Rajkishor - Internship - Report Correction

SUMMER INTERNSHIP PROJECT REPORT
On
Promotional strategy adopted by successful retailers : a detail study
On pantaloons india Pvt.Ltd
Pantaloons, Patia, Bhubaneswar
Submitted By:
Student Name: Uttam kumar Mallik
Roll No.: SAM21MBA181
University Regd. No.: 2106286179
MBA [2021-2023]
(A project report submitted to Biju Patnaik University of
Technology (BPUT), Rourkela, Odisha for partial fulfilment of the
requirements for the award of Degree of MBA Program)
Under the guidance of
External Guide: - Internal Guide: -
Mr. Biswa Prakash Biswal Asst,Prof jyotisman Das Mohapatra
(Store Manager, Pantaloons) (Prof. in Marketing)
Aditya Birla Fashion & Srusti Academy of Management,
Retail Limited, Bhubaneswar (Autonomous)
Srusti Academy of Management (Autonomous)

1st B-School in Odisha with “A” Grade Accreditation by NAAC
Approved by AICTE, New Delhi | Affliated to BPUT, Rourkela
38/1, Chandaka Industrial Estate, Near Infocity, Bhubaneswar, Odisha-751024
www.srustiacademy.org
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Declaration
I am Uttam Kumar Mallik, a Bonafede student of Srusti Academy of Management,

(Autonomous) pursuing MBA, I do hereby declare that the study entitled “Study on
Promotional Strategies Adopted by successful Retailer” my authentic work, I have
completed my study under the guidance of ,Prof.Jyotisman Das Mohapatra, SAM,
Bhubaneswar and Mr.Rajkishore Mahalik Dept. Manager, Pantaloons, Patia,
Bhubaneswar.
All the data furnished in this project report are authentic and genuine and this report
neither full nor in part has ever been submitted for award of any other degree to either
this university or any other university.
Uttam Kumar Mallick

MBA (2021-2023)
Roll No.: SAM21MBA181
University Regd. No.: 2106286179
Srusti Academy of Management, (Autonomous) Bhubaneswar, Odisha
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Internal Guide Certificate
This is certified that Uttam Kumar Mallik, a student of MBA of Srusti Academy of
Management, (Autonomous) Bhubaneswar has successfully completed his summer
Internship Project on the topic of “Study on Promotional strategies Adopted by
successful Retailer”. He has worked on the Summer Internship Project from 9th
July,2022 to 24th Aug,2022.
His performance during the project was extremely satisfactory.
Signature: Uttam Kumar Mallik
Name of the Guide: A s s t , P r o f J y o t i s m a n D a s M o h a p a t r a

Dt:
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Summer Intern
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Srusti Academy of Management,
(Autonomous)
Summer Internship Project Report: 2022
Acknowledgement
This project report bears the imprint of many people on it. I am very much thankful to
Srusti Academy of Management, (Autonomous)Bhubaneswar for the successful
completion of my SIP report.
I would like to thank my project supervisor and guide for his invaluable guidance and
assistance in preparing the project report and also contributing a lot for
accomplishment of this Project.
Firstly, I would like to express my immense gratitude towards the organization
Pantaloons which had given me a great opportunity to apply all my theoretical
knowledge practically.
I wish to express my sincere appreciation to my corporate guide to Biswa Prakash
Biswal – Store Manager for his outstanding guidance, encouragement and
commitment. My appreciations also go to specially Mr.Rajkishor Mahalik - Dept.
Manager, Kids and Western Section who lightened me regarding all the information,
various data, suggestion, tactics about Different loyalty programmes adopted by
Pantaloons.
I am also thankful to my faculty guide Asst,Prof Jyotisman Das Mohapatra , Srusti
Academy of Management Studies who guided me regarding the topic to analyse more
and interpret the data. He also gave me support to prepare this project.
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Preface
It is a great opportunity for me to pursue my MBA in Srusti Academy of
Management, (Autonomous) under BPUT, Rourkela, Odisha. In the
accomplishment of Summer Internship Program, I am submitting a report on “Study
on Promotional strategies Adopted by successful Retailers”. Subject to the
limitation of time, efforts and resources every possible attempt has been made to study
the matter deeply. The whole project is measured through the questionnaire, the data
further analysed and interpreted and the result was obtained. The purpose of this report
is to give a brief idea about what has been done in the summer training. This report
comprises of various things and knowledge I have got during my summer internship at
Pantaloons Retail LTD.
The objectives of preparing this report are as follows;
To study about different loyalty programmes.
To study about the effectiveness of loyalty programmes.
To study about how to maintain, gain, and win back customers.
To study about different methods and conditions that are applicable in the loyalty
programme.
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CONTENTS
CHAPTER-1 PAGE NO
BACKGROUND OF THE STUDY
INTRODUCTION 9-10
RATIONALE OF THE STUDY 10
OBJECTIVES OF THE STUDY 10-11
SCOPE OF THE STUDY 11
RESEARCH METHODOLOGY 12-13
CHAPTER -2
COMPANY PROFILE 14-27
CHAPTER -3
THEORETICAL BACKGROUND 28-33
CHAPTER -4
DATA ANALYSIS AND INTERPRETATION 34-40
CHAPTER -5
FINDINGS, SUGGESTION AND CONCLUSION 41-43
CHAPTER -6
BIBLIOGRAPHY 44-45
CHAPTER -7
ANNEXURE (QUESTIONNAIRES) 46-48
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CHAPTER – 1
• BACKGROUND OF THE STUDY
• RATIONALE OF THE STUDY
• OBJECTIVES OF THE STUDY
• SCOPE OF THE STUDY
• RESEARCH METHODOLOGY
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BACKGROUND OF THE STUDY
INTRODUCTION:
The Promotional Strategies provides gratification to those who require
rewards for purchases and avoids additional costs for those who would buy
even without them. The Promotional strategy insiginia is an integrated
system of marketing actions that aims to make customers more promotion by
developing personalized relationships with them. Relationship marketing
focuses on the customer, in the sense that the firm seeks to create long-term
business relations with existing prospects and customers.
Retailing is one of the oldest business activities in India. But until the
liberalization and deregulation of the Indian economy in the 1990s, it was
dominated by small one-man retail units. Today's customers have more
choice, are better informed and are more demanding of value and return for
their spending money. They look not only for the products and services that
meet their needs at the price they are willing to pay, but for the merchant
that recognizes, appreciates and rewards their patronage. Now a day’s all big
apparel retailers have started the promotional activity with different benefits
in order to satisfy customer needs and wants.
Top retail players like pantaloons, shopper stop, Globus have adopted
loyalty card and the insiginia is used as a tool for retaining a customer now a
In India the retailers play vital role in selling goods to the ultimate customer
and day by day number of retailers are increasing tremendously and ultimate
end users are being confused and customers keep on changing the retail
store.
The questionnaire survey was taken from 150 customers randomly and most
of them have purchased before at pantaloons. The promotional strategy at
pantaloons plays a vital role in retaining a customer and nearly 75% of the
customers are using the green card for more than two year’s Satisfaction
level in shopping experience, services, quality and discount are very high.
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• In the study it found that the organization is in the growing stage, it has
made its great effort to get success. Their profit rating is also good, sales
turnover is also profitable. Organization is giving much emphasis on
modern technology.
• I hope this report will be extremely useful for the organization.
Constructive and healthy suggestion for the improvement of the report will
be gratefully appreciated.
RATIONALE OF THE STUDY:

Promotional strategy aim to retain existing customers by understanding and
meeting customer needs and wants. In doing so, they maintain sales levels,
margins, increase the loyalty and potential value of existing customers, and
induce cross product buying by existing customers. Customer loyalty
increases profits, improves sales success and allows for sustainable growth.
A well designed and well executed promotional activity can help company
to retain customers, reduce turnover and drive profits.
OBJECTIVES OF THE STUDY:

Before doing any survey, it is very much essential to define the objective for
which the survey is to be done. Without any objectives, there is no value
addition to whatever is done is a project.
• To know the Promotional strategies adopted by pantaloons and other
apparel retailers.
• To know how pantaloons retain customers using promotional strategies.
• To find out frequency of customers visiting Pantaloons for a next time
purchase.
• What are the reasons for customers becoming promotion to Pantaloons?
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• What are the areas needed to improve for attracting more and more
customers to have frequent purchase at Pantaloons?
SCOPE OF THE STUDY:

The promotional activity helps to get a good relationship with customers
because without responding or not providing any special benefit it may
doesn’t think to come again for purchase to the particular store so Customer
Relationship Management makes it very useful.
The need of the study is to get know about the impact of customer loyalty in
Pantaloons, Patia, Bhubaneswar.
The importance of the study is that through this study, we got an overall idea
about customer loyalty and how it will affect. This study also helped us in
relating theory with practical. We also know about the problem and their
correspondent solution. This survey will further help the future researchers.
Managing the customer experience, maintaining a more reliable data base,
improving service operations. Fostering customer loyalty, embracing the
characteristics of high-performance marketing and other related subjects.
The loyalty program gives a good benefit to apparel retailers to do more and
more service to customer.
RESEARCH BACKGROUND:
Research - Quantitative
Research design - Descriptive study
Data collection - Primary Data
Sample area - Pantaloons, Patia, Bhubaneswar
Sample size - 100 Customers
Sampling design - Non-probability technique
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Research approach - Survey method

Research instrument - Questionnaire
Sampling tool - Structured Questionnaire method
Analytical tool - Percentage
RESEARCH METHODOLOGY:
Research method is an academic activity and as such as the term should be
used in a technical sense. This research comprises of defining and redefining
problem, formulating hypothesis or suggested solution; collecting;
organizing and evaluating data; making deduction and reaching conclusion;
and at last, carefully testing the conclusion to determine they fit the
formulating hypothesis. By this way proper methodology is an essential
stepin conducting research study.
RESEARCH DESIGN:
A research design is the arrangement of condition for collection and analysis
of data in a manner that aim to combine relevance to research purpose with
procedure.
The research design adopted for this study is descriptive type. The objective
of such a study is to answer “who, what, where and how” of the subject
under investigation. It is used because of its extensive flexibility, scope and
convenience. A descriptive research study is basically concerned with
narration of particular individual or group with specific predictions.
DATA COLLECTION DESIGN:
A marketing researcher has to make a plan for collecting data which may be
primary data, secondary data or both.
• PRIMARY DATA
The primary data was obtained by administering survey method, guided by
questionnaire to collect information from the customers. The questionnaire
is
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both open and closed ended questions. These methods were adopted since
the data which is required is highly focused on customer satisfaction.
• SECONDARY DATA
The secondary data are collected through various sources like:
1. Secondary data are collected through internet related to industry,
company, competitors, etc.
2. Review of articles being published on the topic in various magazines and
newspapers
3. Data are also collected from the company brochures etc.
QUESTIONNAIRES:
The best way to collect the data is to personally administer the
questionnaires. The advantage of this method is, the data can be collected
from the respondents within a short period of time. Any doubts that the
respondents might have on any question could be clarified on the spot.
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CHAPTER – 2
 COMPANY PROFILE
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PANTALOONS, PATIA, BHUBANESWAR
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HISTORY:
Retail India Limited (PRIL) a retailer was incorporated in 12th October
of the year 1987 headquartered in Mumbai the company operates
through primarily the Lifestyle' and Value' formats through multiple
delivery mechanisms and lines of business some of them being fashion
food general merchandise home leisure and entertainment financial
services communications and wellness.
India's family store Pantaloons was launched in Kolkata during the year
1997. In the year 2001 Big Bazaar Is se sasta aur accha kahi nahin'
India's first hypermarket chain was launched after this a supermarket
chain also launched in the period of 2002 under the name and style of
Food Bazaar.
Kishore Biyani is an Indian businessman who is the Founder & CEO
of Future Group, one of India's biggest brick-and-mortar retailers. He is
also the founder of retail businesses such as Pantaloon Retail and Big
Bazaar.
Sangeeta Pendurkar is an Independent and Non-executive Director at
Signify Innovations India Limited. She is also the CEO of Pantaloons
and Jaypore, at Aditya Birla Fashion and Retail Limited (ABFRL).
Karan Mehta is the COO of Aditya Birla Fashion & Retail Limited,
Pantaloons.
About Pantaloons:
Pantaloons is a playground where we enjoy the privilege of serving our
customers to enable their fashion journey. We strive to make shopping a
playful, joyful & engaging experience for our customers by helping them
take steps towards being their fashionable best.
With over 24 years of retailing experience, Pantaloons, a division of
Aditya Birla Fashion and Retail Ltd. is one of the most loved fashion
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brands in India with 344+ stores spread across 170+ towns and cities in
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the country. We offer a versatile collection & retail over 100 licensed
and international brands, including our exclusive in-house brands.
At Pantaloons, we bring you 'of-the-moment' fashion across stylish
menswear, statement womenswear, happy kids wear and elegant accents
for your home too. We showcase casual fluently, are experts of ethnic
wear, boast of a strong workwear ethic and live for all the fun through
our party wear.
We strive to make the Pantaloons experience exciting, friendly &
uplifting. We believe in going that extra mile to make our customers
look & feel great and express themselves with confidence.
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ADITYA BIRLA GROUP:
A US $40 billion corporation, the Aditya Birla Group of fortune 500. It

is anchored by extraordinary force of over 1,20,000 employees
belonging to 42 different nationalities. The group has been ranked
number 4 in the global “Top companies for leaders “survey and ranked
number 1 in Asia pacific for 2011.
Top companies for leader is the most comprehensive study
oforganization leadership in the world conducted in the world conducted
byAon Hewitt, Fortune Magazine and RBL (a strategic HR and leadership
advisory firm). The Group has topped the nelsons corporate image
monitor 2012-13 and emerged as the number 1 corporate “The best-in-
class 50 percent of the Aditya Birla groups revenues flow from its overseas
operations. The Group operate in 36 countries -Australia, Austria, Brazil,
Canada, China,Egypt, France, Germany, Hungary, India,Indonesia, Italy,
Japan, Korea, Laos, Myanmar, Poland, Philippines.
In India here is what we have accomplished:

 The Largest fashion premium brand apparel and lifestyle
player.
 The second largest manufacture and largest exporter of
viscose filament yarn.
 The largest procedure in the choler –alkali sector.
 A leading player in life insurance and asset management.
 Among the top two supermarket chain in the retail business.
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About Aditya Birla Fashion and Retail Ltd.

ABFRL is part of a leading Indian conglomerate, Aditya Birla Group.
Spanning a retail space of 8.4 million sq. (as on March 31, 2021), Aditya
Birla Fashion and Retail Limited (ABFRL) is India's fashion powerhouse
with an elegant bouquet of leading fashion brands and retail formats.
ABFRL brings together the learnings and businesses of two renowned
Indian fashion icons, Madura Fashion & Lifestyle and Pantaloons
creating a synergistic core that will act as the nucleus of the future
fashion businesses of the Aditya Birla Group.
As a fashion conglomerate, ABFRL has a strong network of 3,212 brand
stores across the country. It is present across 31,000 multi-brand outlets
and 6,800+ point of sales in department stores across India.
Pantaloons is among India's largest chains of fashion stores. Pantaloons
Fresh Fashion, with its focus on 'fresh look, feel and attitude' offers,
trendy and hip collections that are in sync with the hopes and aspirations
of discerning young and 'young-at-heart' consumers.
Pantaloons Fresh Fashion stands out as a fashion trendsetter, on the lines
of how fashion is followed internationally. This 'fresh fashion'
destination
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allows customers to shop for the latest in fashion apparel and accessories
throughout the year in an attractive and visually stimulating ambience.
Pantaloons Fresh Fashion stores have presence with stores not just in
Metros but also in smaller towns. All stores have a wide variety of
categories like casual wear, ethnic wear, formalwear, party wear and
sportswear for Men, Women and Kids.
VISION:
To passionately satisfy Indian consumer needs in fashion, style and
value, across wearing occasions in Apparel and Accessories through
strong brands and high- quality consumer experience with the ultimate
purpose of delivering superior value to all our stakeholders. Pantaloons
India, in association with the future group shall deliver every time,
everywhere& everything for every consumer of India in a profitable
way. Pantaloons India shares the belief that the potential stake holders
and customers shall be provided by executing and creating future
development in leading consumption space to the economic
development.
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MISSION:
We share the vision and belief that our customer and stake holders shall
be served only by creating and executing future scenarios in the
consumption space leading to economic development. We will be the
trendsetters in evolving delivery formats, creating retail reality, making
consumption affordable for all customer segments- for classes and for
masses. We shall infuse Indian brands with confidence and renewed
ambition.
MOTTO:
● “Customer Satisfaction is our real motto”
● Customer is our real boss and our real master.
● A Customer is not an interruption in our work; he is the purpose of it.
CORE VALUES:
● Confidence in ourselves.
● To be a leader, both in thought, business and in innovation.
● Respect every individual and be humble in our Conduct.
● Leading to purposeful thinking.
● To be open and receptive to new ideas, knowledge and information.
● To build long term relationships.
● Simplicity and positively in our thought, business and ideas.
● To be flexible and adaptable, to meet challenges.
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ORGANIZATION STRUCTURE:
1. Store manager
This is the highest position in the store. He is the father and head of the
family. He is the decision
maker for the store. The store manager is responsible for both the top line
responsibility is sales and the
bottom line responsibility is profit. Role of store manager involves-
• Ensuring smooth operations of the store.
• Making plans to ensure highest profit for the store.
• Proper execution of plans.
2. Department manager
This designation is present for both functional department as well as the
store department. A definite sales target is set for each department and it
is responsibility of each DM to achieve the same.
The DMs of the functional department are responsibility of the smooth
operation of their respective departments. There are 3 DMs in the store.
3. Team members
These comprise of almost 80% of total staff. They are the actual
customer facing members and their key role is to provide the best service
to customer. Pleasing personality. Good communication skills and
overall product knowledge are the main requirement for this post.
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PRODUCT PORTFOLIO:
Pantaloons offers Apparel brands for Men, Women and Kids. Along
with Apparel it also features accessories.
Products (Pantaloons Brand)
A. Women’s Ethnics
 Rang Manch
 Akkriti
 People
B. Women’s Western
 Annabelle
 Ajile
 People
 SF Jeans
 Bare Denim
 Honey
C. Kids
 0-2 Infants
 2-7 Toddlers (Boys & Girls)
 7-14 Juniors (Boys & Girls)
 Coolsters
 Zero
D. Men’s Ethnics
 Indus Route
E. Men’s Western
 Byford
 Sf Jeans
 Bare Denim
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 7 Alt
 People
 Urban Ranger
 Ajile
 Street Armor
Products (Non-Pantaloons Brand)
A. Women’s Ethnics
 Biba
 W
 Global Desi
 Aurelia
 Dream
B. Women’s Western
 Vanheusen
 Allen Solly
 AND
 Zink London
 Latin Quarters
 Dreamz
 Kraus
 Jealous 21
C. Men’s Western
 Wrogn
 Pepe Jeans
 SpyKar
 Levis
 Moustache
 Turtle
 Blackberry
 Allen Solly
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 Peter England
 John Miller
D. Kids
 Allen Solly
 Doodle
RANGMANCH
LATIN QUARTERS
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SF JEANS
COOLSTERS
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DOODLE
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COMPETITORS:
Reliance Trends
Max
Easy buy
SWOT ANALYSIS:
SWOT analysis of Pantaloons analyses the brand by its strengths,
weaknesses, opportunities & threats. In Pantaloons SWOT Analysis,
the strengths and weaknesses are the internal factors whereas
opportunities and threats are the external factors.
SWOT Analysis is a proven management framework which enables a
brand like Pantaloons to benchmark its business & performance as
compared to the competitors. Pantaloons is one of the leading brands in
the lifestyle and retail sector.
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Below are the Strengths in the SWOT Analysis of

Pantaloons:
1. Pantaloons is one of India’s largest retailers having 344+ stores across

170+ cities in India
2. Pantaloons is one of the largest retailers by market capitalization and
revenue in India
3. It manages high number of purchase orders
4. It is always updated with changing consumer preferences
5. Pantaloons is a popular brand with a high presence across India
6. Strong online presence of the brand helps to tap the internet market
7. Pantaloons offers a wide variety of clothes for men, women and
children
8. Advertising, branding and discounts have enabled the brand to
capture the youth
Here are the weaknesses in the Pantaloons SWOT Analysis:
1. Intense competition from retail stores and online shopping brands

means limited market share growth for Pantaloons
2. Too many options for customers hence high brand switching and low
brand loyalty
Following are the Opportunities in Pantaloons SWOT

Analysis:
1. Pantaloons can increase the footfalls by increasing ATL – TV

commercial promotions
2. India is fast emerging as retail hub for top brands as government
allowed FDI in single brand and multi brand retail
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3. Organized retail is only small percentage of total Indian retail industry

4. Tie-ups with fashion institutes and even online brands can help increase
sales for Pantaloons
The threats in the SWOT Analysis of Pantaloons are as

mentioned:
1. Strong competition from unorganized retail sector in India

affects business of Pantaloons
2. Government policies are not well defined in emerging markets
3. Online shopping is emerging trend in consumers due to convenience
which is taking away market share of retailers like Pantaloons
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CHAPTER – 3
 THEORITICAL BACKGROUND
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PANTALOONS LOYALTY PROGRAMMES:

Effective loyalty programs generate incremental spending – more rupee
spent, more frequently, from customers whose needs and expectations
are understood and met. with 80% of retailers’ business being generated
from as little as 20% of their customers, identifying and understanding
their needs and expectations of this 20% is crucial.
By gathering customer information, retailer can make intelligent
marketing decisions that will keep their best and most profitable
customers more loyal. They can also leverage this thinking to increase
sales the under-performing segments of their customer base.
The most valuable loyalty programs to retailers are those which utilize
advanced technology to collect data at the point of sale, track valuable
information about customer purchase behaviour, and provide access to
rich database reports and analysis that can be used to increase the
effectiveness of retailers’ marketing campaign what customers expect:
Today’s consumers are saver and more sophisticated than ever. They
expect loyalty programs to offer:
 easy participation
 instant rewards
 flexible rewards
 fast accumulation of rewards
 rewards claimed at any participating establishment
 special offers
 instant win opportunities

 membership cards
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CUSTUMER RELATIONSHIP MANAGEMENT AT

PANTALOONS
WHY CRM?
 Want to focus both on acquisition & Retention
 To convert daily footfalls into loyal customers
 Extraordinary service and customer satisfaction
 Increase customer share
CRM AT PANTALOONS
• CRM is practiced through the “GREEN CARD” program (GC)

• Green Card loyalty program contributes approx. 65% in
profitability of Pantaloons across country
• Pantaloons maintains a customer database of 33 lakh across
India
• Software used is the ‘Customer Loyalty Program’
There are 2 types of loyalty programmes that are applicable in the Patia
Store to retain customers.
These are as follows;

 Green card
 Insignia membership card
1. GREEN CARD:
The Green card membership is meant for Pantaloons customers
only and Green card points can be redeemed at Pantaloons
online and offline stores. The Green card program membership
will be activated within 24 hours from enrolment.
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As a Green card member there is something EXTRA for you

always. From earning reward points to privileged access to
exclusive events, the Pantaloons Green card program promises to
ensure your every visit to Pantaloons is EXTRA REWARDING.
Now Pantaloons Green card will become Payback Green card,

rewarding the Pantaloons customers with Payback points as
well as discounts. Customers will now earn 4 Payback points on
every Rs. 100 spent and Payback members will also get to enjoy
exclusive privileges at each of the Pantaloons stores.
Benefits Of Green Card Programme:
 Earn cashback as reward points.

 Extended Exchange Period (90 days).
 Same day earn and redeem.
 Convenient Mobile based program.
 Free paper bags (as points credited).
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Customers can be rewarded as 1*, 3*, 5* and 7* customer as per

their purchasing capacity. In the above diagram it is mentioned
clearly.
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2. INSIGNIA MEMBERSHIP CARD:

Insignia has been designed to give you maximum benefits and make
your shopping journey delightful, all year around.
Special features have been thoughtfully included in the program, so

you get the very best. 10% INSTANT DISCOUNT ALL YEAR
ROUND and Even during sale, over and above any promotion,
discount at all over India Pantaloons Store.
At Aditya Fashion retail ltd we believe in building long-lasting

relationship with customers. We encourage repeat customer visits
through our unique offers and special sale days. Pantaloons have
taken the whole concept of customer loyalty to the next level by
joining hands with Insignia.
Insignia is one of the loyalty memberships programs with customer

can shop save and get instant 10% discount. 10% instant discount all-
round the year. In this carry bags are also free all-round the year.
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By applying these loyalty programmes Pantaloons retain customers.
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CHAPTER – 4
 DATA ANALYSIS AND INTERPRETATION
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DATA ANALYSIS:
1. Are you awareof the loyalty
programmes available at PANTALOONS?
TABLE 1:
Strongly agree 70
Agree 65
Disagree 10
Neutral 5
Strongly disagree 3
CHART 1:
CHART TITLE
Strongly AgreeAgreeDisagreeNeutralStrongly disagree
3% 2%
7%
46%
42%
Interpretation: From above picture it is clear that 46% strongly

agrees, 42% agrees, 7% disagrees, 3% is neutral and 2% strongly
disagrees.
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2. Are you Green Card members of Pantaloons?
TABLE 2:
Yes 78
No 22
CHART 2:
CHART TITLE
YesNo
22%
78%
Interpretation: From above picture it is clear that 41% is yes, 40% is

maybe and 19% is no.
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3. Which Brands you preferred most while shopping at

Pantaloons?
TABLE 3:
Pantaloons brands 40
External brands 25
Both 35
CHART 3:
CHART TITLE
Pantaloons BrandExternal BrandsBoth
35%
40%
25%
Interpretation: From above picture it is clear that 40% prefer to by

pantaloons brand, 25% prefer to buy external brand and 35% prefer to
buy both brands.
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(Autonomous)
4. Does pantaloons reminding and informing their offers and

discounts to you in a proper way?
TABLE 4:
Yes 55
No 13
May be 32
CHART 4:
CHART TITLE
YesNoMay be
32%
55%
13%
Interpretation: From the above picture it is clear that 55% is yes, 13%
is no and 32% is may be.
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5. Satisfaction of customers towards Pantaloons and purchase

in future.
TABLE 5:
Strongly agree 45
Agree 30
Neutral 15
Disagree 7
Strongly disagree 3
CHART 5:
CHART TITLE
Strongly agreeAgreeNeutralDisagreeStrongly disagree
3%
7%
15%
45%
30%
Interpretation: From above picture it is clear that 45% strongly agrees,

30% agrees, 15% is neutral, 7% is disagree and 3% is strongly disagree.
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6. Does price of the product affect on your shopping?
TABLE 6:
Yes 25
No 50
Partially yes 25
CHART 6:
CHART TITLE
YesNoPartially yes
0%
25% 25%
50%
Interpretation: From the above picture it is clear that 50% is

no, 25% is yes and 25% is partially yes.
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CHAPTER – 5
 FINDINGS, SUGGESTION AND
CONCLUSION
FINDINGS:
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The information related to my analysis in quantitative data is presented

in the form of pie-chart.
 43% of people are greeted by staff at entrance. 38% of people

are staff behaviour towards customer is good.
 55% of people prefer Pantaloons while taking purchase decision.
 45% of people agrees that Pantaloons that they built strong

relationship with customers.
 43% customers have trust on the quality provided.
 52% customer has green card member.
 50% has satisfaction and purchases in future.
 42% customer has insignia membership and they are satisfied

with this premium membership.
SUGGESTIONS:
 Expand more brands
(Customers are searching some brands like-united colours of Benetton

which is available in the Saheed Nagar store but Patia store doesn't
have.)
 Convey all the details about offers to the customers (During offers
festival pantaloons in house brands and external brands having
their different offers so that customers are getting confused).
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 Female cashier requires for patia store (Because some of female

customers are facing problems while billing).
CONCLUSION:
 The research report came to study customer loyalty and

relationship marketing towards pantaloons.
 The major customers are family, married women and youth.
 The store has been well maintained in accordance with the latest
demands of the consumers.
 Pantaloons offers a wide variety of product of different prices and

different qualities.
 Customers are satisfied and expecting more brands and loyalty

programme so they can get benefits more from pantaloons while
shopping.
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CHAPTER – 6
 BIBLIOGRAPHY
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BIBLIOGRAPHY:
1. Mr. M. Sandeep Kumar Research Scholar, K.L.U. Business School,

K.L. University, Greenfields, Vaddeswaram, Guntur District, Andhra
Pradesh, India
2. Dr. D. Prasanna Kumar. Associate Professor, K L U Business School,
Greenfields, Vaddeswaram, Guntur District, Andhra Pradesh, India.
3. Aaker DA (1991b). Managing Brand Equity: Capitalizing on the
Value of a Brand Name. New York: The Free Press
4. AARON AHUVIA (March 2012)." Brand Love", Journal of
Marketing Volume 76, American Marketing Association ISSN: 0022-
2429, 1547- 7185 (electronic)
5.Jacoby J; Szybillo G & Busato-Schach J (1977).
Informationacquisition behaviour brand choice situations. Journal of
Consumer Research, 3, 209- 216
 Website referred
 www.slideshare.net
 www.pdf
 www.youtube.com
 http://www.google.com/
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CHAPTER -7
 ANNEXURE (QUESTIONNARIES)
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STUDY ON LOYALTY PROGRAMME ADOPTED BY

PANTALOONS TO RETAIN CUSTOMER
1. PERSONAL INFORMATION: Name

Gender: ○ Male ○ Female
a. Age: ()
Occupat
ion
b. Student ○ Self-employed ○ Govt job ○ Other
Marital status
c. Single ○
Married
Monthly
income
d. ○ (20k) ○ (21k – 35k) ○ (36k-50k) ○ (above 50k)
2. What do you think about the current loyalty program?

a. Excellent ○ Good ○ Average
3. Do you have pantaloons green card?
o yes ○ no
If yes since how long you’ve been a member of green card
programme?
o (0-6 months) ○ (6 months – 1 year) ○ (1-2 years) ○ (more
than 2years)
4. Which brand you preferred most while shopping at pantaloon?
o Pantaloon brand ○External brand
5. Do you receive periodic and proper updates regarding offersand

promotions (mail/SMS/calls) from pantaloons?
o yes ○ no
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6. How satisfied are you with the purchase you made in pantaloons
5-higly satisfied 4-satisfied 3-nutral 2-unsatisfied 1-highly

unsatisfied)
7. How frequently do you shop in pantaloons?
o As per needs ○ monthly ○ once in 3 months
8. In a year how much do you purchase in pantaloons?

o Less than 8000 ○ 8000 - 20000 ○ 20000-40000 ○ above 40000
9. Would you recommend your friends to get enrolled in to the green
card program pantaloons?
o Yes ○ No ○May be/can’t say
10. Have you purchaased earlier in pantaloons ?
o Yes ○No
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SUMMER INTERNSHIP PROJECT REPORT

Srusti Academy of Management (Autonomous)

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I am Uttam Kumar Mallik, a Bonafede student of Srusti Academy of Management,

Uttam Kumar Mallick

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Signature: Uttam Kumar Mallik

Name of the Guide: A s s t , P r o f J y o t i s m a n D a s M o h a p a t r a

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BACKGROUND OF THE STUDY

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RATIONALE OF THE STUDY:

OBJECTIVES OF THE STUDY:

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SCOPE OF THE STUDY:

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Research approach - Survey method

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PANTALOONS, PATIA, BHUBANESWAR

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ADITYA BIRLA GROUP:

A US $40 billion corporation, the Aditya Birla Group of fortune 500. It

In India here is what we have accomplished:

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About Aditya Birla Fashion and Retail Ltd.

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Below are the Strengths in the SWOT Analysis of

1. Pantaloons is one of India’s largest retailers having 344+ stores across

Here are the weaknesses in the Pantaloons SWOT Analysis:

1. Intense competition from retail stores and online shopping brands

Following are the Opportunities in Pantaloons SWOT

1. Pantaloons can increase the footfalls by increasing ATL – TV

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3. Organized retail is only small percentage of total Indian retail industry

The threats in the SWOT Analysis of Pantaloons are as

1. Strong competition from unorganized retail sector in India

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PANTALOONS LOYALTY PROGRAMMES:

 fast accumulation of rewards

 rewards claimed at any participating establishment

 instant win opportunities

CUSTUMER RELATIONSHIP MANAGEMENT AT

• CRM is practiced through the “GREEN CARD” program (GC)

Customers can be rewarded as 1, 3, 5* and 7* customer as per