A SUMMER TRAINING REPORT

ON

“MARKETING STRATEGIES OF PANATLOONS PVT. LTD.”

SUBMITTED IN THE PARTIAL FULFILLMENT OF THE REQUIREMENT

OF BACHELOR OF BUSINESS ADMINISTRATION (BBA)

JAGANNATH UNIVERSITY, JAIPUR

TRAINING SUPERVISOR : SUBMITTED BY :

MR. DEEPAK YADAV Aakash Jain

(BRANCH MANAGER) ENROLL. NO.–01/GDIC/JIMS/2014

SESSION: 2014-2017

JAGANNATH UNIVERSITY

JAIPUR

ACKNOWLEDGEMENT

I would like to take this opportunity as a platform to thank various individuals,

without the support of whom, this project would not have been successful. 

I would like to express my heartfelt gratitude and thanks to Mr. Deepak Yadav

(branch manager) for his guidance and support throughout this study. I am thankful to

my Institute for providing me with proper resources and fostering my research work.

I would like to take this opportunity to thank all the respondents who trusted me and

gave me their valuable insight. I also thank the Faculty Supervisors and Industrial

supervisors under whose able guidance and kind cooperation, I was able to complete

my study titled, “A STUDY ON MARKETING STRATEGIES OF

PANTALOONS(P) LTD.”.

I also thank the people from pantaloons who gave me proper knowledge about the

company. 

I have put in my best efforts to make this project as informative and understandable as

possible. Every effort has been made to enhance the quality of work. However, I owe

the sole responsibility of the shortcomings, if any, in the study

 

AAKASH JAIN

EXUCUTIVE SUMMARY

Purpose of the study was to conduct research on the topic “MARKETING

STRATEGIE OF PANTALOONS”. Duration for the project is 2 months. Main focus

was to understand the various marketing tactics used by pantaloons along with few

secondary objectives like to understand the consumer buying behavior, to find out

reason for dissatisfaction, etc,.

Research Methodology used for the study was descriptive research. IT is a study

designed to depict the participants in an accurate way. A questionnaire was

formulated with few MCQ’s type questions which were asked to fill from the

respondents.

Through the study it is found that materials, brand availability, products, variety,

range, are according to the need of the consumer and gets changed timely with the

change in requirement. Pantaloons also pay attention to advertisements and other

marketing tactics like first mover advantage, organizing campaigns, events, and uses

discount and points tactics to attract customers along with vouchers or gifts.

TABLE OF CONTENTS

Tittle Page No. Chapter 1 Introduction

Chapter 2 Company Profile

Chapter 3 Conceptual Discussion

Chapter 4 Research Methodology a. Research Objectives

b. Research Design

c. Data Sources

Primary Data

Secondary Data

d. Questionnaire Design / Formulation

e. Sample Design Sample Element/ Sample Unit

Extent

Time Frame

Sampling Frame

Sampling Technique

Sample Size

f. Limitations of the Research

Chapter 5 Data Analysis & Interpretations

Chapter 6 Conclusions/ Findings

Chapter 7 Recommendations

Annexure

Bibliography / References

CHAPTER-1

INTRODUCTION

1

INDUSTRY OVERVIEW

India, like Britain, is a nation of shopkeepers. With over 12 million retail outlets,

India probably has the highest density of retail outlets in the world, with one for

approximately every 90 persons; little wonder that the country is the ninth-largest

retail market in the world, with estimated annual retail sales of around USD215

billion in 2005 (Rs 960,000 crore). At the same time, the share of organised trade in

this enormous market is currently very small. It is estimated at just USD8 billion (Rs

35,000 crore) in 2005, up from USD6.25 billion (Rs 28,000 crore) in 2004. This

accounts for less than 4 per cent of the total retail trade in the country

AN UNDERDEVELOPED RETAIL MARKET

Organized trade in India is very underdeveloped when compared with other emerging

markets in Asia, Latin America and Eastern Europe. The Indian and Chinese markets

are comparable in many aspects: Both countries are not homogeneous. They

comprise many markets within a single country, with significantly varying cultures

and customer preferences across regions. There is a significant rural population in

both countries, which has much lower purchasing power compared to the urban

population. Both countries are geographically 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 organised retail market in China more than doubled. We

estimate that the Indian retail market is today at the same inflection point as China

was in the mid-1990s. Consequently, considering a similar per capita GDP and

roughly similar rates of economic growth, the Indian organised retail market has the

potential for exponential growth over the next decade.

CONSUMERISM: THE NEW WAVE

Growing consumerism would be a key driver for organized retail in India. Several

demographic indicators show favorable trends for the growth of organized trade:

Rapid income growth: consumers have a greater ability to spend.

1

Increasing urbanization: larger urban populations that value convenience, coupled

with the higher propensity of the urban consumer to spend.

Growing young population: growth of the post-liberalization maturing population,

with the attitude and willingness to spend.

Spend now vs. save earlier: consumers are willing to borrow for present

consumption.

THE SIZE OF THE OPPURTUNITY

Research done by the Tata Strategic Management Group (TSMG) indicates that over

the next 10 years, the total retail market in India is likely to grow at a compounded

annual growth rate (CAGR) of 5.5 per cent (at constant prices) to USD374 billion (Rs

16,77,000 crore) in 2015. The organized retail market is expected to grow much

faster, at a CAGR of 21.8 per cent to USD55 billion (Rs 246,000 crore) in the same

time frame, garnering around 15 per cent of overall retail sales. Based on our

projections, the top five organized retail categories by 2015 would be food, grocery

and general merchandise; apparel; durables; food service; and home improvement.

(Table 1) Organized retail market in India (Rs crore)

Retailers inspired by the Wal-Mart story of growth in small town America are

tempted to focus on smaller towns and villages in India. However, a careful analysis

of the town strata-wise population, population growth, migration trends and consumer

spend analysis reveals a very different picture for India.

As per our estimates, the share of the 35 towns with a present population of greater

than 1 million in India's total population would grow much faster than their smaller

2

counterparts, from 10.2 per cent today to reach 14.4 per cent by 2025.

Simultaneously, the share of these towns in the overall retail market would grow from

21 per cent today to 40 per cent by 2025.

Within these top 35 towns, an estimated 70 to 80 per cent of retail trade could be in

the organised sector. This is similar to the experience in China, where in cities like

Shanghai and Beijing, the organised sector accounts for 70 to 80 per cent of overall

retail trade in certain categories. Retailers should therefore focus on the top 37 towns

in the next decade, as the opportunity in smaller towns and rural India would be

smaller and more fragmented, compared to the larger towns. Organised retail market

in India (Table 2)

3

CHAPTER-2

COMPANY PROFILE

4

Pantaloon Retail (India) Limited, is India’s leading retailer that operates multiple

retail formats in both the value and lifestyle segment of the Indian consumer marker. 

Headquartered in Mumbai (Bombay), the company operates over 5 million square

feet of retail space, has over 350 stores across 40 cities in India and employs over

18,000 people.

The company’s leading formats include Pantaloons, a chain of fashion outlets,  Big

Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, a supermarket chain,

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, Depot, Shoe Factory, Brand Factory, Blue Sky,

Fashion Station, aLL, Top 10, mBazaar 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 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.

FUTURE GROUP:

Future Group is India’s leading business group that caters to the entire 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.

5

Apart from Pantaloon Retail, the group’s presence in the retail space is

complemented by group companies, Indus League Clothing, which owns leading

apparel brands like Indigo Nation, Scullers and Urban Yoga, and Galaxy

Entertainment Limited that operates Bowling Co, Sports Bar, F123 and Brew Bar.

The group’s  joint venture partners include French retailer ETAM group, US-based

stationary products retailer, Staples and UK-based Lee Cooper. Group Company,

Planet Retail, owns and operates the franchisee of international brands like Marks &

Spencer, Next, Debenhams and Guess in India. The group’s Indian joint venture

partners include, Manipal Healthcare, Talwalkar’s, Blue Foods and Liberty Shoes.

Future Capital Holdings, the group’s financial arm, focuses on asset 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 financial supermarket format, Future Money and

soon plans to offer insurance products through a joint venture with Italian insurance

major, Generali.

The group is currently developing over 50 malls and consumption centers across the

country and has formed a joint venture company focusing on mall management with

Singapore-based CapitaLand, one of Asia’s largest property companies

.

Future Group’s vision is to, “deliver Everything, Everywhere, Every time to Every

Indian Consumer in the most profitable manner.” The group considers ‘Indian-ness’

as a core value and its corporate credo is - Rewrite rules, Retain values.

Company’s vision:

Future Group shall deliver Everything, Everywhere, Everytime for Every Indian

Consumer in the most profitable manner.

Company’s Mission:

We shall infuse Indian brands with confidence and renewed ambition. We shall be

efficient, cost- conscious and committed to quality in whatever we do. We shall

ensure that our positive attitude, sincerity, humility and united determination shall be

6

the driving force to make us successful. PARTNER COMPANIES OF

PANTALOON

Home Solutions Retail (India) Ltd:

Home Solutions Retail (India) Ltd. (HSRIL) leads the groups foray in the home

improvement and consumer electronics retailing segment. It caters to home

management requirements and products, including furnishings and textiles, furniture,

consumer electronics, home electronics and home services. It operates retail formats

like Home Town, Furniture Bazaar, Collection I, E-Zone, and Electronics Bazaar.

Future Capital Holdings:

Future Capital is the financial arm of the group and is involved in asset management

(both private equity and real estate funds) with plans to get into other financial

services including insurance, credit and other consumer related financial services. Its

associate companies are Kshitij Investment Advisory Co. Ltd., Indivision Investment

Advisers Ltd., and Ambit Investment Advisory Co. Ltd.

Indus league clothing Ltd. :

The group owns a majority stake in Indus League Clothing Ltd., one of the leading

apparel manufacturers and marketers in India. Some of its leading brands include

Indigo Nation, Scullers, Urbana, Urban Yoga and Jealous

Galaxy Entertainment Corporate Ltd. :

The group owns a stake in Galaxy Entertainment Corporate Ltd. that operates chains

like Bowling Company, Sports Bar and Brew Bar.

JOINT VENTURES COMPANIES

Planet Retail Holdings Ltd. :

The group is a joint venture partner in Planet Retail Holdings Ltd., which operates

sports, lifestyle and leisure retail chain. It also owns the franchisee and distribution

rights of brands like Marks & Spencer, Guess, Debenhams and Puma in India.

Footmart Retail:

Footmart Retail is a joint venture with Liberty Shoes and is engaged in the retailing

of footwear products in India.

Capital Land Retail India:

7

The group is a joint venture partner in CapitaLand Retail India, along with

Singapore-based CapitaLand Limited. The company provides retail management

services to retail properties owned or managed by various group companies and

investment funds.

LINE OF BUSINESS

e – telling

Futurebazaar.com offers the widest range of products at ‘lowest prices – everyday!’

Having pioneered the retailing business in India, PRIL has now decided to

revolutionize the consumer e-commerce business in India. It intends to provide

customers with a streamlined, efficient and world class personalized shopping

experience, which will be supported with the best technology platform. Buying

products is a 3 step simple process. All one has to do is Search, Register and Buy.

Here you can expect a shopping experience akin to shopping at an actual bazaar but

with added simplicity & everyday low prices and an assurance of 'your product' will

be delivered within 7 days of purchase.

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 Bazaar won the top spot after beating other established players like Rediff,

Indiatimes, Sify, ebay, Indiaplaza, Chennai Bazaar and India Mall. The award was

presented to Future Bazaar for its "decent, no-nonsense approach, while providing a

good shopping experience".

Food

●Brew Bar: The Brew Bar is a classy and refined; yet reasonable an egalitarian a bar

with loads of bonhomie.

●Café Bollywood: Indian street food but with assurance of highest levels of hygiene

and quality.

●Chamosa: Chamosa is a branded chain, which sell the local Indian snack

combination of tea and samosas.

8

●Food Bazaar: Life is all about good taste and food bazaar aims to ensure the same.

With the low prices, a wide selection 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 complimented

with an unrivalled ambience.

Fashion:

●ALL: Shop big and shop for big, coz fashion just got a little larger! Fashion for plus

size people.

●Big Bazaar: If value for money is what drives your purchase; there can be no better

place for you other than Big Bazaar.

●Blue sky: Accessories like never before....get the best in sunglasses and watches at

your 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.

●Giny & Jony: Gini and Jony is a lifestyle brand with a radical approach to kids’

fashion. The brand caters to an age group of 2 to 16 years, that is uber chic, style

conscious and stresses on a “head to toe” fashion concept.

●Navaras: Navaras is a fine 22 carat pure gold and diamond jewellery brand, retailed

from Big Bazaar stores.

●Lee Cooper: Regarded as a brand that is fun to wear and be associated with, Lee

Cooper offers the entire range of lifestyle products in fashions category for young

men and ladies.

●Pantaloons: Today a leader in fashion... Promises Fresh Fashion for the young and

trendy.

9

●Top 10: Top 10 is based on the concept of the ever popular countdown shows,

where the trendiest styles get ranked from 1 to 10; the highest selling item gets the

highest ranking!

BOARD OF DIRECTORSMANAGING DIRECTORMr. Kishore Biyani is the Managing Director of Pantaloon Retail (India) Limited

and the Group Chief Executive Officer of Future Group.

●WHOLE TIME DIRECTOR:●Mr. Gopikishan Biyani.

●Mr. Rakesh Biyani.

NON- WHOLE TIMEDIRECTOR:

●Mr. Ved Prakash Arya.

●INDEPENDENT DIRECTORS:

Mr. Shailesh Haribhakti.Mr. S Doreswamy.Dr. D O Koshy.Ms. Anju Poddar.Ms. Bala Deshpande.Mr. Anil HarishSWOT ANALYSIS

Strength:Pioneer in the industry, largest market share and capitalization.

Reputation for value for money(Competitive pricing), convenience and a wide range

of products all in one store

Being financially strong helps pantaloons retail India deal with any problems, ride any

dip in profits and out perform their rivals

Development and Innovation are high at Pantaloons India with regards to it products

and consumer preferences and lifestyle changes which keep its ahead of its

competitors.

Weakness:Pantaloons do not function internationally, which has an effect on success, as they do

not reach consumers in overseas markets.

Since Pantaloons Retail India Ltd sell products across many sectors, it may not have

the flexibility of some of its more focused competitors.

Lack of providing standard carry bags

10

Opportunities:

Opportunities exist for PRIL to continue with its current strategy of large, super

centers.

Population of country is growing where the scope of market is kept on increasing for

retail store.

Organized retail less penetrated in India so it acts as great opportunities to the

organization for its growth

Threats : ●Being number one means that you are the target of competition.(Extra competition

and new competitors entering the market could unsteady pantaloons retail India)

●A slow economy or financial slowdown could have a major impact on pantaloons

retail India business and profits.

●Consumer lifestyle changes could lead to less of a demand for pantaloons retail

India products/services

●Price wars between competitors, price cuts and so on could damage profits for

pantaloons retail India.

●The actions of a competitor could be a major threat against pantaloons retail India,

for instance, if they bring in new technology or increase their workforce to meet

demand.

.

11

CHAPTER -3

CONCEPTUAL DISCUSSION

12

MARKETING Marketing is a social and managerial process by which individuals and groups obtain

what they need want through creating, offering and exchanging products of value with

others. This definition of marketing rests on the following on the following core

concepts: needs, wants and demand products, value, cost and satisfaction, exchange,

and relationships.

The views of the modern authorities on marketing. Marketing starts where production

leaves off. Marketing is the set of human activities. Marketing the business does is

marketing. Everything the business does in marketing. Marketing is the response to

the consumer demands marketing is the chain of process backing by creative thing

Marketing is the response to the consumer demands.

Consumer market is concerned with providing products and services for individual

consumers. Industrial marketing is concerned with providing products and services to

industrial and commercial establishments. But many so called consumer goods are

sold for use by companies or institutions.

MARKETING STRATEGY

It has the fundamental goal of increasing sales and achieving a sustainable

competitive advantage. Marketing strategy includes all basic, short-term, and long-

term activities in the field of marketing that deal with the analysis of the strategic

initial situation of a company and the formulation, evaluation and selection of market-

oriented strategies and therefore contribute to the goals of the company and its

marketing objectives. Marketing strategies may differ depending on the unique

situation of the individual business. However, there are a number of ways of

categorizing some generic strategies. The marketing mix also known as the 4 p’s and

they are:

Product: All products and their packaging must support the brand’s

positioning. Functionality and design need to be carefully considered and

developed clearly communicate product benefits.

Price: Price plays a critical role in both market positioning and customer

perception. Brands selling a premium product or service can command above

average prices.

13

Place: The selection of the distribution channel must be consistent with the

brand’s positioning. A high- end product must be associated with a high- end

distribution channel to reinforce product value.

Promotion: Which platforms and tools will be employed to promote the

product or service? Promotion strategy incorporates the brand’s USP

statement into all of its messaging. It must take all of the brand’s marketing

objectives and create specific tactics that will deliver against them.

IMPORTANCE OF MARKETING STRATEGIES

It provides the business with focus and direction by identifying the best

opportunities worth pursuing s well as the threats to be avoided.

Identifies the tools that the company can effectively use to fight competition

and gain market share

Save company time and money by focusing the resources on attracting the

right employees and investing only on marketing initiatives that support the

overall business objectives.

Creates consumer preference for the brand.

Increase sales and profits

TYPES OF MARKETING STRATEGIES

Content Marketing – In this case, content is created and published on various

platforms to give information about a certain product or service to potential customers

and to influence them, without making a direct sales pitch.

Diversity Marketing – The aim of this strategy is to take into account the different

diversities in a culture in terms of beliefs, expectations, tastes and needs and then

create a customized marketing plan to target those consumers effectively

Transactional Marketing :Driving sales can be challenging, especially for retailers that

have to consistently sell products in high volume to consumers. In order to stay with

14

the demands of investors, retailers have to encourage consumers to buy using

coupons, discounts, liquidations, and sales events. High volume big-box retailers like

Target are constantly running promotional events in order to get interested consumers

into their stores.

Word -of-mouth Marketing- is the passing of information from person to person by

oral communication. Customers are very excited to share with the world the brands

they love. Many consumers find meaning in sharing stories of their favorite products

and services. Word of Mouth is one of the ancient ways people learned about what to

purchase. Modern marketers have learned how to create authentic word of mouth for

their companies and the products they represent.

Diversity marketing :Develop a customized marketing plan by analyzing different

customer segments based on cultural differences including tastes, expectations,

beliefs, world views, and specific needs.

Mass marketing :Major corporations need to drive large numbers of purchasing of

their products in order to survive and grow. While mass marketing may seem like a

shotgun approach to marketing this is far from the truth. Big businesses spend big

money in understanding big data–thats a lot of bigs!) This gives them an insight to

where to place media for their potential national customers who buy their products

and services. Walmart is an example of an effective mass market retailer. As the

number one retailer in the world, they are very smart about their mass marketing

efforts, often giving their customers a feeling of locality and warmth.

Online marketing :As commerce has propagated to the Internet, a new form of

marketing has emerged. From online banners to those annoying pop ups, online

marketers have attempted to get their customers attention any way they can. Most

online strategic marketing efforts today are a mix of growth hacking strategies ( A/B

testing taken to the max) and a variety of awareness tactics that drive attention. A very

effective online marketer is the insurance company Geico who simply asks their users

to enter their zip code for an instant quote on a better savings.

15

Email marketing :As soon as customers migrated into the online world, Internet

marketers have attempted to collect and organize emails for potential prospects. Many

business-to-business marketers depend on email marketing as a primary way to

connect with customers. At industry tradeshows, IBM consultants can often be seen

exchanging email information with their prospects.

Offline marketing: With mass adoption of the Internet, many companies are finding

new ways of integrating offline marketing with new technologies to create more

engaging customer experiences. The Coca-Cola company has create vending

machines that invite customers to hug them. This continues to tie the Coca-Cola brand

to the core emotion of happiness, but also invite customers to experience the real

product offline.

Direct marketing :Communicate directly with customers and prospects through mail,

email, texts, fliers and other promotional material.

MARKETING STRATEGY OF PANTALOONS PVT. LTD.

PANTALOONS Pvt. Ltd. advertisements have appeared in several types of media

including television, the Internet, magazines, catalogs and newspapers. Some of

PANTALOONS Pvt. Ltd. marketing strategies include lowering prices at all times of

the year, free bonus products, and free shipping to encourage more sales and stave off

competitors. Sometimes, PANTALOONS Pvt. Ltd.cut its prices in an effort to

maintain its market share. This also cut profit-margins by more than half, from 8.7 to

4.3 percent. To maintain its low prices, PANTALOONS Pvt. Ltd. continues to accept

most purchases of its products via the Internet and through the telephone network, and

to move its customer-care division to India.

A subsequent advertising campaign featured interns at PANTALOONS Pvt. Ltd.

headquarters (with Curtis' character appearing in a small cameo at the end of one of

the first commercials in this particular campaign)

16

INTRODUCTION

Product diversification -Product diversification is a key strategy for PANTALOONS

Pvt. Ltd. as it seeks to maintain a competitive advantage in the declining industrial

ventilation market. PANTALOONS Pvt. Ltd. needs to restructure its core business

priorities and develop new structures that can help it to gain leverage in a highly

competitive industry. It needs to develop a comprehensive strategy, which can be

based upon achieving key targets through the focus on innovation and creativity. The

development of a comprehensive approach is essential because it can lead to

competitive advantage in the future.

Corporate Branding- PANTALOONS Pvt. Ltd. corporate branding strategy is also

essential because it must be restructured so that it helps to target new as well as

running factories. It should create a competitive strategy, which should help it to offer

value proposition to its customer. PANTALOONS Pvt. Ltd. key competitive

advantages, which include a lean, supply chain management system and lowered costs

through its direct distribution model, need to be reinvented so that they can offer

value added services to home users.

Situational Analysis Internal Analysis

PANTALOONS Pvt. Ltd. business model is based upon creating a direct model

according to the requirement of its customer segments. This is done as a means of

ensuring that the organization maintains its competitive advantage in the computer

industry. PANTALOONS Pvt. Ltd. knows that it cannot afford to own different parts

of the value chain. The direct business model ensures high levels of speed and

reliability. It reduces the inventory while bypassing the need for dealers. This has

enabled the organization to reduce the costs and risks of moving large finished goods

inventories.

Competitor Analysis

PANTALOONS Pvt. Ltd. primary competitors have sought to find ways in which

they can reduce prices. They have ensured that innovative strategies are designed as a

means of combating the low costs of PANTALOONS Pvt. Ltd. The price and quality

differential, which PANTALOONS Pvt. Ltd. has been known for, is slowing eroding

because of innovative strategies.

17

The competition within the computer industry is very swift which means that

PANTALOONS Pvt. Ltd. might lose its future competitive advantage. Additionally,

PANTALOONS Pvt. Ltd. is suffering from a decline in projects while its share in the

ventilation market has also reportedly decline. PANTALOONS Pvt. Ltd. is also

suffering from competitors which are a market leader in technology and innovation.

Market Analysis

PANTALOONS Pvt. Ltd. has been successful in the market because of its loyal

customer base and diversified product portfolio.. PANTALOONS Pvt. Ltd. has

created a flexible team strategy so that its key goals can be attained. It has been using

online commerce to increase its sales and revenues. Its build-to-order processes

ensure that customers receive products according to their specifications.

Customer Analysis

PANTALOONS Pvt. Ltd. customers belong to diverse sectors but the industries and

factories represent its main customers. It has aggressive marketing strategies in order

to target the industries. This is in line with its belief that technology can be easily

promoted among the customers. PANTALOONS Pvt. Ltd. has used clear and specific

objectives in order to achieve its critical goals.

It has crafted a superior business strategy that is based upon achieving efficiency and

effectiveness.

Environmental Analysis

PANTALOONS Pvt. Ltd. business environment has become highly competitive

because of the changes in social, political, and economic trends. The ongoing

economic recession has reduced customer spending and forced businesses to cut down

their costs. PANTALOONS Pvt. Ltd. has also suffered from this and has been forced

to scale down its operations. Another serious threat is that new players are emerging

in the market with the popularity of ventilation systems. These devices are new

generation, which offers computing power in a versatile and smart manner. Hence

PANTALOONS

Pvt. Ltd. are forced to make changes that will enable them to compete effectively in

the market.

18

THE MARKETING PLAN Branding

Word of mouth is all about the people so it’s only logical to make step 1, also one of

the most important steps, on top of this list. Instead of being all over the place, narrow

things down and be specific. Ask yourself “Who are they?” “What type of people are

they?” “What type of lives do they live?” Then go on and ask “Who are you?

(Business/company)” Then ask yourself “What are you?” “What type of business do

you offer and how can your products/services benefit your target audience?” It may

seem crazy or time consuming to ask questions and answer them, but it’s a very

important step. PANTALOONS Pvt. Ltd. is absolutely crystal clear with the message

and the people so that PANTALOONS Pvt. Ltd. can connect and work on building a

brand. Powerful brands create emotion and meaning. That’s why some people

instantly buy a certain brand because they believe in the quality and it brings up good

memories for them. By buying that product/service from that brand, they already

know what to expect because they’ve done it before. Now imagine if the same things

could happen for you and your business. PANTALOONS Pvt. Ltd. want better

answers, PANTALOONS Pvt. Ltd. need to ask better questions. By knowing the

company or business in and out, PANTALOONS Pvt. Ltd. get a clear picture on who

the target market is. It’s about knowing exactly what it takes to get the results you

desire by being aware of and implementing effective B2B marketing strategies.

Increase Awareness

PANTALOONS Pvt. Ltd. posts valuable content on social media, exhibitions, trade

journals, trade fairs etc. every single day will always outperform a company that posts

once every month. The key to increasing awareness; is value and consistency. People

will always ignore messages or posts from people or businesses that they don’t know

or care about. PANTALOONS Pvt. Ltd. makes them feel that if they missed out on a

post or didn’t see it on time; they scramble to get their phones or laptops to check out

what they missed out on. The more awareness you have, the more leverage and power

your brand has. Increasing awareness is not too hard to do. PANTALOONS Pvt. Ltd.

increase awareness by hosting contests, giveaways, creating trends, running ads,

posting valuable content or even as simple as replying to a comment. Be willing to go

the extra mile for your target audience. PANTALOONS Pvt. Ltd. always look for

different ways on how you can stand out from the others.

19

Track

PANTALOONS Pvt. Ltd. never associates guessing with the business. That’s always

bad news. In order to create a stable long term business, there are certain numbers and

metrics that are carefully observed by PANTALOONS Pvt. Ltd. PANTALOONS Pvt.

Ltd. keeps track of what posts get the most likes, shares, comments, how long people

stay on your website, how many leave and how much have to spend in order to

acquire a new customer. Those are just a few examples of certain questions that need

answers. Whatever it is PANTALOONS Pvt. Ltd. do in their business, it’s always

important to track the results. That way, PANTALOONS Pvt. Ltd. get an insider

scoop on what works and what doesn’t. Based from the results, you’ll be able to

tweak and see if things pick up or not. If they don’t pick up, then at least this time

you’re aware of it and can do something about it.

Study, Learn and Teach

The best way to deliver value is by sharing something that people are interested in. By

knowing who your target market is and tracking your results, you should know

exactly the type of content your audience enjoys. The goal of PANTALOONS Pvt.

Ltd. is to stay on top of things by educating themselves, learning new concepts,

techniques or skills and teaching it to employees. They perform this is by creating

content. It could be in the form of: images (with facts written on them), videos,

webinars, blog posts, emails, podcasts, etc. The list literally goes on and on. Once

people see that PANTALOONS Pvt. Ltd. know the stuff, they consider an expert

even if what we sharing are just the basics. It’s a huge boost to the brand. This is also

the quickest way to mastering something. A little research in the niche, come up with

a list and create your content around those lists. With the internet, there is nothing

impossible to find. Just always keep in mind that at the end of the day, it’s all about

the customer. Ask yourself how you can deliver the most value and just do it. Take a

look at Social Media Examiner for example. See how they’re doing an amazing job

just sharing high quality content that people are just hungry for?

Focus on Shares

It’s cool to get likes and comments but the end goal should be shares. The more

shares PANTALOONS Pvt. Ltd. get, the more exposure and free traffic we get.

Imagine being exposed to different circles without spending a single dime doing so?

It’s all voluntary actions done by people that look up to your brand and appreciate the

value that you’re delivering.. The power of compounding can easily create viral

20

content. In fact, that’s how viral content is created…by people sharing it.

PANTALOONS Pvt. Ltd. makes it a goal to create high quality content that people

will share without any hesitation. This is without a doubt one of the most powerful

PANTALOONS Pvt. Ltd. marketing strategies out there.

People/followers always come first

The sole purpose of a business is to create profit. We all know that. That’s why you’re

reading this post learning about PANTALOONS Pvt. Ltd. marketing strategies, right?

However, profit would never exist without our people. With that being said, our

people should always come before business. Finding a way to serve and going the

extra mile for your customers always pays off. One very important aspect of a

PANTALOONS Pvt. Ltd. is customer support. Once people feel that they are taken

care of, then feel more comfortable and would not hesitate to become a part of

something. According to a study, 78% of people’s purchase decisions are impacted by

a company’s posts on social media. A good number of those people will inquire more

about what it is you’re offering. It is important to create a good impression and always

reply to questions and concerns quickly. People have shorter attention spans these

days. That means, that even if PANTALOONS Pvt. Ltd. delayed in replying by 1

hour, they can lose 53% of your audience and never see them again.

Be active on top Exhibitions and Trade Fair

There are many different Exhibitions and Trade Fair out there. PANTALOONS Pvt.

Ltd. is every single one of them. What’s important is to be extremely active on the top

Exhibitions and Trade Fair. What are the top Exhibitions and Trade Fair? It’s highly

recommended to have a presence on: Facebook ,Instagram, Twitter, LinkedIn,

YouTube, Google +, Pinterest and a newbie but vastly growing, Snapchat. By active,

it means that you’re constantly sharing valuable content, creating engagement and

gaining connections in the process. Conclusion: As mentioned before, in order for all

these B2B marketing strategies to actually work, you need to work. Consistency is

key here. Find out what works and what creates momentum for your business and

double down on that. Find out what your target market wants, follow trends and create

your content around what your target market wants and need.

21

CHAPTER-4

RESEARCH METHODOLOGY

22

RESEARCH METHODOLOGY

The procedure adopted for conducting the research requires a lot of attention as it has

direct bearing on accuracy, reliability and adequacy of results obtained. It is due to

this reason that research methodology, which we used at the time of conducting the

research, needs to be elaborated upon. Research Methodology is a way to

systematically study and solve the research problems. If a researcher wants to claim

his study as a good study, he must clearly state the methodology adapted in

conducting the research the research so that it way be judged by the reader whether

the methodology of work done is sound or not.

The Research Methodology here includes.

1. Meaning of Research.

2. Research Problem.

3. Research Design.

4. Sampling Design.

5. Data Collection method.

6. Analysis and interpretation of Data.

ObjectiveThe study highlights the problems related to distribution of PANTALOON RETAIL

(INDIA) LIMITED also that the company can improve the service rendered by them

as a distributor. The study gives information about prospective buyers both individual

as well as institutional clients. The study provides the complete information about all

close competitors of PANTALOON RETAIL (INDIA) LIMITED

It provides the feedback from customers regarding their problems and their perception

about investing in PANTALOON RETAIL (INDIA) LIMITED also that the company

can improve their services.

Helping the organization to understand the importance of business

To understand the buying behavior at pantaloons

To analyze how the companies competing in a related product/market

Bringing the notice to the organization the untapped markets

23

Primary objective :-

To study the marketing strategies used in PANTALOON RETAIL (INDIA)

LIMITED

Secondary objective :-

To find out the shortcomings in PANTALOON RETAIL (INDIA) LIMITED

To find out the reason of dissatisfaction

To find out which means of communication play a vital role in persuade

customer

To understand the competitive analysis provides a wealth of information on

the competition's weaknesses to exploit.

RESEARCH DESIGN

The research design used in this project is the descriptive research design.

DESCRIPTIVE RESEARCH

IT is a study designed to depict the participants in an accurate way. More simply put,

descriptive research is all about describing people who take part in the study.

There are three ways a researcher can go about doing a descriptive research project,

and they are:

Observational, defined as a method of viewing and recording the participants

Case study, defined as an in-depth study of an individual or group of

individuals

Survey defined as a brief interview or discussion with an individual about a

specific topic

24

Data sources:

Research is totally based on primary data. Secondary data can be used only for the

reference. Research has been done by primary data collection, and primary data has

been collected by interacting with various people. The secondary data has been

collected through various journals and websites.

Questionnaire

A questionnaire is a research instrument consisting of a series of questions and other

prompts for the purpose of gathering information from respondents. Although they are

often designed for statistical analysis of the responses, this is not always the case. The

questionnaire was invented by Sir Francis Galton.

SAMPLING TECHNIQUE

The kind of sampling technique used in this project is the convenience sampling

CONVENIENCE SAMPLING

A statistical method of drawing representative data by selecting people because of the

ease of their volunteering or selecting units because of their availability or easy

access. The advantages of this type of sampling are the availability and the quickness

with which data can be gathered. The disadvantages are the risk that the sample might

not represent the population as a whole, and it might be biased by volunteers. For

example, a study to determine the average age and sex of gamblers at a casino that is

conducted for three hours on a weekday afternoon might be overrepresented by

elderly people who have retired and underrepresented by people of working age.

Convenience sampling is a type of sampling where the first available primary data

source will be used for the research without additional requirements. In other words,

this sampling method involves getting participants wherever you can find them and

typically wherever is convenient. In convenience sampling no inclusion criteria

identified prior to the selection of subjects.  All subjects are invited to participate.

25

SCOPE OF THE STUDY

Extensive survey on customer preferences will provide lot of valuable information

about the brand awareness of the product and it will be easy to find out the likes and

dislikes about the product. For company, it will provide through knowledge about the

consumer preferences in comparison with other market product and suggest valuable

direction of the current market trend. It will provide lot of information about the

market trend and customer preferences about the product.

It will include valuable suggestions for the company, how the company can

strengthen their own brand?

The study of customer preferences will provide me lot of information on:

How customer profile differs across the user segments?

Dopes the different classes of the customers differ their preferences?

My study includes an extensive survey over 100 customers who normally use the

services. The companies included:

SurveySurveys are done with a view towards making statistical inferences about the

population being studied, and it is totally dependent upon on the questionnaire

conducted. Polls about public opinion, public health surveys, market research surveys,

government surveys and censuses are all examples of quantitative research that use

contemporary survey methodology to answer questions about a population. Surveys

provide important information for all kinds of public information and research fields,

e.g., marketing research, psychology, health professionals and sociology.

Sampling procedure:The sample was collected from Rajiv Chowk Area-Delhi, irrespective of them being

availing the services from Pantaloons Ltd. or not. It was also collected through

personal visits to persons, by formal and informal talks and through filling up the

questionnaire prepared. The data has been analyzed by using mathematical/Statistical

tool.

Sample size:The sample size of my project is limited to 100 people only.

26

Sample design:Data has been presented with the help of pie charts

Sampling Area-

Rajiv Chowk – New Delhi

This is a commercial area with number of renowned fashion firms mainly Jack N

Jones, UCB, Louis Philippe, Zara etc. This is a developing area as it is situated near

New Delhi Railway Station and is considered to be central zone in Delhi.

Research MethodologyThis report is based on primary as well secondary data, however primary data

collection was given more importance since it is overhearing factor in attitude studies.

One of the most important users of research methodology is that it helps in identifying

the problem, collecting, analyzing the required information data and providing an

alternative solution to the problem .It also helps in collecting the vital information that

is required by the top management to assist them for the better decision making both

day to day decision and critical ones.

Duration of Study:

27

The study was carried out for a period of two months, from 1st June – 20th July

2016.

Limitation of Study

Time limit was less to study and to analyze the topic perfectly. Respondent were not eager to respond to questions. Research was not well averse with all the research instrument.

CHAPTER-4DATA ANALYSIS & INTERPRETATIONS

28

Q1 Brands and product availability in PANTALOON RETAIL (INDIA) LIMITED

is ?

Excellent 36

Good 48

Average 16

Bad 0

29

From the above pie chart it is clear that brand and product available in Pantaloons is

up to the mark. Out of 100 respondent 36 respondent liked excellent option where as

48 respondent view good options. It means that brand and product in Pantaloons is

qualitative and doing fine job.

Q2 What according to you is the product’s best selling point?

(a) Price (c) Easy availability

(b) Quality (d) Others

30

PANTALOON RETAIL (INDIA) LIMITED being a relatively new company in the

market and having high competition, the respondents agreed to a certain level that the

easy availability and quality of the product is the main and leading beat selling point.

A cumulative of 62% (30% and 32%) respectively agreed to the same, where as a

healthy percentage of 38% came to the decision that the price and various other

factors were the main selling point of the product.

31

Q3 What is the target audience for PANTALOON RETAIL (INDIA) LIMITED?

(a) High income group (c) lower Income Group

(b) Middle Income Group (d) All

In the questionnaire the main question was the target audience of PANTALOON

RETAIL (INDIA) LIMITED Being a fashion industry firm it is very important for

the company to set their preferences in regard to target audience. The respondents

agreed to the point that the company should focus more on the Middle income group

people. Nearly 40% of the respondents agreed to that point. 28% respondents also

agreed to the fact that lower income group can also be targeted.14% favoured the high

income group people to be the target audience keeping in mind the business of the

luxury products.

32

Q4 Where does PANTALOON RETAIL (INDIA) LIMITED sells their products?

(a) In a business premise (c) Online

(b) Through Agents (d) Through business sources

According to the respondents the main place of selling for PANTALOON RETAIL

(INDIA) LIMITED is within their business premises. 30% agreed to the point that

the main business is generated within the premises this is because the purchasers visit

the store so as to view the products. The company also sell the products through the

agents on the commission basis. This helps them to obtain good volume of sales,

which in turn have link with the company, 45% selling is done through these dealers.

With the growing use of internet for various purchases the company had also started

online procedures for sales through internet.

33

Q5. What Does the International Marketing plan of PANTALOON RETAIL (INDIA)

LIMITED covers?

(a) Internet (c) Sales Promotion

(b) Advertising (d) Direct Marketing

(e) Public Relations

The main aims of the marketing plan that PANTALOON RETAIL (INDIA)

LIMITED has is to advertise their product in the market and to do direct marketing

at the same time. 28% and 29% of the respondents agreed to the same point. Then

main focus is on sales promotion of the products, later comes the use of internet to

advertise and market the product so as to grow public relations with more and more

customers which in turn will be a great help increasing the turnover of the company.

34

Q6 How can marketing help increase in sale for PANTALOON RETAIL (INDIA)

LIMITED abroad?

(a) Increase in profit (c) Building a brand name

(b) Increasing customer knowledge (d) no use

Marketing has a core aim of increasing the sale of the company. According to a large

number of respondents (38%) marketing will help the company to increase sale which

will result in increasing the profit of the company which can be further used for

expansion of the business. More over PANTALOON RETAIL (INDIA) LIMITED

being a new brand in the market has to also understand the importance of building a

potential and sustainable brand name in the market. Marketing will contribute in the

cause according to 31% of the respondents. Marketing and proper advertisement will

also make the customers aware of the upcoming products and will provide them with

the knowledge.

35

Q7 What is the best medium for the advertisement according to your point of

view in the international markets?

(a) Local Newspapers (c) Radio

(b) Hoardings (d) Campaigns

(e) Internet

PANTALOON RETAIL (INDIA) LIMITED According to the respondents should

advertise the product through local news papers. 34% agreed to it. The reason being

easy penetration of newspapers amongst the people in the society, a very large

percentage of people read newspapers on daily basis and this can be a core means of

advertising the product. Radio in the present day has become very popular amongst

the people, with easy access in every house and cars it has grown as a very strong

medium of advertisement, 23% of the respondents also share the same view. 18%

each agreed to the point that hoardings and campaigns can also be used as effective

means of advertisement.

36

Q8 What according to you can be other modes of marketing that can be used by

PANTALOON RETAIL (INDIA) LIMITED .

(a) Direct Mail (c) Social Media Marketing

(b) Brand Marketing (d) Mobile Web Marketing

Ways of marketing is another important segment of marketing. The various modes

can be direct mail, brand marketing, social media marketing and mobile web

marketing. 39% of the respondents agreed to the point that social media marketing

can be a perfect way of marketing. Whereas 33% approved that brand marketing can

be used as the mode, which states that the company should use its brand name for

marketing the product. A cumulative of 28% agreed that direct mail and mobile web

marketing that is marketing through SMS and cold calling can also turn as an

effective way of marketing.

37

Q9 Are you satisfied with the fabric PANTALOON RETAIL (INDIA) LIMITED use

in their products?

(a) Yes (b) No

About 65% of the consumers are satisfied with fabric used by PANTALOON

RETAIL (INDIA) LIMITED in their products where as 35% are dissatisfied

38

Q10 What according to you is the impression of the advertisement by PANTALOON

RETAIL (INDIA) LIMITED ?

(a) Funny (c) Informative

(b) Interesting (d) Boring

When the respondents were questioned regarding the effectiveness of the current

advertisement, 42% of them said that the advertisement is informative and provides

knowledge about the product. 33% agreed that the advertisement was interested

enough to pay attention on the advertisement. On the other hand 18% and 7%

respondents respectively replied the advertisement was funny and boaring.

39

CHAPTER-5

FINDINGS AND CONCLUSION

FINDINGS

40

●From the above pie chart it is clear that brand and product available in Pantaloons is

up to the mark. Out of 100 respondent 36 respondent liked excellent option where as

48 respondent view good options. It means that brand and product in Pantaloons is

qualitative and doing fine job.

● PANTALOON RETAIL (INDIA) LIMITED being a relatively new company in

the market and having high competition, the respondents agreed to a certain level that

the easy availability and quality of the product is the main and leading beat selling

point. A cumulative of 62% (30% and 32%) respectively agreed to the same, where as

a healthy percentage of 38% came to the decision that the price and various other

factors were the main selling point of the product.

●In the questionnaire the main question was the target audience of PANTALOON

RETAIL (INDIA) LIMITED Being a fashion industry firm it is very important for

the company to set their preferences in regard to target audience. The respondents

agreed to the point that the company should focus more on the Middle income group

people. Nearly 40% of the respondents agreed to that point. 28% respondents also

agreed to the fact that lower income group can also be targeted.14% favoured the high

income group people to be the target audience keeping in mind the business of the

luxury products.

●According to the respondents the main place of selling for PANTALOON RETAIL

(INDIA) LIMITED is within their business premises. 30% agreed to the point that

the main business is generated within the premises this is because the purchasers visit

the store so as to view the products. The company also sell the products through the

agents on the commission basis. This helps them to obtain good volume of sales,

which in turn have link with the company, 45% selling is done through these dealers.

With the growing use of internet for various purchases the company had also started

online procedures for sales through internet.

●The main aims of the marketing plan that PANTALOON RETAIL (INDIA)

LIMITED has is to advertise their product in the market and to do direct marketing

41

at the same time. 28% and 29% of the respondents agreed to the same point. Then

main focus is on sales promotion of the products, later comes the use of internet to

advertise and market the product so as to grow public relations with more and more

customers which in turn will be a great help increasing the turnover of the company.

●Marketing has a core aim of increasing the sale of the company. According to a

large number of respondents (38%) marketing will help the company to increase sale

which will result in increasing the profit of the company which can be further used for

expansion of the business. More over PANTALOON RETAIL (INDIA) LIMITED

being a new brand in the market has to also understand the importance of building a

potential and sustainable brand name in the market. Marketing will contribute in the

cause according to 31% of the respondents. Marketing and proper advertisement will

also make the customers aware of the upcoming products and will provide them with

the knowledge.

●PANTALOON RETAIL (INDIA) LIMITED According to the respondents should

advertise the product through local news papers. 34% agreed to it. The reason being

easy penetration of newspapers amongst the people in the society, a very large

percentage of people read newspapers on daily basis and this can be a core means of

advertising the product. Radio in the present day has become very popular amongst

the people, with easy access in every house and cars it has grown as a very strong

medium of advertisement, 23% of the respondents also share the same view. 18%

each agreed to the point that hoardings and campaigns can also be used as effective

means of advertisement.

●Ways of marketing is another important segment of marketing. The various modes

can be direct mail, brand marketing, social media marketing and mobile web

marketing. 39% of the respondents agreed to the point that social media marketing

can be a perfect way of marketing. Whereas 33% approved that brand marketing can

be used as the mode, which states that the company should use its brand name for

marketing the product. A cumulative of 28% agreed that direct mail and mobile web

marketing that is marketing through SMS and cold calling can also turn as an

effective way of marketing.

42

● About 65% of the consumers are satisfied with fabric used by PANTALOON

RETAIL (INDIA) LIMITED in their products where as 35% are dissatisfied

●When the respondents were questioned regarding the effectiveness of the current

advertisement, 42% of them said that the advertisement is informative and provides

knowledge about the product. 33% agreed that the advertisement was interested

enough to pay attention on the advertisement. On the other hand 18% and 7%

respondents respectively replied the advertisement was funny and boring.

43

CONCLUSION

After the above detailed analysis, I would like to state the following concluding

points.

About 52% of the people had preferred PANTALOON RETAIL (INDIA) LIMITED

as their “most preferred next clothes brand”. Those who gave a negative response for

PANTALOON RETAIL (INDIA) LIMITED were only 24%. The rest of the 24%

said that they “could think of” buying a product of PANTALOON RETAIL (INDIA)

LIMITED in future. In my view, these clients can be potential clients as well..

Most people market the purchase decision in consultation with their families.

This point is to be kept in mind while framing future strategies

Factors like new designs affect the buyers the most.

Thus, product design is the greatest “customer pulled” in the clothes market.

Most of the people seem to be awed by the PANTALOON RETAIL (INDIA)

LIMITED brand name. They see all the attributes of an up market in a

PANTALOON RETAIL (INDIA) LIMITED.

Pantaloons offers a wide verity of product of different prices and different

qualities satisfying most of its customers

Prices and offers in Pantaloons have been one of the main attractions and reason

for its popularity

Heavy rush on weakened and Sunday makes customer dissatisfy while doing

billing.

The customer gets all kind of product in Pantaloons under one roof.

The above factors give us an idea of the buying behavior of the customers.

44

CHAPTER-7

RECOMMENDATIONS/ SUGGESTIONS

45

SUGGESTIONS

1. Quick services for logistics for customer.

2. There should be more billing counters on Friday and Sunday as customer

has to stand in a queue.

3. The gift wrapping paper is low quality paper should be standardize

according to the business.

4. Proper signage should be there so that customer can locate the product

easily.

5. Value added services have to be improved so that most of customer will

avail those services

6. Offer and Discount should be there so that customer attract to buying .

7. Trial rooms should be more spacious.

8. Trolleys should be available at 3-4 places.

9. Brand helpers should be there for quick query solution.

10. Proper baggage tokens should be provided.

11. Company sholud adapt itself with the changing trends in fashion.

12. Company sholud try to make available all the sizes.

13.

46

47

ANNEXURES

QUESTIONNAIRE

48

1. Brands and product availability in PANTALOON RETAIL (INDIA)

LIMITED is ?

(a) Excellent (b) Good

(c) Average (d) Bad

2. What according to you is the product’s best selling point?

(b) Cheap (c) Easy availability

(b) Quality (d) Others

3. What is the target audience for PANTALOON RETAIL (INDIA) LIMITED?

(c) High income group (c) lower Income Group

(d) Middle Income Group (d) All

4. Where does PANTALOON RETAIL (INDIA) LIMITED sells their products?

(a) In a business premise (c) Online

(b) Through Agents (d) through business sources

5. What Does the Marketing plan of PANTALOON RETAIL (INDIA)

LIMITED covers?

(a) Internet (c) Sales Promotion

(b) Advertising (d) Direct Marketing

(e) Public Relations

1. How can marketing help increase in sale for PANTALOON RETAIL (INDIA)

LIMITED?

(c) Increase in profit (c) Building a brand name

(d) Increasing customer knowledge (d) no use

49

7. What is the best medium for the advertisement according to your point of

view?

(a) Local Newspapers (c) Radio

(b) Hoardings (d) Campaigns (e) Internet

8. What according to you can be other modes of marketing that can be used by

PANTALOON RETAIL (INDIA) LIMITED.

(a) Direct Mail (c) Social Media Marketing

(b) Brand Marketing (d) Mobile Web Marketing

9. Are you satisfied with the fabric PANTALOON RETAIL (INDIA) LIMITED

use in their products?

(a)Yes (b)No

10. What according to you is the impression of the advertisement by

PANTALOON RETAIL (INDIA) LIMITED ?

(a) Funny (c) Informative

(b) Interesting (d) Boring

50

BIBLIOGRAPHY

WEBSITE

www.pantaloon.com

BOOKS

Kotler Phillip & Armstrong Gary, “Principles of Marketing” 11th Edition, 2005,

467-76 .

Kothari C.R., “Marketing Research”-Methods and Techniques, 3rd Edition,

2007, 71-91.

51