A PROJECT

ON
“Customer Retention And Way To Improve
Loyalty Programm in Pantaloons.”

PROJECT REPORT SUBMITIED TOWARDS

FUILFILL OF

MASTER OF BUSINESS ADMINISTRATION

SESSION :- 2023-2025

Submited by
Smrity kiro
Roll no:- MBA/40075/23
 DECLARATION
I hereby declare that the project report entittled “ Customer
Retention and ways to improve loyalty program in Pantaloons”
developed by me during the peroid from 21th May to 7th July is a
bona-fide workdone under the gudience Mrs. Sona Singh, store
manager and Dr. S N Sahdeo teacher of marketing in the
fullfillment for the award of degree in Master of Business
Administration.

It is my original work based on my personal study and experience

during the tenure of my summer intership.
 ACKNOWLEDGEMENT
I take this opportunity to thank the management of Pantaloons
Ltd. For allowing us to be associated with the organisation and
hare exposing me to its unique culture which has helped
immensely in enriching our knowledge and gaining a valuable
insight into the practical aspects of customer retentaion and ways
to improve loyalty program.

I am also grateful to Mr. Mukesh Sir, (commerical manager)

and Mrs Sona Kumari (S.M, Pantaloons) Rnachi and entire staff
of Pantaloons Ranchi who had been extremely cooperative and
helpful at every step throughtout the Project Peroid. Last but not
least we also extent our heartiest thanks to the customers of
Ranchi who spent their precious time in filling our questionnaire.
Sl Tittle Page
no

1 Introdiction 1-3

2 Company profile 4-13

3 Sab kuch on sale (sos) 14-16

4 Literature review 17-18

5 Research methodology

6 Conclusion

7 Bibliography

8 Findings and suggestions

9 Questionnaire
INTRODUCTION TO RETAIL
INDUSTRY

The word retall is in fact, daived from the French word retaler,
which means "to cut off a piece or to break bere bered as a deater
or trader who repeatedly sells goods in small quarties
Retalling is the business where an organization directly sells its
products and services to un end consumer and this is for his
personal use
By definition whenever an organization be it a manufacturing or a
whole seller selts directly to the end consumer it is actually
operating in the Retail space. The growth in Indian Retail segment
was mostly atributed to factors like increasing disposable income,
favorable demographics, changing lifestyle growth of the middle
class segment, high potential for penetration into rural markets,
and progressive FDI nomms it is an Industry which is heavily
dependent on consumer spending. In this ecosystem consumers
play the most important role. Retail sales are generally driven by
people's ability (disposable income) and willingness (consumer
confidence) to buy goods and services
"Retailing is one of the oldest business activities in India. But unte
the liberalization and deregulation of the Indian economy in the
1990s, it was dominated by small one-man retail units. However
since the past five years, it has become more structured and
formalized and is moving towards international standards. Today,
the organized retail sector is an industry
Retailing may include subordinated services, such as delivery.
Purchasers may be individuals or businesses. In commerce, a
"retailer" buys goods or products in large quantities from
manufacturers or importers, either directly or through
wholesaler, and then sells smaller quantities to the end-user.
Retail establishments are often called shops or stores. Retailers
are at the end of the supply chain. Manufacturing marketers see
the process of retailing as a necessary part of their overall
distribution strategy. The term "retailer" is also applied where a
service provider services the needs of a large nurnber of
individuals, such as a public utility, like electric power

Shops may be on residential streets, shopping streets with few or

no houses or in a shopping mall, Shopping streets may be for
pedestrians only. Sometimes a shopping street has a partial or full
roof to protect customers from precipitation. Online retailing, a
type of electronic commerce used for business-to-consumer (B2C)
transactions and mail order, are forms of non-shop retailing
Shopping generally refers to the act of buying products.
Sometimes this is done to obtain necessities such as food and
clothing, sometimes it is done as a recreational activity.
Recreational shopping often Involves window shopping just
looking, not buying) and browsing and does not always result in a
 Objective of the project

1. To know the loyalty program adopted by Pantaloons and

other apparel retailers.
2. To know how Pantaloons retain customers using loyalty
program.
ADITYA BIRLA GROUP

Aditya Birla Group is an Indian multinational conglomerate,

headquartered in Worli, Mumbai, India. It was founded by Seth
Narayan Birla in 1857. It operates in 35 countries with more than
1,20,000 employees, belonging to 42 nationalists across the globe.
About 50 percent of its revenue flow from its overseas operations.
The group has interest in viscose staple fiber, metals,
cement(largest in India), viscose filament yam, branded apparel,
carbon black, chemicals, fertilizers, insulators, financial services,
telecom, BPO and IT services.
Company type Public
BSE: 535755
Traded as
NSE: ABFRL
Industry Retail
Founded 1997
Mumbai, Maharashtra
Headquarters
India
Area served India
Key people Ashish Dikshit (MD)
Products Clothing
• Peter England
• Louis Philippe
• Van Heusen
Brands
• Allen Solly
• Pantaloons[1]

₹14,233 crore (US$1.7 billion)

Revenue
(2024)[2]
₹1,703 crore (US$200 million)
Operating income
(2024)[3]
Net income ₹−736 crore (US$−88 million) (2024)[3]
₹22,411 crore (US$2.7 billion)
Total assets
(2024)[3]
₹4,721 crore (US$570 million)
Total equity
(2024)[3]
Owner Aditya Birla Group (56%)
Number of
28,500+ (2023)[4]
employees
Parent Aditya Birla Group
Website [Link]
ABOUT PANTALOON
Pantaloon is not just an organisation - it is an institution, a centre
of learning & development. We believe that knowledge is the only
weapon at our disposal and our quest for it is focused, systematic
and unwavering.
At Pantaloon, we take pride in challenging conventions and
thinking out of the box, in travelling on the road less travelled. Our
corporate doctrine 'Rewrite Rules, Retain Values' is derived from
this spirit.
Pantaloons Fashion & Retail Limited is an Indian premium
clothing retail chain. The first Pantaloons store was launched in
Gariahat, Kolkata in 1997. As of November 2013, there are 76
Pantaloons stores in 44 cities.
Pantaloons was previously controlled by the Future Group, but
has now been taken over by Aditya Birla Nuvo Limited (ABNL).
Spotlighting today's buoyant youth, Pantaloons Fashion Retail
Ltd., India's premium lifestyle apparel company offers chic and
trendy fashion to meet their ever-changing needs. With innovative
designs, concepts and products, the company brings the latest
trends in fashion and clothing styles to the apparel market.
Pantaloons reflect the ideology of always keeping alive the
'newness factor through fashion apparel and accessories that are
visually appealing and fashionably upbeat. The first Pantaloons
store was launched amidst much fanfare in Gariahat, Kolkata in
1997. Over the years, the brand has undergone several transitions
and re-invented itself to bring forth compelling trends and styles
catering to the evolving fashion hub. Since its inception,
Pantaloons progressed from retailing just a mix of brands to its
very own popular private labels as well, designed by the in-house
Design Studio. With a sharp focus on bringing the latest in fashion,
the Design Studio combines its prowess in design and aesthetics
to present styles that keep the consumer fashionably dressed each
season. Initially positioned as a store catering to the fashion needs
of the entire family, Pantaloons has now transitioned to a fashion
and lifestyle brand with an emphasis on youth and a focus on
designs that are inherently in sync with current fashion trends.
This compelling combination has helped Pantaloons retain its
place on the style radar of every consumer's wardrobe,
Pantaloons stores have an abundance of choices across categories
that range from western to Indian wear, formal to party wear and
active wear for men, women and kids. To further add to the
customer's innumerable choices that reflect style, attitude, and
comfort, Pantaloons has extended its horizons to fashion
accessories like fragrances, footwear, handbags, watches,
sunglasses and much more. With a chain of 81 fashion stores
across 40 cities and towns, Pantaloons is constantly extending its
foot-prints into the rest of modern India. A pantaloon which was
previously controlled by the Future Group has now been taken
over by Aditya Birla Nuvo Limited ['ABNL']. ABNL is a part of the
prestigious Aditya Birla Group, a $40 billion Indian multinational,
operating in 36 countries across the globe with over 136,000
employees. The company offers an incredible and complete one-
stop shopping experience to its buyers through its vast collection
of more than 100 prestigious brands for the discerning
fashionista. The 81 aesthetically designed stores spread across the
country display a range of classy and trendy merchandise that
truly lives up to Pantaloons' maxim of 'fresh fashion'. A typical
Pantaloons store is spread across a sprawling retail space of about
28,000 sq. ft., comprising a brand portfolio that runs across a wide
gamut of styles that spell class. The collection includes ready-to-
wear western and ethnic apparel for men, women and kids,
complemented by an exhaustive range of accessories. The
women's section houses the private labels Bare Denim, Bare
Leisure, Rig, Annabelle, Honey, and Ajile in western wear, as well
as the choicest ethnic wear from RangManch, Trishaa and Akkriti.
Popular brands like Lee Cooper, Biba and W are also available. The
private labels for men in western wear include Lombard, Rig, Bare
Denim, Bare Leisure and JM Sport apart from trendy brands like
Urbana, Scullers, John Miller, and Indigo Nation. Akkriti provides a
wide selection of ethnic [Link] can choose from private labels
like Bare Denim, Bare Leisure, Rig, or indulge in exclusive brands
like Lee Cooper Juniors, Chalk exclusive, Chirpy Pie & Bare in
addition to international brands like Barbie and Disney. For the
ethnic look, they can opt for traditional wear from Akkriti.
Pantaloons offer much more than just apparel.
Customers can shop from an assortment of watches from
renowned international brands like Tommy Hilfiger, Esprit,
Kenneth Cole, Citizen, Timex, and Titan, among other brands.
Trendy sunglasses from Polaroid, Guess, Police, Scott, 1 Dee and
Allen Solly are also available. The accessories and beauty
segments display an attractive collection of lady's handbags from
Lavie, Caprese, Fiorelli and Fastrack. Also available are products
from colour cosmetic brands such as Bourjois, Chambor, Deborah,
Faces, Revlon, Maybelline, and Lakme, as well as a wide collection
of exotic fragrances. With its overwhelming repertoire of lifestyle
apparel brands, Pantaloons is focused on growth while continuing
to create fresh fashion. Pantaloons are recognized by its warm
personalized service that completes the core proposition of this
trendy chain. The Aditya Birla Group ranks high in the League of
Fortune 500 Corporations of the world with a strong mix of
talented and capable personnel comprising of 42 different
nationalities, who are credited with anchoring the organization
and scripting one brilliant success story after another. Backed by
the giant conglomerates, ABNL and Future Group, both the
entities will work in tandem to derive operational synergies for
back-end, supply chain and other crucial value drivers of the
business. With its overwhelming repertoire of lifestyle apparel
brands, Pantaloons is focused on growth while continuing to
create fresh fashion. Pantaloons are recognised by its warm
personalised service that completes the core proposition of this
trendy chain.
 Our Vission

“ To be a premium global conglomerate with a clear

Focus on each of the business” .

Our Mission

“ To deliver superior values to our customers,

Shareholders, employees and society at large” .
 Our Values

Integrity :- Honesty

Commitment :- Promise/Stay on word

Passion :- Indulge in yourself

Seamlessness :- Teamwork with spirit

Speed :- Be one step a head in all work

 Hierarchy of pantaloon

Store
Manager

cash conter warehouse Kids Women Mens

manager manager manager manager Manager

PT staff PT staff PT staff

Non PT Non PT
staff staff
 Brands in store

Non PT brands PT brands

• Aurelia
women •w women • Ranghmanch
ethnic • Globaldesi
• Biba ethnic • Akriti

• Allen Solly
• Spyker • Honey
• Dreams
Mens • Pepe Jeans women • Ajile
• Peter England
• Being Human western • Bare
• People
• Annabelle

• People
• Indus route
• Ajile
Mens • Urban ranger
• SF Jeans
• Byford
SAB KUCH ON SALE

Sab Kuch On Sale “Sab Kuch on Sale” is a significant promotional

event at Pantaloons, designed to attract a large number of
customers by offering substantial discounts on a wide range of
products. Pantaloons typically organizes and executes such a sale
event:
‘1. Planning and Preparation Product Selection: Decide which
items will be on sale and set the discount rates. Inventory Check:
Ensure enough stock of the selected products. Staff Training: Train
employees on the sale details, product features, and customer
service skills.
2. Marketing and Promotion Advertising Campaign: Launch a
marketing campaign using various channels like social media,
email newsletters, and SMS. Store Displays: Set up attractive
displays and signage in stores to highlight the sale items. Online
Presence: Update the website and app with sale information and
promotions.
3. Tele calling Process Customer Database: Prepare a list of
potential customers from
the customer database.
Script Preparation: Develop
a calling script outlining the
key points about the sale,
including special offers and
product highlights. Calling
Team: Assign trained tele
calling staff to make the
calls. Call Execution:
Introduction: Greet the customer and introduce the purpose of
the call. Information Sharing: Provide details about the sale,
including dates, discounts, and popular items. Engagement: Ask
about the customer’s interests to suggest relevant products. Call
to Action: Encourage the customer to visit the store or shop
online. Follow-up: Send a thank-you message or email after the
call, reiterating the sale details.
4. In-Store Execution Staff Deployment: Ensure sufficient staff is
available to assist customers during the sale. Customer Service:
Provide excellent customer service to help customers find
products and answer their queries. Billing and Checkout:
Streamline the billing process to handle increased customer
traffic efficiently.
5. Post - sale activities • Feedback Collection: Gather customer
feedback to assess the sale's success and identify areas for
improvement. • Inventory Review: Review remaining stock and
plan for future sales or promotions. • Performance Analysis:
Analyse sales data to evaluate the effectiveness of the sale and
marketing strategies.
 Literature review
GREENCARD TERMS AND CONIDTIONS

Membership to the Greencard program is restricted to Indian

nationals only who should be of minimum 18 years of age at the
time of enrolling into the program. EARNING REWARD POINTS
Greencard benefits are applicable only for retail customers and
corporate/institutional will not be entitled to any membership
related benefits against such purchases and Pantaloons reserves
the right to cancel/terminate membership once it comes to their
notice and recover/reverse any undue benefits availed by the
customer.
A Greencard member can exam a star tier as detailed below:
(a) 1 star member on becoming a Greencard member,
(b) 3 star member on shopping of Rs.8,000/- annually;
(c) 5 star member on shopping of Rs.20,000/- annually;
(d) 7 star member on shopping of Rs. 40,000/- annually.
(d) Shop for Rs.8,000/-, Rs.20,000/- or Rs. 40,000/- annually and
retain your 3-, 5- or 7 star membership respectively. If these
shopping limits are not maintained annually, then the
Greencard member will be assigned one tier below the existing
tier VALIDITY & REDEMPTION OF REWARD POINTS All points
accumulated in Greencard shall have validity of only 1 year from
the date of its credit in Greencard. Your Greencard
benefits/reward points are exclusive and cannot be Clubbed with
Corporate/ Employee privileges.

INSIGNIA TERMS AND CONIDTIONS

The Insignia Membership Program is restricted to individuals
with a valid mobile number in India. Corporate/institutions or
their representatives are not be entitled to Insignia Membership
Program related benefits/privileges or reward points. Pantaloons
reserves the right to cancel/terminate Insignia Membership
Program, if any undue benefits availed by the member comes to
Pantaloons’ notice and Pantaloons reserves the right to
recover/reverse any undue benefits availed by such member and
Pantaloons shall not be liable to return any fee is this scenario. All
Insignia Membership Program benefits are restricted and are
specific to Pantaloons stores only. Not valid on [Link]
(web/app). Insignia Membership Program benefits and Greencard
member benefits cannot be clubbed together and cannot be
availed on the same bill. A member can avail either Insignia
Membership Program benefits or the Greencard member benefits
on one bill.