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

Axis Institute of Higher Education (KN115)

Rooma, Kanpur (UP)

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 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

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 Axis Institute of Higher Education (KN115)
Kanpur
(Affiliated to Chhatrapati Shahu Ji Maharaj University, 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:

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 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

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 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.

“Comparative study of
I have completed the Research Project on
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.

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 CONTENTS
Sr. no. Chapter Page
No.

1. Introduction 7
2. Objective 8
3. Background 9
4. Overview of both companies 11
Brands
Product mix
Sales promotions

5. Literature review 28
6. Porter’s Five Forces Model 33
7. Swot Analysis 35
8. Research Methodology 39
9. Data Analysis and 41
Interpretation
10. Findings 53
11. Limitations 54
12. Conclusion 55
13. Bibliography 56
14. Questionnaire 57

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 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 and customers who are residing far
away and in other areas they also visit the store.
As customer’s tastes and preferences are changing, the market scenario is also changing
from time to time. Today’s market scenario is very different from that of
The market scenario of before 10 years. There have been many factors responsible for the
changing market scenario. It is the changing tastes and preference of customer which 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.

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 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.

• To make and help people understand the marketing strategies of Pantaloons and
Zudio.

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 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.

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 The Supply chain

Manufacturers- Manufacturers are the ones who are involved in production of goods with
the help of machines, labour and raw materials.

Wholesaler - The wholesaler is the one who purchases the goods

from
The manufacturers and sells to the retailers in large numbers but at a lower price. A
wholesaler never sells goods directly to the endusers.

Retailer-A retailer comes at the end of the supply chain who sells the products in small
quantities to the endusers as per their requirement and need.

Retail classification

• Retail industry can be broadly classified into two categories namely organized and
unorganized retail.

1. Organized retail- Organized traders/retailers, who are licensed for trading

activities and registered to pay taxes to the government

Retail formats in India:

• Hyper marts/super markets: Large self-servicing outlets offering products from

a variety of categories

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

they are individually handled retail outlets and have a personal touch.

• Departmental stores: are general retail merchandisers offering quality products

and services.

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 Overview

PANTALOONS

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12
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

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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:

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Women:

Kids:

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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
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 • 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

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 • 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

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 • Placemat BED

• Bed Sheet Sets

• Bed Cover
• Pillow Cover
• Dohar

• Quilts BATH

• Bath Mat
Bath Towels
• Face Towels LIVE 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
•

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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.
Westside offers 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.
Zudio offers 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.

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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.

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 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

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FOOTWEAR:

• FLYKNIT SHOOES

SALES PROMOTION

• Promotion refers to raising customer awareness of a product or brand, generating

sales, and creating brand loyalty. It is one of the four basic elements of the market
mix.

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

increase in sales. Sales promotion is the process of persuading a
Potential customer to buy the product. Sales promotions designed to be used as a
short term tactic to boost sales.

There are mainly two sales promotions:

1 Consumer sales promotion

2 Trade sales promotion

Sales promotions targeted at the consumer are called consumer sales promotions. Sales
promotions targeted at retailers and whole saler are called trade sales promotions.

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Objectives of sales promotion

• Encouraging trial by new prospective customers of the products, services and ideas
offered
• Brand switching by customers
• Buying earlier than usual requirement by customers
• Buying inquantities more than usual by customers
• Encouraging off season buying by customers
• Stores witching by customers
• Attracting new customers
• Establishing customer loyalty

For Developing sales promotion campaign Following factor need to be understood

• Quantum of the incentives to be offered (considering its possible and expected

benefits)
• Duration of sales promotion program
• Deciding the lead time of sales promotion preparation and sell in duration(the
duration within which the targeted sales will be accomplished)
• Timing of promotion campaign
• Terms and conditions of participation by the prospective/existing customers.
• Mode of distribution of incentives.
• Budget for the entire sales promotion plan

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As a part of the study we are focusing on the Consumer Sales promotion there are different
methods are there.The methods are as under:

Methods of consumer sales promotion

 Price promotions or Price Deals: -

Price promotions are also commonly known as” price discounting “A consumer price deal
saves the buyer money when a product is purchased. The main types of price deals include
discounts,bonus pack deals, refunds or rebates, and coupons. Price deals are usually
intended to encourage trial use of a new product or line extension, to recruit new buyers
for amature product, or to convince existing customers to increase their purchases,
accelerate their use, or purchase multiple units. Price deals work most effectively when
price is the consumer's foremost criterion or when brand loyalty is low Another type of
price deal is the bonus pack or banded pack. When a bonus pack is offered, an extra amount
of the product is free when a standard size of the product is bought at the regular price.
This technique is routinely used in the marketing of cleaning products, food, and health
and beauty aids to introduce a new or larger size.

 Coupons: -

Coupons are another, very versatile, way of offering a discount. Consider the following
examples of the use of coupons: -On a pack to encourage repeat purchase-In coupon books
sent out in news papers allowing customers to redeem the coupon at retailer- A cut-out
coupon as part of an advert- On the back of till receipts The key objective with a coupon
promotion is to maximize the redemption rate this is the proportion of customers actually
using the coupon. One problem with coupons is that they may simply encourage customers
to buy what they would have bought anyway. Another problem occurs when retailers do
not hold sufficient stocks of the promoted product – causing customer disappointment. Use

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of coupon promotions is, therefore, often best for new products or perhaps to encourage
sales of existing products that are slowing down.

 Gift with purchase: -

The “gift with purchase” is a very common promotional technique. It is also known as a
“premium promotion” in that the customer gets something in addition to the main purchase.

 Competitions and prizes: - Another popular promotion tool with many variants.
Most competition and prize promotions are subject to legal restrictions.

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

 Frequent user/loyalty incentives:-Repeat purchases may be stimulated by frequent

user incentives. Perhaps the best examples of this are the many frequent flyer or user
schemes used by airlines, train companies, car hire companies etc.

 Point-of-sale displays: - Research into customer buying behavior 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.

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 Free Trials: It consists of inviting prospective purchasers to try the product without
cost, in the hope that they will buy the product. Thus, buyers are encouraged by free
trial to stimulate purchase interest.

 Bonus packs(give no extra)

 Loyalty programs

 Exchange offer

 Lucky draw

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 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

28
 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

29
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

30
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

31
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)

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 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

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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.

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 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.

35
 ▪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).

36
37
38
 RESEARCH METHODOLOGY

❖This report examines the effectiveness of promotional schemes from Zudio 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 Secondary 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.

39
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

40
 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.

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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

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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% .

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 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.

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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?

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 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.

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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 .

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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.

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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?

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 SATISFIED ZUDIO PANTALOONS
YES 80 100

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%

ZUDIO PANTALOONS

YES Column1 Column2

Interpretation: Out of 117 responded majority of people satisfied with

pantaloons service rather than Zudio.

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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
NO
76%

Interpretation: Out of 113 responded change purchase pattern

according to the change in promotional scheme are 76%.

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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 .

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 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.

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 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.

54
 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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 QUESTIONNAIRE

1. What is your Gender?

• Male( )
• Female( )

2. What is your Age?

• 18-25 ( )
• 26-30 ( )
• 31-40 ( )
• 40 and above ( )

3. What is your occupation?

• Student ( )
• Job ( )
• Home Maker ( )
• Professional ( )

4. What is your Monthly Income? (In INR)

• Less than 20k ( )
• 20k-50k ( )
• 50k-100k ( )
• 100k and above ( )

5. How frequently do you visit a store?

• Once in a Month ( )
• Once in 2 Months ( )
• Once in 3 Months ( )
• Twice in a Year ( )

6. How much do you spend as Expense while shopping?

• Below 1500 ( )
• 1500-3000 ( )
• 3100-4500 ( )
• 4500 and Above ( )

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7. Does the Advertisement effects your shopping behavior?
• Yes ( )
• No ( )

8. Which Store’s Advertisements is more powerful?

• Zudio ( )
• Pantaloons ( )

9. Are you aware of promotional activities conducted by stores?

• Yes ( )
• No ( )

10. Are you satisfied by the services provided by stores?

• Zudio ( )
• Pantaloons ()

11. .Do you change your purchase patterns according to the change in the promotional
schemes?
• Yes ()
• No ()

12. Do you go for impulse buying while seeing the unexpected offer given on the
product?
• Yes ( )
• No ( )

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 13. BIBLOGRAPHY

www.wikipedia.com

www.google.com

www.pantaloons.com

www.zudio.com

www.mallsmarket.com

www.abfrl.com

www.quora.com

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