A SUMMER INTERNSHIP PROJECT ON

“A STUDY ON SALES PROMOTION STRATEGIES

ADOPTED BY PANTALOONS”,
D.N.REGALIA MALL, BHUBANESWAR
SUBMITTED BY
LOKANATH DUTTA
REGD. NO –2206280079
MBA (2022 – 24)
A PROJECT REPORT SUBMITTED IN PARTIAL FULFILMENT
OF THE REQUIREMENTS FOR THE DEGREE OF MBA.
Under the guidance of
EXTERNAL GUIDE INTERNAL GUIDE
Binod kumar Sahoo Dr.Ajit Narayan Mohanty
Department Manager Professor

NIISINSTITUTE OF BUSINESS ADMINISTRATION, SARADA VIHAR

MADANPUR, BHUBANESWAR, KHURDHA, ODISHA (752054)
BIJU PATNAIK UNIVERSITY OF TECHNOLOGY (BPUT),
ROURKELA, ODISHA

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 DECLARATION

I, Lokanath Dutta hereby declare that the project report of internship titled “A STUDY
ON SALES PROMOTION STRATEGIES ADOPTED BY PANTALOONS” is
uniquely prepared by me after the completion of one & half month internship at
PANTALOONS,D.N.REGALIA MALL,PATRAPADA,BBSR. I also confirm that the
report is only prepared for my academic requirement, not for any other purpose. It
might not be used with the interest of the opposite party of the corporation.

Name-Lokanath Dutta
UID-2206280079
Department - Masters ofbusiness administration
NIIS INSTITUTE OF BUSSINESS ADMINSTRATION.

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 ACKNOWLEDGEMENT

At the outset I would like to thank the organization, “PANTALOONS” for

providing an opportunity to work out the project work at their premises.
The efforts taken by me to complete the project successfully would not have
been possible without the kind support and help of many individuals in this
organization.
Firstly, I would like express my gratitude to my guide Dr.Ajit Narayan
Mohanty, for giving me project with so much learning quotient and for
enriching my knowledge of Marketing sharing his expertise on the
Marketing practices.
Apart from my mentor at PANTALOONS, I would like to thank all the
employees of PANTALOONS who were always supportive and interacting
with them gave me lots of learning about the company and also about
various Marketing practices.
I am grateful to my college “NIIS institute of business administration” for
providing me the chance to undertake this internship and to my mentors and
guides for their constant inspiration, motivation, knowledge and time to
work hard and for the untiring support guidance throughout the project.

Signature
Name of the student: Lokanath Dutta

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 NIIS Institute of Business Administration

CERTIFICATE

This is to certify that the Project entitled “A STUDY ON SALES

PROMOTION STRATEGIES ADOPTED BY PANTALOONS” is a bona
fide work done by Lokanath Dutta, in partial fulfilment of Summer
Internship Project work. This report or a similar report on the topic has not
been submitted for any other examination and does not form a part of any
other course undergone by the candidate.

Dr.Ajit Narayan Mohanty

Professor
Department of MBA

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 Table of contents
Serial no CONTENT Page no.
1. Introduction 06

Objectives of the study 09

2.
10
3. Industry analysis
4. Company analysis 15

5. Competitor analysis 20

6. Customer analysis 23

7. Challenges faced by 26
pantaloons
8. Work actually done 28
during training period

9. Training experience 30

10. Learning outcomes 33

11. Conclusion 34

12. Reference 35

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INTRODUCTION

6
 iNTRODUCTION

Sales promotion includes several communications activities that attempt to

provide added value or incentives to consumers, wholesalers, retailers, or
other organizational customers to stimulate immediate sales. These efforts
can attempt to stimulate product interest, trial, or purchase. Examples of
devices used in sales promotion include coupons, samples, premiums,
point-of-purchase (POP) displays, contests, rebates, and sweep stakes. Sales
promotion is implemented to attract new customers, to hold present
customers, to counteract competition, and to take advantage of
opportunities that are revealed by market research. It is made up of
activities, both outside and inside activities, to enhance company sales.
Outside sales promotion activities include advertising, publicity, public
relations activities, and special sales events. promotion activities include
window displays, product and promotional material display and
promotional programs such as premium awards Sale promotions often come
in the form of discounts. Discounts impact the way consumers think and
behave when shopping. The type of savings and its location can affect the
way consumers view a product and affect their purchase decision.
The two most common discounts are price discounts (“on sale items”)and
bonus packs (“bulk items”).
Price discounts are the reduction of an original sale by a certain percentage
while bonus packs are deals in which the consumer receives more for the
original price. Many companies present different forms of discounts in
advertisement, hoping to convince consumers to buy their products.
Consumer sales promotion types:
 Price deal: A temporary reduction in the price, such as 50% off.

 Loyal Reward Program: Consumers collect points, miles, or credits

for purchases and redeem them for rewards.
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 Cents-off deal: Offers a brand at a lower price. Price reduction may be
a percentage marked on the package.

 Price-pack/Bonus packs deal: The packaging offers a consumer a

certain percentage more of the product for the same price (for
example, 25 percent extra.

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 Objectives of the Study

1. To Study how the customers are attracted towards the brand of

PANTALOONS.

2. To know the promotional strategies used by PANTALOONS to

attract the customers.

3. To understand how they are maintaining relationships with

customer.

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 Chapter-i
Industry analysis

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 INDUSTRY ANALYSIS

The retail industry consists of all companies that sell goods and services to consumers.
There are many different retail sales and store types worldwide, including grocery,
convenience, discounts, independents, department stores, DIY, electrical and
speciality. The retail industry shows a steady growth year on year and employs a huge
number of workers worldwide, particularly with the growing popularity of online
retail.

The competitive nature of this fast-paced industry was especially pronounced during
the past few years. For 2022, retail outlets have been compelled to reconsider their
long-standing processes and tactics that have structured the sector for years. These
global changes in management and ways of thinking about supply chains for many
well-known brands only help prove how important retail sales are for the economy.

Retail trends
The retail industry is constantly evolving, and businesses must keep up with the latest
trend in consumer needs to stay ahead of the competition. A pricing tool helps
understand these trends, keeping ahead of the curve and satisfying customers‟
expectations.

Consumer Spending

In an increasingly competitive landscape, retail industry players must compete in

several ways to gain a share of the market size. These days, consumers want first-rate
customer service and an integrated shopping experience. The rise in omni channel
retailing is a confirmation of this.

Consumers want to combine the benefits of traditional shopping habits with the
convenience of using modern technology. Consumers may now be shopping online
using their tablets or smart phone. They could also be on the high street in a bricks-
and-mortar store.

Consumer appetite for retail sales has remained robust. As such, retailers must now
provide a hassle-free, seamless experience for the consumer to remain competitive
regardless of whether you are a market stall, part of the UK retail industry or a group
of internet retailers.

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As consumers continue to spend money in the retail sector, it is important to know that
your brands are competitive and that the quality is robust. Retail organisations must
thus ensure that the quality of products is maintained throughout the supply chain.

Market Intelligence
Assosia offers a wide range of services to provide you with the comprehensive retail
analysis and insights you should have to ensure that your company remains a top
player. We will keep you abreast of any important, current industry changes and
insights so that you can continue to stay competitive.

Loyalty programmes
Customer loyalty programmes are increasingly popular since they can help boost sales
in countless ways.

They can help to increase customer retention rates and keep customers coming back to
your business. Additionally, they can encourage customers to spend more per
transaction, and they can also help you to attract new customers through word-of-
mouth and referrals.

Customer loyalty programmes can give you valuable insights into your customers‟
buying habits and preferences, which can help you to tailor your marketing and
merchandise strategies for maximum impact.

Online shopping
Although online shopping boomed during the COVID-19 lockdown, it has remained
an incredibly important factor in retail trends.

Shopping from the comfort of their own home gives consumers more choice and
convenience. They can shop around for the best prices and can find the products they
want without having to leave their chair. It can also benefit retail workers, as they have
more flexibility. This can even boost their productivity and boost your profit margins.

It makes it easy for retailers to track consumer behaviour and preferences. This
information can be used to tailor future marketing and sales strategies to meet
customer needs better and increase conversions.

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Unlike other marketing methods, which are rooted in local markets, such as door-to-
door sales and market stalls, e-commerce gives retailers a global reach. It allows you
to sell to consumers in another country who may not have access to their brick-and-
mortar stores. Even if your head office is in the UK, you could have customers in the
US.

Sustainability
As many consumers are becoming more aware of the environmental and social impact
of their purchases, they are demanding more transparency from brands and
encouraging retailers to be more sustainable.

Sustainability is also becoming more affordable for retailers. The cost of sustainable
materials and technologies is dropping, making it more affordable for brands to
incorporate them into their products. Similarly, sustainable practices are becoming
more mainstream, as more businesses are adopting them in an effort to reduce their
impact on the environment.

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 Chapter-ii
Company ANALYSIS

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 CHAPTER-II

COMPANY ANALYSIS

COMPANY NAME – PANTALOONS

LOCATION - D N REGALIA IDCO
PLOT NO 1/AT-Bhagbanpur Industrial Estate,
DN Regalia Rd, Patrapada, Bhubaneswar,
Odisha 751019

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COMPANY PROFILE

 Incorporated in October 1987, Pantaloons ranks amongst the top five

retailers in India.

 Pantaloons Retails India Limited (PRIL) was incorporated on October

12, 1987Pantaloons is a Fashion Retail brand which was previously
controlled by the Future Group, and was taken over by Aditya Birla
Group.

 The company Limited company on September 25, 1992 the name was
changed to Pantaloons Fashions (India) Limited and the same time it
went public.

 Today it has approximately 14,000 shareholders. It changed its name

Pantaloons Retails (India) Limited on 7thJuly 1999.

 From a humble beginning in 1987, Pantaloons has today evolving as a

leading Manufacturer-retailer in the country with 13 departmental store
and 5 hyper-market operating across the country. It has been a
remarkable journey for PRIL as it evolved from a manufacturing to a
completely integrated player controlling the entire value chain.

 The company plans to increase the retail space under control from 2
lakhs in02 to more than 1 million square feet over the next 3 year to
emerge as a „Godzilla‟ of Indian Retail Industry.

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ADITYA BIRLA GROUP
OUR VISION:

The vision of the Aditya Birla Group shall deliver Everything, Every where,
for Every Indian Consumer in the most profitable manner.
OUR MISSION:

We share the vision and vision and belief that our customer and stake
holder shall be served only by creation and executing future scenarios in the
consumption space leading to economic development.

2.2-PANTALOONS
COPORATE MISSION:

We share the vision and belief that by improving our performance through
innovation spirit and dedication, we shall serve our customer and stake
holders satisfactorily.

MAJOR MILESTONES:

During its evaluation, the company achieved various milestones and

demonstrates innovativeness and leadership by pioneering concept that has
now become industry standards. Some of the major milestone achieved by
the company in its life span of14 years is enumerated below:

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Company Incorporated 1987-88
The Pantaloons Trouser 1967-88
India‟s first formal brand launched
BARE 1989-90India Jeans brand launched
John Miller 1993-94
Shirt inspired by American–Formal shirt in popular segment launched
Distribution of branded garments through multi-brand 1993-94retail outlets
across nation and export of garments .
The Pantaloons shoppee 1993-94Exclusive menswear store in franchisee
format launched across nation
Pantaloons 1997-98
India‟s family store launched.
SWOT ANALYSIS OF PANTALOONS
Strengths:

1. Pantaloons is one of India‟s largest retailer having100+ store across 40

cities in India

2. Pantaloons is one of the largest retailer by market capitalization and

revenue in India

3. It manages high numbers of purchase orders

4. It is always updates with changing consumer preferences

5. Pantaloons is a popular brand with a high presence across India

6. Pantaloons offers a wide range of cloths for men, women, and children

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Weaknesses:

1. Intense competition from retails store and online shopping brands

Means limited market share growth for Pantaloons

2. Too many option for customer hence high brand switching and low brand
loyalty

Opportunities:

1 .Pantaloons can increase the footfalls by increasing ALT- TV commercial

promotion

2. India‟s is fast emerging as retail hub top brand as government allowed

FDI in single brand and multi brand retail

3. Organized retail is only small percentage of total Indian industry

4. Tie – ups with fashion institutes and even online brand can help increase
sales for Pantaloons

THREATS:

1. Strong competition from unorganized retail sector in India affect business

of Pantaloons

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

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 CHAPTER – III
COMPETITORS ANALYSIS

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 COMPETITORS ANALYSIS

All brands must be aware about their competitors so that they can know
about their Strength, Weakness, Opportunity & threat and also knows about
the strategy used by different brands. I have compared Pantaloons to his 3
competitors.

1. Reliance Trends
2. Max
3. Zudio

PANTALOONS RELIANCE MAX ZUDIO

TRENDS
Founding 1997 2006 2004 1998
Year
Types PRIVATE SUBSIDIARY SUBSIDIARY SUBSIDIARY
Tag In love with life, 'Trends LOOK GOOD FASHION AT
in love with bantey nahin, FEEL GOOD STAR PRICE
fashion banaye
jaaatey hain'
Location MUMBAI (HQ) MUMBAI DUBAI (HQ) LUCKNOW
(HQ) (HQ)
Employees 20K -50K 1 Lakh + 13K+ 15 K+
Employee 4.2/5 3.4/5 4.2/5 3.9/5
Ratings
Products Clothing, Clothing, Clothing, Clothing,
deals with Footwear, Footwear, Footwear, Footwear,
Accessories & Accessories & Accessories & Accessories &
more more more more
Turn over Over 26 billion 2,60,364 700 crore 1100 crore
Indian currency Crore

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Strategy Value for By adding Attractive To provide the
adopted money contemporary products with latest fashion
for & take- enable reasonable at an
attracting features price. affordable
customer ranging from price.
self- checkout
counters to
electronics
self levels.

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 Chapter – IV
Customer analysis

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 CUSTOMER ANALYSIS
What our customer says about us:-
Dr. Neha
Hello friends, a store gives very good clothes to us, which keeps a collection of
different types of beautiful clothes and it is available everywhere, due to its
convenience, it becomes easy for us to collect better clothes.
Shruti Singh
I just love the way pantaloons stores are. I mean variety, versatility and of course it‟s
helping staff members to help us out in searching for the best outfit. Also, I love the
winters sale of pantaloons. It‟s my favorite store from accessories to shoes to
clothing‟s I am in love with everything. ? And if you are searching for good things to
buy like from A to Z then go to pantaloons in your city!
Subash Kumar
I purchased a jeans from pantaloons. The parking area is sufficient. There was a
separate parking area of cars and motorcycles. The ambience inside the pantaloons is
just awesome.The staff member of the pantaloons is very supportive and cooperative.
They will show you everything what you want inside the pantaloons.The store range of
the pantaloons is good. You will get all sizes and all types of new designed cloths here.
I purchased a jeans which is very awesome. You will get everything from small kid to
an old in pantaloons. There is a wide range of clothes and products.This is totally
usefulness of money if you purchase clothes from pantaloons. This provides you a
branded clothes and products.If you purchase a clothes then you wear at least 2 years
that clothes because the quality that provides the pantaloons is good.I recommend you
to please visit at least one time to pantaloons Bhubaneswar.
NirupamaMajhi
Pantaloons is product of best brand factory in Odisha. It is situated in Odisha capital in
Bhubaneswar.All types off brand collection you can got in. Fashionable men and
women you can find it. All the new fashion got arrival in session wise. Not only in
dress bt also you can find bag, ornaments, cosmetics, glasses, watch many more you
can find brand. So that I‟m thing that pantaloons is the best brand factory.

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ParvKaushik
I have been visiting this place for too long and bought so many things which gave me
altogether a different look. Pantaloons is a place which allows you to buy anything and
everything at a single place which makes shopping even more interesting. It has
been too long since pantaloons is playing its part to provide a good customer service or
experience and thinks to them.

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 Chapter – v
CHALLENGES FACED BY THE
COMPANY

26
 CHALLENGES FACED BY Pantaloons

 First of all the biggest challenge faced now a days the online
shopping site like Amazon, Flipkart etc. they are providing
branded products as making the duplicate of the product
showing same as like branded products in lower price. So
customers are mostly preferred those products due to the busy
life schedule. They are giving door step delivery which is
suitable for all the customer without going anywhere they can
get their products at door step.

 To increase the footfall of the customer to the store it‟s a biggest

challenge today. As the customers are getting their products
easily by online shopping.

 New brands are evolving that is also a biggest challenge. We

have to change our strategies and products according to the
changing society. We have to clearly know about the customer
what products they are preferred in surroundings and also
bitterly understand the market.

 Other stores like RELIANCE TRENDS, MAX, V2, VISHAL

which gives more discounts and sales product at a cheaper price.

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 Chapter – vi
Work actually done
during training period

28
Work actually done during training period
I have successfully done my 45 days of Summer Internship Programme in
PANTALOONS, DN Regalia under the guidance of Branch Manager Mr. Binod Ku.
Sahoo.
I was assigned for men‟s wear section for selling products. Dealing with different age
group people. That time I was convincing them and telling about the brand and
attracting them to buy the product.
Strategies used for promotion of brand
1. Building awareness among the customer –
We are trying to reach a large number of people to aware about the brand
available in store for which we are calling our existing customer available
database.

2. Explain about the different merchandise –

Clearly tell about the products available in the store.

3. Creating interest among the customer –

Tell the customer about the products and the quality of the products and give
some discounts or any gift after buying any product then customer will attract or
show interest for buying the products.

4. Personal (face to face) selling –

When we are doing personal selling we have carefully handle and try to
understand what the customer wants exactly. So that you have to show
according to the wants of the customer.

5. Displaying the discounted items to the customer and convince them to buy –
Customers are more attracted towards the discounted items. So we have to show
the discounted items so that customer wants to buy from the store.

6. Called the existing customers to the available data base to promote the sales
and informing them the discounts and the membership to attract them to
the store

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 Chapter – vii
Training experience in
the organization

30
 Training experience

I have assigned to do my Summer Internship Programme in Pantaloons DN

REGALIA store under the guidance of Department Manager Binod Ku.
Sahoo.

First few days my guide told me to observe all the activities happened in the
store.

I learnt about the different brands available and strategies followed by the
PANTALOONS to attract different customers. Then I understood about
different segments on PANTALOONS. It‟s mainly deals with different
level and age group of customer from kids to old age.

Then I learnt about the sales persons presented their how they are dealing,
behavior and talking style with various customer. How they are dedicated to
get the profit for the store.

All the employees working in the PANTALOONS are very helpful,

cooperative and doing their work honestly. They helped me a lot in
understanding how the sales are going on and how to deals with different
customer during my 45 days of training period. Whatever I learnt from my
training period will help me a lot in my career as I‟ll built my career in this
area.

As it was another environment for me first I thought can I handle it or not,

but with the help of the employees I gave my best to do the work perfectly.
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Also my guide was happy after seeing my work and also offered me job in
his store.
It was a very good experience for me in PANTALOONS. As I learnt how to
deals with different kinds of people, how to adopt market strategies and also
gain the knowledge in sales.

Thank you PANTALOONS for giving me this opportunity to expand my

knowledge in sales areas.

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 Learning outcomes

For attracting customers towards the brands of the PANTALOONS they are
giving discounts which is suitable for all level of customer.

PANTALOONS used promotional strategies for attract customers, they are

displaying discounted items to the customer and convince them to buy the
products from the store.

They are maintaining good relationships with their existing customer and
also maintain good relationships with new customer by showing good
behavior to them and also handling them very calmly and coolly.

They are calling the existing customer on available database about the
discount available and prime membership (INSIGNIA).

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 CONCLUSION

Policies and strategy used by pantaloons are transparent, legal and

scientific.

As the changing scenario we have to change according to that.

We have to adopt some extra promotional ways so that the number of

customers will attract by PANTALOONS.

Now customers are more acquainted with online shopping so

pantaloons also need to improve their provided online shopping.

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 REFERENCE

 https://craft.co/pantaloons/competitors

 https://blog.hubspot.com/sales/sales-strategy

 https://www.similarweb.com/website/pantaloons.com/competitors/

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