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A PROJECT REPORT
On
STORE OPERATIONAT
PANTALOON RETAIL INDIA LTD.
REPORT SUBMITTED IN PARTIAL FULFILLMENT OF REQUIREMENT
FOR
POST GRADUATE PROGRAMME IN MANAGEMENT
BY
SUBMITTED BYAVISHEK LAHIRI
Reg. No. EIILM/PG_W/1WE-016
UNDER THE GUIDANCE OF
Miss. LISA CHAKRABORTY
(HRM) at kankurguchi PANTALOONS
Kolkata -700054
Prof. ABHIJIT CHAKRABORTY
EIILM KOLKATA
EASTERN INSTITUTE FOR LEARNING IN MANAGEMENT
6, WATERLOO STREET, KOLKATA - 700069
JANUARY -2011
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CERTIFICATION
BY INTERNAL GUIDE
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CERTIFICATE FROM THE ORGANISATION
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ACKNOWLEDGEMENT
Acknowledging the debt is not easy to me as I am indebted to so many people.
I will take this opportunity in expressing the fact that this Project Report isthe result of an unbelievable amount of encouragement, cooperation, willingto help and moral support that I have received from others.
It is beyond my literal and material means to express my heartfelt thanks to,Miss. LISA CHAKRABORTY (HRM at kankurguchi PANTALOONS) MyCorporate Guide, for his assiduous guidance, continuance encouragement andaspiring suggestions during the Project Study.
I am thankful to Prof. ABHIJIT CHAKRABORTY, Faculty Guide for
enlightening me with the subject and his valuable guidance from time to timein completing this Project.
I shall be special thanks to Mr. KANKAN BOSE (HR of future group) for hisguidance. He provided me proper knowledge about sales & management.Finally, once again I would like to thank all without whom I would not havebeen able to do the project.I would like to express my gratitude towards my faculty members for theirhelp & guidance.
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EXECUTIVE SUMMARY
Pantaloon Retail (India) Limited, is Indias leading retailer that operates multiple
retail formats in both the value and lifestyle segment of the Indian consumer market.
Headquartered in Mumbai (Bombay), the company operates over 12 million square
feet of retail space, has over 1000 stores across 71 cities in India and employs over
30,000 people.
The companys leading formats include Pantaloons, a chain of fashion outlets, Big
Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, a supermarket chain,
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 Brand Factory, Blue Sky, ALL, Top 10 and Star
and Sitara. The company also operates an online portal, futurebazaar.com
A subsidiary company, Home Solutions Retail (India) Limited, operates Home Town,
a large-format home solutions store, Collection, selling home furniture products and
Ezone focused on catering to the consumer electronics segment.
Pantaloon Retail was recently awarded the International Retailer of the Year 2007 by
the US-based National Retail Federation (NRF) and the Emerging Market Retailer of
the Year 2007 at the World Retail Congress held in Barcelona.
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INDUSTRY BACKGROUND
India, like Britain, is a nation of shopkeepers. With over 12 million retailoutlets, India probably has the highest density of retail outlets in the world, with onefor approximately every 90 persons; little wonder that the country is the ninth-largest retail market in the world, with estimated annual retail sales ofaround USD215 billion in 2005 (Rs 960,000 corer). At the sometime, theshare of organized trade in this enormous market is currently very small. It is
estimated at just USD8 billion (Rs 35,000 corer) in 2005, up fromUSD6.25 billion(Rs 28,000 corer) in 2004. This accounts for less than 4 per cent of the total retailtrade in the country.
AN UNDER DEVELOPED RETAIL MARKET
Organized trade in India is very underdeveloped when compared with other emergingmarkets in Asia, Latin America and Eastern Europe. The Indian and Chinese marketsare comparable in many aspects: Both countries are not homogeneous. Theycomprise many markets within a single country, with significantly varying culturesand customer preferences across regions.There is a significant rural population in both countries, which has muchlower purchasing power compared to the urban population.Both count r ies are geographical ly very large and unevenly developed, adding a significant distribution and logistics dimension to the retail trade.Consumers in both countries are highly value conscious.Between 1996 and 2003, the organized retail market in China more than
doubled . We es t imate tha t the Indian re ta i l market i s today a t thesame inflection point as China was in the mid-1990s. Consequently, considering a
similar per capita GDP and roughly similar rates of economic growth, theIndian organized retail market has the potential for exponential growth over the nextdecade.
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CONSUMERISM: THE NEW WAVE
Growing consumerism would be a key driver for organized retail in India.Several demographic indicators show favorable trends for the growthof organized trade:Rapid income growth: Consumers have a greater ability to spend. Increasingurbanization: larger urban populations that value convenience, coupled withthe higher propensity of the urban consumer to spend.Growing young population
: Gr ow th of th e p os t- li be ra li za ti on ma tu ri ng population, with the attitudeand willingness to spend.
Spend now vs. save earlier
: Consumers are willing to borrow for present consumption.
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MILESTONES TO SUCCESS:
1987 - Company incorporated as Mans Wear Private Limited. Launch of Pantaloonstrouser, Indias first formal trouser brand.
1991 - Launch of BARE, the Indian jeans brand.
1992 - Initial public offer (IPO) was made in the month of May.
1 9 9 4 - T h e P a n t a l o o n S h o p p e e x c l u s i v e m e n s w e a r s t o r e i n franchisee format launched across the
nation. The company starts the distribution of branded garments through multi-brand retail outlets across the nation.
1995 - John MillerFormal shirt brand launched.
1997 - PantaloonsIndias family store launched in Kolkata.
2001 - Big Bazaar, Is se sasta aur accha kahi nahin - Indias firsthypermarket chain launched.
2002 - Food Bazaar, the supermarket chain is launched.
2004 - Cent ra l Shop, Eat , Celebrate in the Hear t of Our Ci ty -Indias first seamless mall is launched in Bangalore.
2005Fashion Stationthe popular fashion chain is launched ALLa little largerexclusive stores for plus-size individuals is launched.
2006 - Future Capital Holdings, the companys financial arm launchesr e a l e s t a t e f u n d s K s h i t i j a n d H o r i z o n a n d p r i v a t e e q u i t yf u n d Indivision. Plans forays into insurance and consumer credit. Multiple retail
formats including Collection i, Furniture Bazaar, Shoe Factory, Zone, Depot and
futurebazaar.com are launched across the nation. Group enters into jointventure agreements with ETAM Group and Generally.
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COMPANY PROFILE
Pantaloon Retail (India) Limited, is Indias leading retailer that operates
multiple retail formats in both the value and lifestyle segment of the Indian
consumer marker . Headquartered in Mumbai (Bombay) , the companyper ra tes over 5 mi l l ion square fee t of re ta i l space , has over 350
stores across 40 cities in India and employs over 18,000 people.
The companys leading formats inc lude Panta loons , a chain of f ash i
on outlets, Big Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, super
market chain, 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 des t ina t ion mal ls . Some of i t s o ther formats inc lude ,
Depot, Shoe Factory, Brand Factory, Blue Sky, Fashion Station, ALL, Top10,
bazaar and S tar and S i tara . The company a lso opera tes an
onl ine portal, futurebazaar.com. A subsidiary company, Home Solut ions
Retail (India) Limited, operates Home Town, a large-format home solutions
store, Collection i.e. selling home furniture products and E-Zone focused
on catering to the consumer electronics segment. Pantaloon Retail is the flagship
company of Future Group, a business group catering to the entire Indian consumption
space.
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FUTURE GROUP:
Future Group is Indias leading bus iness group that ca ters to theentire Indian consumption space. Led by Mr. Kishore Biyani, the Future
Group operates through six verticals: operates through six verticals: Retail, Capital,Brands, Space, Media and Logistics. Apart from Pantaloon Retail, thegroups presence in the re ta i l space is complemented by groupcompanies, Indus League Clothing, which owns leading apparel brands likeIndigo Nation, Scullery and Urban Yoga, and Galaxy Entertainment Limitedthat operates Bowling Co, Sports Bar, and F123and Brew Bar. The groups jointventure partners include French retailer ETAM group, US-based stationaryproducts retailer, Staples and UK-based Lee Cooper.G r o u p C o m p a n y , P l a n e t R e t a i l , o w n s a n d o p e r a t e s t h e f r a n c h is e e o f international brands like Marks & Spencer, Next, Debenhams and
Guess in I n d i a .T h e g r o u p s I n d i a n j o i n t v e n t u r e p a r t n e r s i n c l u d e ,M a n i p a l Healthcare, Talwalkars, Blue Foods and Liberty Shoes.F u t u r e C a p i t a l H o l d i n g s , t h e g r o u p s f i n a n c i a l a r m , f o c u s e s on a s s e t management and consumer credit. It manages assets worth over$1 billion that are being invested in developing retail real estate and consumer-related brands and hotels. The group has launched a consumer credit and financialsupermarket format , Future Money and soon p lans to offer insurance products through a joint venture with Italian insurance major, generally.
The group is currently developing over 50 malls and consumption centersacross the country and has formed a join t venture company focusing on mallmanagement with Singapore-based CapitaLand, one of Asiaslargest property companies .Future Groups vision is to,deliver Everything,Everywhere, Every time toE v e r y I n d i a n C o n s u m e r i n t h e m o s t p r o f i t a b l e m a n n e r . T h e gr o u p considers Indian-nests as a core value and its corporate credo is - Rewrite
rules, Retain values.
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As Indias leading retailer, Pantaloon Retail inspires trust through innovative
offerings, quality products and affordable prices that help customers achieve a betterquality of life every day. We serve customers in 85 cities and 60 rural locationsacross the country through over 15 million square feet of retail space.
Pantaloon Retail is the flagship company of Future Group, Indias retail pioneer
catering to the entire Indian consumption space. Through multiple retail formats, weconnect a diverse and passionate community of Indian buyers, sellers and businesses.The collective impact on business is staggering: Around 220 million customers walkinto our stores each year and choose products and services supplied by over 30,000small, medium and large entrepreneurs and manufacturers from across India. Thisnumber is set to grow.
We operate multiple retail formats in both the value and lifestyle segments of the Indian
consumer market including:
Pantaloons - a chain of fashion outlets.
Big Bazaar - a uniquely Indian hypermarket chain.
Hometown - One-stop destination for every need of the as pirational Indian home-owner.
Food Bazaar - a supermarket chain that blends the look and feel of Indian bazaars with modernretail aspects like choice, convenience and quality.
Central - a chain of seamless destination malls.
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.
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Future Group shall deliver Everything, Everywhere, Every time forEvery Indian Consumer in the most profitable manner.
We shall infuse Indian brands with confidenceand renewed ambition. We shall be efficient, cost- conscious andcommitted to quality in whatever we do. We shall ensure that our positiveattitude, sincerity, humility and united determination shall be the drivingforce to make us successful.
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LINE OF Businesses
1. etellingFuturebazaar.com offers the widest range of products at lowest prices everyday!Having pioneered the retailing business in India, PRIL has now decided torevolutionize the consumer e-commerce business in India. It intendsto p r o v i d e c u s t o m e r s w i t h a s t r e a m l i n e d , e f f i c i e n t a n d wo r l d c l a s s personalized shopping experience, which will be supported with thebest technology platform.
Buying products is a 3 step simple process. All one has to do is Search,Regis ter and Buy. Here you can expect a shopping exper ience akinto shopping at an actual bazaar but with added simplicity & everydaylow prices and an assurance of 'your product' will be delivered within 7 days ofpurchase. We are proud to inform you that Future Bazaar has been named as
the Best Indian Website 2007 in the Shopping category by PC World. Future Bazaarwon the top spot after beating other established players like Rediff, India times, Sift,eBay, India plaza, Chennai Bazaar and India Mall. The award was presented toFuture Bazaar for its "decent, no-nonsense approach, while providing a goodshopping experience"
2. Food
Brew Bar: The Brew Bar is a classy and refined; yet reasonable anegalitarian a bar with loads of bonhomie.
Caf Bellwood: Indian street food but with assurance of highest levels ofhygiene and quality.
Samosa: Samosa is a branded chain, which sell the local Indian snackcombination of tea and Samosas.
Food Bazaar: Life is all about good taste and food bazaar aims to ensurethe same. With the low pr ices , a wide se lec t ion of products and
guaranteed freshness, you are bound to find it irresistible.
Sports Bar: A bistro focused on the world of sport, the Sports Bar is complimentedwith an unrivalled ambience.
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3. Fashion:
ALL: Shop big and shop for big, coz fashion just got a little larger! Fashion for plussize people.
Big Bazaar: If value for money is what drives your purchase; there can be no betterplace for you other than Big Bazaar.
Blue sky: Accessories like never before....get the best in sunglasses and watches atyour kind of prices.
Central: A showcase, seamless mall for all your needs. Located in the heart of your city,Central invites you to Shop, Eat, and Celebrate.
Fashion station: Fashion Station takes fashion a notch higher in the value segment...for the ones who have an eye for it.
G i n n y & J o n i : G i n n y a n d J o n i i s a l i f e s t y l e b r a n d w i t h a r a d ic a l approach to kids fashion. The brand caters to an age group of 2 to 16 years, thatis uber chic, style conscious and stresses on a head to toe fashion concept.
Navaras: Navarass is a fine 22 carat pure gold and diamond jeweler brand, retailedfrom Big Bazaar stores.
L e e C o o p e r : R e g a r d e d a s a b r a n d t h a t i s f u n t o w e a r a n db e associated with, Lee Cooper offers the entire range of lifestyle products
in fashions category for young men and ladies.
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PRODUCTS OFFERINGS
Pantaloon is positioned as an entire family store and it deals in mens wear, ladies
wear and kids wear. It mainly focuses on its Private label programmed because
the share of private label has increased over the previous year and stands at nearly
75%. Below are some of the companys private labels:
John Miller
JM Sports
Bare Denim
Rig
Ajile
Lombard
Bare Leisure
http://pantaloon.futurebazaar.com/Search/sdso50off/altText/Mens%20Wear -
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Ladies Ethnic
Rangmanch
Akkrity
Trisha
All
Biba
Global Desi
Miss Unique
Arha
KIDS WEAR
Chalk
Bare
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PROMOTIONAL STRATEGIES
Green Card is passport to a whole new world of exclusive benefits andprivileges.
Instant discounts for every time you shop at Pantaloons.
Exclusive shopping days to get hold of latest merchandise. Regularupdates on collections and promos via catalogues, sms and email
Pantaloon continued to be the title sponsor for femina miss India 07pageant.
PRICING STRATEGY
They propose to provide branded products at 10% less than the Mrp
and 20% off on the local
Brands, which is similar to what has been carried out in big bazaar.
Keeping costs down is clearly the cornerstone of policy at both chains.
Pantaloon chief Biyani ensures cheaper prices by keeping watch atevery step.
Says Biyani: "We do three things -- buy directly from the manufacturers
so that the middle man is eliminated.
We buy in cash and get a cash discount, and manage our stocks turnsso that we don't have.
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BOARD OF DIRECTORS
MANAGING DIRECTOR
Mr. Kishore Biyani
Is the Managing Director of Pantaloon Retail (India) Limited and theGroup Chief Executive Officer of Future Group.
WHOLE TIME DIRECTOR
Mr. Gopikishan Biyani
Mr. Rakesh Biyani
NON- WHOLE TIME DIRECTOR
Mr. Ved Prakash Arya.
INDEPENDENT DIRECTORS:
Mr. Shailesh Haribhakti.
Mr. S Doreswamy.
Dr. D O Koshy.
Ms. Anju Poddar.
Ms. Bala Deshpande.
Mr. Anil Harish.
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To find out the customer satisfaction about theservice being provided in the store
To find out whether or not the efforts given at thestore are satisfactory to the customer
Understanding the sales per employee at the store
Find out the ticket size & conversion rate at thestore
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1. Here I am try to find out that the customer satisfaction about the service beingprovided in the store. In PANTALOONS store there is lots of service provide forcustomer. I am trying to find out the customer are satisfied are not.
2. To find out the customer are satisfied are not3. Ladies Ethnic department every week get their target, in this department
RANGMANCH brand staff their divided their target equally, I am try to find outtheir individually achieve the target or not.
4. Every day they are calculate average selling bill amount in PANTALOONS.TOTAL SALE OF AMOUNT
NO.OF BILL IN THIS DAY
To find out Average of per customer selling price in this day
No. of bill in this day 100
No. Of customer entry in this day
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RESEARCH AND METHODOLOGY
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Research Methodology Used:
This section of the project emphasizes on the procedure used to accomplish theproject. To accomplish the project some data have been collected. The data collectedis basically from Primary Data.
Primary Data:
Primary data generally means those raw data or data structures that are collectedfirst-hand and have not had any previous meaningful interpretation. For my
Winter Internship Project Report, I have collected such primary data throughExploratory research and
Qualitative Analysis.
Exploratory research it is a type of research conducted for a problem that has been
clearly defined. Exploratory research helps determine the best research design, data
collection method and selection of subjects. It should draw definitive conclusions
only with extreme caution. Given its fundamental nature, exploratory research often
concludes that a perceived problem does not actually exist.
Through this methodology we can get close to the solution of the problem which is
why Lee Cooper is slow mover.
EXPLORATORY RESEARCH:
In this phase I approached the stock take employees and asked According to you
what my possible reasons for disparity of stock during stock take process? I got
numbers of factors that customers looks for. These factors are- Scanning Mistake,
Global Counting Mistake, and Lack of Proper Segmentation, Sale upload calculation
mistake error, written able Accountability. These are the factors I considered in
phase-2 while knowing opinion for each factor in disparity of stock during stock take
process.
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ANALYSIS OF DATA
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Collecting the Primary data of the customer
Sample Collected 50.
Survey done through Questionnaire.
Prepare the master sheet & then prepare the calculation with Average
Mean.
At first I observe the procedure of sales employee at the sales counter.
I collect data from their goal book.
No. of customer they individually convinced.
How they improve their performances at the floor.
How they improve their ticket size & conversion rate at the store.
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Demographic Profile of the Customer
Sample size 50
Sex
Male 40
Female 10
In our questioner what are the % of male & female customers are coming in
kankurguchi PANTALOONS.I am trying to find out DEMOGRAPHIC PROFILE
OF THE CUSTOMER 80% of male customers & 20% of female customers are
coming kankurguchi PANTALOONS.
Male
80%
Female
20%
PERCENTAGE OF MALE &
FEMALE
Male Female
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Monthly income of the customer
0-15000 9
15000-25000 17
25000-50000 15
50000-ABOVE 9
In our questioner what are the % of customers monthly income .I am divided
customers income in four slaves (1) 0 -15000. (2) 15000-25000. (3) 2500050000.(4) 50000 above .there for I am find out 0-15000 monthly income group of
customers are coming 18% ,15000-25000 monthly income group of customers are
coming 34%, 25000 -50000 monthly income group of customers are coming 30%
and 50000 above monthly income group of customers are coming 18%. In this
diagram I am find out what are the % of Monthly income of the customer are comes
in kankurguchi PANTALOONS.
18%
34%30%
18%
CUSTOMER MONTHLY
INCOME PERCENTILE
0-15000 15000-25000
25000-50000 50000-ABOVE
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Age group of the customer
Sample Size 50
Below20 6
20-35 29
36-60 15
In our questioner what are the % of age group they are coming in kankurguchi
PANTALOONS, I find out below 20 age are coming 12%, 20-35 in between age
group are coming in kankurguchi PANTALOONS 58% and 36-60 in between age
group are coming in kankurguchi PANTALOONS 30%.Therefor I find out the % of20-35 in between age group are coming in kankurguchi PANTALOONS is high.
12%
58%
30%
Age Group of the
Customers
Below20 20-35 36-60
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Feel safe or unsafe at baggage counter with customer
belongings
YES 45
NO 5
Under the questioner what are the % of customers they are fill safe or not at baggage
counter. In our survey I find out 90% of customers they are fill safe & 10 % of
customers they are fill unsafe.
90%
10%
YES
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Exchange CSD PRO OFFERS Instore co
-2 1 -2 2 -1 9 -1 5
-1 4 -1 12 -2 0 -2 0
0 13 0 10 0 10 0 41 10 1 4 1 9 1 13
2 22 2 22 2 26 2 28
Mean 0.96 Mean 0.64 Mean 0.962963 Mean 1.28
Here I am calculate average of mean cash counter , exchange counter ,customer
service desk , promotional offers at the store , in store communication.
00.20.40.60.8
11.21.4
CASH EXCHANG
E
CSD PROMOTI
ONAL
OFFERS
AT THE
STORE
IN STORE
COMMU
NICATIO
N
MEAN 0.7 0.96 0.64 0.962963 1.28
AxisTitle
AVERAGE MEAN
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Percentage of Delighting Factors
Product varity 11
product quality 22
Service & Behaviour 6
Offers & Discount 11
In our questioner what are the delighting factors the customers are come in
PANTALOONS. Here I am divided on four delighting factors on the basis of which
is the most important of delighting factors .In my survey most of the customers are
said they are coming PANTALOONS 1.very good product quality 2.Very good
product verity 3.Offers & discount 4.Service & behavior.
22%
44%
12%
22%
Product varity product quality
Service & Behaviour Offers & Discount
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Highest & Lowest Achievers percentile of Sales Employee
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Highest Achievement of Joydeep is 140.22 %
Lowest Achievement of Boni 64.88 %
Kankurguchi store Manager, Assistance store Manager, H.R.M. can announced
a prize or incentive to motivate the all sales employee to increase their target.
And sought out what are the problems they are face &motivate to improve their sales.
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Improving Ticket Size
week A.B.P. achiveme %
week20 1617 1644 101.6698week21 1617 1687 104.329
week22 1617 1723 106.5553
week23 1617 1681 103.9579
week24 1617 1601 99.01051
week25 1617 1744 107.8541
week26 1617 1817 112.3686
week27 1617 1681 103.9579
12%
13%
13%
12%12%
13%
13%
12%
achivement %
week20 week21 week22 week23
week24 week25 week26 week27
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Improving Conversion rate:-
week 27 convresion %
Monday 22
Tuesday 25
Wednesday 24
Thursday 23
Friday 26
Saturday 23
Sunday 27
22
25
24
23
26
23
27
convresion %
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
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Findings:-
Popularity of pantaloons are getting the more importance in the age group of
20-35years.
The majority of the customer income level is 50000.
Most of the customer is satisfied with services provided at kankurgachi
pantaloons.
Recommendations:-
Kankurguchi PANTALOONS 20-35 years customers are coming very high
,you should concentrate what type of dress ,design, colors, they are want ,
Sales employee should improve their convincing power.
After certain period sales employee should need training.
Department manager should contact with all the employee at certain interval.
Require some offer to improve their ticket size.
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Conclusion
Pantaloons Tops the Pyramid of Indian Retail with its Brilliant Consumer
centered approach and Marketing.
To complete in this sector one needs to have up-to-date market
information for planning and decision-making. The second mostimportant requirement is to manage costs widely in order to earn at least
normal profits in face of stiff competition.
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Books:
Business Research Methodology by William G. Zikmund
Marketing Management by Philip Kotler
PradhanSwapna, Retail Management
Fundamentals of Statistics by S.C. Gupt
Sites referred and browsed:
http://www.pantaloon.com/companyinfo.htm
http://en.wikipedia.org/wiki/Pantaloon
http://www.pantaloon.com/companyinfo.htmhttp://www.pantaloon.com/companyinfo.htmhttp://en.wikipedia.org/wiki/Pantaloonhttp://en.wikipedia.org/wiki/Pantaloonhttp://en.wikipedia.org/wiki/Pantaloonhttp://www.pantaloon.com/companyinfo.htm -
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