Axis Institute of Higher Education

AFFILIATED TO C.S.J.M. UNIVERSITY, KANPUR

A MARKET SURVEY REPORT ON MARKETING STRATEGIES OF

PANTALOONS AND ZUDIO

Submitted For the Partial Fulfilment of the Requirements of the

Award of Degree Of

Bachelor of Business Administration

(2021-2024)

Under the guidance of: Submitted by:

Ms. Kriti Shukla Mohd Arsalaan
Assistant Professor 21014000547
 ACKNOWLEDGEMENT

Regarding my project with Effectiveness of Promotional Scheme, I

would like to thank each and every one who offered help, guideline
and support whenever required.

I am extremely grateful to my guide, Ms. Kriti Shukla for their

valuable guidance and timely suggestions. I would like to thank all
faculty members of the Axis Institute of Higher Education for
the valuable guidance and support.

I would also like to extend my thanks to my members and friends

for their support.

Mohd. Arsalaan
 Axis Institute of Higher Education (KN115)
Kanpur

CERTIFICATE

This is to certify that the Research Project Report entitled "Market Survey Report On
Marketing Strategies of Zudio and Pantaloons" is a bonafide work of Mr. Mohd.
Arsalaan student of BBA IV Semester. It has been done under my supervision for the
partial fulfillment of the requirement for the award of BBA degree from CSJM University,
Kanpur.

The study presented here has not been submitted earlier elsewhere. I am pleased to say that
the performance of the student during the period of report work was satisfactory.

Faculty Guide: Ms. Kriti Shukla Dr. Neetu Singh

Designation: Assistant Professor (Principal)

Date:
 STUDENT DECLARATION

I, Mohd. Arsalaan student of B.B.A at Axis Institute of Higher Education,

hereby declare that the project work entitled a survey on The "Market Survey
Report On Marketing Strategies of Zudio and Pantaloons” is compiled
and submitted under the guidance of Ms. Kriti Shukla. This is my original
work.

Whatever information furnished in this project report is true to the best

of my knowledge.

Mohd Arsalaan

BBA 2nd Year A

Batch 2021-2024
 PREFACE

BBA is a stepping-stone to the management carrier and to develop good

manager it is necessary that the theoretical must be supplemented with
exposure to the real environment.
Theoretical knowledge just provides the base and it’s not sufficient to produce
a good manager that’s why practical knowledge is needed.

I have completed the Research Project on “Comparative

study of
Effectiveness by Promotional Schemes of Zudio and
Pantaloons”
: I have tried to cover each and every aspect related to the topic with best of
my capability.

I hope research would help many people in the future .

 CONTENTS
Sr. no. Chapter Page
No.

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

5. Literature review
6. Porter’s Five Forces Model
7. Swot Analysis
8. Research Methodology
9. Data Analysis and
Interpretation
10. Findings
11. Limitations
12. Conclusion
13. Bibliography
 2.INTRODUCTION

ZUDIO

PANTALOONS

One’s a customer get inside the store he will find all kinds of products available that may
be Food item, Casual Wear, Formal Wear, Western Wear, 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
andcustomerswhoareresidingfarawayandinotherareastheyalsovisitthestore.
..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
themarketscenarioofbefore10years.Therehavebeenmanyfactorsresponsibleforthe changing
market scenario. It is the changing tastes and preference of customer which has bought in
a change in the market. Income level of the people has changed; lifestyles and social class
of people have completely changed now than that of olden days, the shopping habits of
customers are also changed new generation people are no more dependent on that market
and far off departmental stores. Today we can see a new era in market with the opening up
of many departmental stores, hyper

Market, malls, branded retail outlets and specialty stores.In today’s world shopping is not
anymore tiresome work rather it’s a pleasant outing phenomenon now.
 Industry Profile

The fashion industry in India is a rapidly growing sector, driven by increasing disposable
incomes, changing lifestyles, and an expanding middle-class population. The industry is
expected to grow at a CAGR of 9.7% between 2021 and 2026, according to a report by
ResearchAndMarkets.com.

The Indian fashion market is highly fragmented, consisting of both organized and
unorganized players. The organized players, which include large retail chains and fashion
brands like Pantaloons and Zudio, account for around 35-40% of the total market share.

The Indian fashion market is also highly competitive, with players competing on factors
such as price, quality, design, and customer service. The market is dominated by a few
large players, including Aditya Birla Fashion and Retail Limited (the parent company of
Pantaloons), Reliance Retail, and Future Group.

One of the key drivers of growth in the Indian fashion market is the increasing adoption of
e-commerce platforms by consumers. E-commerce has emerged as a major channel for
fashion retail, with online sales expected to account for around 35% of the total fashion
market by 2023.

In summary, the Indian fashion industry is a rapidly growing and highly competitive sector,
driven by increasing consumer demand, expanding middle-class population, and the
adoption of e-commerce platforms. In this context, Pantaloons and Zudio have adopted
unique marketing strategies to differentiate themselves and establish a strong presence in
the Indian fashion market.
 3.Objectives

• To do comparative study of effectiveness of promotional schemes by Zudio and

Pantaloons
• To Understand the different types of sales promotions.
• To understand the impact of promotion schemes on costumer’s mind.
• To know the effectiveness of the promotional activities done by Zudio and
Pantaloons.
 4.Background

• Retail involves the sale of goods from a single point (malls,markets,department

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

• Retailing is a distribution channel function,where one organization buys products

from supplying firms or manufactures products themselves, and then sells these
directly to consumers.

• Retailers offer many benefits to suppliers and customers as resellers.Consumers,for

instance, are able to purchase small quantities of an assortment of products at a
reasonably affordable price.Similarly ,suppliers get an opportunity to reach their
target market ,build product demand through retail promotions, and provide
consumer feedback to the product marketer.
 The Supplychain
Manufacturers-Manufacturersaretheoneswhoareinvolvedinproductionofgoodswiththe
helpofmachines,labourandrawmaterials.

Wholesaler - The wholesaler is the one who purchases the goods

from
themanufacturersandsellstotheretailersinlargenumbersbutatalowerprice.Awholesalernever
sell sgoodsdirectlytothe endusers.

Retailer-Aretailercomesattheendofthesupplychainwhosellstheproductsinsmallquantities
totheendusersas pertheir requirement andneed.

Retail classification

• Retailindustrycanbebroadlyclassifiedintotwocategoriesnamelyorganizedandunorg
anizedretail.

1.Organized retail-Organizedtraders/retailers,whoarelicensedfortrading activitiesand

registeredto paytaxes tothegovernment

RetailformatsinIndia:

• Hyper marts/supermarkets: large self-servicing outlets offering products from

avarietyofcategories

• Mom-and-pop stores: They are family-owned business catering to small

sections;theyareindividually handledretailoutlets andhaveapersonaltouch.

• Departmentalstores:aregeneralretailmerchandisersofferingqualityproductsan
dservices.
 5. Overview

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

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

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

In 1987, Pantaloon was incorporated as Manz Wear Private Limited. In the same year, the
company launched Pantaloons trouser. In 1991, Pantaloon launched BARE, the jeans
brand. The company made its initial public offer in the following year. It also started
Pantaloon Shoppe, a franchised menswear store across India in 1994. In the same year,
Pantaloon initiated distribution of branded garments through multi-branded retail outlets
throughout India. In 1995, it launched John Miller, the formal shirt brand. In 1997,
Pantaloon launched a family store, Pantaloons, in Kolkata, India.

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

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

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

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

Brands
Mens:
Women:

Kids:
Product Mix:

NEW ARRIVALSWOMEN:

Tees & tops

Jeans

Shorts & Capris

WESTERN WEAR

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

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

Culottes & Capris, Tracks & Joggers, Skirts

ETHNIC WEAR

Kurtas,Kurtis & Tunics,Tops & Cholis,Kurta Sets,DressesDupattas, Leggings,Skirts &

Lehengas,Pants & Palazzos,Churidars &Salwars

SARIS, PLUS SIZE,HANDBAGS,FOOTWEAR

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

INNER WEAR

ATHLEISURE

SLEEPWEAR

MASKS

New Arrivals MEN:

• Sleepwear
• T-shirts
• JeansTOP WEAR

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

• Kurtas
• Pyjamas & Salwar

New Arrivals Kids:

• Shirts & Tees

• Active wear
• Dresses
BOYS

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

• T-shirts, Tops & Blouses

• Jackets
• Sweaters & Sweatshirts
 • Dresses & Dungarees
• Shorts & Skirts
• Jeans & Trousers
• Leggings & Jeggings
• Tracks & Joggers

• Sleepwear
• Ethnic wear
• FOOTWEAR

BABY

• Bodysuits & Sleepsuits

• Coordinate Sets
• T-shirts & Tops
• Shorts
• Jeans & Trousers
• Leggings
• Dresses
• Winter wear
• Baby Clothing accessories

HOME DÉCOR:

DECOR

• Candles & Votives

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

• Cushion Covers & Fillers

• Rugs
DINING

• Table Cloth
 • PlacematBED

• Bed Sheet Sets

• Bed Cover
• Pillow Cover
• Dohar• QuiltsBATH

• Bath Mat
Bath Towels
• Face TowelsLIVE SAFE
• Face Shield
• Masks
BAGS
• Cross Body Bags
• Mini Bags
• Tote Bags
• Women Backpacks
• Clutches
• Women Wallets
• Men Wallets
MEN FOOTWEAR
• Flip Flops
• Sneakers
• Casual Shoes
WOMEN FOOTWEAR

• Ballerinas
• Flip Flops
• Sandals
• Heels
• Sneakers
• Casual Shoes
• Loafers
BOYS FOOTWEAR
• Sports Shoes
• Character Shoes
• Sandals
 • Flip Flops

ZUDIO

Established in 1998 and part of the Tata group, Trent is headquartered in Mumbai but
has pan-India operations. Trent is one of the leading players in the branded retail
industry in India.
The company primarily operates stores across four formats, as below.
Westsideoffers an exclusive range of its own branded fashion apparel and is the mainstay
of the retailing business of the company. The company has already established 174
Westside stores across 90 cities.
Zudiooffers irresistible fashion at irresistible prices. The company has established 133
Zudio stores across 57 cities.
Star, is a fresh food and grocery retail chain, operating 60 stores across 7 cities.
Landmark,a family entertainment concept, operates through six independent stores and
retailed through select Westside locations.

Zudio is established since 1998 and is part of the Tata group, Trent Led. Zudio is a mass
market brand in the value format offering and a separate fashion destmation. The Zudio
stores have several departments to meet the varied shopping needs of
customers.
Retail giant Trent, best known for its Westside apparel stores in India has a new growth
engine. That is the apparel chain Zudio.
Launched three years ago by Trent, which is owned by the Tata group, Zudio now
contributes 13 per cent to Trent's overall revenue, sayretail analysts tracking the company
Jamshedpur: Noel Tata.
the half brother of Ratan Tata, is the chairman of Tata groups retail arm Trent Ltd that
operates stores under brands Westside. Zudio, Star Bazaar, Landmark.
Zudio is a fashion brand popular for men, women, and kid's apparel. The popular fashion
brand comes from the house of Tata Trend Ltd. Zudio has a presence in 29 cities in India.
The brand offers itresistible fashion at affordable prices.
In 82 major Indian cities under the Westside brand. Zudio - It offers affordable fashion
for men women and children. The company has established 115 stores across 12 cities.
Enjoy your purchases by using our Zudio Online Shopping Website on the checkout page
and get a 5% discount on your orders.
 PRODUCT LIST:

Women

• TOP
• RIB TOP
• LOUNGE TOP
• TSHIRT

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

ETHNIC:

• TSHIRT
• KURTA • TOP

KIDS:
• TSHIRT
• HOODIE
• CHECKS SHIRT
• SWEATSHIRT

FOOTWEAR:

• FLYKNIT SHOOES
SALES PROMOTION

• Promotionreferstoraisingcustomerawarenessofaproductorbrand,generatingsales,an
dcre atingbrandloyalty.Itisoneofthefourbasicelementsofthemarketmix.

• Sales Promotion is any initiative undertaken by an organisation to promote

anincrease in sales. Sales promotion is the process of persuading a
potentialcustomertobuytheproduct.Salespromotionsdesignedtobeusedasashortterm
tactictoboostsales

There aremainlytwosalespromotions:

1 Consumer salespromotion

2 Tradesalespromotion

Salespromotionstargetedattheconsumerarecalledconsumersalespromotions.Salespromotio
nsta rgetedatretailersandwholesalerarecalledtradesalespromotions.

Objectivesofsales promotion

• Encouraging trial by new prospective customers of the products, services

andideas offered
• Brandswitchingby customers
• Buyingearlier thanusual requirement bycustomers
• Buying inquantities morethanusualbycustomers
• Encouraging off seasonbuying bycustomers
• Storeswitchingby customers
• Attractingnew customers
 • Establishingcustomerloyalty

DevelopingsalespromotioncampaignFollowingfactorneedtobeunderstand

• Quantumoftheincentivestobeoffered(consideringitspossibleandexpectedbenefits)
• Durationofsalespromotionprogram
• Decidingtheleadtimeofsalespromotionpreparationandsellinduration(thedurationwit
hinwhichthetargetedsaleswillbeaccomplished)
• Timingof promotioncampaign
• Terms and conditionsofparticipationbytheprospective/existingcustomers
• Modeof distributionof incentives
• Budgetfortheentire salespromotionplan

AsapartofthestudywearefocusingontheConsumerSalespromotiontherearedifferent
methodsarethere.Themethodsare asunder

Methodsofconsumersalespromotion

 Price promotions or Price Deals: -

price promotions are also commonlyknown as” price discounting “A consumer price deal
saves the buyer moneywhen a product is purchased. The main types of price deals
include discounts,bonus pack deals, refunds or rebates, and coupons. Price deals are
usuallyintended to encourage trial use of a new product or line extension, to
recruitnewbuyersforamatureproduct,ortoconvinceexistingcustomerstoincreasetheir
purchases, accelerate their use, or purchase multiple units. Price dealswork most
effectively when price is the consumer's foremost criterion or whenbrand loyalty is low
Another type of price deal is the bonus pack or bandedpack. When a bonus pack is
offered, an extra amount of the product is
freewhenastandardsizeoftheproductisboughtattheregularprice.Thistechnique is routinely
used in the marketing of cleaning products, food,
andhealthandbeautyaids tointroduceaneworlargersize.

 Coupons: -

Coupons are another, very versatile, way of offering a

discount.Considerthefollowingexamplesoftheuseofcoupons: -Onapacktoencourage
repeatpurchase-Incouponbookssentout in newspapersallowingcustomers to redeem the
coupon at retailer- A cut-out coupon as part of anadvert- On the back of till receipts The
key
objective with a coupon promotionistomaximisetheredemptionrate–
thisistheproportionofcustomersactuallyusingthecoupon.Oneproblemwithcouponsisthatthe
yma ysimplyencourage customers to buy what they would have bought anyway.
Anotherproblem occurs when retailers do not hold sufficient stocks of the
promotedproduct – causing customer disappointment. Use of coupon promotions
is,therefore,oftenbestfornewproductsorperhapstoencouragesalesofexistingproducts
thatareslowingdown.

 Gift with purchase: -

The “gift with purchase” is a very common promotionaltechnique. It is also known as a
“premium promotion” in that the customer getssomethinginadditiontothemainpurchase.

 Competitionsandprizes: - Another popular promotion tool withmany

variants.
Most competition and prize promotions are subject to legalrestrictions.
❖Money refunds:-
Here, a customer receives a money refund after submitting a proof of purchase to the
manufacturer. These schemes are often viewed with some suspicion by customers –
particularly if the method of obtaining a refund looks unusual or onerous.

 Frequentuser/loyaltyincentives:-Repeatpurchasesmaybestimulatedbyfrequent user
incentives. Perhaps the best examples of this are the manyfrequent flyer or user
schemes used by airlines, train companies, car hirecompanies etc.

 Point-of-sale displays: - Research into customer buying behaviour in retail stores

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

 Free Trials: It consists of inviting prospective purchasers to try the productwithout

cost, in the hope that they will buy the product. Thus, buyers are
encouragedbyfreetrialtostimulatepurchaseinterest.

 Bonuspacks(%givenonextra)

 Loyalty programs

 Exchangeoffer

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

Kotler & Keller, 2009, in their treatise mention that satisfaction varies from one
person to another because it is utility. “One man‟s meal is another man‟s venom,” an
old age stated describing utility; thus highlighting the fact that it is sometimes very
difficult to satisfy everyone or to determine satisfaction among group of people
According to Peattie and Peattie, (1994); Lehman and Winer (2002) and Walsh
(2000) disputed that sales promotions can be indifferently described as „extraordinary
provisions. It is however disputed that sales promotion persuades accession of
amount of product than with no sales promotion(Chetna, 2020)

Increasing business prospect in retail has offered a chance to the retailers to build up
their business and enlarge customer’s foundation through promotional tactics.
Retailers are paying attention their efforts to enhance the loyalty and footfalls of
customers in the outlet (Moore M., Kennedy K. M. and Fairhurst A 2003). The aim of
this paper is to study the effects of sales promotional tools and understand the
 satisfaction level of customers for execution of sales promotion campaign. Author
observed that sales promotion strategies are prime factor not only to improve the
sales of a store but also enhance the loyalty of customer towards store. According to
study, the most important sales promotion strategies adopted by customers are price
and product discount followed by loyalty program, sweepstakes and premiums. While
least important sales promotion strategies are posters and leaflets, point of purchase
material and digital signage. It was also observed that satisfaction level of customer
on sales promotion campaigns depends on creative skills involved in designing the
campaigns and the type of its schemes.(Katole, 2020)

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

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

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

This research explore the effectiveness of promotion strategy influencing buying

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

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

In the current organized retailing scenario, the promotion strategies are becoming more
and more complicated as modifying in the buyer behavior. Because the main goal of any
organization is to make profit with the help of increase the sales and sales performance is
closely allied with promotion strategies. There is a complex phenomenon in shopping
mall regime that to enhance the level of customer satisfaction to retain them for long run.
Hence, malls are required to implement suitable marketing strategies to increase the
customer satisfaction level. The study has aimed to examine the promotion strategies of
shopping malls and how these strategies are contributing to enhance the level of customer
satisfaction. The primary data has been collected by using structured questionnaire from
218 respondents in southern Karnataka where the large number of shopping malls are
located namely Bengaluru and Mysuru cities. The collected data has been analyzed with
the help of appropriate statistical tools like mean, and standard deviation. The promotion
strategies like Buy 2 get 1 free offer given by the malls, exchange offers given by the
malls, announcement of attractive offers via Mic inside the malls, display board to bring
awareness about the offers, PriceMatch techniques via App, discount offers given by the
malls are evidenced mean value varying from 4.0333 to 4.1733. Keywords: customer
satisfaction, elements of promotion mix, role of promotion strategies, shopping
malls.(Umesha S, 2019)
 7. PORTERS FIVE FORCES MODEL
Porter’s 5 Forces is an analytical model that helps marketers and business managers
look at the ‘balance of power’ in a market between different organizations on a
global level, and to analyze the attractiveness and potential profitability of an
industry sector.

• Competitive Rivalry

• Threat of substitute products

• Bargaining power of buyers

• Threat of new entrants

• Bargaining power of suppliers

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

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

Threat of substitute products

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

Bargaining power of buyers

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

Threat of new entrants

An example is web design, as there are independents in every location. This is an easy
market to enter with few requirements, other than skills, initiative and relevant hardware
and software. This does mean there are many new entrants!

Bargaining power of suppliers

Some sectors have monopolistic (one) or oligopolistic (few) suppliers, such as utility
companies. Sometimes customers have little choice i.e. where to buy domestic water
suppliers, though this is changing. In the jewellery sector, diamond suppliers often hold
the power and can set prices, withhold supply and restrict sales.

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

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

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

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

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

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

The table below lists the Pantaloons SWOT (Strengths, Weaknesses, Opportunities,
Threats), top Pantaloons competitors and includes its target market, segmentation,
positioning & Unique Selling Proposition (USP).
 9. RESEARCH METHODOLOGY

❖This report examines the effectiveness of promotional schemes fronZudio and

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

RESEARCH METHODOLOGY TABLE

Sample size 117 People

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

•Analysis and interpretation :- The total data was presented in simple tables, graphs
and percentage method was used for interpretation

❖Research Design:

Descriptive research focuses on presenting real and reliable facts to explain the
phenomenon. It is well suited to educational research. It describes statistics and features
about the population or phenomenon being examined, and is also known as statistical
research. However, it does not provide answers to questions such as how/when/why the
features developed, which are addressed by systematic research.
I'm using DESCRIPTIVE RESEARCH as my research design since it allows me to go
into greater detail about my topic.

A research design is a master plan or model for the conduct of formal investigation and
survey.

❖6 w’s:

Who:

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

What:

Information was collect for research of Comparative study of effectiveness by

promotional schemes Zudio and Pantaloons.

When:

The data was collect in September.

Why:

Why researcher’s obtaining the information from respondents? I was conducted for
under of Comparative study of effectiveness by promotional schemes Zudio and
Pantaloons.

Where:

The data was collected from respondents in Ahmedabad.

How(way):

A structured questionnaire was used for primary data collection

 10. DATA ANALYSIS AND INTERPRETATION

1. GENDER
GENDER FREQUENCY PERECENT
FEMALE 58 50
MALE 59 50
TOTAL 117 100

GENDER

50% 50%
FEMALE
MALE

Interpretation: Out of 117 responded 50% are male and 50% are Female.
2. Age
AGE FREQUENCY PERCENT
18-25 Year 75 64
26-30 Year 23 20
31-40 Year 12 10
40 Year Above 7 6
TOTAL 117 100

AGE

6%
10%

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

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

Occupation Frequency Percent

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

Occupation

10%
4%

Student
30% 56% Job
Homemaker
Professional

Interpretation: Out of 115 responded 56% are are Students and second highest
responded doing job are 30% .
 4. MONTHLY INR:

MONTHLY INR: FREQUENCY PERCENT

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

MONTHLY INR*

9%
7%

45% LESS THAN 20000

20000-50000
39% 50000-100000
100000 ABOVE

Interpretation: Out of 110 responded Monthly income are less than 20000
and second highest responded income in between 20000-50000.
5. How frequently do you visit a store?

FREQUENTLY FREQUNCY PERCENT

ONCE IN A MONTH 36 31
ONCE IN 2 MONTH 27 23
ONCE IN 3 MONTH 32 28
TWICE IN A YEAR 21 18
TOTAL 116 100

FREQUENTLY VISIT

18%
31%
ONCE IN A MONTH
ONCE IN 2 MONTH
28%
ONCE IN 3 MONTH
23%
TWICE IN A YEAR

Interpretation: Out of 116 responded do visit store once in a month are

31% and second highest visitor once in 3 month are 28%.
 6. How much do you spend as expense while shopping?
SPEND AS EXPENSE FREQUENCY PERCENT
BELOW 1500 21 18
1500-3000 66 57
3100-4500 16 14
4500 ABOVE 13 11
TOTAL 116 100

SPEND AS EXPENSE

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

Interpretation: Out of 116 responded do expense while shopping between

1500-3000 majority with 57% and second highest was 18% are below 1500
so we says that people doing random shopping in sales and attract with
promotional scheme.
7. The advertisement effects your shopping behaviour?

Shopping behaviour FREQUENCY PERCENT

YES 94 82
NO 21 18
TOTAL 115 100

Shopping Behaviour

18%

YES
NO
82%

Interpretation: Out of 115 people 82% responded affected their

shopping behaviour from advertisement .
8. Which store‘s advertisement is more powerful?

ADV. POWERFUL FREQUENCY PERCENT

ZUDIO 39 34
PANTALOONS 75 66
TOTAL 114 100

ADV POWERFUL

34%

ZUDIO
66%
PANTALOONS

Interpretation: Out of 114 responded 66% responded says

Pantaloons advertisement more powerful rather than zudio.
9. Are you aware of promotional activities conducted by store?

AWARE OF ACTIVITIES FREQUENCY PERCENT

YES 87 77
NO 26 23
TOTAL 113 100

AWARE PROMOTIONAL ACTIVITY

23%

YES
NO
77%

Interpretation: Out of 113 responded are aware of promotional

activity of zuido and pantaloons are 77%.
 Are you satisfied with service provided by store?

SATISFIED ZUDIO PANTALOONS

YES 80 100

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%
ZUDIOPANTALOONS

YES Column1 Column2

Interpretation: Out of 117 responded majority of people satisfied with

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

CHANGE PATTERN FREQUENCY PERCENT

YES 86 76
NO 27 24
TOTAL 113 100

Change Pattern

24%

YES

76% NO

Interpretation: Out of 113 responded change purchase pattern

according to the change in promotional scheme are 76%.
12. Do you go for impulse buying while seeing the unexpected offer given on the
product?

IMPULSE BUYING FREQUENCY PERCENT

YES 82 73
NO 31 27
TOTAL 113 100

IMPULSE BYUING

27%

YES

73% NO

Interpretation:out of 113 responded 73% go for impulse buying while

seeing unexpected offer given on the product .
 11. FINDINGS

o Most of the customers buy the requirement in Zudio and Pantaloons.

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

o Customers realized that Zudio and Pantaloons provide qualitative

products with reasonable price.

o At present Zudio and Pantaloons provide almost same types of products

assortments to the customers.

o Zudio and Pantaloons is provides various kinds of Clothes like

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

o Zudio and Pantaloons mainly deal with middle income group people
who want qualitative products with reasonable cost.

o There are many categories which is not provided by Zudio.

o There are many promotional schemes by both the stores which affect the
buying behavior of the customers.

o Majority of customers prefer quality of product from both Stores.

o Customers go to particular store due to discount offers and it affects

their buying behavior.
 12.Limitation

o This research is conducted on a sample size, so it might be possible that

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

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

o The result and analysis based on the customer survey method and small
sample size has taken only 117.

o Findings are related to particularly Kanpur only.

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

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

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

 Conclusion
The marketing strategies of Pantaloons and Zudio are aimed at capturing the attention of
the Indian consumers who are increasingly becoming fashion conscious and seeking value
for their money. Both brands have adopted different approaches to cater to their target
audience, but their strategies have been successful in establishing a strong presence in the
Indian fashion market.

Pantaloons, with its premium range of clothing and accessories, has positioned itself as a
brand that offers high-quality products at affordable prices. The company's marketing
strategy focuses on creating a strong brand image through its advertising campaigns, social
media presence, and collaborations with popular fashion designers. Pantaloons has also
been successful in expanding its reach by opening stores in tier 2 and tier 3 cities, targeting
the growing middle-class population in these regions.

On the other hand, Zudio has adopted a more value-driven approach to cater to the mass
market. The brand offers trendy and fashionable clothing at incredibly affordable prices,
making it accessible to a wider audience. Zudio's marketing strategy focuses on creating a
strong online presence through its e-commerce platform, social media campaigns, and
influencer partnerships. The brand has also been successful in leveraging its parent
company's extensive supply chain network to keep its prices low and offer a wide range of
products to its customers.

In conclusion, both Pantaloons and Zudio have adopted unique marketing strategies to cater
to their respective target audience. Pantaloons has established itself as a premium brand
that offers high-quality products at affordable prices, while Zudio has positioned itself as a
value-driven brand that offers trendy and fashionable clothing at incredibly affordable
prices. Despite the difference in their brand positioning, both brands have been successful
in capturing a significant share of the Indian fashion market, and their marketing strategies
have played a crucial role in their success.
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