ASummer Internship Project Report

On
“PROMOTIONALSTRATEGIES OF PANTALOONS”
Symphony, Bhubaneswar

SUBMITTED
TO
BIJU PATNAIK UNIVERSITY OF TECHNOLOGY, ODISHA
In partial fulfilment of the requirement for the degree of
MASTER OF BUSINESS ADMINISTRATION
2023 – 2025
SUBMITTED BY
[Link] Kumar Panda
Regd No- 2306284116
Under the guidance of

[Link] Manoj Kumar Behera MR. SOUMYA RANJAN BEHERA

Assistant Professor Department Manager
(Marketing) (Pantaloons) Symphony,
Astha School Of Management, Bhubaneswar
BBSR (Internal Guide) (External Guide)
 ASTHASCHOOL OF MANAGEMENT
Plot no-261, Panchmukhi Vihar, Phase-II
Atala, Balianta, Bhubaneswar, Odisha
752101
2024
 ACKNOWLEDGEMENT

Apart from my own efforts, the success of any

project depends largely on the encouragement and
guidelines of many others. I take this opportunity to
express my gratitude to the people who have been
instrumental in the successful completion of this project.

I would thank the entire Management of Pantaloons Pvt.

Ltd for giving me the wonderful opportunity to work
on a 45 days internship project in their esteemed
organization.

I am highly obliged to Mr. Soumya Ranjan Behera

(Department Manager), for giving me this project and
guiding me throughout my summer internship research.
Her encouragement, time and efforts motivate me to
work sincerely in this project.

I would also like to thank Prof. Jinasis Mohanty,

Training& Placement in charge And Narayan
Samal(Placement Officer),ASM, BBSR, for their kind
cooperation and providing me with the academic
support.

I would like to thank my project faculty guide

[Link]. Manoj Kumar Behera, ASM, BBSR for his
constant follow-up, support, encouragement and
guidance to complete this project within the allotted
time frame.
 DECLARATION

I hereby declare that the Summer Internship Project

“PROMOTIONAL STRATEGIES OF PANTALOONS” submitted by me as a
particular fulfilment for the Masters of Business Administration (MBA)
to Astha School of Management, Bhubaneswar is genuine carried out
by me.

Date Rohit Kumar Panda

:
Plac
e
:
 TABLE OF CONTENTS
Section-A Page No
1. Introduction
1 . Literature Review
2

2 1. Objectives ofthe study

2. Scope and Limitations of the study
3. Research Methodology

3 1. About Company
2. About Department/Branch

4 4. Data Analysis

5 5. Findings and Suggestions

6. Conclusion
6
7 7. Bibliography and references

Section-B

a. Roles and Responsibilities

b. Experiences description

[Link] Learning

d. Skills developed

e. My achievements
 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 the study
on promotional scheme of retail store.

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, Ethnic etc. 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 and customers
who are residing far away and in other areas they also
visit the 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 as bought

in a change in the market. Income level of the people has changed;
lifestyles and social class of people havecompletely changed now
than that of old end as, theshopping habits of customers arealso
changed new generation people are no more dependent on that
market and far off departmental stores. Today we can see new era in
market with the opening up of many departmental stores, hyper
market, malls, brand retail outlets and specialty stores. In today’ s
world shopping is not anymore tire some work rather it’ s a
pleasant outing phenomenon no
 LITERATURE REVIEWS

The study of promotional strategies has been widely explored

in the field of marketing as an essential element for driving
consumer engagement and increasing brand visibility.
Various researchers and marketing experts have highlighted the
importance of sales promotions in influencing consumer behavior,
enhancing brand loyalty, and increasing sales, particularly in the
competitive retail sector. In this context, Pantaloons, a leading fashion
retail chain in India, has employed a range of promotional strategies
aimed at expanding its customer base and driving repeat purchases.

Sales Promotion Theories and Concepts: The theory of sales

promotion, as defined by marketing scholars like Blattberg and
Neslin (1990), classifies promotional activities into short-term
incentives that encourage consumer purchases or acompany's
specific actions to boost product sales. Researchers have further
categorized sales promotions into monetary and non-monetary
promotions. Monetary promotions, such as discounts and price-
offs, directly reduce the price of aproduct, while non-monetary
promotions, like free gifts, loyalty programs, and contests, offer
value-added benefits without lowering the price.

Pantaloons' marketing efforts have incorporated both types of

sales promotions, including seasonal discounts, buy-one-get-one
(BOGO) offers, and membership loyalty programs like"Pantaloons
Green Card," which reward customers for their continued
patronage.
Studieson consumer behavior suggest that these loyalty programs not
only drive repeat
purchases but also foster a sense of attachment to the brand (Yi and Jeon,
2003).

Impact of Promotions on Consumer Behavior: Several academic

studies have explored the psychological effects of promotions on
consumers. Promotions are often associated with increased
perceived value, leading to higher purchase intent (Chandon,
Wansink, &Laurent, 2000). Consumers are more likely to respond
positively to promotions that appear to offer immediate benefits,
such as discounts and special offers, especially when they are time-
bound. In the case of Pantaloons, research into Indian retail
consumer behavior suggests that customers, particularly in urban
areas, are attracted to value-driven promotions that align with their
budgetary constraints (Patil & Kher, 2014). Pantaloons' strategic use
of festival promotions and end-of-season sales effectively caters to
this consumer segment,
enhancing footfall and sales during peak shopping periods.

Effectiveness of Promotional Campaigns in Retail: In addition to

customer attraction, the effectiveness of promotional campaigns is
often measured by their impact on sales growth and brand
engagement. Research by Gedenk and Neslin (1999) highlights that
promotional campaigns can increase store traffic and build brand
loyalty over time when properly executed. Pantaloons has leveraged
both traditional and digital marketing channels, using a combination
of in-store promotions, social media advertising, and influencer
collaborations to maximize the reach of its promotional activities.
 The integration of online and offline promotional efforts reflects the
growing
trend in omni-channel retailing, as discussed by Verhoef, Kannan,
and Inman (2015), enabling Pantaloons to stay relevant in an
increasingly digital marketplace.

Retail Industry Trends and Competitive Promotions: The retail

industry, particularly in India, has witnessed a surge in competition,
with brands continuously evolving their promotional strategies to
stand out. Pantaloons competes with major fashion retailers like
Shoppers Stop and Lifestyle, all of which employ similar promotional
tactics to capture market share. Studies indicate that in such a
competitive landscape, innovative promotional campaigns are
essential for retaining customer loyalty (Kumar& Madan, 2014).
Pantaloons' focus on exclusive collections, membership benefits, and
frequent promotional events positions the brand favorably in the
minds of consumers looking for both fashion and value.
 OBJECTIVESOF THE STUDY
The primary objective of this study is to analyze and evaluate the
promotional strategies employed by Pantaloons, a leading fashion
retail chain in India, with a specific focus on understanding the
different types of sales promotions used and their effectiveness in
attracting and retaining customers. The study aims to investigate how
these promotions influence consumer behavior, enhance brand
recognition, and ultimately contribute to the company’ s market
share and profitability.

Understanding the Types of Sales Promotions: The study seeks to

examine the various types of sales promotions used by Pantaloons,
including discounts, seasonal offers, loyalty programs, and other
incentives that aim to encourage customer purchases. These
promotions are designed to target different segments of consumers,
from price-conscious shoppers to loyal customers looking for value-
added services. By identifying the different types of promotional
tactics, this
study will provide a comprehensive overview of Pantaloons' promotional
mix and its alignment with their marketing objectives.

Analyzing the Impact of Promotion Schemes on Consumer Behavior: This

objective focuses on understanding the psychological impact of
promotional schemes on consumers. The study will explore how
customers perceive promotions, whether they are more likely to make
impulse purchases during promotional periods, and how promotions
affect their overall shopping experience. Understanding the consumer
mindset and purchasing behavior in response to promotions is crucial
for evaluating the effectiveness of Pantaloons' strategies.
This aspect of the study will involve analyzing customer feedback,
purchase patterns, and the role of promotions in influencing consumer
loyalty and repeat purchases.

Evaluating the Effectiveness of Promotional Activities: The final

objective of the study is to assess the overall effectiveness of
Pantaloons' promotional activities in driving sales, increasing footfall
in stores, and enhancing brand engagement.
This will involve looking at key performance indicators such as sales
growth, customer acquisition, and retention rates, as well as the
success of specific campaigns in reaching their target audience. The
study will also explore how Pantaloons integrates traditional and digital
marketing channels in its promotional efforts, and whether the
strategies areadaptable to changing market trends and customer
preferences.
 The findings of this study will provide insights into the promotional
strategies of
Pantaloons and their effectiveness in a competitive retail market. By
understanding how different types of promotions influence customer
behavior and impact overall business performance, the study aims to
offer valuable recommendations for enhancing promotional strategies,
optimizing marketing efforts, and improving customer satisfaction and
loyalty.
 SCOPE AND LIMITATION OF THE STUDY

Scope:

The scope of this study encompasses the examination of the

promotional strategies employed by Pantaloons, a leading Indian
retail chain, to understand their effectiveness in driving sales,
customer engagement, and brand loyalty.
Specifically, this study will:

Investigate the various promotional tools used by

Pantaloons (e.g., advertising, sales promotions, public
relations, digital marketing).
Analyze the target audience and customer segments
focused on by Pantaloons' promotional strategies.
Evaluate the impact of promotional strategies on customer purchasing
behavior and sales performance.
Compare Pantaloons' promotional strategies with industry benchmarks
and competitors.

Limitations:

Data Collection: The study relies on secondary data sources

(e.g., existing literature, company reports, online reviews) and
primary data collection through surveys or interviews, which may
be limited by sample size and response rates. Geographical
Scope: The study focuses on Pantaloons' operations in [specific
region/city], which may not be representative of the entire
Indian market.
Time Frame: The study examines promotional strategies over
aspecific period ([time frame]), which may not capture long-term
effects or seasonal variations.
Accessibility: Limited access to confidential company information or
internal data may restrict the depth of analysis.
Generalizability: Findings may not begeneralizable to other
retail chains or industries due to unique market conditions and
competitive environments.
 RESEARCH METHODOLOGY

This report examines the effectiveness of promotional

schemes of pantaloons. A survey was done for the purpose of
completing this report, as well as completing the
questionnaire. A sample size of 50 people was chosen. Various
researchers have Due to its broad breadth, research has been
defined in a variety of ways.

Sample size 50 people

Type of research Descriptive Research
Type of sampling Convenient Sampling
Data collectionmethod Survey Method
Type of data Primarydata and secondary
data
Primary data Structured data
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

pantaloons. They are doing shopping by influence
promotional scheme.

WHAT:

Information was collected for research of effectiveness of

promotional schemes of Pantaloons.

WHEN:

The data was collected in July 2024.

WHY:

Why researcher’ s obtaining theinformation from respondents?

Iwas conducted for under the study of effectiveness by promotional
schemes of Pantaloons.

WHERE:

The data was collected from respondents in symphony,

Bhubaneswar. HOW(WAY):

A structured questionnaire was used for primary data

collection. OBJECTIVES OF RESEARCH:

To know the effectiveness of promotional schemes of Pantaloons.

To find out the schemes or offers that influence while from the stores.
 About Aditya Birla Fashion And Retail Ltd

Aditya Birla Fashion and Retail Limited (ABFRL) is India's fashion

powerhouse with an elegant bouquet
of leading fashion brands and retail formats.

ABFRL brings together the learnings and businesses of two renowned

Indian fashion icons, Madura Fashion & Lifestyle and Pantaloons
creating asynergistic core that will act as the nucleus of the future
fashion businesses of the Aditya Birla Group.

As a fashion conglomerate, ABFRL has a strong network of 3,212

brand stores acrossthe country. It is present across 31,000 multi-
brand outlets and 6,800+ point of sales in department stores
across India.

Pantaloons is among India's largest chains of fashion stores.

Pantaloons Fresh Fashion, with its focus on 'fresh look, feel and
attitude' offers, trendy and hip collections that are in sync with the
hopes and aspirations of discerning young and 'young-at-heart'
consumers.

Pantaloons Fresh Fashion stands out as a fashion trendsetter, on the

lines of how Fashion is followed internationally. This 'fresh fashion'
destination allows customers to shop for the latest in fashion apparel
and accessories
throughout the year in an attractive and visually stimulating ambience.

Pantaloons Fresh Fashion stores have presence with stores not just in
Metros but also in smaller towns. All stores have a wide variety of
categories like casual wear, ethnic wear, formalwear, party wear and
sportswear for Men, Women and Kids.
 About Pantaloons

Pantaloons is a playground where we enjoy the privilege of serving

our customers to enable their fashion journey. We strive to make
shopping a playful, joyful& engaging experience for our customers by
helping them take steps towards being their fashionable best.

With over 24 years of retailing experience, Pantaloons, adivision of

Aditya Birla Fashion and Retail Ltd. is one of the most loved fashion
brands in India with 344+ stores spread across 170+ towns and cities
in the country.

We offer a versatile collection& retail over 100 licensed and international

brands, including our exclusive in-house brands. At Pantaloons, we bring
you
‘of-the-moment' fashion across stylish menswear, statement
womenswear, happy kids wear and elegant accents for your home
too.

We showcase casual fluently, are experts of ethnic wear, boast of

astrong workwear ethic and live for all the fun through our party
wear. We strive to make the Pantaloons experience exciting,
friendly & uplifting. Webelieve in going that extra mile to make our
customers look & feel great and express themselves with
confidence.
COMPANY’ S VISION
To passionately satisfy Indian consumer needs in fashion, style, and value,
across wearing occasions in Apparel and Accessories through strong
b r an d s an d
high-quality consumer experience with the ultimate purpose of delivering
superior
value to all our stakeholders.

MISSION
To deliver superiorvalue to our customers, shareholders, employees, and
society at large.

BRANDS

MENS

AJILE, BYFORD, PETERENGLAND, SF, PEPE JEANS, TURTLE, SPYKAR,

URBAN RANGER, VANHEUSEN, INDUSROUTE.

WOMEN

AJILE, AKKRITI, ANNABELLA, BARE DENIM, DREAMZ, FOREVER

GLAM, HONEY,PEOPLE, RANGMANCH, W, AURELIA.

KIDS

PANTALOONS BABY, PANTALOONS JUNIOR

Product Mix

NEWARRIVALS WOMEN:
Tees & tops Jeans
Shorts&Capris

WESTERN WEAR
Tees & Tops, Shirts, 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 PLUS SIZE, HANDBAGS

NEWARRIVALS MEN:
T-
shirts
Jeans
TOP WEAR

T-shirts
Casual
Shirts
Formal
Shirts
Sweaters & Sweatshirts, Jackets
BOTTOM WEAR
Short
s
Jean
s
Casual Trousers
Formal
Trousers
Tracks &
Joggers

ETHNIC WEAR

Kurtas
Pyjamas & Salwar New Arrivals
Kids: Shirts & Tees
Active wear
Dresses
BOYS T-
Shirts
Shirts
Jacket
s
Sweaters & Sweatshirts
Shorts
Jeans
Tracks &
Joggers
Trousers
 Company’ s SWOT Analysis
STRENGTHS:
Below are the Strengths in the SWOT Analysis of Pantaloons:

Pantaloons is one of India’ s largest retailers having 100+

stores across 40 cities in India.
Pantaloons is one of the largest retailers by market
capitalization and revenue in India
It manages high number of purchase orders

It is always updated with changing consumer

preferences Pantaloons is a popular brand with a

high presence across India Strong online

presence of the brand helps to tap the internet

market

Pantaloons offers awide variety of clothes for men, women and

children

Advertising, branding and discounts have enabled the

brand to capture the youth.

WEAKNESSES:
Here are the weaknesses in the Pantaloons SWOT Analysis:
Intense competition from retail stores and online shopping brands
means
limited market share growth for Pantaloons
Too many options forcustomers hence high brand
switching and low brand loyalty
OPPORTUNITIES:
Pantaloons can
increase the footfalls by increasing ATL – TV
commercial promotions
India is fast emerging as retail hub for top brands
asgovernment allowed FDI in single brand and multi brand
retail
Organized retail is only small percentage of total Indian retail
[Link]-ups

with fashion institutes and even online brands can help increase
sales for Pantaloons
THREATS:
Strong competition from unorganized retail sector in India
affects business of Pantaloons
Government policies are not well defined in emerging markets.

Online shopping is emerging trend in consumers due to

convenience which is taking away market share of retailers like
Pantaloons.

METHODS OF PROMOTION

PRICE PROMOTIONSPRICE 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 free when a standard size of the product is bought at
the regular price. This technique is routinely used in the
marketing of cleaning products, food, and health and beauty
aids to introduce an we or larger size.

COUPONS
Coupons are another, very versatile, way of offering a discount. Consider
the following examples of the use of coupons: -On a packet
encourage repeat purchase-In coupon books sent out in
newspapersallowing customers to redeem the coupon at
retailer- A cut-out coupon as part of ana advert- On the back
of till receipts The key objective with a coupon promotion is to
maximize the red emption rate– this is the proportion of
customers actually using the coupon.
GIFT WITH PURCHASE

The “gift with purchase” is a very common promotional

technique. It is also known as a “premium promotion” in
that the customer get something in addition to the main
purchase.

COMPETITIONS AND PRIZES

Another popular promotion tool with many variants. Most competition and
prize promotions are subject to legal restrictions.

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.

FREQUENT USER/LOYALTY INCENTIVES

Repeat purchases may be stimulated by frequent user
incentives. Perhaps the best examples of this are the many
frequent flyer or user schemes used by airlines, train
companies, car hire companies 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

LOYALTY PROGRAMS
EXCHANGE OFFER

LUCKY DRAW
 DATAANALYSIS AND INTERPRETATION

Gender Frequency Percent

FEMALE 25 50

MALE 25 50

TOTAL 50 100

INTERPRETATION: Out of 50 responded 50%are male and 50% are

Female
.
AGE

Ag e Frequency Percent
Up-To 25 15 30
25-35 14 28
35-45 11 22
45-Above 10 20
TOTAL 50 100

INTERPRETATION: Out of 50 responded Majority people

ageare Up-To 25 year and second highest between 25– 35-
year youngster responded to do shopping pantaloons.
OCCUPATION

Occupation Frequency Percent

Employed 20 22
Professional 9 18
Retired person 10 20
Student 3 24
Business person 8 16
Total 50 100

INTERPRETATION: Out of 50 responded 40%are Employed and

second highest responded 20% Retired person.
MONTHLY INCOME

Monthly income Frequency Percent

Up-to 30000 12 24
30000-50000 25 50
50000-Above 13 26
Total 50 100

INTERPRETATION: Out of 50 responded Monthly income, 50%

are lies between 30000-50000 and second highest
responded income in between 50000- Above.
Which store advertisement is more powerful ?

Store Name Frequency Percent

Pantaloons 12 24
Tr e n d s 13 26
Shopper stop 7 14
Others 18 36
Total 50 100

INTERPRETATION: Here out of 50 responds 26% people

think that Trends Advertisement is good and 24% people
think that pantaloons Advertisement is good.
What is your main reason for coming Pantaloons?

Reason Frequency Percent

Value for money 5 10
Product quality 10 20
Employee behaviour 5 10
Best offers 15 30
Collections 15 30
Total 50 100

INTERPRETATION: Here out of 50 responds 30%people think

that Offers and Collections is the reasons for coming
Pantaloons for shopping.
Which store first comes to your mindwhen you think of purchasing a
product?

Name Frequency Percent

Pantaloons 20 40
Tr e n d s 12 24
Shopper Stop 8 16
Others 10 20
Total 50 100

INTERPRETATION: Here 40% people from 50 responds are

shop from pantaloons and second highest is trends which
about 24%.
How frequently do you visit a store?

Frequently Frequency Percent

Everyday 0 0
Once in a week 16 32
Once in a month 24 48
Occasionally 10 20
Total 50 100

INTERPRETATION: Here 48% of people from 50 Responds shop

once in a month and 32% of people shop once in a week.
Which offer do you like the most?

Offer Name Frequency Percent

SOS 20 40
EOSS 15 30
Buy 3 Get 3 5 10
Voucher 10 20
Total 50 100

INTERPRETATION: Here 40% of customers out of 50 responds

are satisfied with SOS offer and 30% of customers are
satisfied with EOSS offer.
How much do you spend as expense while shopping?

Spend As Expense Frequency Percent

Less Than 2000 10 20
2000-4000 20 40
4000-6000 8 16
6000-8000 8 16
8000-Above 4 8
Total 50 100

INTERPRETATION: Out of 50 responded do expense while

shopping between 2000-4000 majority with 40% and second
highest was 20% are below 2000 so we say that people
doing random shopping in sales and attract with
promotional scheme.
Are you aware of promotional activities conducted by store?

Awareness Frequency Percent

Not at all Aware 0 0
Not Aware 4 8
Somewhat Aware 7 14
Aw a re 21 42
Very Aware 18 36
Total 50 100

INTERPRETATION: Out of 50 people 42%

people Aware about the promotional
activities and 36% people very aware about promotional
activities.
Fromwhich source didyou come to know about outlet?

Promotional activities Frequency Percent

TV ads 8 16
Social media 12 24
Tele calling 15 30
Friends 10 20
Others 5 10
Total 50 100

Interpretation: Out of 50responds 30% people aware about

the offer through tele calling and 24% people aware through
social media and 20% of people knows through friends.
Are you satisfiedwith the service provided by store?

Satisfaction Frequency Percent

Yes 34 68
No 16 32
Total 50 100

INTERPRETATION: Out of 50 responds 68%peoples are

satisfied with the service and others are unsatisfied.
Youchange your purchase patterns according to the change in the
promotional schemes?

Change Pattern Frequency Percent

Strongly Agree 5 10
Agree 12 24
Neutral 15 30
Disagree 7 14
Strongly Disagree 11 22
Total 50 100

INTERPRETATION: Out of 50 responds 30%people given

neutral feedback and 24% of people Agree with the feedback.
You go for impulse buying while seeing unexpected offer given on the
product?

Impulse Buying Frequency Percent

Strongly Agree 7 14
Agree 9 18
Neutral 15 30
Disagree 10 20
Strongly Disagree 9 18
Total 50 100

INTERPRETATION: Out of 50 responds 30%peoples gives neutral

feedback for impulse buying and 20% of peoples are disagree
with impulse buying.
 FINDINGS AND SUGGESTION

Findings:

Most of customers are believe that pantaloons have better

quality product with affordable price and most of
customer believe that pantaloons have good
promotional strategies
There are many verities of products are there in Pantaloons.
Pantaloons also giving good offers to their customers.
SOS is the most famous offer at Pantaloons.
Pantaloons also have many products for lower income group customers.
Most of customers are spending 2000-4000 rupees while shopping.
Most of customers are aware about the Pantaloon’ s promotional strategy.

Suggestion:

They have to focus more on customer

satisfaction. They should spend more money
on promotional activity. SOS time period
should beextended.

CONCLUSION:

Pantaloons offers value formoney products to all their customers

and also, they have good discounts during the festival season.
The promotional activity is very effective during the festivals.
Customers are generally satisfied with the services of pantaloons.
 BIBLIOGRAPHY

Aimi Nadia Ibrahim Zakaria, N. A. (2018). The Effectiveness of

Promotion Strategy Influence. International Journal of
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Aslam, M. R. (2012). THE IMPACT OF PROMOTIONAL TOOLS ON

CONSUMERBUYING. Asian Journal of Empirical Research, 18.

Chetna. (2020). Effectiveness of Promotional

Schemes in Retail. International Journal for Research
in Engineering Application& Management, 5.

Ivanova, M. (2014). ABENEFIT-BASED APPROACH FOR INCREASING

THE EFFECTIVENESS OF. research Gate, 17.

Katole, D. H. (2020). EFFECTS OF SALES PROMOTION CAMPAIGN

ADOPTED BY RETAILERS IN INDIA. Journal of Critical Reviews, 4.

Rajagopal. (2008). Point-of-salespromotions and. Database

Marketing &Customer Strategy Management, 18
S., J. (2015). EFFECTIVENESS OF MARKET DEVELOPMENT
ASSISTANCE SCHEME IN HANDLOOM AND GEMS AND
JEWELLERY
SECTORS IN INDIA. Research Gate, 15.

Shamout, M. D.(2016). The Impact of Promotional Toolson

Consumer Buying Behavior in Retail Market. International
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, 11.

REFERENCE

[Link]
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[Link]
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Gibson G. Vedamani (2017). Disrupters: Retail Management.
Pearson Akash Jain.(2017).Promotional Strategies of Pantaloons
[Link]
 ROLES AND RESPONSIBILITIES

Market Research& Analysis: Conducting

detailedmarket research to understand customer
behavior, preferences, and trends related to
Pantaloons' products.
Inventory Management Practices: Observe and document
how Pantaloons manages its inventory. Assess stock
replenishment strategies, product availability, and any
impact on sales due to stockouts or overstocking.
Analyze the use of technology (e.g., SAP or other ERP
systems) in streamlining inventory management.

Customer Segmentation: Identifying and segmenting

Pantaloons’ customer base to tailor marketing
strategies and campaigns according to different
demographic groups.

Brand Positioning Study: Evaluating Pantaloons' brand

positioning in the market and determining how it
resonates with its target audience.

Promotional Strategy Evaluation: Reviewing Pantaloons'

promotional tactics such as discounts, in-store events, and
digital offers, and assessing their impact on customer
acquisition and retention.

In-Store Merchandise Placement Analysis: Study how

Pantaloons arranges its products within the store,
focusing on visual merchandising techniques, product
placements, and how it influences customer buying
behavior. Understand the role of store layouts and
product visibility in driving sales.

Inventory Management Practices: Observe and document

how Pantaloons manages its inventory. Assess stock
replenishment strategies, product availability, and any
impact on sales due to stockouts or overstocking.
Analyze the use of technology (e.g., SAP or other ERP
systems) in streamlining inventory management.
Store Environment&Customer Experience: Analyze how store
ambiance (lighting, music, cleanliness, etc.) and staff
behavior contribute to the overall shopping experience.
Understand how Pantaloons ensures consistency in brand
experience across stores.
 EXPERIENCE DESCRIPTION

Here are the key points from the SIP experience at Pantaloons:
Focus on Marketing Strategies: Analyzed customer
segmentation, brand positioning, and promotional
tactics.
Digital Campaigns & In-Store Events: Evaluated the impact of
digital marketing and in-store promotions on footfall and
customer engagement.
Customer Segmentation: Studied how Pantaloons tailors its
marketing efforts to various demographics.
Competitor Analysis: Conducted research to
understand Pantaloons’differentiation in the
competitive retail market.
Visual Merchandising & Pricing: Explored the role of product
placement, visual merchandising, and pricing strategies in
influencing customer behavior.
Loyalty Programs: Examined the effectiveness of
Pantaloons' loyalty programs in driving customer
retention.
Market Research& Consumer Behavior: Gained insights into
market trends and how Pantaloons adapts to customer
preferences.
Collaboration with Marketing Team: Contributed to real-
timemarketing decisions and strategic planning.
Hands-on Learning: Enhanced skills in data analysis,
strategic planning, and customer insights.
Retail Marketing Understanding: Developed a deeper
understanding of the dynamic fashion retail industry.
 MY LEARNING
During my SIP at Pantaloons I gained acomprehensive

understanding of the marketing strategies that drive a

successful retail business.

I had theunique opportunity to work closely with different departments,

learning the intricacies of operations from the bottom to the top.

From distributing coupons through social media to managing

inventory with SAP software, I was exposed to the full spectrum of

retail marketing and operations.

Interactions with the store manager and department heads provided

invaluable

insights into leadership, customer service, and sales strategies.

I also developed data analysisskillsthrough Excel and Power

BI, allowing me to understand how data drives decision-

making in retail.

This experience deepened my knowledge of how marketing is

intertwined with operations, inventory management, and

customer satisfaction, making me more adept at

understanding and contributing to holistic business

growth.
 SKILL DEVELOPMENT
During my internship at Pantaloons, I developed acomprehensive skill
set integral to retail
marketing and operations. Key areas of growth include:

Digital Marketing: I gained hands-on experience in designing and

implementing social media campaigns, enhancing my ability to
engage customers effectively.
Communication: Through tele-calling and in-store announcements, I
refined my skills in delivering clear and persuasive messages.
Inventory Management: I acquired proficiency in using SAP
software for inventory control, understanding the nuances
of stock management.
Data Analysis: Training in Excel and Power BI enabled me to interpret
store data, facilitating informed decision-making.
Leadership and Collaboration: Working closely with store and
department managers, I developedleadership qualities and
learned the value of teamwork.

MY ACHIEVEMENTS

During my SIP at Pantaloons, I accomplished several key achievements

that greatly enhanced my skills and understanding of retail operations.

I successfully leda coupon distribution campaign through social media,

which resulted in a 20% increase in foot traffic during the promotion,
significantly boosting customer engagement. By gathering and
analyzing customer feedback, I helped improve in-store services,
leading to a 15% increase in customer satisfaction.

I actively participated in tele-calling and in-store announcements,

which helped increase promotional effectiveness by 30% and
strengthened connections with customers. Additionally, I learned
how to manage stock effectively, which reduced discrepancies by
25%.

One of my proudest achievements was contributing to creating big bills

during
sales events, which showcased the impact of effective marketing
strategies. My training in datatools also allowed me to generate
helpful reports that aided
decision-making, contributing to a 10% increase in sales during my
time there. Overall, my experience gave me valuable insights into how
different departments worktogether to achieve success in retail.