Approved Research Project on the marketing strategies of pantaloons

1. 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

2. 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

3. 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.

4. TABLE OF CONTENTS
Tittle Page No.
Chapter 1 Introduction
Chapter 2 Company Profile
Chapter 3 ConceptualDiscussion
Chapter 4 ResearchMethodology
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

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CHAPTER-1
INTRODUCTION

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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.

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

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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)

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CHAPTER-2
COMPANY PROFILE

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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:

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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.
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:

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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 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. :

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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:
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.

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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.
●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.

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●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.
●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 DIRECTORS
MANAGING DIRECTOR
Mr. 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:

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Mr. Shailesh Haribhakti.
Mr. S Doreswamy.
Dr. D O Koshy.
Ms. Anju Poddar.
Ms. Bala Deshpande.
Mr. Anil Harish
SWOT 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
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:

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●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.
.

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CHAPTER -3
CONCEPTUAL DISCUSSION

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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.

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 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

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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.

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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)
INTRODUCTION

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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.

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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.
THE MARKETING PLAN

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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.
Track

26. - 12 -
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 content. In fact, that’s
how viral content is created…by people sharing it. PANTALOONS Pvt. Ltd. makes it

27. - 13 -
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.

28. - 14 -
CHAPTER-4
RESEARCH METHODOLOGY

29. - 15 -
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.
Objective
The 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

30. - 16 -
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
Data sources:

31. - 17 -
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.
SCOPE OF THE STUDY

32. - 18 -
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:
Survey
Surveys 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.

33. - 19 -
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 Methodology
This 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:

34. - 20 -
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.

35. - 21 -
CHAPTER-4
DATA ANALYSIS & INTERPRETATIONS

36. - 22 -
Q1 Brands and product availability in PANTALOON RETAIL (INDIA) LIMITED
is ?
Excellent 36
Good 48
Average 16
Bad 0
36%
48%
16%
0%
Sales
Excellent
Good
Average
Bad
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.

37. - 23 -
Q2 What according to you is the product’s best selling point?
(a) Price (c) Easy availability
(b) Quality (d) Others
20%
32%30%
18%
Best Selling Point
Price
Quality
Easy availability
Others
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.

38. - 24 -
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.

39. - 25 -
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.

40. - 26 -
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.

41. - 27 -
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.

42. - 28 -
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.

43. - 29 -
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.

44. - 30 -
Q9 Are you satisfied with the fabric PANTALOON RETAIL (INDIA) LIMITED use
in their products?
(a) Yes (b) No
65%
35% Yes
No
About 65% of the consumers are satisfied with fabric used by PANTALOON RETAIL
(INDIA) LIMITED in their products where as 35% are dissatisfied

45. - 31 -
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.

46. - 32 -
CHAPTER-5
FINDINGS AND CONCLUSION
FINDINGS

47. - 33 -
●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 at
the same time. 28% and 29% of the respondents agreed to the same point. Then main

48. - 34 -
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.
● About 65% of the consumers are satisfied with fabric used by PANTALOON
RETAIL (INDIA) LIMITED in their products where as 35% are dissatisfied

49. - 35 -
●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.
CONCLUSION

50. - 36 -
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.

51. - 37 -
CHAPTER-7
RECOMMENDATIONS/ SUGGESTIONS

52. - 38 -
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 withthe changing trends in fashion.
12. Company sholud tryto make available all the sizes.
13.

53. - 39 -

54. - 40 -
ANNEXURES
QUESTIONNAIRE

55. - 41 -
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

56. - 42 -
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

57. - 43 -
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.