Asian College of Science and Commerce, Pune

(Affiliated to SPPU & Approved by Government of Maharashtra)

ACCREDITED BY NAAC WITH “B+” GRADE

“Internship Report on”

“Comparative study of effectiveness by promotional Schemes
Zudio and Pantaloons”

Submitted By
Mr. Yuvaraj Giradhar Talele
(Sy. BBA Sem IV.)
Marketing

Summited To
Savitribai Phule University

Under The Guidance of

Mrs. Sarika Shaha
(Asst. Prof., Asian College of Science and commerce)
2023-2024

Internship Project report Submitted to Asian collage of science and commerce in a partial fulfillment of
requirements for the award of the degree of “BACHELOR OF BUSINESS ADMINISTRATION” of

Savitribai Phule University. Academic Year 2023-2024.

 Asian College of Science and Commerce, Pune
(Affiliated to SPPU & Approved by Government of Maharashtra)
ACCREDITED BY NAAC WITH “B+” GRADE

CERTIFICATE
This is to Certify that the project work entitled is a benefited
record of the work done by Mr. ----------------------------------------
Submitted

“Internship Report on”

“Comparative study of effectiveness by promotional Schemes
Zudio and Pantaloons”

to the department in partial Fulfillments of the required of BBA

Marketing (Bachelor of Business Administration.) Specialized in
------------------------------------ Academic Year 2023-2024
The Internal Viva is held on …………………………………and commented
as ………………………………………..

SIGN
Internal Faculty External Faculty
Date………… Date…………

HOD Principal
 DECLERATION

I hereby declare, the project work entitled for the partial

fulfillment of requirement for the award degree of “BACHELOR OF BUSINESS
ADMINISTRATION” As a record of original work done by me under the supervision of

guidance of Mrs. Sarika Shaha Asst. Prof. of Asian college of science of a commerce,
Pune. This project work of has not formed the basis for the award of any degree/
diploma/Fellowship of similar titles to any candidate of any university.
 ACKNOWLEDGEMENT

I wish to Express my gratitude to university of Savitribai Phule for giving me an

opportunity to be a part of such kind of learning experience, with will surely enhance my knowledge
and skills.

I am grateful to Prof. Mrs. Sarika Shaha for Her invaluable Guidance and co-operation during the
curse of the Project. She/He Provide me with Her/His Assistance and support whenever needed that has
been instrumental in completion of the project.

The Internship project has been the great experience, the learning and the exposure, I got through this
project was immense and will surely help me in my feature pursuits.

I would like to give my heart full thanks to my Parents who always give me moral support.

Mr. Yuvaraj Giradhar Talele

(Sy. BBA Sem IV.)
Marketing
 CONTENTS

Sr. no. Chapter Page No.

1. Abstract
2 Introduction
3. Objective
4. Background
5. Overview of both companies
Brands
Product mix
Sales promotions

6 Literature review
7 PortersFive Forces Model
8 Swot Analysis
9 Research Methodology
10 Data Analysis and Interpretation
11 Findings
12 Learning From Sip
13 Limitation
14 Bibliography
 1. Abstract

Currently numerous promotional schemes are given by retailers to

increase their sales and capture market share. The controversial
discussion is weather the promotional scheme has an impact on
customer’s mind or not the core objective of project is comparative
study of different promotional schemes at Zudio and Pantaloons in
Ahmedabad.
2. INTRODUCTION

As a part of our study of MBA program, we are taken capstone

project work to gain knowledge as management students. In relation
to the mentioned objective the project undertaken by us covers
comparative the study on promotional scheme of two retail stores
ZUDIO

PANTALOONS

One’s a customer get inside the store he will find all kinds of
products available that may be Food item, Casual Wear, Formal
Wear, Western Wear, Ethnicity. So that the various types of
promotional schemes are offer by the retailers to attract customers
Because of these features it has a very good reputation in that area
andcustomerswhoareresidingfarawayandinotherareastheyalsovisitthe
store.
As customer’s tastes and preferences are changing, the market
scenario is also changing from time to time. Today’s market
scenario is very different from that of the market scenario of before
10 years. There have been many factors responsible for the changing
market scenario. It is the changing tastes and preference of customer
which has bought in a change in the market. Income level of the
people has changed; lifestyles and social class of people have
completely changed now than that of olden days , the shopping
habits of customers are also changed new generation people are no
more dependent on that market and far off departmental stores.
Today we can see a new era in market with the opening up of many
departmental stores, hyper market,malls,branded retail outlets and
specialty stores. In today’s worlds Hopping is not any more tire
some work rather it’s a pleasant outing phenomenon now.
 3. Objectives

 To do comparative study of effectiveness of promotional

schemes by Zudio andRetailer
Pantaloons
 To Understand the different types of sales promotions.
 To understand the impact of promotion schemes on costumer’s mind.
 To know the effectiveness of the promotional activities
done by Zudio andCustomer/End
Pantaloons.
consumer

4. Background

 Retail involves the sale of goods from a single point

(malls,markets,department stores etc) directly to the consumer in small
quantities for his end use. In a layman’s language, retailing is nothing
but transaction of goods between the seller and the end user as a single
unit(piece)or in small quantities to satisfy the need soft he individual
and for his direct consumption.

The Supply chain

Manufacturers

Wholesaler
Retail formats in India:

 Hyper marts/supermarkets: large self-servicing outlets

offering products from a variety of categories

 Mom-and-pop stores: They are family-owned business

catering to small sections; they are individually handled retail
outlets and have a personal touch.

 Departmental stores: are general retail merchandisers offering

quality products and services.
 Convenience stores: are located in residential areas with
slightly higher prices goods due to the convenience offered.

 Shopping malls: the biggest form of retail in India, malls offer

customers a mix of all types of products and services including
entertainment and food under a single roof.
 E-traders: are retailers providing online buying and selling of
products and services.
 Discount stores: these are factory outlets that give discount on the MRP.

 Vending: it is a relatively new entry, in the retail sector. Here

beverages, snacks and other small items can be bought via vending
machine.
 Category killers: small specialty stores that offer a
variety of categories. They are known as category killers
as they focus on specific categories, such as electronics
and sporting goods. This is also known as Multi Brand
Outlets or MBO's.
 Specialty stores: are retail chains dealing in specific
categories and provide deep assortment.
 5. Overview

Pantaloons

Madura Garments began in 1988, was purchased by the Aditya Birla Group in 1999,
and renamed Madura Fashion & Lifestyle in 2010. Louis Philippe, Van Heusen, Allen
Solly, and Peter England are among the MFL brands.

Pantaloons was acquired by Aditya Birla Nuvo Limited (ABNL) in 2013.

ABFRL was formed in May 2015, following the merging of the Aditya Birla
Group's garment operations, which included ABNL's Madura Fashion division
and ABNL's subsidiaries- Pantaloons Fashion and Retail Ltd (PFRL acquired in
2013) and Madura Fashion & Lifestyle (MFL established in 1988). PFRL was
renamed Aditya Birla Fashion and Retail Ltd after the merger (ABFRL).

In 1987, Pantaloon was incorporated as Manz Wear Private Limited. In the

same year, the company launched Pantaloons trouser. In 1991, Pantaloon
launched BARE, the jeans brand. The company made its initial public offer in
the following year. It also started Pantaloon Shoppe, a franchised menswear
store across India in 1994. In the same year, Pantaloon initiated distribution of
branded garments through multi-branded retail outlets throughout India. In
1995, it launched John Miller, the formal shirt brand. In 1997, Pantaloon
launched a family store, Pantaloons, in Kolkata, India.

Pantaloon Retail, the group operates over 12 million square feet of retail space
in over 71 cities and towns and 65 rural locations across India. The group owns
several leading formats including Pantaloons, Big Bazaar, Food Bazaar, Home
Town, Ezone and Central.

Pantaloons is among India’s largest chain of fashion stores. Pantaloons Fresh

Fashion, with its focus on ‘fresh and attitude’ offers, trendy and hip collections
that are in sync with the hopes and aspirations of discerning young and ‘young-
at-heart’ consumers. All stores have a variety of categories like casual wear,
ethnic wear, formal wear, party wear and sportswear for men, women and
kids.

Pantaloons, a division of ABFRL, is one of India’s most preferred fast fashion

destinations among large retail format stores. Pantaloons has evolved into a
progressive style partner for the fashion seeking shopper by positioning itself as a
spontaneous, playful, vibrant brand which is at the forefront of all fashion trends
across all categories viz. Women’s wear, Men’s wear, Kid’s wear, Fashion Accessories
and recently Home Products.

Pantaloons has pioneered Fashion Retail in India and has emerged as one of the
strongest players in the Market.
Brands
Mens:

Women:
Kids:

Home Décor:
Product Mix:

WESTERN WEAR

Tees & Tops , Shirts & Blouses , Dresses & Jumpsuits, Dresses &
Jumpsuits, Suits & Blazers,

Sweaters & Sweatshirts, Shrugs , Jackets, Trousers, Jeans ,

Shorts Culottes & Capris , Tracks & Joggers , Skirts

ETHNIC WEAR

Kurtas, Kurtis & Tunics, Tops & Cholis, Kurta Sets, Dresses Dupattas ,
Leggings ,Skirts & Lehengas ,Pants & Palazzos, Churidars & Salwars

SARIS , PLUS SIZE ,HANDBAGS ,FOOTWEAR

Ballerina ,Flip Flops, Sandals ,Heels ,Sneakers ,Casual

Shoes ,Loafers INNER WEAR

New Arrivals MEN:

 Sleepwear
 T-shirts
 Jeans
TOP WEAR

 T-shirts
 Casual Shirts
 Formal Shirts
 Sweaters & Sweatshirts ,Jackets
 BOTTOM WEAR
 Shorts
 Jeans
 Casual Trousers
 Formal Trousers
 Tracks & Joggers
ETHNIC WEAR

 Kurtas
 Pyjamas & Salwar
New Arrivals Kids:

 Shirts & Tees

 Active wear
 Dresses

BOYS

 T-Shirts
 Shirts
 Jackets
 Sweaters & Sweatshirts
 Shorts
 Jeans
 Tracks & Joggers
 Trousers
 Sleepwear
 Ethnic wear
 FOOTWEAR
GIRLS

 T-shirts, Tops & Blouses

 Jackets
 Sweaters & Sweatshirts
 Dresses & Dungarees
 Shorts & Skirts
 Jeans & Trousers
 Leggings & Jeggings
 Tracks & Joggers
 Sleepwear
 Ethnic wear
 FOOTWEAR

BABY

 Bodysuits & Sleepsuits

 Coordinate Sets
 T-shirts & Tops
 Shorts
 Jeans & Trousers
 Leggings
 Dresses
 Winter wear
 Baby Clothing accessories
HOME DÉCOR:

DECOR

 Candles & Votives

 Vases
 Decorative Boxes & Platters
 Table Accessories
 Plants & Planters
LIVING

 Cushion Covers & Fillers

 Rugs
DINING

 Table Cloth
 Placemat
BED

 Bed Sheet Sets

 Bed Cover
 Pillow Cover
 Dohar
 Quilts
BATH

 Bath Mat
 Bath Towels
 Cross Body Bags
 Mini Bags
 Tote Bags
 Women Backpacks
 Clutches
 Women Wallets
 MEN FOOTWEAR
 Flip Flops
 Ballerinas
 Flip Flops
 Sandals
 Heels
 Sneakers
 Casual Shoes
 Loafers
BOYS FOOTWEAR
 Sports Shoes
 Character Shoes
 Sandals
 Flip Flops
 GIRLS FOOTWEAR
 Ballerina
 Character Shoes
 Sports Shoes
 Sandals
 Flip Flops

ZUDIO

Established in 1998 and part of the Tata group, Trent is headquartered in

Mumbai but has pan-India operations. Trent is one of the leading players in
the branded retail industry in India.
The company primarily operates stores across four formats, as below.
Westside offers an exclusive range of its own branded fashion apparel and is
the mainstay of the retailing business of the company. The company has
already established 174 Westside stores across 90 cities.
Zudio offers irresistible fashion at irresistible prices. The company has
established 133 Zudio stores across 57 cities.
Star, is a fresh food and grocery retail chain, operating 60 stores across 7
cities. Landmark, a family entertainment concept, operates through six
independent stores and retailed through select Westside locations.

Business Highlights
 Continued emphasis on aspirational fashionability
 Scaled up exciting exclusive brands
 Ensured faster store opening to scale up to reach
 Focused on the speed of delivering the latest fashion each week
 Built omnichannel presence
 Zudio is established since 1998 and is part of the Tata group, Trent Ltd.
 Zudio is a mass market brand in the value format offering and a separate
fashion destination. The Zudio stores have several departments to meet
the varied shopping needs of customers.
 Retail giant Trent, best known for its Westside apparel stores in India,
has a new growth engine. That is the apparel chain Zudio. Launched
three years ago by Trent, which is owned by the Tata group, Zudio now
contributes 13 per cent to Trent's overall revenue, say retail analysts
tracking the company
 Jamshedpur: Noel Tata, the half-brother of Ratan Tata, is the chairman
of Tata group's retail arm Trent Ltd that operates stores under brands
Westside, Zudio, Star Bazaar, Landmark and Zara.
 Zudio is a fashion brand popular for men, women, and kid’s
apparel. The popular fashion brand comes from the house of Tata Trend
Ltd. Zudio has a presence in 29 cities in India. The brand offers
irresistible fashion at affordable prices.

 in 82 major Indian cities under the Westside brand. Zudio - It offers

affordable fashion for men, women and children. The company has
established 115 stores across 12 cities.
 Enjoy your purchases by using our Zudio Online Shopping Website on
the checkout page and get a 5% discount on your orders.

PRODUCT LIST:

Women

 TOP
 RIB TOP
 LOUNGE TOP
 TSHIRT

MENS :
 CHECKS SHIRT
 DENIM JACKET
 SWAET SHIRT
 PUFFER JACKET
 SHIRT
  SWEATER

ETHNIC:

 TSHIRT
 KURTA
 TOP

KIDS:
 TSHIRT
 HOODIE
 CHECKS SHIRT
 SWEATSHIRT

FOOTWEAR:

 FLYKNIT SHOOES
 SHOE

SALES PROMOTION

 Promotion refers to raising customer awareness of a product or brand,

generating sales, and creating brand loyalty. It is one of the four basic
elements of the market mix.

 Sales Promotion is any initiative undertaken by an organisation to

promote an increase in sales. Sales promotionis the process of persuading
potential customer to buy the product. Sales promotions designed to be
used as a short- term tactic to boost sales.

There are mainly two sales promotions:

1 Consumer sales promotion

2 Trade sales promotion

Objectives of sales promotion

 Encouraging trial by new prospective customers of the products, services andideas offered
 Brand switching by customers
 Buying earlier than usual requirement by customers
 Buying in quantities more than usual by customers
 Encouraging off season buying by customers
 Store switching by customers
 Attracting new customers
 Establishing customer loyalty

Methods of consumer sales promotion

 Price promotions or Price Deals: -

price promotions are also commonly known as” price discounting “A consumer
price deal saves the buyer money when a product is purchased. The main types
of price deals include discounts, bonus pack deals, refunds or rebates, and
coupons. Price deals are usually intended to encourage trial use of a new product
or line extension, to recruit new buyers for a mature product, or to convince
existing customers to increase their purchases, accelerate their use, or purchase
multiple units. Price deals work most effectively when price is the consumer's
foremost criterion or when brand loyalty is low Another type of price deal is the
bonus pack or banded pack. When a bonus pack is offered, an extra amount of
the product is f r e e when a standard size of the product is bought at the regular
price. This technique i s r o u t i n e l y used in the marketing of cleaning products,
food, and health and beauty aids to introduce larger size.

 Gift with purchase: -

The “gift with purchase” is a very common promotionaltechnique. It is also

known as a “premium promotion” in that the customer
getssomethinginadditiontothemainpurchase.

 Competitionsandprizes: - Another popular promotion tool

 withmany variants. Most competition and prize
promotions are subject to legalrestrictions.

 Money refunds:-
Here, a customer receives a money refund after submitting a proof of purchase
to the manufacturer. These schemes are often viewed with some suspicion by
customers – particularly if the method of obtaining a refund looks unusual or
onerous.
 Frequentuser/loyaltyincentives:-
Repeatpurchasesmaybestimulatedbyfrequent user incentives. Perhaps the
best examples of this are the manyfrequent flyer or user schemes used by
airlines, train companies, car hirecompanies etc.

 Point-of-sale displays: - Research into customer buying

behaviour in retail stores suggests that a significant proportion of
purchases results from promotions that customers see in the
store. Attractive, informative and well- positioned point-of-sale
displays are, therefore, very important part of the sale’s
promotional activity in retail outlets.

 Free Trials: It consists of inviting prospective purchasers

to try the product without cost, in the hope that they will buy
the product. Thus, buyers are encouraged by free trial to
stimulate purchase interest.

 Bonus packs (% given on extra)

 Loyalty programs

 Exchange offer

 Lucky draw
 6. Review of Literature
The purpose of this paper is to reveal some insights for increasing the
effectiveness of promotions. To achieve this purpose, first, the existence of
multiple customer benefits of promotions is proved. It is empirically
validated that promotions deliver three utilitarian (monetary savings, higher
quality and shopping convenience) and two hedonic (variety and pleasure)
benefits to the customers. Second, a structural equation model is estimated
to measure the relative contribution of these benefits on the customers’
overall evaluation of promotions. The research suggests that in order to
increase their effectiveness, promotions must be framed by focusing not
only on their primary benefits but also on all other benefits with a significant
contribution to customers’ attitudes towards promotions. Finally, a benefit-
based segmentation is conducted. Four market clusters are identified (none-
benefit, allbenefit, utilitarian-benefit and hedonic-benefit customer
segments). Further, these clusters are profiled using demographic and
psychographic variables.(Ivanova, 2014)

Kotler & Keller, 2009, in their treatise mention that satisfaction varies from
one person to another because it is utility. “One man‟s meal is another
man‟s venom,” an old age stated describing utility; thus highlighting the fact
that it is sometimes very difficult to satisfy everyone or to determine
satisfaction among group of people According to Peattie and Peattie, (1994);
Lehman and Winer (2002) and Walsh (2000) disputed that sales promotions
can be indifferently described as „extraordinary provisions. It is however
disputed that sales promotion persuades accession of amount of product than
with no sales promotion(Chetna, 2020)
 Increasing business prospect in retail has offered a chance to the retailers to
build up their business and enlarge customer’s foundation through
promotional tactics. Retailers are paying attention their efforts to enhance
the loyalty and footfalls of customers in the outlet (Moore M., Kennedy K.
M. and Fairhurst A 2003). The aim of this paper is to study the effects of
sales promotional tools and understand the satisfaction level of customers
for execution of sales promotion campaign. Author observed that sales
promotion strategies are prime factor not only to improve the sales of a store
but also enhance the loyalty of customer towards store. According to study,
the most important sales promotion strategies adopted by customers are
price and product discount followed by loyalty program, sweepstakes and
premiums. While least important sales promotion strategies are posters and
leaflets, point of purchase material and digital signage. It was also observed
that satisfaction level of customer on sales promotion campaigns depends on
creative skills involved in designing the campaigns and the type of its
schemes.(Katole, 2020)

Retail markets have been one of the most rapid growing markets in the
world for the last decade; to stay competitive, retailers use effective sales
promotions tools and that become a vital technique for marketers to
stimulate consumer buying behavior towards purchasing any product. The
aim of this study is to determine the impact of the most used tools of sales
promotion in retail sector such as: coupons, sample, price discount and buy
one get one free on consumer buying behavior from two aspects; brand
switching and customer loyalty. This study based on literature review,
conceptual framework and hypothesis which open the door for future
researchers to expand more in this field.(Shamout, 2016)

India is continuously experiencing trade deficit for many decades. It is trying

hard to improve its exports. Government of India under the Ministry of
Commerce has designed several export promotional measures to give thrust to
the export various sectors. Market development assistance (MDA) is one such
scheme designed by the government of India to give impetus in developing and
promoting exports. This study try to examine how this scheme has helped in
reaching the exporters and is it successful in helping them for finding new
export markets, buyers, attending more exhibitions, trade fairs, opening new
outlets, and increasing variety of
products. Also, intend to understand the perception of MDA beneficiaries under
handloom and gems & jewellery sectors. Primarily the study is focused on
MDA and its impact on gems and jewellery, and handloom exports. The
analysis of MDA beneficiaries has shown how both gems and jewellery, and
handloom sectors are benefited by availing the MDA scheme. They state that,
after availing the MDA, it has helped to improve their performance. They were
benefited by attending exhibitions, trade fairs, buyer-seller meet and visiting
number of listed countries. This has helped them to increase in sales, up-
gradation, finding new markets and improved customer acceptance.(S., 2015)

This paper analyses the drivers of compulsive buying behaviour induced by

store-based promotion through an empirical investigation in Mexico. The
buying behaviour in reference to the point-of-sales promotions offered by
retailing fi rms and the determinants of sensitivity towards stimulating shopping
arousal and satisfaction among customers in order to build store loyalty have
been discussed in the paper. This study also builds arguments around the
convergence of attractiveness of point-of-sales promotions and the effectiveness
of customer services as a tool for gaining a competitive advantage in the retail
business environment. The results indicate that point-of-sales promotional
programmes have become the principal tool of retailing in Mexico in order to
acquire new customers and retain loyal customers. We also found during the
study that loyal customers are attracted to the store brands during the
promotional offers while new shoppers are price sensitive and are attracted by
the in-store ambience of sales promotions and volume discounts.(Rajagopal,
2008)

This research explore the effectiveness of promotion strategy influencing buying

behaviour on consumer of Menara Optometry with the purpose to identify the
correlation between the promotion activities issue and buying behaviour in
franchising business model. It is suggested that advertising, sales promotion,
social media, and corporate social responsibility are the independent variables
that influence buying behaviour. By conducting descriptive study,
questionnaires were distributed to 200 respondents. An interview with the outlet
owner been conducted to gather the information. At the end of the study, we
found that corporate social responsibility, social media, advertising such flyer
and banner and sales promotion have relationship between consumer buying
behavior on Menara Optometry optical product.(Aimi Nadia Ibrahim Zakaria,
2018)

The main objective of this research was to investigate the influence of sales
promotion and physical surroundings that is situational factor on consumer
buying behavior. The research found that there was no significant relationship
between free samples, coupons and buying behavior. On the other hand price
discount, buy-one-get-one-free, physical surrounding has a significant
relationship with buying behavior. The results of regression analysis show that
price discount, buy-one-get-one-free and physical surroundings explained
45.7% variance in buying behavior of the respondents. The results of this
research would assist marketers to understand the best kind of promotion tool
that significantly affect buying behavior of the consumers. The marketers can
develop their business plan more effectively through the result of this study and
these plans help businessmen and marketers to gain competitive advantage over
their competitors and enable the businesses to earn maximum profit.(Aslam,
2012)

In the current organized retailing scenario, the promotion strategies are

becoming more and more complicated as modifying in the buyer behavior.
Because the main goal of any organization is to make profit with the help of
increase the sales and sales performance is closely allied with promotion
strategies. There is a complex phenomenon in shopping mall regime that to
enhance the level of customer satisfaction to retain them for long run. Hence,
malls are required to implement suitable marketing strategies to increase the
customer satisfaction level. The study has aimed to examine the promotion
strategies of shopping malls and how these strategies are contributing to
enhance the level of customer satisfaction. The primary data has been collected
by using structured questionnaire from 218 respondents in southern Karnataka
where the large number of shopping malls are located namely Bengaluru and
Mysuru cities. The collected data has been analyzed with the help of appropriate
statistical tools like mean, and standard deviation. The promotion strategies like
Buy 2 get 1 free offer given by the malls, exchange offers given by the malls,
announcement of attractive offers via Mic inside the malls, display board to
bring awareness about the offers, Price- Match techniques via App, discount
offers given by the malls are evidenced mean value varying from 4.0333 to
4.1733. Keywords: customer satisfaction, elements of promotion mix, role of
promotion strategies, shopping malls.(Umesha S, 2019)
 7. PORTERS FIVE FORCES MODEL

Porter’s 5 Forces is an analytical model that helps marketers and business

managers look at the ‘balance of power’ in a market between different
organizations on a global level, and to analyze the attractiveness and potential
profitability of an industry sector.

 Competitive rivalry

 Threat of substitute products

 Bargaining power of buyers

 Threat of new entrants

 Bargaining power of suppliers

Competitive rivalry

The first aspect to analyse is the amount of competition your company faces.
Think both on a macro and micro scale about the number of direct competitors
you have in your industry and the products/services they offer in comparison to
yours.

Markets with few competitors are attractive but can be short-lived. On the other
hand, highly- competitive markets with many companies chasing the same work
reduces your power and can push you to lower your prices and innovate new
products.

Threat of substitute products

The substitute for all services is DIY. For example, anyone can cut their own
hair or write their own will, but many people spend money to enlist the
services of an experienced professional to deliver a level of service greater than
they can provide themselves. Focus on expertise, customer service and added
value your company can use to distinguish itself.
Bargaining power of buyers

An example is the grocery sector since supermarkets tend to retain power over
suppliers due to volume and price of contracts. They dictate terms, set prices
and can end agreements at any time.

Threat of new entrants

An example is web design, as there are independents in every location. This is

an easy market to enter with few requirements, other than skills, initiative and
relevant hardware and software. This does mean there are many new entrants!

Bargaining power of suppliers

Some sectors have monopolistic (one) or oligopolistic (few) suppliers, such as

utility companies. Sometimes customers have little choice i.e. where to buy
domestic water suppliers, though this is changing. In the jewellery sector,
diamond suppliers often hold the power and can set prices, withhold supply
and restrict sales.

This pricing matrix is taken from our Business marketing plan guide, as you
can see, a wide range of high value or low-value products are sold at a range of
prices depending on value added.

8 SWOT ANALYSIS

 SWOT analysis is a technique used by businesses to assess strengths,

weaknesses, opportunities and threats. SWOT analysis can be used in
virtually every segment of a business's practices from sales to human
resources. It is particularly effective when used to assess your
company's marketing and promotional strategies. Whether your business
is a one-person operation or a large corporation with thousands of
employees, examining a business from these important angles can be
beneficial to your company's overall health.

 Identify the strengths of your company's marketing plan. These could

include brand awareness or reach. Knowing your marketing plan's
strengths gives you a
 foundation on which to build and establish marketing practices that
utilize those strengths in the best ways possible.
 Identify your marketing plan's weaknesses. Perhaps brand awareness is
one of your marketing strengths but converting leads is a weak aspect of
your marketing and promotion. Knowing this weakness, you can put
your energy behind finding solutions to mitigate it.
 Identify marketing and promotional opportunities that you have not
yet explored. For example, perhaps your company already has a blog
but has not yet utilized social media to engage your potential
customers. Identifying this opportunity for new business gives you the
ability to create actionable marketing objectives to capitalize on this
different medium.
 Identify threats to your marketing plan. A threat is anything that might
make your marketing plan difficult or otherwise hard to achieve.
Examples of potential marketing threats include competition, new
technologies your company doesn't have the expertise to utilize or
changing consumer preferences. Knowing which threats exist gives you
the opportunity to alleviate those threats and position your company for
future success.

 PANTALOONS SWOT ANALYSIS

SWOT analysis of Pantaloons analyses the brand by its strengths, weaknesses,

opportunities & threats. In Pantaloons SWOT Analysis, the strengths and
weaknesses are the internal factors whereas opportunities and threats are the
external factors.
SWOT Analysis is a proven management framework which enables a brand like
Pantaloons to benchmark its business & performance as compared to the
competitors. Pantaloons is one of the leading brands in the lifestyle and retail
sector.

The table below lists the Pantaloons SWOT (Strengths, Weaknesses,

Opportunities, Threats), top Pantaloons competitors and includes its target
market, segmentation, positioning & Unique Selling Proposition (USP).
Pantaloons Brand Analysis

Parent Company Aditya Birla group

Category Retail

Sector Lifestyle and Retail

Tagline/ Slogan In love with life, in love with fashion; Rewrite rules retain values

USP Pantaloons offers value for money with quality apparel in India

Pantaloons STP

Segment People looking for good quality affordable apparel

Target Group Middle and upper middle class urban families in India

Positioning Pantaloons is a highly fashionable brand with affordable prices

SWOT Analysis of Pantaloons

Below are the Strengths in the SWOT Analysis of Pantaloons:

1. Pantaloons is one of India’s largest retailer having 100+ stores across 40 cities
in India
Pantaloons 2. Pantaloons is one of the largest retailer by market capitalization and
Strengths revenue in India
3. It manages high number of purchase orders
4. It is always updated with changing consumer preferences
5. Pantaloons is a popular brand with a high presence across India
 6. Strong online presence of the brand helps to tap the internet market
7. Pantaloons offers a wide variety of clothes for men, women and children
8. Advertising, branding and discounts have enabled the brand to capture the
youth

Here are the weaknesses in the Pantaloons SWOT Analysis:

Pantaloons 1. Intense competition from retail stores and online shopping brands means limited
Weaknesses market share growth for Pantaloons
2. Too many options for customers hence high brand switching and low brand
loyalty

Following are the Opportunities in Pantaloons SWOT Analysis:

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

Pantaloons promotions
Opportunities 2. India is fast emerging as retail hub for top brands as government allowed FDI in
single brand and multi brand retail
3. Organized retail is only small percentage of total Indian retail industry
4. Tie-ups with fashion institutes and even online brands can help increase sales
for Pantaloons

The threats in the SWOT Analysis of Pantaloons are as mentioned:

1. Strong competition from unorganized retail sector in India affects
Pantaloons business of Pantaloons
Threats 2. Government policies are not well defined in emerging markets
3. Online shopping is emerging trend in consumers due to convenience which
is taking away market share of retailers like Pantaloons

Pantaloons Competition

Below are the top 7 competitors of Pantaloons:

1. Shoppers Stop
2. Vishal Mega mart
Pantaloons 3.Westside
Competitors 4. Wills Lifestyle
5. Jabong
6. Myntra
7. Shoppers Stop
 9. RESEARCH METHODOLOGY

 This report examines the effectiveness of promotional schemes from Zudio

and pantaloons. A survey was done for the purpose of completing this
report, as well as completing the questionnaire. A sample size of 117 people
was chosen. Various researchers have Due to its broad breadth, research has
been defined in a variety of ways.

RESEARCH METHODOLOGY TABLE

Sample size 117 People
Type of Research Descriptive Research
Type of Sampling Convenient Sampling
Data Collection Method Survey Method
Type of Data Primary data and Secondar data
Primary data Structured Questionnaire
Research Design Descriptive Research

 Analysis and interpretation :- The total data was presented in simple

tables, graphs and percentage method was used for interpretation

 Research Design:

Descriptive research focuses on presenting real and reliable facts to explain the
phenomenon. It is well suited to educational research. It describes statistics and
features about the population or phenomenon being examined, and is also known as
statistical research. However, it does not provide answers to questions such as
how/when/why the features developed, which are addressed by systematic research.

I'm using DESCRIPTIVE RESEARCH as my research design since it allows me to go into

greater detail about my topic.

A research design is a master plan or model for the conduct of formal

investigation and survey.

 6 w’s:

Who:

This question is considering that who did Shopping from Zudio and
pantaloons. They are doing shopping by influence promotional scheme.

What:
Information was collect for research of Comparative study of effectiveness by
promotional schemes Zudio and Pantaloons.

When:

The data was collect in September.

Why:

Why researcher’s obtaining the information from respondents? I was

conducted for under of Comparative study of effectiveness by promotional
schemes Zudio and Pantaloons.

Where:

The data was collected from respondents in Ahmedabad.

How(way):

A structured questionnaire was used for primary data collection

 Objectives of research:

1. To know the effectiveness of promotional schemes compare to Zudio and Pantaloons.

2. To find out the schemes or offers that influence while buying from both the stores.

10. DATA ANALYSIS AND INTERPRETATION

1. GENDER

GENDER FREQUENCY PERECENT

FEMALE 58 50
MALE 59 50
TOTAL 117 100
 GENDER

50% 50%
FEMALE
MALE

Interpretation: Out of 117 responded 50% are male and 50% are Female .

2. Age

AGE FREQUENCY PERCENT

18-25 Year 75 64
26-30 Year 23 20
31-40 Year 12 10
40 Year Above 7 6
TOTAL 117 100
 AGE

6%
10%

18-25
20%
26-30
64%
31-40
40 Above

Interpretation: Out of 117 responded Majority people age are 18-25 year and
second highest between 26-30 year youngster responded to do shopping from zudio
and pantaloons.
3. Occupation

Occupation Frequency Percent

Student 64 56
Job 35 30
Homemaker 5 4
Professional 11 10
Total 115 100
 Occupation

10%
4%

Student
30% 56% Job
Homemaker
Professional

Interpretation: Out of 115 responded 56% are are Students and

second highest responded doing job are 30% .
4. MONTHLY INR:

MONTHLY INR: FREQUENCY PERCENT

LESS THAN 20000 49 45
20000-50000 43 39
50000-100000 8 7
100000 ABOVE 10 9
TOTAL 110 100
 MONTHLY INR*

9%
7%

45% LESS THAN 20000

20000-50000
39% 50000-100000
100000 ABOVE

Interpretation: Out of 110 responded Monthly income are less than

20000 and second highest responded income in between 20000-
50000.
5. Which store first comes to your mind when you think of
purchasing a product?

NAME FREQUENCY PERCENT

ZUDIO 30 26
PANTALOONS 41 35
BOTH 31 27
NONE 14 12
TOTAL 116 100
 PREFERENCE

12%
26%

ZUDIO
27%
PANTALOONS
BOTH
35% NONE

Interpretation: Out of 116 responded preference for shopping are

35% from pantaloons and 26% from zudio but 27% responded
prefer for promotional scheme from both store.

6. How frequently do you visit a store?

FREQUENTLY FREQUNCY PERCENT

ONCE IN A MONTH 36 31
ONCE IN 2 MONTH 27 23
ONCE IN 3 MONTH 32 28

TWICE IN A YEAR 21 18
TOTAL 116 100

FREQUENTLY VISIT

18%
31%
ONCE IN A MONTH
ONCE IN 2 MONTH
28%
ONCE IN 3 MONTH
23% TWICE IN A YEAR
Interpretation: Out of 116 responded do visit store once in a
month are 31% and second highest visitor once in 3 month are 28%.
7. How much do you spend as expense while shopping?

SPEND AS EXPENSE FREQUENCY PERCENT

BELOW 1500 21 18
1500-3000 66 57

3100-4500 16 14
4500 ABOVE 13 11
TOTAL 116 100

SPEND AS EXPENSE

11% 18%
14%
BELOW 1500
1500-3000
3100-4500
57% 4500 ABOVE

Interpretation: Out of 116 responded do expense while shopping

between 1500-3000 majority with 57% and second highest was
18% are below 1500 so we says that people doing random
shopping in sales and attract with promotional scheme.

8. The advertisement effects your shopping behaviour?

Shopping behaviour FREQUENCY PERCENT
YES 94 82
NO 21 18
TOTAL 115 100
 Shopping Behaviour

18%

YES
NO
82%

Interpretation: Out of 115 people 82% responded affected their

shopping behaviour from advertisement .

9. Which store‘s advertisement is more powerful?

ADV. POWERFUL FREQUENCY PERCENT

ZUDIO 39 34
PANTALOONS 75 66
TOTAL 114 100

ADV POWERFUL

34%

ZUDIO
66%
PANTALOONS
 Interpretation: Out of 114 responded 66% responded says
Pantaloons advertisement more powerful rather than zudio.

10. Are you aware of promotional activities conducted by store?

AWARE OF ACTIVITIES FREQUENCY PERCENT

YES 87 77
NO 26 23
TOTAL 113 100

AWARE PROMOTIONAL ACTIVITY

23%

YES
NO
77%

Interpretation: Out of 113 responded are aware of promotional

activity of zuido and pantaloons are 77%.

11.Which offer do you like the most?

Case Processing Summary

Cases
 Valid Missing Total

N Percent N Percent N Percent

GENDER * PURCHASE
94 79.0% 25 21.0% 119 100.0%
ZUDIO * AGE
GENDER * PURCHASE
109 91.6% 10 8.4% 119 100.0%
PANTALOONS * AGE

GENDER * PURCHASE ZUDIO * AGE

Crosstab

AGE PURCHASE ZUDIO Total

TRADITIONAL CASUAL WEAR FORMAL WEAR FOOTWEAR
WEAR
FEMALE 12 17 4 2 35
GENDER
18-25 MALE 3 17 4 3 27
Total 15 34 8 5 62
FEMALE 1 2 3 0 6
GENDER
26-30 MALE 2 7 2 1 12
Total 3 9 5 1 18
FEMALE 1 2 0 3
GENDER
31-40 MALE 1 3 2 6
Total 2 5 2 9
FEMALE 1 2 3
GENDER
40 ABOVE MALE 1 1 2
Total 2 3 5
FEMALE 15 23 7 2 47
GENDER
Total MALE 7 28 8 4 47
Total 22 51 15 6 94

Count
 AGE Value df Asymp. Exact Sig. (2- Exact Sig.
Sig. (2- sided) (1-sided)
sided)

Pearson Chi-Square 4.645b 3 .200

Likelihood Ratio 4.949 3 .176
18-25
Linear-by-Linear Association 3.027 1 .082
N of Valid Cases 62
Pearson Chi-Square 2.600c 3 .457
Likelihood Ratio 2.831 3 .418
26-30
Linear-by-Linear Association .170 1 .680
N of Valid Cases 18
Pearson Chi-Square 1.350d 2 .509
Likelihood Ratio 1.955 2 .376
31-40
Linear-by-Linear Association 1.000 1 .317
N of Valid Cases 9
Pearson Chi-Square .139e 1 .709
Continuity Correctionf .000 1 1.000
Likelihood Ratio .138 1 .710
40 ABOVE
Fisher's Exact Test
Linear-by-Linear Association .111 1 .739
N of Valid Cases 5 1.000 .700
Pearson Chi-Square a 3 .247
4.133
Likelihood Ratio 4.214 3 .239
Total
Linear-by-Linear Association 2.753 1 .097
N of Valid Cases 94
Chi-Square Tests

a. 2 cells (25.0%) have expected count less than 5. The minimum expected count is 3.00.
b. 4 cells (50.0%) have expected count less than 5. The minimum expected count is 2.18.
c. 7 cells (87.5%) have expected count less than 5. The minimum expected count is .33.
d. 6 cells (100.0%) have expected count less than 5. The minimum expected count is .67.
e. 4 cells (100.0%) have expected count less than 5. The minimum expected count is .80.
f. Computed only for a 2x2 table

GENDER * PURCHASE PANTALOONS * AGE

 Crosstab
Count

AGE PURCHASE PANTALOONS Total

TRADITI CASUAL FORMAL FOOTWEAR BAGS
ONAL WEAR WEAR
WEAR
FEMALE 7 19 14 2 42
GENDER
18-25 MALE 4 19 9 0 32

Total 11 38 23 2 74
FEMALE 2 0 2 1 5
GENDER
26-30 MALE 1 6 6 1 14
Total 3 6 8 2 19
FEMALE 1 0 1 2
GENDER
31-40 MALE 1 3 3 7
Total 2 3 4 9
FEMALE 1 1 2 4
GENDER
40 ABOVE MALE 0 2 1 3
Total 1 3 3 7
FEMALE 11 20 19 1 2 53
GENDER
Total MALE 6 30 19 1 0 56
Total 17 50 38 2 2 109

Chi-Square Tests

a. 4 cells (40.0%) have expected count less than 5. The minimum expected count is
.97.
b. 3 cells (37.5%) have expected count less than 5. The minimum expected count is
.86.
c. 7 cells (87.5%) have expected count less than 5. The minimum expected count is
.53.
d. 6 cells (100.0%) have expected count less than 5. The minimum expected count is
.44.
e. 6 cells (100.0%) have expected count less than 5. The minimum expected count is
.43.
 12.To purchase, what kind of services you go to the store?

Case Processing Summary

Cases
Valid Missing Total
N Percent N Percent N Percent

GENDER * PURCHASE
92 77.3% 27 22.7% 119 100.0%
ZUDIO * INCOME
GENDER * PURCHASE
108 90.8% 11 9.2% 119 100.0%
PANTALOONS * INCOME

GENDER * PURCHASE ZUDIO * INCOME

Crosstab
Count

INCOME PURCHASE ZUDIO Total

TRADITI CASUAL WEAR FORMAL WEAR FOOTWEAR
ONAL
WEAR
FEMALE 10 11 3 1 25
LESS THAN GENDER
MALE 0 9 2 3 14
20000
Total 10 20 5 4 39
FEMALE 4 6 2 1 13
GENDER
20000-50000 MALE 5 17 2 1 25
Total 9 23 4 2 38
FEMALE 0 1 2 3
GENDER
50000-100000 MALE 2 1 1 4
Total 2 2 3 7
FEMALE 4 0 4
GENDER
100000 ABOVE MALE 1 3 4
Total 5 3 8
FEMALE 14 22 7 2 45
GENDER
Total MALE 7 28 8 4 47
Total 21 50 15 6 92
INCOME Value df Asymp. Sig. (2- Exact Sig. (2- Exact Sig. (1-
sided) sided) sided)

Pearson Chi-Square 9.015b 3 .029

LESS THAN Likelihood Ratio 12.166 3 .007
20000 Linear-by-Linear Association 6.596 1 .010
N of Valid Cases 39
Pearson Chi-Square 1.758c 3 .624
Likelihood Ratio 1.739 3 .628
20000-50000
Linear-by-Linear Association .024 1 .877
N of Valid Cases 38
Pearson Chi-Square 2.236d 2 .327
Likelihood Ratio 2.969 2 .227
50000-100000
Linear-by-Linear Association 1.779 1 .182
N of Valid Cases 7
Pearson Chi-Square 4.800e 1 .028
f 2.133 1 .144
Continuity Correction
Likelihood Ratio 6.086 1 .014
100000 ABOVE
Fisher's Exact Test
Linear-by-Linear Association 4.200 1 .040
N of Valid Cases 8 .143 .071
Pearson Chi-Square a 3 .290
3.745
Likelihood Ratio 3.803 3 .284
Total
Linear-by-Linear Association 2.339 1 .126
N of Valid Cases 92
Chi-Square Tests

a. 2 cells (25.0%) have expected count less than 5. The minimum expected count is 2.93.
b. 5 cells (62.5%) have expected count less than 5. The minimum expected count is 1.44.
c. 5 cells (62.5%) have expected count less than 5. The minimum expected count is .68.
d. 6 cells (100.0%) have expected count less than 5. The minimum expected count is .86.
e. 4 cells (100.0%) have expected count less than 5. The minimum expected count is 1.50.
f. Computed only for a 2x2 table
 GENDER * PURCHASE PANTALOONS * INCOME
Crosstab
Count

INCOME PURCHASE PANTALOONS Total

TRADITI CASUAL FORMAL FOOTWEAR BAGS
ONAL WEAR WEAR
WEAR
FEMALE 6 11 12 1 30
LESS THAN GENDER
MALE 3 10 5 0 18
20000
Total 9 21 17 1 48
FEMALE 3 7 3 1 1 15
GENDER
20000-50000 MALE 0 16 11 1 0 28
Total 3 23 14 2 1 43
FEMALE 1 0 2 3
50000- GENDER
MALE 2 2 2 6
100000
Total 3 2 4 9
FEMALE 1 1 2 4
100000 GENDER
MALE 1 2 1 4
ABOVE
Total 2 3 3 8
FEMALE 11 19 19 1 2 52
GENDER
Total MALE 6 30 19 1 0 56
Total 17 49 38 2 2 108
Chi-Square Tests

INCOME Value df Asymp. Sig. (2-

sided)

Pearson Chi-Square 2.059b 3 .560

Likelihood Ratio 2.391 3 .495
LESS THAN 20000
Linear-by-Linear Association .581 1 .446
N of Valid Cases 48
Pearson Chi-Square 8.984c 4 .061
Likelihood Ratio 10.030 4 .040
20000-50000
Linear-by-Linear Association .266 1 .606
N of Valid Cases 43
Pearson Chi-Square 1.500d 2 .472
Likelihood Ratio 2.093 2 .351
50000-100000
Linear-by-Linear Association .258 1 .611
N of Valid Cases 9
Pearson Chi-Square .667e 2 .717
Likelihood Ratio .680 2 .712
100000 ABOVE
Linear-by-Linear Association .179 1 .672
N of Valid Cases 8
Pearson Chi-Square 5.800a 4 .215
Likelihood Ratio 6.608 4 .158
Total
Linear-by-Linear Association .063 1 .801
N of Valid Cases 108

a. 4 cells (40.0%) have expected count less than 5. The minimum expected count is .96.
b. 3 cells (37.5%) have expected count less than 5. The minimum expected count is .38.
c. 7 cells (70.0%) have expected count less than 5. The minimum expected count is .35.
d. 6 cells (100.0%) have expected count less than 5. The minimum expected count is .67.
e. 6 cells (100.0%) have expected count less than 5. The minimum expected count is 1.00.
 13.From which source did you come to know about outlet?

Case Processing Summary

Cases
Valid Missing Total
N Percent N Percent N Percent

AGE * source know about

94 79.0% 25 21.0% 119 100.0%
outlet zudio
AGE * source know about
105 88.2% 14 11.8% 119 100.0%
outlet pantaloons

AGE * source know about outlet zudio

Chi-Square Tests

Value df Asymp. Sig. (2-

sided)

Pearson Chi-Square 10.729a 12 .552

Likelihood Ratio 11.198 12 .512
Linear-by-Linear
.287 1 .592
Association
N of Valid Cases 94

a. 16 cells (80.0%) have expected count less than 5.

The minimum expected count is .09.

Chi-Square Tests

Value df Asymp. Sig. (2-

sided)

Pearson Chi-Square 15.902a 12 .196

Likelihood Ratio 18.350 12 .105
Linear-by-Linear
1.464 1 .226
Association
N of Valid Cases 105

a. 14 cells (70.0%) have expected count less than 5. The

minimum expected count is .40.
 14.What is your main reason for coming to store?

Case Processing Summary

Cases
Valid Missing Total
N Percent N Percent N Percent

GENDER * reason for

94 79.0% 25 21.0% 119 100.0%
coming store zudio
GENDER * reason for
106 89.1% 13 10.9% 119 100.0%
coming store pantaloons

GENDER * reason for coming store zudio

Chi-Square Tests

Value df Asymp. Sig. (2-

sided)

Pearson Chi-Square .761a 3 .859

Likelihood Ratio .762 3 .859
Linear-by-Linear
.096 1 .756
Association
N of Valid Cases 94

a. 2 cells (25.0%) have expected count less than 5. The

minimum expected count is 3.50.

GENDER * reason for coming store pantaloons

Chi-Square Tests

Value df Asymp. Sig. (2-

sided)

Pearson Chi-Square 7.447a 3 .059

Likelihood Ratio 7.905 3 .048
Linear-by-Linear
.102 1 .749
Association
N of Valid Cases 106

a. 2 cells (25.0%) have expected count less than 5. The

minimum expected count is 3.37.
 15.Are you satisfied with service provided by store?

SATISFIED ZUDIO PANTALOONS

YES 80 100

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%
ZUDIO PANTALOONS

YES Column1 Column2

Interpretation: Out of 117 responded majority of people satisfied

with pantaloons service rather than Zudio.
16.Do you change your purchase patterns according to the change in the
promotional schemes?

CHANGE PATTERN FREQUENCY PERCENT

YES 86 76
NO 27 24
TOTAL 113 100

Change Pattern

24%

YES

76% NO

Interpretation: Out of 113 responded change purchase pattern

according to the change in promotional scheme are 76%.

17.Do you go for impulse buying while seeing the unexpected offer
given on the product?

IMPULSE BUYING FREQUENCY PERCENT

YES 82 73
NO 31 27
TOTAL 113 100

IMPULSE BYUING

27%
 Interpretation:out of 113 responded 73% go for impulse buying
while seeing unexpected offer given on the product .
11. FINDINGS

 Mos tof the customers buy the irrequirement in Zudio and Pantaloons.

 Majority of Customers buy on the Monthly &Weekly basis.

 Customers realized that Zudio and Pantaloons provide

qualitative products with reasonable price.

 At present Zudio and Pantaloons provide almost same types of

products as assortments to the customers.

 Zudio and Pantaloons is providing various kinds of

clothes like westerner, casual wear, formals, traditional
wear and many more.

12. Limitation

 This research is conducted on a sample size, so it might be

possible that the information given by such respondents may
not match with the replay of total customer.

 The study was restricted to only doing shopping from zudio and pantaloons.

 The result and analysis based on the customer

survey method and small sample size has taken
only 117. Because of time bonding.

 Findings are related to particular Ahmedabad only..

 It might be possible that the answers given by the respondents are of

Students because we found some customers who randomly tick the
options without reading questions..

 It is too difficult convince the customers to fill the questionnaire.

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