PROJECT NO

MARKETING
-1
MANAGEMENT
PROJECT ON BRAND ANALYSIS IN PHOENIX
PALASSIO

DATE – 19th October 2022

 OBJECTIVE OF THE
STUDY
• To gain knowledge about the different International and National
brands in the second largest mall Phoenix Palassio of Lucknow.

• Study of the footfall of the customers in the outlet of the different

brands.

• To study the marketing strategy of the brands.

• Study of promotion and sales criteria of the International brands

and National brands.
 BRANDS STUDIED IN PHOENIX
PALASSIO INTERNATIONAL BRANDS
 - The brand Allen Solly was founded in 1744 by William Hollin and
Co. Ltd.

 - The company was established by Amar Bose in 1964 and is

based on Framingham, Massachusetts.

 - The company was founded by Michael Dell in February 1,1984 ;

38 years ago.

 - The company was founded in 1985 by Thomas Jacob Hilfiger.

 - The company was founded by Adolf Dassler in July 1924; 98

years ago in Herzogenaurach, Germany.
 NATIONAL BRANDS
 - The company was founded by Peyush Bansal in 2010.

 - It was founded in 2007 and a subsidiary of Reliance Retail,

a wholly owned subsidiary of Reliance Industries.

 - The company was founded by Xerxes Desai in 1984; 38

years ago and TATA group is the parent company.

 - Born in 2009, the brand Aurelia is a part of TCNS

CLOTHING CO.LIMITED., a company owned by two
brothers – MR. OS Pasricha and MR. AS Pasricha .

 - The founder was founded by Falguni Nayar in April 2012;

10 years ago
 Detailed study about International Brands
Founder of the company – William Hollin and Co. Ltd. MARKETING
Established in the year 1744. STRATEGY AND
FOOTFALL
- The pandemic impacted
customer footfall and
decelerated the growth.
Company is working towards
INTRODUCTION-Allen Solly is a brand inspiring the strengthening it’s supply
birth of an entirely new consumer class. Launched in India chain.
in 1993, its edgy positioning, smart communication and The company hopes that the
great fashion created the 'smart casuals' category in India. festive season performance
A quintessential British Brand, Allen Solly was launched in shall be as good as last year
India by Madura Fashion & Lifestyle A Division of Aditya levels and customer will have
Birla Fashion & Retail Limited. Allen Solly is among the a safer shopping experience.
top most brands in India and it scored the highest amidst Currently the company is
all brands in its segment by the Economic Times Brand offering a merchandise free
Equity survey. Allen Solly is a pioneer for western wear for on the shopping of one or
women in India and redefines work wear in India with its more which will attract the
'Friday Dressing' fashion concept. It is the fastest growing discount based customers.
brand in the industry and is the only brand with extensive
men, women and kids presence across the country.
Founder of the company-Amar Bose BRAND AMBASSADOR- Rory Mcllroy
Established in year 1964 (Golfer)

HEADQUARTER- MARKETING
Framingham, STRATEGY AND
Massachusetts, FOOTFALL - Bose is
United States significantly shrinking the
numbers of retail stores it
operates because of the
“dramatic shift” to online
INTRODUCTION- Bose Corporation is an American shopping and that’s why the
manufacturing company that predominantly sells audio
footfall of the customers in
equipment. The company was established by Amar Bose
the Bose outlet was not that
 in 1964 and is based in Framingham, Massachusetts. It
much as it was before.
is best known for its home audio systems and speakers,
noise cancelling headphones, professional audio
Currently the company is
products and automobile sound systems. Bose has a
focusing to sell the Bose
reputation for being particularly protective of its patents,
products directly to the
trademarks, and brands . The majority owner of Bose
consumers other than to
Corporation is the 
middleman or resellers.
Massachusetts Institute of Technology. 
Non-voting shares were donated to MIT by founder Amar
Bose, and receive cash dividends. According to the
company annual report for the 2021 financial year, Bose
Corporation's annual sales were $3.2 billion
Founder of the company- Michael Dell BRAND AMBASSADOR- ESSAR GROUP CIO
Established in February 1,1984. Jayantha Prabhu
MARKETIGN
HEADQUARTER- STRATEGY AND
Round Rock, Texas , FOOTFALL - Their are
UNITED STATES. large numbers of customers
using the product of Dell and
this Is because the company
INTRODUCTION -Dell is an American technology has retail tools for both mom
company that develops, sells, repairs, and supports and pops stores and large
computers and related products and services and is format retails – which help
owned by its parent company, Dell Technologies. retail convert browser to the
Dell sells personal computers (PCs), servers,  buyers.
data storage devices, network switches, software,
computer peripherals, HDTVs, cameras, printers, and The footfall of the customers
electronics built by other manufacturers. The company is is continuous through out
known for how it manages its supply chain and  the year because of it’s
electronic commerce. This includes Dell selling directly integrity and authenticity.
to customers and delivering PCs that the customer wants
. Dell was a pure hardware vendor until 2009 when it
acquired Perot Systems. Dell then entered the market for
IT services. The company has expanded storage and
networking systems, now aiming to expand from offering
computers only to delivering a range of technology for
enterprise customers.
Founder – Thomas Jacob Hilfiger BRNAD AMBASSADOR – Kim Soo- Hyun
Established in 1985 (Korean actor)

HEADQUARTER MARKETING STRATEGY

– Amsterdam, AND FOOTFALL -Even
after more than three decades,
Netherlands
the Tommy Hilfiger clothing
brand continuous to be a
INTRODUCTION - Founded in 1985, Tommy Hilfiger staple in fashion trends and
delivers premium styling, quality and value to Pinterest that’s why the
consumers worldwide under the TOMMY HILFIGER and customer are continuously
TOMMY JEANS labels, with a breadth of collections visiting their nearest outlet for
including Tommy Hilfiger Collection, men’s, women’s the trendy cloths.
and kids’ sportswear, denim, accessories, and footwear. Currently the company is
offering some vouchers like –
In addition, the brand is licensed for a range of 1. vouchers worth Rs 4800 on
products, including fragrances, eyewear, watches and the shopping of Rs 12999.
home furnish-ings. Founder Tommy Hilfiger remains the 2. Vouchers of Rs 2400 on the
company’s Principal Designer and provides leadership shopping of Rs 7999.
and direction for the design process. 3. Voucher of Rs 1200 on the
shopping of Rs 4999.
Founder if the company– Adolf Dassler BRAND AMBASSADOR- Palak Kohli
Established in July 1924 ( Para Badminton Player )

HEADQUARTER- MARKETING STRATEGY AND FOOTFALL -

Adidas interacts with its customers . This creates a solid
Herzogenaurach, connection to keep them coming back for the future purchases.
Germany The brands works to create excitement and enthusiasm around
the world of sports on a personal and relatable level. It strives to
be everywhere its target audience is to deliver a unified and
INTRODUCTION- Adidas stylized as adidas since 1949 ,
unique experience for all which increases the footfall of the
it is a German multinational corporation, founded and
customers to their nearest outlet.
headquartered in Herzogenaurach, Bavaria, that designs
Currently the company is offering a huge 40% discount on some
and manufactures shoes, clothing and accessories. It is
of their products which will attract discount based customers.
the largest sportswear manufacturer in Europe, and the
second largest in the world, after Nike. It is the holding
company for the Adidas Group, which consists 8.33%
stake of the football club Bayern München, and Run
tastic, an Austrian fitness technology company.

The three stripes are Adidas's identity mark, having been

used on the company's clothing and shoe designs as a
marketing aid. The branding, which Adidas bought in 1952
from Finnish sports company Karhu Sports for the
equivalent of €1,600 and two bottles of whiskey, became
so successful that Dassler described Adidas as "The
three stripes company”.
 DETAILED STUDY ABOUT NATIONAL
Founder ofBRANDS
the company- Peyush Bansal BRAND AMBASSADOR- Bhuvan Bam
Established in year 2010
MARKETING
STRATEGY AND
HEADQUARTER- FOOTFALL-Lenskart is
New Delhi giving 24*7 customer support
& central grievance. Brand
gives end to end logistics
INTRODUCTION - Lenskart is an Indian multinational
management order and
optical prescription eyewear retail chain, based in New
delivery and during promo
Delhi, India. As of September 2020,Lenskart had 500+
and discounts time,
stores in over 40 cities in India. Its manufacturing facility
commission and pay out is
in New Delhi manufactures 3 lakh glasses a month.
done within 7 days of order.
Lenskart is building a megaunit in Rajasthan, an
No dead stock-always in
automated factory which will manufacture 5 crore glasses
rotation.
annually.
Lenskart gives free eye test to
PRODUCT & SERVICES- increase the footfall and zero
error lens made by robots in
-Eyeglasses, Premium Eyeglasses, Sunglasses, Shape- world class facility and very
Wayfarer. Oval. Rounders. Cat Eye. Size. Small. competitive pricing. It gives
, Brands. Bausch and Lomb. Johnson & Johnson. Alcon, over 5000+ styles of lenses.
Colour Contact Lenses, and many more.
The company is owned by Reliance Industries. BRAND AMBASSADOR- Jasprit Bumrah
Established in year 2007

MARKETING
HEADQUARTER STRATEGY AND
- FOOTFALL-Reliance
Mumbai, industries limited caters to
wide range of consumers with
Maharashtra
its diverse range of goods and
INTRODUCTION- Reliance Retail has the distinction of services ranging from oil to
operating the largest consumer electronics store chain in telecommand even more with
India through a network of over 8,700 Reliance Digital and its retail division serving
Jio stores. another dynamics of
Reliance Digital offers over 200 national and international customers.
brands offering a widest assortment of products spanning Goods such as apparels &
across Audio & Video products, Digital Cameras, Durables groceries are a basis necessity
like Air Conditioners, Refrigerators, Washing Machines, so here it attracts all kinds of
Microwave Ovens, Water Purifiers, Kitchen and Home customers.
Appliances, Gaming Consoles & Games, Computers, Footfall of the customers is
Laptops, Tablets & Peripherals, Mobile and Fixed line continuous through out the
instruments as well as a wide range of accessories and year because price are set as
new-age gadgets across all major product categories. on the lines of middle class
Reliance Digital offers its customers a delightful shopping demographics & also
experience and help them in bringing home the latest &
best of technology at unbeatable price. give out discounts and offer time
to time.
Founder of the company- Xerxes Desai BRAND AMBASSADOR- Shahid Kapoor , Ananya
Established in 1984, 38 years ago. Panday and Katrina Kaif.

MARKETING STRATEGY
HEADQUARTER AND FOOTFALL-Titan has
S- a beautifully designed product
Bengaluru ,Karnat portfolio of watches that caters
aka to all demographics but an
INTRODUCTION- Titan Company Limited is an Indian iconic luxury wrist watches or a
products company that mainly manufactures fashion fitness tracker watch or a kid
accessories such as jewellery, watches and eyewear. Part looking for Marvel’s Avenger
of the Tata Group and started as a joint venture with the  themed watch, Titan has all
Tamil Nadu Industrial Development Corporation (TIDCO), kinds of watches to offer.
the company has its corporate headquarters in  The footfall of the customers is
Electronic City, Bangalore, and registered office in Hosur,  relatively high because of its
Tamil Nadu. different varieties & services
Titan company commenced operations in 1984 under the and it has about 800 stores
name Titan Watches Limited. In 1994, Titan diversified into offering its watch product and is
jewellery with Tanishq  and subsequently into eyewear present in more than 250 towns
with Titan Eyeplus. In 2005, it launched its youth fashion and cities in India which
accessories brand Fastrack. The company is the largest attracts the customer.
branded jewellery maker in India, with more than 80% of
its total revenues coming from the jewellery segment. As
of 2022, Titan has a 6% market share in India's jewellery
market. As of 2019, it is also the fifth-largest watch
manufacturer in the world. It is most trusted Indian Brand.
Company owned by two brothers – MR. OS Pasricha and MR. BRAND AMBASSADOR- Alia Bhatt
AS Pasricha .
Established in year 2009
MARKETING STRATEGY AND FOOTFALL- In view of
HEADQUARTERS- increasing the demand for Indian ethnic wear, the growth plan
involves spreading across geographies in terms of new stores
New Delhi, India.
launches and outlets. Treading on these lines, Aurelia have also
identified a numbers of new towns and cities within & outside
India that have lot of growth potential
INTRODUCTION- Born in 2009, the brand Aurelia is a
The company hopes that the festive season performance shall
part of TCNS CLOTHING CO. LIMITED., a company owned
be as good as last year levels and customer will have a safer
by two brothers – Mr. OS Pasricha and Mr. AS Pasricha.
shopping experience.
They started their journey with W, the brand in the Indian
retail space that offers 'Indian contemporary' women's
wear. Next was the brand Aurelia, with an aim to make
Indian wear more intriguing, affordable, and easy to wear
for modern Indian women.
Aurelia re-defines Indian Ethnic by staying in the realm of
traditions, yet adapting some modern influences. The
brand has successfully expanded its retail footprints in
the country with over 500+ standalone stores across 90+
cities. Aurelia also opened its flagship outlet in Sri Lanka
& Nepal and looking forward to making its presence in
many more countries.
 Founder of the company is Falguni Nayar BRAND AMBASSADOR –Bhumi Pednekar
Established in April 2012.
MARKETING STRATEGY AND FOOTFALL - Nykaa, an
HEADQUARTE omnichannel cosmetics retailer, gets the majority of its revenue
R and sales from digital channels. For a primary e-commerce
-Mumbai. brand, digital marketing is the most important element to its
success. The student team has done thorough research on their
INTRODUCTION- Nykaa is an Indian e-commerce
digital mediums, from websites to SEO and Google Ads used by
 company, founded by Falguni Nayar in 2012 and
the company . The footfall in the store is different as compared to
headquartered in Mumbai. It sells beauty, wellness and 
the other retail outlet and the reason behind is that Nykaa keeps
fashion products across websites, mobile apps and 100+
on expanding its customer base targeting every demographic
offline stores. In 2020, it became the first Indian 
from girls, students, working professionals, influencers, and even
unicorn start-up headed by a woman.
stepped into offering men with personal care and fashion
Nykaa sells products which are manufactured in India as
products, creating a strong brand positioning.
well as internationally. In 2015, the company expanded from
online-only to an omnichannel model and began selling
products apart from beauty. As of 2020, it retails over 2,000
brands and 200,000 products across its platforms.
Nykaa sells its products through its website, mobile app,
and 80+ physical locations. Cosmetics, skincare, haircare,
perfumes, bath and body, luxury, and wellness products for
men and women are among the company’s specialties.
Nykaa Fashion opened its first store in Delhi in December
2020, making the fashion business omnichannel .
 RESEARCH
METHODOLOGY
Data Collection – Data is collected from primary and secondary sources.

Primary Sources – The primary data have been collected with the help of QUESTIONNAIRE prepared
for the branch mangers or employee working in the outlet.

Secondary Sources – Secondary data is collected from different sources. It also helps me to get elaborate
information to do my research.

METHOD OF DATA COLLECTION:

PHOENIX PALASSIO, LUCKNOW
As the research is about marketing strategy , footfall , sales and promotion of the different
international brands and national brands in the second largest mall in Lucknow.

Questionnaire is the best method to collect information about the customer perception.
 Learning outcomes
1. Learned about the different marketing strategies of the brands.
2. Learned how the company take certain measures to increase the footfall of the
customers.
3. Learned about the sales and the promotions techniques of the different brands.
 Bibliography
 www.google.com

 www.phoenixpalassio.com

 www.wickepedia.com
Thank you