wip final project_report_prashant soni_rollno p15fc026

WINTER INTERNSHIP REPORT

A study of retail operation ManagementDone at

Pantaloons By

Prashant soniP15FC028

Under the guidance ofMr.Rakesh Sharma

Store Manager

Winter Internship Report, Pune Institute of Business Management

ACKNOWLEDGMENT

This project has been an honest and dedicated attempt to make the analysis on marketing material as authentic as it could and I earnestly hope that it provides useful and workable information and knowledge to any person reading it.

During this period, I had the pleasure of working closely with accomplished organization people who shared with me their experience and helped me in completion of my research. I am grateful to Mr. Rakesh Sharma, my external guide at Pantaloons, my Department Manager, Mrs. Yameen khan, SOP Manager, Mr. Raja Singh and Warehousing Manager, Mr. Asif Kahan and also the floor staffs and all those who have helped me during this one month’s WIP at Pantaloons, DB city mall (BHOPAL).

I express my sincere thanks to my project guides and my institute Mentor Prof. Dr. Sanjeev Kulkarni guiding me.

Lastly, I am grateful to my parents who have been my mentors and motivators. I am also thankful to all my batch mates who have directly or indirectly involved in successful completion of this project.

Study of retail operation Management, Pantaloons 1


COMPANY CERTIFICATE



ContentsAcknowledgment....................................................................................................0Company Certificate...............................................................................................2Project Synopsis......................................................................................................4About the Sector.....................................................................................................5About the Company................................................................................................6INTRODUCTION.......................................................................................................7Project Methodology.............................................................................................11Action PLAN..........................................................................................................12Observations.........................................................................................................17Learning Outcome................................................................................................18Suggestions..........................................................................................................19References............................................................................................................20



PROJECT SYNOPSIS

Project Title A Study Of Retail Operation Management at Pantaloons

Company Name PANATLOONS

Student Name Prashant Soni

Student Roll P15FC028

Project Guide Name Mr. Rakesh Sharma

Project Guide Designation - Store Manager

Duration of project From 14th Dec. 2015 To 14th January 2016



ABOUT THE SECTOR

IntroductionThe Indian retail industry has emerged as one of the most dynamic and fast-paced industries due to the entry of several new players. It accounts for over 10 per cent of the country’s Gross Domestic Product (GDP) and around 8 per cent of the employment. India is the world’s fifth-largest global destination in the retail space.E-commerce is expanding steadily in the country. Customers have the ever increasing choice of products at the lowest rates. E-commerce is probably creating the biggest revolution in the retail industry, and this trend would continue in the years to come. Retailers should leverage the digital retail channels (e-commerce), which would enable them to spend less money on real estate while reaching out to more customers in tier-2 and tier-3 cities. Both organized and unorganized retail companies have to work together to ensure better prospects for the overall retail industry, while generating new benefits for their customers.

SNAPSHOT OF RETAIL SECTOR

The Indian retail industry is one of the fastest growing in the world. Retail industry in India is expected to grow to US$ 1.3 trillion by 2020. India is the fifth largest preferred retail destination globally. The country is among the highest in the world in terms of per capita retail store availability. India’s retail sector is experiencing exponential growth, with retail development taking place not just in major cities and metros, but also in Tier-II and Tier-III cities.

LATEST NEWS AUG 2015



ABOUT THE COMPANY

INTRODUCTION

The Aditya Birla Group is an Indian multinational conglomerate named after Aditya Vikram Birla headquartered in the Aditya Birla Centre in Worli, Mumbai, India. The group was founded by Seth Shiv Narayan Birla in 1857. The Aditya Birla group is a diversified conglomerate with a total revenue of approximately US$40 billion in year 2012. With gross revenue of USD 40 Billion (in 2012) it is the third largest Indian private sector conglomerate behind Tata Group with revenue of just over USD 100 Billion and RIL with revenue of USD 74 Billion. The Aditya Birla Group is in the League of Fortune 500.

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VISION AND VALUES

Vision

To be a premium global conglomerate, with a clear focus on each of the businesses.

Mission

To deliver superior value to our customers, shareholders, employees and society at large.



INTRODUCTION

Pantaloons are India's fastest growing premium lifestyle apparel company. With innovative designs, concepts and products, the company brings the latest trends in fashion and clothing styles to the apparel market.

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.

Pantaloons Fashion & Retail Limited is an Indian premium clothing retail chain. The first Pantaloons store was launched in Gariahat, Kolkata in 1997. As of now, 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)

The women’s section houses the private labels — Bare Denim, Bare Leisure, Rig, Annabelle, Honey, and Agile — in western wear, as well as the choicest ethnic wear from Rang Manch, Trishaa and Akkriti. Popular brands like Lee Cooper, Biba and AND 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 wear.



Kids can choose from private labels like Bare Denim, Bare Leisure, Rig, or indulge in exclusive brands like Chalk, Chirpie Pie, and Sach 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, I 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 Lakmé, 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 is recognised by its warm personalized service that completes the core proposition of this trendy chain



PROJECT METHODOLOGY

Briefing of customer service desk

Tell calling

Tagging & detaching

Customer assist.

Survey analysis of NPT ( non-pantaloons ) brands

Inventory management

Floor management

DM , FA ( Sop)

Calculation of KPI ( key performance indicator )



ACTION PLAN

1. CSD FUNCTIONS OR MODULES (CUSTOMER SERVICE DESK).

Solved the problems of customers like related to fabric, size, and fade of cloths.

Redemption and check the points.

Maintain the record of alteration, entries, and many more.

Exchange the apparels, gift wrapping, etc.

Informed the customers about new policies and offers.

Issued a gift voucher.

Transfer of GC (green cards) to pay back office for permanent enrollment.

Tele calling, in store announcement.

Home delivery services.

Give the best services to customer like gift wrapping.

2. TELE CALLING

The customers have been selected from the zonal office for the preview sales.

Done telecalling and inviting customers for winter preview sales which is on 19th and 20th December 2015.

Create awareness about the offers to the loyal customers.

It’s an indirect marketing strategy of pantaloons by creating awareness they also done promotion of the outlet.

Date :15th Dec to 20th Dec 2015Column1 no of calls calls answered interested not interested calls unanswered

800 650 600 50 150



3. TAGGING AND DETACHING

There is a high risk of theft so for protecting the products we do tagging.

In pantaloons there is a SOP (standard operating procedure) of tagging.

There is a different place for the particular apparels and tagging is done as per sop.

I have done tagging of all kind of apparels and products.

3. CUSTOMER ASSIST

While assisting the customers I came across the Guest Module which is as follows:

G - Greet

U - Understand the need and wants

E - Explain the product FAB (Feature, Advantage, Benefits).

S - Suggest if customer is confuse

T - Thank you

4. SURVEY ANALYSIS OF NPT BRANDS ( NON PANTALOONS)



There are two types of styles:

FMS & SMS (fast mover style & slow mover style ) , while interacting with the fashion assistant I got to know that apparels which are fast mover style and , much in demand and have been forecasted that there demand would be high in the next season also , so we place order as per the FMS style i.e. Fast mover style.

5. INVENTORY MANAGEMENT

How inventory come to outlet of pantaloons.

At pantaloons inventory management work like this for in-house brands manufacturing At Bangalore. After the manufacturing inventory was send to bhevandi Mumbai then merchandise are sending to all city ware house after this it’s come on store floor.



Process of stock management

Inward

Segregation department wise

Inward report share with DM & SM for replenishment

Stock management done by software SAP ( system analysis program )

In case Of Return Outward

Brand Manager mails to Warehouse Manager.

Scanning to be done by the warehouse staff and if possible then the scanning should be done in presence of the brand staff.

Need to prepare a scan file.

Warehouse manager drops a mail to Store Manager.

SAP Process while out warding.

5. FLOOR MANAGEMENT

Pantaloons earning share price has 70% on PT brand & on NPT share price has 30%.

Pantaloons doing there business as per Brand per sq ft business.

Costly products must be visible to customers.

6. STANDARD OPERATING PROCEDURE (DM) DEPARTMENT MANAGER



Floor walk

Replenishment

Goal book

Check list

The above is the key responsibility of department managers which they have to do on the regularly basis.

7. CALCULATION OF KPI ( KEY PERFORMANCE INDICATOR)

The store target and sales is calculated through some formulas which are as follows :

KEY PERFORMANCE INDICATOR

• Conversion = NOB/ customer entry * 100

• Number of bills (NOB)

• Basket size = quantity/ nob

• Ticket size = sale / nob

Conversation of customer into number of bills and then we have to maintain basket size benchmark and then we have to maintain ticket size.

OBSERVATIONS

They increase their sale by loyalty program (Pay beak green card program)

Pantaloons outlet is an organized apparels and accessories selling layout.



To understand outlet layout how much is important for any store it’s a soul of any outlet.

In BHOPAL Pantaloons outlet has 2 floor, Ground floor for non app’s & Women App’s.

Outlet has three zones. 1st for Power pricing merchandising, 2nd zone for Fashion casual wear, 3rd zone for Denim’s Which we call is Pigeon holes

Accessories section is always near to the cash counter because if casher has problem about changes so casher suggests about accessories to customers what we call is Impales marketing.

Visual merchandising is very important role for increasing sale.

KPI of company are most important things at pantaloons. Company has to maintain benchmark of KPI.

Tele calling is most important thing in company for increasing sales.

Customer services plays very important role in making customer loyal to company.

Saturday & Sunday are maximum footfall entries in store.

Every Thursday HR gives training to all Fashion Assistant (FA’s).

Company always makes feel comfortable to customer.

Company gives gift voucher on every celebrations & occasion and on birthday week of customer to make customer loyal towards the company.

If any department achieves their weekly target then company give weekly incentive to their fashion assistant.

LEARNING OUTCOME

To understand how to assist customer & understand needs wants of customer.



To understand how visual merchandising works.

Analysis of brands which factors of merchandise are converts into SMS to FMS.

To understand how resolve customer problems.

To understand how much is important of any store layout.

To understand which factor influence buying behavior of customer.

Customer always see fabric of merchandise what kind of fabrics in their brands.

Customer always see offers and attract by offers they always set offers as per the sale report.

Customer is attracting by display and visual merchandising.

Tele calling invitation one of the biggest reason for increasing company sale.

Customer services like parking, left & elevator services, greed customers.



SUGGESTIONS

Most of the customers are concerned with Hygiene, so company Pantaloons should keep an eye on the hygiene and customer health.

FA’s lacks training. Pantaloons must initiate with professional training programs for them time to time.

Pantaloons need to put some necessary efforts on visual merchandising because mannequins were not properly handled by the executive visual merchandiser.

There were some serious problems with layout in suits and blazers section that is why the sales of that section were comparatively lesser than other clothing section.



REFERENCES

www.adityabirlapantaloons.in

www.ibef.org


http://www.adityabirlapantaloons.in/

wip final project_report_prashant soni_rollno p15fc026

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