CHAPTER-1

INDIAN RETAIL INDUSTRY

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 RETAIL INDUSTRY IN INDIA

OVERVIEW

The Indian retail industry is divided into Organized and Unorganized sectors.
Organized retailing refers to trading activities undertaken by licensed retailers, that
is, those who are registered for sales tax, income tax, etc. These include the
corporate-backed hypermarkets and retail chains, and also the privately owned
large retail businesses. Unorganized retailing, on the other hand, refers to the
traditional formats of low-cost retailing, for example, the local kiranas hops, owner
manned general stores, paan/beedi shops, convenience stores, hand cart and
pavement vendors, etc.

India’s retail sector is wearing new clothes and with a three-year compounded
annual growth rate of 46.64 per cent, retail is the fastest growing sector in the
Indian economy. Traditional markets are making way for new formats such as
departmental stores, hypermarkets, supermarkets and specialty stores. Western-
style malls have begun appearing in metros and second-rung cities alike,
introducing the Indian consumer to an unparalleled shopping experience.
The Indian retail sector is highly fragmented with 97 per cent of its business being
run by the unorganized retailers like the traditional family run stores and corner
stores. The organized retail however is at a very nascent stage though attempts are
being made to increase its proportion to 9-10 per cent by the year 2010 bringing in
a huge opportunity for prospective new players. The sector is the largest source of

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employment after agriculture, and has deep penetration into rural India generating
more than 10 per cent of India’s GDP.
Comparative Penetration of Organized
Retail(in %)

India is the 4th largest economy as regards GDP (in PPP terms) and is expected to rank3rd by 2010 just
behind US and China.

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The last few years witnessed immense growth by this sector, the key drivers being
changing consumer profile and demographics, increase in the number of
international brands available in the Indian market, economic implications of the
Government increasing urbanization, credit availability, improvement in the
infrastructure, increasing investments in technology and real estate building a
world class shopping environment for the consumers. In order to keep pace with
the increasing demand, there has been ahectic activity in terms of entry of
international labels, expansion plans, and focus ontechnology, operations and
processes.
This has lead to more complex relationships involving suppliers, third party
distributors and retailers, which can be dealt with the help of an efficient supply
chain. A proper supply chain will help meet the competition head-on, manage
stock availability; supplier relations, new value-added services, cost cutting and
most importantly reduce thewastage levels in fresh produce.

Large Indian players like Reliance, Ambanis, K Rahejas, Bharti AirTel, ITC and
many others are making significant investments in this sector leading to emergence
of big retailers who can bargain with suppliers to reap economies of scale. Hence,
discountingis becoming an accepted practice. Proper infrastructure is a pre-
requisite in retailing, which would help to modernize India and facilitate rapid
economic growth. This would help in efficient delivery of goods and value-added
services to the consumer making a higher contribution to the GDP. International
retailers see India as the last retailing frontier left as the China’s retail sectoris
becoming saturated. However, the Indian Government restrictions on the FDI
arecreating ripples among the international players like Walmart, Tesco and many
other retail giants struggling to enter Indian markets. As of now the Government
has allowed only 51 per cent FDI in the sector to ‘one-brand’ shops like Nike,

57
Reebok etc. However, Other international players are taking alternative routes to
enter the Indian retail market indirectly via strategic licensing agreement,
franchisee agreement and cash and carry wholesale trading (since 100 per cent FDI
is allowed in wholesale trading).
Current Status
India’s retail industry accounts for 10 percent of its GDP and 8 percent of the
employment to reach $17 billion by 2010.The Indian retail market is estimated at
US$ 350 billion. But organized retail is estimated at only US$ 8 billion. However,
the opportunity is huge-by 2010, organized retail is expected to grow at 6 per cent
by 2010 and touch a retail business of $ 17 billion as against its current growth
level of 3 per cent which at present is estimated to be $ 6billion, according to the
Study undertaken by The Associated Chambers of Commerce and Industry of
India (ASSOCHAM). Indian retailing is clearly at a tipping point. India is
currently the ninth largest retail market in the world. And it is names of small
towns like Dehradun, Vijayawada, Lucknow and Nasik that will power India up
the rankings soon.Organized retail in India has the potential to add over Rs. 2,000
billion (US$45 billion)business by the Year 2010 generating employment for some
2.5 million people in various retail operations and over 10 million additional
workforce in retail support activities including contract production & processing,
supply chain & logistics, retail real estate development & management etc.
It is estimated that it will cross the $650-billion mark by 2011, with an already
estimated investment of around $421 billion slated for the next four years.

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As noticed in the figure above, the Organized Retail Penetration (ORP) is the
highest in footwear with 22 per cent followed by clothing. Though food and
grocery account for largest share of retail spend by the consumer at about 76 per
cent, only 1 per cent of this market is in the organized sector. However, it has been
estimated that this segment would multiply five times taking the share of the
organized market to 30 percent in the coming years.

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 CHAPTER-2

COMPETITION OVERVIEW

1. Pantaloon Retail

Pantaloon Retail (India) Limited, is India’s leading retail company with presence
across multiple lines of businesses. The company owns and manages multiple
retail formats that cater to a wide cross-section of the Indian society and is able to
capture almost the entire consumption basket of the Indian consumer.
Headquartered in Mumbai (Bombay), the company operates through 4 million
square feet of retail space, has over 140 stores across 32cities in India and employs
over 14,000 people. The company registered a turnover of Rs20.19 billion for FY
2005-06.
Pantaloon Retail forayed into modern retail in 1997 with the launching of fashion
retail chain,Pantaloons in Kolkata. In 2001, it launched Big Bazaar, a hypermarket
chain that combines the look and feel of Indian bazaars, with aspects of modern
retail, like choice, convenience and hygiene.
The group’s subsidiary companies include, Home Solutions Retail India Ltd,
Pantaloon Industries Ltd, Galaxy Entertainment and Indus League Clothing. The
group also has joint venture companies with a number of partners including French
retailer Etam group, LeeCooper, Manipal Healthcare, Talwalkar’s, Gini&Jony and
Liberty Shoes. Planet Retail, agroup company owns the franchisee of international
brands like Marks & Spencer,Debenhams, Next and Guess in India.

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 2. Lifestyle International

Lifestyle International Holdings Ltd’s principal activity is the operation of lifestyle

department store and retail outlets. It focuses on high-end department store format.
As of December 31, 2005, Lifestyle International operated its retailing business
through two brand names, SOGO and Jiuguang. The SOGO Department Stores
consists of the Company's flagship department store, SOGO CWB, in Causeway
Bay, Hong Kong, and the Tsimshatsui store, which features a slightly different
format that targets younger group of customers. The Jiuguang Department Store,
which is located in Shanghai, has a similar business format as that of the SOGO
store. During the year ended December 31, 2005, it launched SOGOCLUB, a
lifestyle service center. Some of the Company’s subsidiaries include Asia Kinetic
Limited, Congenial Company Limited, Eastlord Development Limited, Everwin
WorldwideLimited and Fine Shine Limited.

3. RPG Retail

RPG Enterprises is one of India’s largest business conglomerates, with a turnover

of US$ 1.65 billion (Rs 7,472 crore) and assets worth US$ 1.8 billion. Since its
inception in 1979,RPG Enterprises has been one of the fastest growing groups in
India with more than 20companies operating successfully in 7 business sectors:

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Retail, IT & Communications ,Entertainment, Power, Transmission, Tyres and
Life Sciences.

Spencer’s retail is the largest supermarket chain in India. Spencer’s retail offers the
complete gamut of products & durables ranging from bread to bed covers; from
toothpaste to television. Spencer’s today is operating across 80 stores spread across
20 cities in the countrywith a retail trading area of more than half a million square
feet, and rapidly growing.
Spencer’s Retail is located in various parts of India like Chennai, Hyderabad,
Vizag,Bangalore, Mumbai, Aurangabad, Pune, Ghaziabad, Faridabad, Delhi,
Cochin, Trivandrumand many more to come by this financial year.

4. Shopper’s Stop

The foundation of Shoppers’ Stop was laid on October 27, 1991 by the K. Raheja
Corp. group of companies. From its inception, Shoppers’ Stop has progressed from
being a single brand shop to becoming a Fashion & Lifestyle store for the family.
Shoppers’ Stop is the only retailer from India to become a member of the
prestigious Intercontinental Group of Departmental Stores (IGDS). The IGDS
consists of 29experienced retailers from all over the world, which include
established stores like Selfridges(England), Karstadt (Germany), Shanghai No. 1
(China), Matahari (Indonesia), Takashimaya(Japan), C K Tang (Singapore), Manor
(Switzerland) and Lamcy Plaza (Dubai). This membership is restricted to one
member organization per country/region.

5. Trent (Tata)

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Trent (Tata) was established in 1998, Trent operates some of the nation’s largest and
fastestgrowing retail store chains. A beginning was made in 1998 with Westside, a
lifestyle retailchain, which was followed up in 2004 with Star India Bazaar, a
hypermarket with a largeassortment of products at the lowest prices. In 2005, it acquired
Landmark, India’s largestbook and music retailer.
In a recently signed deal, Trent has agreed to anchor 12 malls set up by DLF Universal
Ltdacross the country, at its Westside, Landmark and Star India Bazaar outlets. This
amounts toabout 27 locations, totaling to about a million square feet of space.

6. Vivek Ltd

Vivek Limited, is the largest Consumer Electronics & Home Appliances retail
chain in India,with 14 world class showrooms in Chennai, Bangalore and Salem;
covering a retail spacearea of over 1,00,000 sq. ft and a turnover of over Rs. 1
billion (US $ 23 Million). Its brand,VIVEKS, is now a household name. The
group’s turnover, comprising of interests indistribution of consumer products;
finance, safe deposit lockers; property development andreal estate, is about 2
Billions (US $ 46 Million).Vivek Ltd proposes to expand its operations in
Karnataka and also open outlets in AndhraPradesh. The company is working on a
plan to open three retail outlets in Mysore, Hubli and

Mangalore in Karnataka and in Hyderabad, Vijayawada and Visakhapatnam in

AndhraPradesh.Viveks currently has 22 showrooms in 5 cities.

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 CHAPTER-3

OPPORTUNITIES AND CHALLENGES

57
 Investment Opportunities in the Retail Sector

AT Kearney’s study on global retailing trends found that India is the least
competitive as well as least saturated of all major global markets. This implies that
there are significantly low entry barriers for players trying to setup base in India, in
terms of the competitive landscape. The report further stated that global retailers
such as Wal-Mart, Carrefour, Tesco and Casino would take advantage of the more
favorable FDI rules that are likely in India and enter the country through
partnerships with local retailers. Other retailers such as Marks & Spencer and the
Benetton Group, who operate through a franchisee model, would most likely
switch to a hybrid ownership structure.
A good talent pool, unlimited opportunities, huge markets and availability of
quality raw materials at cheaper costs is expected to make India overtake the
world's best retail economies by 2042, according to industry players.
The retail industry in India, according to experts, will be a major employment
generator in the future. Currently, the market share of organized modern retail is
just over 4 percent of the total retail industry, thereby leaving a huge untapped
opportunity.The sector is expected to see an investment of over $30 billion within
the next 4-5 years,catapulting modern retail in the country to $175-200 billion by
2016, according toTechnopak estimates.

The Potential of the Indian Retail Sector

The high growth projected in domestic retail demand will be fuelled by:

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� The migration of population to higher income segments with increasing per
capitaincomes
� An increase in urbanization
� Changing consumer attitudes especially the increasing use of credit cards
� The growth of the population in the 20 to 49 years age bandThere is retail
opportunity in most product categories and for all types of formats
� Food and Grocery: The largest category; largely unorganized today
� Home Improvement and Consumer Durables: Over 20 per cent p.a. CAGR
estimatedin the next 10 years
� Apparel and Eating Out: 13 per cent p.a. CAGR projected over 10 years
Opportunities for investment in supply chain infrastructure: Cold chain and
logistics
India also has significant potential to emerge as a sourcing base for a wide variety
of goods forinternational retail companies
� Many international retailers including Wal-Mart, GAP, JC Penney etc. are
alreadyprocuring from India.
Of the total organized retail market of Rs 550 billion, the business of fashion
accountsfor Rs 300.80 billion, which translates into nearly 55 per cent of the
organized retailsegment in the country.
Total fashion sector was estimated at Rs 1,914 billion and forms about 15 per cent
of thecountry's retail market of Rs 12,000 billion.Commanding such a large chunk
of the organized retail business in India, fashionretailing has indeed been
responsible for single-handedly driving the business of retail inIndia.

Challenges in Retailing

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The industry is facing a severe shortage of talented professionals, especially at
themiddle-management level.Most Indian retail players are under serious pressure
to make their supply chains moreefficient in order to deliver the levels of quality
and service that consumers aredemanding. Long intermediation chains would
increase the costs by 15 per cent.
Lack of adequate infrastructure with respect to roads, electricity, cold chains and
portshas further led to the impediment of a pan-India network of suppliers. Due to
theseconstraints, retail chains have to resort to multiple vendors for their
requirements,thereby, raising costs and prices.
The available talent pool does not back retail sector as the sector has only recently
emerged from its nascent phase. Further, retailing is yet to become a preferred
career option for most of India’s educated class that has chosen sectors like IT,
BPO and financial services.
Even though the Government is attempting to implement a uniform value-added
tax across states, the system is currently plagued with differential tax rates for
various states leading to increased costs and complexities in establishing an
effective distribution network.
Stringent labor laws govern the number of hours worked and minimum wages to
be paid leading to limited flexibility of operations and employment of part-time
employees.
Further, multiple clearances are required by the same company for opening new
outlets adding to the costs incurred and time taken to expand presence in the
country.
The retail sector does not have ‘industry’ status yet making it difficult for retailers
to raise finance from banks to fund their expansion plans.

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Government restrictions on the FDI are leading to an absence of foreign players
resulting into limited exposure to best practices.

CHAPTER-4

GLOBUS:
AN
OVERVIEW
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57
 The Company:
Strong, Competitive, Innovative, Adaptive

History:
Launched in January 1998, Globus is a part of the RajanRaheja group. The
company opened its first store in 1999 at Indore followed by the launch of its
second store in Chennai (T-Nagar). Soon to follow was another in Chennai
located in Adyar. The flagship store in Mumbai was opened on 1st November
2001 followed by a swanky new outlet in New Delhi in South Extension Part-2.

The sixth & seventh stores are in Bangalore in Koramangala& Richmond Road
respectively. The Eighth store in Ghaziabad at Shipra Mall followed by the ninth,
tenth and eleventh in Kalaghoda, Mumbai, Thane and Ghaziabad, twelfth store at
Kanpur and thirteenth store in Ahmedabad & fourteenth store in Lucknow. As of
May 2008, Globus has opened its 24th Store in Nagpur and the journey
continues...

Mission:
• Achieve customer delight by offering quality products and services through
a process of continuous innovation and adaptation.
• Build a dynamic team of committed and passionate employees through
sustained learning and grooming.
• Develop mutually beneficial relationships with our business partners.

• Employ cost-effective processes and thereby create a strong organization.

Infrastructure:
Globus Stores Pvt. Ltd. was formed to contribute in the revolution sweeping the
retail industry. Globus promises to bring about a perceptible change in the way
57
apparel and lifestyle retailing has been carried so far.
57
 CHAPTER-5

PRIVILEGE CLUB OF GLOBUS

Introduction:
Gone are the days of points on cards where one did not have a clue as to what his
current benefits are of what the points meant. Instant gratification has brought in
the concept of the Privilege Club which is the best way to ensure 100% card to
benefit ratio. The Globus Privilege Club card is a 1st of its kind in India.
Members are immediately rewarded for purchases at any of their stores, in
addition to a host of other privileges such as exclusive tie ups, promotion and
special shopping hours. To each his own individual needs vary. Which is why
Globus offers you 2 different card categories, each with it own benefits designed
to suit your needs, so take your pick.

Privilege Card:
Purchase of merchandise over Rs. 2000/- get you the most sought after card.
These purchases can be spread across the first 3 months of the first purchase at
Globus.

Privilege Card Benefits

• Invites to events arranged specially for you.
• New product launch privileges, opportunity to be amongst the privileged
few to not only see, but also buy new products before the launch.
• Exclusively shopping hours - special hours during festive seasons and
other occasions giving you the freedom to shop at your leisure.
• Exclusive offers on national / multinational brands and services available
at Globus.

• Special tie ups - avail of discounts offers and privileges at other leading
57
outlets from time to time.
57
 GLOBUS GIFT VOUCHERS:

Gifting is made simple here. Pick one of our flexible denomination gift voucher
to someone dear. When you give someone Globus Gift Vouchers you give them
exactly what they'd like. When it comes to birthdays, anniversaries and special
celebrations, there's one gift that's guaranteed to please...

Globus Gift Vouchers are redeemable against any purchase made in store.There
is no charge / tax on purchase of gift vouchers. Eg: If you want to buy gift
vouchers for Rs1001, you need to tender Rs1001 only and you can buy anything
worth Rs1001 at any Globus store.

Common denominations are Rs.101,Rs.251,Rs.501 & Rs.1001.

However, you can also decide on your own denomination. Just contact our
service desk at any Globus Stores and give the most thoughtful gift of all.For
corporate/bulk inquiries contact karinah@globusmail.com or call 09321023971.

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 CHAPTER-6

LOCATIONS OF
STORES

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57
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GLOBUS STORES
Mumbai - Bandra
Globus Stores Pvt Limited
Corner of Hill Road & Waterfield Road,
Bandra (W), Mumbai - 400 059
MAHARASHTRA
Cell 9325078584
Ph: 2643 6070 / 26432253 / 26432282 / 66949481
Fax. 2643 4950
Reliance. 39408282

Mumbai - Fort
Globus Stores Pvt Limited
133 Jehangir Building
M.G. Road
Fort
Mumbai - 400 001
MAHARASHTRA
Ph: 22640160
Fax. 22640163
Reliance. 32444392

Dahisar - Thakur Shopping Mall

Globus Stores Pvt Limited
Thakur Shopping Mall and Multiplex,
Gr. Floor, Dahisar Check Naka,
National Highway no -8, Mira Road,
Thane-401107
Maharastra
Ph: 022-28459010

Vashi - City Center Mall

Globus Stores Pvt Limited
City Center Mall,
Sector 19 D,
Palm Beach marg,
Vashi 57
Customer Care :
Each one of us at globus aspires and strives for only one result, Your Delight. So we would like
to know how we are doing.
We look forward to your comments/ suggestions at
ceo@globusmail.com or you can also SMS me at 09223508000

Vinay Nadkarni
CEO And M.D. - Globus Stores Pvt. Ltd.

Customer Service Desk:

You can also get in touch with CUSTOMER SERVICE DESK at respective store

Store Name CSD Phone No Customer Care ID Region

Indore 0731-2436380 customercare01@globusmail.com c
Rajkot 0281-6593130 customercare8@globusmail.com W
Vashi-Inorbit 022-32095668 customercare9@globusmail.com w
Ghatkopar 022-25170378 customercare10@globusmail.com w
Bandra 022-26436070 customercare11@globusmail.com w
Thane 022-25829455 customercare12@globusmail.com w
Kalaghoda 022-22640163 customercare13@globusmail.com w
Ahmedabad 079-32201017 customercare14@globusmail.com w
Aurangabad 0240 2483520 customercare15@globusmail.com w
Dahisar 022-28459010 customercare16@globusmail.com w
Vashi 022-27662814 customercare17@globusmail.com w
Vadodara 0265 - 2970294 customercare18@globusmail.com w
Nagpur 0712 - 6462334 customercare19@globusmail.com w
T Nagar 044- 28155058 customercare21@globusmail.com s
Hyderabad 040-23351306/7 customercare24@globusmail.com s
Adyar 044-24462486 customercare26@globusmail.com s
South ex Delhi 011-26263215 customercare31@globusmail.com n
Shipra Mall 0120 - 4186000 customercare32@globusmail.com n

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Pacific Mall 0120-4178800 customercare33@globusmail.com n
Lucknow 0522-2721332 customercare35@globusmail.com n
Varanasi 0542-2227635 customercare36@globusmail.com n
Noida 0120 - 4725800 customercare37@globusmail.com n
Moradabad 0591-2451369 customercare38@globusmail.com n
Raipur 0771-2281605 customercare51@globusmail.com c
Ludhiana 0161-4637716 customercare61@globusmail.com n

CHAPTER-7

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 GLOBUS FACTORY
OUTLETS

Mumbai-Kanjur Marg
Globus Stores Pvt Limited
Huma Mall
Shop No 9,
LBS Marg
Kanjur Marg (West)
Mumbai 400 078
MAHARASHTRA
Ph: 25794665

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Mumbai-Kalyan

G - 48, Metro Junction Mall,

Netvali Village
Sheel Phata Road,
Kalyan East - 421306
MAHARASHTRA
Ph: 0251-2350532

Chennai-Kilpauk
Globus Stores Pvt Limited.
Abirami Mega Mall,
Shop No. D1, D2, D3,& D4,
Second Floor,
152 Purasawalkam High road
Kilpauk
Chennai 600 010
TAMILNADU
Ph: 044-42023910

CHAPTER-8

57
Brand In
GLOBUS

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 Youth Fashion Brand
Globus aspires to be 'the' iconic youth fashion brand in the
country. Globus is a complete fashion brand - it's the apparel
brand and the destination brand. Three words which capture
the spirit of the youth - vibrant, maverick and expressive.
Globus is exactly that.our vibrant and maverick designs are not
just setting fashion trends but more importantly helping our
customers express themselves.
The entire fashion range comprises of apparel for men,
women, kids and accessories at amazing prices. The range
spans across usage occasions - work wear, campus wear,
club and lounge dressing and genres Western, Indian and mix-
n-match. A well researched sizing ensures a good fit for the
Indian silhouettes.

Eye candy fashion

F21 is an accessible hi-fashion brand, offering high-quality
apparel. F21 - the edgy fashion brand - is designed to appeal
to the more experimentative and adventurous consumers who
seek cutting edge fashion. Styling and fabric innovations help
F21 offer high end fashion at prices which are affordable for
the young consumers. From everyday casual occasions to
clubwear, F21 promises consumers attention unlimited.

SOME OTHER BRANDS AVAILABLE In GLOBUS

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57
 CHAPTER-9

Service

57
Contents

• 1 Acts of services
• 2 Economics
• 3 Media
• 4 People
• 5 Religion
• 6 Technology
• 7 Other

Acts of services

 Administrative service, a part of the work load of university faculty

 Civil service, career employees of government
 Community service, volunteer service for the benefit of a community, or a punishment
that may be imposed by a court
 Customer service, provision of assistance to customers or clients
 Table service
 Domestic service, employment in a residence
 Fan service, a Japanese term referring to something which is specifically designed to
entertain fans
 Military service, a country's armed forces
 Public services, services carried out with the aim of providing a public good
 Selfless service, a service which is performed without any expectation of result or award.

Economics

• Service (economics), the non-material equivalent of a good in economics and marketing

Service sector, the tertiary sector of the economy

Media

57
 • Service (film), a Filipino film
• Service (record label)

People

This page or section lists people with the surnameService. If an internal link intending to refer
to a specific person led you to this page, you may wish to change that link by adding the
person's given name(s) to the link.

 Elman Service (1915-1996), American anthropologist

 James Service (1823-1899), Australian politician
 John S. Service (1909-1999), American diplomat
 Robert Service (historian), (born 1947), British historian
 Robert W. Service (1874-1958), poet

Religion

 Church service, Christian communal worship, often held in a church

 Divine Service, the public worship of Lutheran churches
 Service (music), musical settings for sections of a service of worship
 Service of worship, a meeting for the worship of a religious deity

Technology

 A program in the Services menu under Mac OS X that processes selected data
 Building services engineering
 Communications service provider
 Daemon (computer software), a background computer program in Unix
 Internet Relay Chat services, a set of features implemented in most modern Internet
Relay Chat networks
 Internet service provider (ISP)
 Service (systems architecture), the provision of a discrete function within a systems
environment

57
 Service layer
 Service mode, a hidden mode that can be entered by a code, giving access to service
features
 Service-oriented architecture (SOA)
 Telecommunications service
 Value-added service or content service provided by communication service provider
 Web service, a software system to support interaction over a network
 Windows service, a background computer process belonging to no user in a Microsoft
Windows system

Other

• Penetrant (mechanical, electrical, or structural), as defined by a building code

 Serve (tennis) or service, a shot to start a point in tennis

 Service (motor vehicle)
 Service of process, the delivery of a summons, complaint or other court petition
 Service Provider any company or individual that provides a service.
 Service Tree (Sorbus domestica), a species of tree

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 CHAPTER-10

MARKETING
STRATEGY

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Marketing strategy is a method of focusing an organization's energies and resources on a course
of action which can lead to increased sales and dominance of a targeted market niche. A
marketing strategy combines product development, promotion, distribution, pricing, relationship
management and other elements; identifies the firm's marketing goals, and explains how they
will be achieved, ideally within a stated timeframe. Marketing strategy determines the choice of
target market segments, positioning, marketing mix, and allocation of resources. It is most
effective when it is an integral component of overall firm strategy, defining how the organization
will successfully engage customers, prospects, and competitors in the market arena. Corporate
strategies, corporate missions, and corporate goals. As the customer constitutes the source of a
company's revenue, marketing strategy is closely linked with sales. A key component of
marketing strategy is often to keep marketing in line with a company's overarching mission
statement[4].

Basic theory:

• Target Audience
• Proposition/Key Element
• Implementation

A marketing strategy often integrates an organization's marketing goals, policies, and action
sequences (tactics) into a cohesive whole. Similarly, the various strands of the strategy , which
might include advertising, channel marketing, internet marketing, promotion and public relations
can be orchestrated. Many companies cascade a strategy throughout an organization, by creating
strategy tactics that then become strategy goals for the next level or group. Each one group is
expected to take that strategy goal and develop a set of tactics to achieve that goal. This is why it
is important to make each strategy goal measurable.

57
Types of strategies

Marketing strategies may differ depending on the unique situation of the individual business.
However there are a number of ways of categorizing some generic strategies. A brief description
of the most common categorizing schemes is presented below:

• Strategies based on market dominance - In this scheme, firms are classified based on their
market share or dominance of an industry. Typically there are four types of market
dominance strategies:

 Leader
 Challenger
 Follower
 Nicer

• Porter generic strategies - strategy on the dimensions of strategic scope and strategic
strength. Strategic scope refers to the market penetration while strategic strength refers to
the firm’s sustainable competitive advantage. The generic strategy framework (porter
1984) comprises two alternatives each with two alternative scopes. These are
Differentiation and low-cost leadership each with a dimension of Focus-broad or narrow.

 Product differentiation (broad)

 Cost leadership (broad)
 Market segmentation (narrow)

• Innovation strategies - This deals with the firm's rate of the new product development and
business model innovation. It asks whether the company is on the cutting edge of
technology and business innovation. There are three types:

 Pioneers
 Close followers
 Late followers

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 • Growth strategies - In this scheme we ask the question, “How should the firm grow?”.
There are a number of different ways of answering that question, but the most common
gives four answers:

 Horizontal integration
 Vertical integration
 Diversification
 Intensification

A more detailed scheme uses the categories[6]:

 Prospector
 Analyzer

 Defender
 Reactor
 Marketing warfare strategies - This scheme draws parallels between marketing strategies
and military strategies.

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 CHAPTER-11

RESEARCH
METHODOLOGY

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 Type of Research : • Exploratory Research
• Descriptive Research
Research Question

• “COMPRATIVE STUDY ON GLOBUS & OTHER

GARMENT STORES IN VARANASI”
Sampling technique • Convenience sampling
Sample Size : • 100
Samplings Areas : • VARANASI .
Primary Data : • Responses through
questionnaires
• Conducted personal interviews
with the respondents .
Secondary Data : • Websites .
• News papers

Research methodology is a way to systematically solve the research problem. It may be

understood as a science of studying now research is done systematically. In that various

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steps, those are generally adopted by a researcher in studying his problem along with the
logic behind them.
It is important for research to know not only the research method but also know
methodology. ”The procedures by which researcher go about their work of describing,
explaining and predicting phenomenon are called methodology.”
Methods comprise the procedures used for generating, collecting and evaluating data. All
this means that it is necessary for the researcher to design his methodology for his
problem as the same may differ from problem to problem.
Data collection is important step in any project and success of any project will be largely
depend upon now much accurate you will be able to collect and how much time, money
and effort will be required to collect that necessary data, this is also important step. Data
collection plays an important role in research work. Without proper data available for
analysis you cannot do the research work accurately.

Types of data collection

There are two types of data collection methods available.
1. Primary data collection
2. Secondary data collection

1) Primary data
The primary data is that data which is collected fresh or first hand, and for first time
which is original in nature. Primary data can collect through personal interview,
questionnaire etc. to support the secondary data.

2) Secondary data collection method

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The secondary data are those which have already collected and stored. Secondary data
easily get those secondary data from records, journals, annual reports of the company etc.
It will save the time, money and efforts to collect the data. Secondary data also made
available through trade magazines, balance sheets, books etc.

This project is based on primary data collected from questionnaires collected from the
various consumers coming to the Globus retail outlet But primary data collection had
limitations suchas matter confidential information thus project is based on
secondaryinformation collected through five years annual report of the
company,supported by various books and internet sites.

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 CHAPTER-12

OBJECTIVES OF THE STUDY

57
 TO COMPARE THE BRAND VALUE OF GLOBUS
STORE & OTHER GARMENT STORES.
 TO STUDY THE PURCHASING PATTERN OF THE
CUSTOMERS REGARDING GARMENTS.
 TO STUDY THE CUSTOMER MIND AWAIRNESS
ABOUT GLOBUS & OTHER GARMENT STORES.
 TO STUDY ON WHAT REASON TO LIKE MOST
GLOBUS ABOUT –QUALITY,MORE VARIETY,GOOD
SERVICE ETC.?
 TO STUDY THE CUSTOMER PREFERENCES OVER
BRANDS IN GLOBUS.

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 CHAPTER-13

DATA ANALYSIS
AND
INTERPRETATION

57
Q1.-DO YOU purchase garments from globus?

Data Interpretation:-

71% of respondent are Yes And

29% of respondent are No.

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2).What reason to like most globus?

Data Interpretation:-

36% 0f respondent are More variety of garment

34% of respondent are Good Quality

20% of respondent are Good service and

10% of respondent are Affordable price.

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3).Which category you purchase garments from globus?

Data Interpretation:-

43% of respondent are Men’s

30% of respondent are Ladies

17% of respondent are Kids and

10% of respondent are Accessories.

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4).Which is favorite brand in Globus(except Globus & F21)?

……………………………..

Data Interpretation:-

62% of respondent are Except F21 Brand and

38% of respondent are Except Globus Brand.

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5).Why Sir?

Data Interpretation:-

41% of respondent are like the More Variety

29% of respondent are like the Quality

16% of respondent are like the Good Fitting of Garments and

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14% of respondent are like the Affordable Pice.

6).Which is your favorite denims brand in globus?

Data Interpretation:-

25% of respondent are like Levi’s

24% of respondent are like Spykar

21% of respondent are like F-21

19% of respondent are like Pape

8% of respondent are like Globus and

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03% of respondent are like Flying Machine .

7).Why Sir ?

Data Interpretation:-

49% of respondent data are like More Variety

31% of respondent data are like Quality of Garments and

20% of respondent data are like Price.

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8).What is your frequency to visit in globus?

Data Interpretation:-

63% of respondent data are visit In A Month

27% of respondent data are visit In A Week

09% of respondent data are visit In During Sales and

01% of respondent data are visit In Some Times.

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9).Which is your favorite destination for shopping garments?

Data Interpretation:-

29% of respondent are Favorite destination for shopping Kambal Ghar

28% of respondent are Favorite destination for shopping Jalans

21% of respondent are Favorite destination for shopping Dress Land

12% of respondent are Favorite destination for shopping Vishal Mega Mart

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10 % of respondent are Favorite destination for shopping V-Mart.

10).How do you know about globus ?

Data Interpretation:-

39% of respondent data are know about globus Trough Visiting Mall

25% of respondent data are know about globus Trough Friend

20% of respondent data are know about globus According to You and

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16% of respondent data are know about globus Trough Family Member.

11).What should be the improvement areas for globus?

Data Interpretation:-

59% of respondent data are like Improvement areas in Low Price

21% of respondent data are like Improvement areas in variety

10% of respondent data are like Improvement areas in Quality

10% of respondent data are like Improvement areas in Services.

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 CHAPTER-14

FINDING AND
CONCLUSION

57
FINDING

Globus is one of the leading companies in the Indian retail industry, one of the most exciting
sectors in the current Indian economic scenario. We are committed to a long term vision of
taking the international shopping experience to all urban India.

Globus combines state of art international information technology, the highest quality human
resources and sustained financial commitment to realize the long term vision.

 Achieve customer delight by offering quality products and services through a process of
continuous innovation and adaptation.

 Build a dynamic team of committed and passionate employees through sustained learning
and grooming.

 Develop mutually beneficial relationships with our business partners.

 Employ cost-effective processes and thereby create a strong organization.

 Research & Design

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 Production & Merchandising

 Marketing & Brand Development

 Service

 Human resources

 Administering policies & procedures

 Industries Limited is performing well both financially and in the terms of its capital
structure performance.

 The performance of the company recorded sharp reversal in 1998 to 2008-09.

 The company has witnessed a sudden global maelstrom in 1988 to 2008-09 due to which
the performance and profitability figures of the firm have decreased during this period.

57
 There is less change in Operating profits of the company during 1998 to 2009 due to
decrease in cost of production because of downfall in input costs such as retail’s and
power.

 The market capitalization and No of total equity shareholders is continuously increasing.

 The firm has good liquidity position and is able to meet its current obligation.

 The firm has very good management.

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 CHAPTER-15

LIMITATIONS

57
Globus Stores Pvt. Ltd. was formed to contribute in the revolution sweeping the retail industry.

 Globus promises to bring about a perceptible change in the way apparel and lifestyle
retailing has been carried so far.

 Towards this end, modern international technology has been brought in and heavy
investments have been made in investing and acquiring the best, tried and tested
processes and procedures of operation.

 The liquidity position of the company is quite satisfactory. And this must be improved
further for the purpose of proper utilization of the liquid assets of the company.

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  The cash ratio position of the company is not satisfactory as it is highly fluctuating during
the period of study. So the management should take steps to improving the cash position
of the company.

 Debt equity ratio is satisfactory. So the company has enough scope for the more long-
term borrowings from the outsiders as its current ratio is also good and has a sufficient
amount of current assets..

 The sales of the organization can be further increased by improving the quality through
optimum utilization of company's resources (i.e. assets, raw materials, credit system, etc.)
and that in turn will increase the overall profits of the organization.

The Management must also study the market position and it also find the demand prevailing in
the market for the products and thus this will guide them to enhance their sales volume

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 CHAPTER-16

BIBLIOGRAPHY
57
Books

57
Internet Marketing Book, 3e
An in-depth guide to all aspects of Internet marketing strategy, planning and implementation.
Recommended course book: Diploma in Digital Marketing and Diploma in Direct and
Interactive Marketing, Institute of Direct Marketing.

57
E-marketing Excellence Book, 3e
A professional's guide to e-marketing planning incorporating the latest e-marketing innovations.
Developed to support the E-marketing training award,Chartered Institute of Marketing.

Total Email Marketing Book,2e

Created to support my popular E-mail marketing training courses run by the CIM. Goes beyond
best practice for e-mail copy and creative to show how to use e-mail in integrated e-marketing
campaigns.

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E-business and E-commerce Mgt Book, 3e
Created to support students following a specialist training course in e-business at postgraduate or
undergraduate level. Includes many European and international case studies from the Financial
Times relevant to European students. First published in Aug 2002 and widely adopted for many
new courses

Website:

• www.Google,com

• www.marketinginfo.com

• www.globus,in

Newspapers, Journals:

• The Hindu

• The Times of India

• Business Today

• 4p’s of Marketing

• Business Economics

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