector machine, sensormatics , cash till . The software that is used for the
cashie ring process is “ ORACLE”.

It helps the cashiers to categorize the types of payment, add new customers, and get information
about existing customer, sales report. The exchange policy at Max is that the customers can
exchange at any of the exclusive stores within 30 days of purchase. The products should be in a
good condition and unused. The bill and tag is required while returning the products. In case the
customer loses the bill, the customer’s registered mobile number can be
quoted and then the products can be exchanged. The products that are altered cannot be
exchanged.
Alteration at Max is done for altering the trousers/pants and for kurtis and tops and is done after
1pm and  based on the products the time is given by the tailor. There are two types of customers
in the loyalty program- gold, and platinum.300 Bonus loyalty points are added to the customers
on birthdays for platinum customers. The validity of those points is up to 1 month. Message
regarding end of season sale and store promotions are sent to gold and platinum tier customers
beforehand only.

The Store SOP’s consist of store opening and store closing, visual merchandising, daily briefing,
cashiering, grooming. The sales process followed by max is MGD i.e. meeting which is meeting
the customer and G which is greeting the customer and asking them what they are looking for
and D is directing the customer based on the need which they have.

If a customer wants a certain product and the size is not available in the store then there is an app
called stylus wherein the barcode is scanned and then the size which customer needs has to be
selected and then accordingly the stores which have that particular product and size will be
shown and then based on the customer needs whether he/she wants the product to be bought to
the store or if he/she will collect the product from that store. Then based in customer’s need the
product details are sent to the store.

The internship has helped a lot in gaining the practical view of the retail operations carried out at
the store.
COMPANY PROFILE:

“Max Fashion India Pvt. Ltd”

The Landmark Group was established in 1973 with a solitary store in Bahrain,
and has effectively developed into one of the biggest and best retail associations
in the Middle East. A worldwide, expanded retail aggregate that urge enterprise
to reliably convey excellent quality, the Group works more than 1200 outlets
including a retail vicinity of more than 18 million square feet crosswise over
GCC, Jordan, India, Turkey, Egypt, Sudan, Yemen, Lebanon, and Pakistan. The
Landmark Group utilizes more than 45,000 workers.

MAX is the universal worth style brand of Dubai based Landmark Group. Built
up in 2004 in UAE, MAX has turned into the biggest quality design brand in
India and the Middle East with more than 200 stores crosswise over 15 nations;
offering clients a one stop look for garments, adornments and footwear
requirements for the whole family.

MAX India, a division of Lifestyle International pvt.ltd. Has spearheaded the

idea of worth design in the nation, and offering a boundless decision with
worldwide style and quality.

It offers clothing, footwear and extras that are of the most recent design patterns
at an extraordinary value, making it reasonable to numerous. In India, Max was
set up in the year 2006 with its first store in Indore. Presently, Max has around
105 stores crosswise over 45 urban communities with more than 3500 workers.
Max has its own particular name stock of in-house outlines and arranged
shading palettes for the season. Each season Max presents a new accumulation
of universal plans uniquely tweaked to the Indian market. The brand adjusts to
the changing needs of the customer each season and appropriately presents new
plans, outlines and fabrics.

The intended interest group for Max India is fundamentally is contemporary

white collar class family and youthful working couples with an age gathering of
25 to 35 years. It likewise targets youngsters and undergrads inside of the age
gathering of 18 to 24 years. As Max has situated itself as a young brand.

Max concentrates on solid visual components at the store for connecting with
clients while they are in store. The store atmosphere offers a global shopping
knowledge making a looking for the whole family a flat- o u t pleasure. The
stores are intended for simple route with unmistakable class presentation to
encourage clients in effortlessly finding item they are searching for.

VISION:

To create a truly global brand that provides growth opportunities for the
company and its employees, whilst achieving its goal of becoming the number
one value fashion retailer across Middle East & India.

MISSION:

 Be a market leader in the field of value retailing.

 Provide fashionable products at affordable prices.
 Exceed our customer’s expectations.
 Provide opportunities of growth for our employees.
 Be innovative, cost effective and globally competitive.

CORE VALUES:

 Commitment towards staff training & development.

 Constant focus and development on the product & value offered.
 Encouraging open work culture.
 Continuous improvement of the customer’s shopping experience.
MAX INDIA PROPOSITION:

 Wide range of mid segments- Apparel, Accessories and footwear.

 Quality Retail, Ambience and Service.
 Core and contemporary merchandise at value pricing.

AWARDS & ACHIEVEMENTS OF LANDMARK GROUP:

 “Value retailer of the year 2015”, Max retail division-Lifestyle International pvt.
Ltd.
 “The Best retail company to work for -2014”, Lifestyle International Pvt.
Ltd. (company that owns Max), in the great place to work study 5th Feb
2014”.
 Max Fashion was one of the finalists at the 10th Images Retail Awards, 2013.
  Most inspiring Indians-Mr. Mickey jagtiani, Corporate Social
Responsibility, at Arabian business power list, 2012.
 Lifestyle won “The most admired retailer Award” Department Stores,
Images retail award 2008.
 Mr. Mickey Jagtiani, chairman, Landmark Group won the “Entrepreneur
of the year” Award at the Middle East Business Achievement awards,
2008.
 Landmark Group Won “retailer of year” Honor at Retail City Awards, 2008.

SWOT ANALYSIS

Strengths:

 Pioneer in the industry, capitalization and largest market share.

 Convenience and an extensive variety of items all in one store,
notoriety for quality for cash (aggressive evaluating).
 Most respected and trusted brand by the consumers.
 Store presence in major cities.
 Ride any dunk in benefits and out perform their adversaries, being
fiscally solid offers Max Some assistance with fashioning retail India
manage any issues.
 It puts time and cash in preparing individuals, and holding them.
Very Strategic human asset administration and improvement.
 Advancement and Innovation are high at Max Fashion India with
respect to it items and purchaser inclinations and way of life changes
which keep its in front of its rivals.

Weakness:

 Each business line confronts rivalry from claim to fame organizations.

Style fragment, Shoppers Stop, Trent, way of life. In hypermarket-RPG
(Spencer's), Trent (Star India Bazaar) In Food business, dependence
crisp, Spinach, Food world.
 Max style does not work universally, which affects accomplishment, as
they don't achieve shoppers in abroad markets.
 It might not have the adaptability of some of its more engaged rivals.
Since max style India offer items crosswise over numerous areas.
 Opportunities:

 New areas and store sorts offer Max chances to endeavor market
improvement.
 To structure key partnerships with other worldwide
retailers, concentrating on particular markets. On the
other hand to converge with.
 Opportunities exist Max to proceed with its present technique of
huge, super focuses.
 Huge undiscovered business sector
 The Indian working class is as of now 30 corers and is
anticipated to develop to more than 60 corers by 2015
making India one of the biggest shopper markets of the
world.
 Organized retail is just 5% of the aggregate retailing
market in India. It is evaluated to develop at the rate of
25-30% p.a. what's more, achieve INR 2, 00,000 Corer
by 2016.

Threats:

 Price cuts thus on could harm benefits for Max retail

India, value wars between contenders.
 Consumer way of life changes
 "Shopping society: Shopping society has not created in
India so far. Indeed, even now shopping centers are only
a spot to stick around with family and companions and
to a great extent bound window-shopping.
A moderate economy or budgetary log jam could majorly affect.