CIMAGE PROFESSIONAL COLLEGE, PATNA

Affiliated to Aryabhatta Knowledge University

INTERNSHIP REPORT

A Brief study
on

“SALES & MARKETING STRATEGIES

OF RETAIL INDUSTRY TO MAX FASHION”
Patna

A report submitted in partial fulfillment of the requirements for the Award of Degree of
BACHELOR OF BUSINESS ADMINISTRATION

(2021-2024)

Under the supervision of Submitted by:

NITISH ROHATAGI SIR kajal Rani
Assistant professor registration no: 21302310116

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 CIMAGE PROFESSIONAL COLLEGE
PATNA

CERTIFICATE

This is to inform that the Internship report entitled “SALES AND MARKETING OF
RETAIL OF MAX FASHION” at Pushpanjali mall cana road, buddha colony, patna, bihar.
Has been submitted by kajal Rani (Regd. No.:21302310116), session: 2021-2024 after
completion of internship training in the partial fulfillment of the requirements for the award
pf the degree of BACHELOR OF BUSINESS ADMINISTRATION under my supervision
and guidance & recommendation that it may be accepted for evaluation.

Mr. Nitish Rohatagi

(Head of Department)

CIMAGE PROFESSIONAL COLLEGE

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 DECLARATION
I affirm that the Internship Training Report entitled “sales and marketing strategies of
retail” undertaken in “MAX FASHION” is being submitted by me under the guidance
of prof. Nitish Rohatagi, H.D, in the partial fulfillment of the requirement for the award
of BBA degree of cimage professional college only my original work and due
acknowledgement have been made to materials used in the report.

Kajal Rani

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 ACKNOWLEDGEMENT

First I would like to thank H.R, of MAX fashion, patna for giving me this opportunity
to do an four-week internship within the organization. I am highly indebted to Mr.
Gaurav Kumar, store manager, of MAX fashion for his support throughout the
training and advices.
I also would like to thank all the faculty members that guided and worked along with
me with their patience and openness their created an enjoyable working environment.
It is indeed with a great sense of pleasure and immense of gratitude that I acknowledge
the help of max faculty members.

I am extremely thankful to director Mr. Neeraj Agarwal and Principal Mrs. Megha
Agarwal, for the facilities provided to accomplish this internship

I would like to thank my Head pf the Department prof. Nitish Rohatagi for his
constructive criticism and advice to get and complete throughout my internship.

I am great full to my family and friends for their cordial support and help they offered
throughout the process of preparing the whole report. They gave their valuable time and
suggestion.

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 EXECUTIVE SUMMARY

This report is a conversion of my observations and experiences during my internship into an

understandable format. The topics covered in this report are inventory management, product
knowledge, cashiering process, visual merchandising, exchange policy, loyalty program, store
SOP’s, marketing strategies.

Product knowledge is an important aspect to give good customer service. There are 5
departments at max and they are Western wear, ethnic wear, kids wear, footwear and
accessories, and men’s wear. There are different brands like melange in ethnic wear and
Bossini in western wear and in men’s wear there is Peter England, Oxemberg, Code, Kappa,
Sin. Training is given to the CRE’s at the beginning of their job. The department manager gives
training about the product knowledge to the new CRE’S called the BUDDY training.

There are 4 seasons at max i.e. spring, summer, autumn and winter season according to which
the VM theme is set. The head VM sends the planogram as to how the VM of the store should
be through mail. And once itis set the picture of the window display should be sent to the head
office. And if any changes it should be informed to the store manager and the head VM.

Inventory management includes audit, global count, stock inward procedure and stock outward
procedure, WBC, PI. The store has an inventory manager who has to be present whenever the
stock comes and whenever it is out warded. Stock inward and outward procedure is done with
the help of PDT i.e. Portable Data Transfer. The inventory manager has checklist which he
checks every day. Audit is done in every 6months. Global count is once in 3 months.

There are 9 cashier appointed to do the billing process. There are 8 billing counter in the entire
store. Six of them are at ground floor and two of them are on the second floor. Every counter
has a computer system, a barcode scanner, 2 EDC machines, fake note detector machine,
sensormatics, cash till. The software that is used for the cashiering process is “ORACLE”. It
helps the cashiers to categorize the types of payment, add new customers, and get information
about existing customer, sales report.

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The exchange policy at Max is that the customers can exchange at any of the exclusive stores
within 30 days of purchase. The products should be in a good condition and unused. The bill
and tag is required while returning the products. In case the customer loses the bill, the
customer’s registered mobile number can be quoted and then the products can be exchanged.
The products that are altered cannot be exchanged.

Alteration at Max is done for altering the trousers/pants and for kurtis and tops and is done
after 1pm and based on the products the time is given by the tailor.

There are two types of customers in the loyalty program- gold, and platinum.300 Bonus loyalty
points are added to the customers on birthdays for platinum customers. The validity of those
points is up to 1 month. Message regarding end of season sale and store promotions are sent to
gold and platinum tier customers beforehand only.

The Store SOP’s consist of store opening and store closing, visual merchandising, daily
briefing, cashiering, grooming.
The sales process followed by max is MGD i.e. meeting which is meeting the customer and G
which is greeting the customer and asking them what they are looking for and D is directing
the customer based on the need which they have.

If a customer wants a certain product and the size is not available in the store then there is an
app called stylus wherein the barcode is scanned and then the size which customer needs has
to be selected and then accordingly the stores which have that particular product and size will
be shown and then based on the customer needs whether he/she wants the product to be bought
to the store or if he/she will collect the product from that store. Then based in customer’s need
the product details are sent to the store.

The internship has helped a lot in gaining the practical view of the retail operations carried out
at the store.

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 TABLE OF CONTENT
Sl.No. Particulars Page No.
Institute certificate 2

Declaration 3

Acknowledgement 4

Executive summary 5-6

Chapter-1 Introduction to the study 9-15

1.1 Introduction 10

1.2 Objective of the study 12

1.3 Company overview 13

1.4 Organizational structure 15

Chapter-2 On-The-Job Process 16-33

2.1 Lists of products 17-25

2.2 Visual merchandising 26-30

2.3 Payment process 30-33

Chapter-3 Study of the company 34-52

3.1 Policies of organization 35-38

3.2 Loyalty program 38-40

3.3 Inventory management 40-44

3.4 The SOP’s and its importance 45

3.5 Sales process 46

3.6 Overview of events & offers 47-50

3.7 HR practices 50-52

Chapter-4 Analysis Of Company 53-58

4.1 Vision, Mission & Value 54

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 4.2 SWOT Analysis 56

4.3 PESTAL Analysis 56-58

Chapter-5 Learning and Findings 59-64

5.1 Learning Outcome 60-62

5.2 Findings 63-64

Data Analysis &Interpretation 65-72

Conclusion & Suggestion 73-75

Questionnaire 76-78

References & Bibliography 79

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 Chapter – 1
Introduction to the study

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1.1. INTRODUCTION

Max started E-commerce & Omni-channel in Middle East & India in the year 2016 to make
online shopping simple and customer-friendly through its new website MaxFashion. Launched
in the UAE in May 2004, Max was established in India in 2006, opening its first store in
Indore. Now, Max India has a reach that extends to over 60 cities. Boasting a loyal customer
base of over 5.5million, Max is the most profitable value fashion format in the region.

MAX India, a division of Lifestyle International (P) Ltd., has pioneered the concept of ‘value
fashion’ in the country, thereby offering the discerning shopper a vast choice with international
fashion & quality. It offers apparel, footwear & accessories that are of the latest fashion trends
at a great price, making it affordable to many. Max has its own label merchandise of in house
designs and planned colour palettes for the season. Every season Max introduce a fresh
collection of international designs specially customized to the Indian market. The brand adapts
to the changing needs of the shopper every season and accordingly introduces new designs,
silhouettes & fabrics. In India, MAX was established in the year 2006 with its first store in
Indore. Now, Max has around 105 stores across 45 cities with over 3500 employees The
target audience for Max India is primarily is contemporary middle class family and young
working couples within the age group of25 to 35 yrs. As Max has positioned itself as a youth
brand, it also targets teenagers and college students within the age group of 18 to 24 years.

Max is reaching out to customers in Tier II towns through brand initiatives like Max Fashion
Icon which addresses the aspirations of the stylish youth of the city and Max Little Icon which
captures the interest of family oriented markets. ‘Landmark Rewards’ in a unique

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loyalty program, with current membership base of over 3.8 million customers, has emerged as
one of India's leading loyalty programs offering customers rewards and exclusive benefits. It
helps the loyal customers to get more value every time they shop at Landmark Group outlets.

com, along with apps for iOS and Android devices. With a higher percentage of customers
preferring to shop online nowadays, Max intends to improve its online and mobile presence by
launching various Omni-channel features in FY 17-18.

The sustainability of any organisation in the present times depends on how it manages its
intellectual assets (Employees) rather than its tangible assets (Quinn et al. 2002). Employees
have a central role to play in the organisations as they create value and sustainable competitive
advantage. Technological change is driving demand for skilled labour and spurring and
upgrading skills across economies.

The emergence of knowledge as a revolution has spawned a new notion of workplace literacy,
changing the relationship between employees and organizations. New ideas or intellectual
capital, more than savings or investments, are the new keys to prosperity and to the wealth of
nations. (Ghirmai T Kefela, 2010). Employees of a firm improve decision making competency,
responsiveness to customers, product and service offerings, operations and processes that
results in performance (KPMG 2000; Croteau and Dfouni 2008; Law and Ngai 2008).

When employees’ knowledge, skills and attitudes are difficult to imitate, a firm earns its
competitive edge. Therefore, every organisation’s focus today is to build and retain intangible
human capital (employees), comprising people’s knowledge, skills and attitudes (KSAs).
Employee are to be retained in the organisation consciously, it is the process in which the
employees are encouraged to remain with the organization for a maximum period of time.
Employee retention is more beneficial to organization as well to employees. Employees quit
the organisation for several reasons; therefore retaining knowledgeable employees has become
a critical task for the company. This situation prevails across all segments in general and in
retail segment in particular. It is in this background, this study aims to identify and appraise the
different retention strategies developed and adopted by Max Fashion to retain its employees.

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1.2. objective of the study

• To identify and evaluate the strategies devised by Max Fashion to retain employees.
• To ascertain the problems of employees in the Max Fashion.
• To know the extent of efforts made by Max Fashion to retain their employees.
• To understand the rewards and recognitions given to employees in the organisation.
• To get an in-depth knowledge about the products.
• To get an understanding on how VM is done at the store.
• To get an insight on cashiering process.
• To know about the exchange policy and the loyalty program
• To understand the process of inventory management.
• To understand the SOP’s and its importance.
• To understand the sales process at max and to know the criteria for star of the month.
• To get an overview of events and offers that took place at max.
• To get an understanding on the online portal click & collect.

1.3. EXCALATION MATRIX AT MAX

STORE MANAGER

ASSISTANT STORE MANAGER

DEPARTMENT MANAGER

SENIOR CRE'S

CRE'S

SECURITY

HOUSE KEEPING
Chart no. 1.1

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1.4. company overview

COMPANY NAME LANDMARK GROUP

LOGO

FOUNDED 1973 in Dubai, UAE

CHAIRMAN & FOUNDER Mickey Jagtiani

CEO Renuka Jagtiani

VISSION To be among the top 3 retail players in

three of the fastest growing retail market
in the world.

MISSION Carefully listen, always deliver and

constantly adapt.

VALUES L.E.A.D with integrity in everything.

L- listen -listening to understand the
customers and the team.
E- Empower- empowering the team to
succeed.
A-Adapt-constantly adapt to stay ahead.
D-Deliver- always deliver the best.

Retail, hospitality and healthcare.

NO. OF OUTLETS 2,300

Table no.: 1.1: company overview

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Landmark group’s business can be broadly classified into retail, hospitality and healthcare

Apparel Babyshop, splash, Max, lifestyle, iconic and Centrepoint (a

single store format housing babyshop, splash and Lifestyle)
and International fashion franchises (Lipsy, koton, new look,
reiss & your London) , Easybuy (fashion)

Footwear Shoemart, shoexpress, shoemart international footwear

Furniture & Home centre & Home Box

home
Hospitality Citymax, oasis malls, foodmark, spaces, fitness first, fun city,
fun works and associated trademark

Healthcare Icare clinics, balance wellness club

Others retail E-max (Consumer Electronics), Sports One (fitness gear),

candelite (confectionery)

Table no.: 1.2. company overview

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1.5. ORGANIZATIONAL STRUCTURE
MR. MICKY JAGNANI- FOUNDER & CHAIRMAN OF LANDMARK GROUP

MRS. RENUKA JAGNANI- CEO & CO-FOUNDER OF LANDMARK GROUP

MR. H.RAMANATHAN- DIRECTOR OF LANDMARK GROUP

MR. SHITAL MEHTA- EXECUTIVE DIRECTOR MAX RETAIL

MR. VEKATARAMANAM, B-GROUP PRESIDENT HR

MR. VINOD MENIN- DIRECTOR OF FINANCE

MR. MAHADEVAN -SVP- CUSTOMER LOYALTY & ANALYTICS

MR. SASIKUMAR RAMASWAMY- SVP- GROUP PROJECT & DESIGN

MR. MURALIDHAR .B- AVP- PROJECTS

MR. MANOJ KRISHNAN- CHIEF INFORMATION OFFICER

MR. NANDINI MEHTA- AVP- BUSINESS HR

MR. SANDEEP NARIAN- SVP- RETAIL OPERARTIONS & VM

MR. PRASHANT PAUL- TERRITORY HEAD- AP & TELANGANA

MR. ANIL CHINNABHANDAR- SVP- SUPPLY CHAIN MANAGEMENT & CENTRAL PLANNING

Chart no. 1.2

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 Chapter – 2
On-the-job process

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 Chapter: 2
ON-THE-JOB PROCESS
2.1. to get an in-depth knowledge about the products.

MAX

WEATERN ETHNIC KIDS MEN'S FOOTWEAR &

WEAR WEAR WEAR WEAR ACCESSORIES

1. FUSION 1. CASUAL
1. NEW BORN & NON- 1. WOMENS
1. YOUNG 2. MIX IN 2. 6-24 MONTHS DENIM WEAR
2. DENIM MATCH BOYS 2. DENIM' 2. MEN'S
3. ACTIV 3. TAVISHA 3. 6-24 MONTHS WEAR
3. ACTIV
4. SLEEPWEAR GIRLS 3. KIDS
4. SMART
5. EVERYDAY 4. 2-8 YEARS CASUAL WEAR
CASUAL BOYS
5. FORMAL
6. TIMELESS 5. 2-8 YEARS
GIRLS
6. 8-16 YEARS
BOYS
7. 8-16 YEARS
GIRLS

Chart no. 2.1

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Different brands in western wear department are:

1. Bossini

Different brands in ethnic wear are:

1. Melange

Different brands which are there in men’s wear department are:

1. Sin

2. Forca

3. Peter England

4. Bossini

5. Kappa

6. Oxemberg

7. Code

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DEPARTMENTS AT STORE:

There are 5 departments at Max and they are Western wear, Ethnic wear, Kids wear and Men’s
wear, Footwear & Accessories. The apparel at max is divided into 2 i.e.

Apparel at max

Basic Non-Basic

Category
Collection/stories
The basic products These are mediun priced products
are entry level price which meet the seasonal and These are high priced
which are available basic needs which are products and are
365 days and there is fashionable yet neccessary season inspired themes
a slight variation merchandise and are displayed in and are based on latest
every season. zone 2 ie. browser. trends and are
displayed in Zone 1
i.e.wall

FastFashion
this is sub-division under Category.
the prices of products are mediun or
high priced. the designs are based on
latest trends. and these are displayesd
at zone 2 i.e. browsers

Chart no. 2.2

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WESTERN WEAR is divided into young, denim, activ, sleepwear, everyday casual and
Timeless.

Sub- Department Basic products Non-basic products

1. Young Basic products are graphic Non- basic products are tops,
tees. dresses, woven shirts, knit
tees, pants, skirts, seasonal
products.
2. Denim Basic products contain basi Non– basic have shirts, one
c denim which has less pieces, jumpsuits.
prices.
3. Active Non- basic contains tees,
jogger pants, jackets.

4. Sleepwear Non-
Basic contains chemise, pyja
mas and Capri, pyjama set,
Capri set, knit and woven
gown, shorts and Zip thru &
sweatshirts.
5. Everyday casual Basic contains camisoles,
tees, leggings.

6. Timeless/ Basic has printed tees. Non -basic contains dresses,

contemporary tunics, tees, blouse, bottoms,
workwear collection. skirts, semi- formal bottoms,
seasonal (sweater and jacket)

Table no.: 2.1.1: western wear

Sizes that are available are XS to XXL and few products have 3XL

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ETHNIC WEAR is divided into Fusion, Mix in Match and Tavisha.

Sub -Department Basic Non-basic

1. Fusion is divided Basic has Fashion kurtas, Non-basic has dresses, skirts,
into basic and non- Tunics, Knit bottoms. culottes, palazzos, fashion kurtas
basic and crop tops.

Different types of Tunics are

Embroidery, Printed, and Indi

Different types of dresses are

Maxi, Boho, and Midday.

2. MNM: Mix and Basic has Fashion Non-basic has palazzos, ladies
Match is divided kurtas, patilaya, short kurtas, kurtas has dresses and layered
into basic and Dupattas, Churidars, salwars. kurtas, all day kurtas, work wear
non- basic All these have bundle offer collection, occasion wear, kalidar
which is valid for 365 days. kurtas, Skirts, Casual kurtas.

3. TAVISHA: These Tavisha has no basic products It has CKD i.e. Chudidar Kurta
products are high Dupatta, SKD I.E. Salwar Kurta
MRP Dupatta, Fast Fashion kurta,
Fashion Kurtas, palazzos, Skirts,
Crop tops.

Table 2.1.2: ethnic wear

FABRICS USED ARE: Knit, Woven, Natural has cotton linen, silk and wool, viscose, Rayon
and nylon, liva which is provided by Aditya Birla Fashion Limited.

Sizes that are available are XS TO XXL.

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KIDS WEAR has new born, infant boys, Infant girls, 2-8 years’ boys, 2-8 years girls, 8-16
years girls, 8-16 years boys.

Sub- Department Basic products Non- basic products

1. New born has Long sleeve, pack of sleep
products from0-3 suit, body suit, baby bids, and
months. giftset.

2. Infant boys have In Basic products there is a Non-Basic has woven

products from 6-24 Children Picnic Table which bottoms, denim starting from
months and 18- has tees at Rs. 149 and this is Rs. 369, woven shirts, and
24months. a bundle offer which is for woven shorts.
365days, Knit bottoms, Knit
shorts.

3. Infant girls have In Basic products there is a In Non- basic there are
products from 6-24 Children Picnic Table which casual pants, dresses,
months and 18- has tops and leggings for girls rompers, jumpsuit and skirts
24months. at Rs.149and this is a bundle
offer which is for 365 days,
knit bottoms, knit shorts and
basic denim.

4. 2-8 boys have basic Basic has a Double Sided Non Basic gas Woven shirts,
and non- basic Table which has knit tees for Woven bottoms, casual pants,
products. boys at Rs. 169 149and this is denim and collar tees.
a bundle offer which is for
365 days, sleepwear starting
from Rs. 449, Basic denim at
Rs. 449.

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 5. 2-8 girls have basic Basic has a Double Sided Non-basic starting from Rs.
and non- basic Table which has knit tees for 369has dress, casual pants,
products girls at Rs. 169 and this is a woven shorts, rampers,
bundle offer which is for 365 jumpsuit, and denim.
days, knit bottoms starting
from Rs. 349, Denim starting
from Rs. 399, Sleepwear
starting from Rs. 369,
innerwear starting from
Rs.229, Knit shorts.
6. 8-16 years boys have Basic has a Double Sided Non- Basic has Casual pants
basic and non-basic Table which has knit tees for starting from Rs. 649, woven
products boys at Rs. 199 and this is a tops starting from Rs. 699,
bundle offer which is for 365 Track pants starting from
days, sleepwear starting from Rs.499.
Rs. 449, Basic denim at Rs.
449, active wear the fabric is
Polyester starting from Rs.
399.
7. 8-16 years girls have Basic has a Double Sided Non-Basic has dress,
basic and non-basic Table which has knit tees for casual pants, woven bottoms,
products girls at Rs. 199 and this is a shorts and skirts, rampers,
bundle offer which is for 365 jumpsuit, denim tunics,
days, legging starting from Disney character tops
Rs.199, sleepwear starting
from Rs. 549 , denim starting
from Rs. 549.

Table no.:2.1.3: kids wear

Fabric used is cotton and polyester. Sizes available are according to the age: 6-12 months,18-
24 months ,2-3 years, 3-4 years ,5-6 years, 7-8years, 8-9 years, 9-10 years, 11-12 years, 13-14
years, 15-16 years

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MENS WEAR has Casual & Non-Denim’, Denim, Activ, Smart Casual, Innerwear, Formal.
(REFERANNEXURE-7.1.4)

Sub -Department Basic products Non -basic products

1. Casual & Non- Denim Basic products contains chest Non- basic products contains
has basic and Non- prints starting from Rs. 299, shirts, henli tees starting from
basic products. everyday shirts starting from Rs.699, woven shorts, mock
Rs.699 and this is a bundle neck tees, cowl neck tees,
offer which is for 365 days, indigo shirts, holiday shirts
cargo shorts. starting from Rs. 899, Mandrin
collar shirts, shorts starting
from Rs. 799, cargo shorts
starting from Rs. 799, linen
trousers starting from Rs.
1049, innerwear, casual pants
starting from Rs. 1299,
sleeveless tees.
2. Denim has basic and Basic products have jeans Non basic products have
starting from Rs. 649 jeans, casual tees, and shirts.
Non-basic products

3. Activ Basic products are tees, shorts Non- basic products have
tees, shorts, track pants and
and track pants.
seasonal products.

4. Smart Casual Non-basic smart casual shirts,

smart casual trousers/chinos.
5. Formal Non-basic contains shirts,
trousers and tees.
6. Innerwear Basic products are Vests,
brief's, trunks, boxеrs.
Table no: 2.1.4 Men’s wear.

SIZES AVAILABLE ARE: SHIRTS: 39 TO 44, DENIM: 28 TO 40, REGULAR FIT-30 TO-
40, SLIM FIT-28 TO 38, CASUALS-S TO XXL. Fabric used is cotton, linen.

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FOOTWEAR AND ACCESSORIES:

FOOTWEAR

Department Products

MENS FOOTWEAR: Casual lace up shoes, casual slip on, sandals,

slippers, sports shoes, canvas.
LADIES FOOTWEAR Heel sandals, flat sandals, ballerinas, boots,
slippers, canvas shoes, casual shoes, plastic
molded shoes, bedroom slippers.
LIDS BOYS AND GIRLS Canvas shoes, sandals, shoes, slippers.

Table no: 2.1.5: footwear

SIZES AVAILABLE ARE: WOMEN: 28 TO 41, MENS: 36 to 44, KIDS: 16 TO 26

ACCESSORIES: Max has men's, ladies and kids and home accessories.

MENS ACCESSORIES Sunglasses, caps, belts, wallet, backpacks,

handkerchiefs, bags, socks.
LADIES ACCESSORIEA Sunglasses, caps, belts, wallet, backpacks,
handkerchiefs, bags, jewellery, hair accessories
like clips, rubber hands, hair bands, pouches,
scarves, socks.
KIDS ACCESSORIES Sunglasses, caps, belts, wallet, backpacks.
handkerchiefs bags, jewellery, hair accessories
like clips, rubber bands, hair bunds, lunch box,
pencil box, pouches, kids cushion, toys, water
bottle, sipper, socks.
HOME ACCESSORIES Towels

Table no.: 2.1.6. Accessories.

Prices are: sunglasses starting from Rs.399, Accessories: starting from Rs 199, Wallets: starting
from Ra 099, Handbags: starting from Rs 799

Sizes are: Free size

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2.2. TO GET AN UNDERSTANDING ON HOW VM IS DONE AT THE STORE.

Visual merchandising is one of the most important aspects of retail operations as it attracts,
engages and motivates the customer to make a purchase. The VM at the store changes with
every season. VM is also done for special occasions such as festive seasons, EOSS etc.

• There are 4 seasons at max i.e. spring, summer, autumn and winter season according to
which the VM theme is set. From Feb to April is spring. From April to July is summer.
From July to October is autumn and from September to October is Festive season. From
November to January is winter.
• Each of these seasons has a theme as summer and spring have longer time there are two
hits and therefore two themes. In the month of April-May the theme was Holiyays.
• The head VM sends the planogram as to how the VM of the store should be through
mail. And once it is set the picture of the window display should be sent to the head
office.
• According to the theme the HO will be sending the theme picture and the signages used
for the theme.
• In each season the HO will be sending the picture of the VM guidelines to every store,
according to the season.
• Every season the store will receive 3 planogram. As per that the store is set up.
• Each and every MAX store has to follow the VM guidelines of that particular company.
• But the new arrivals have to be placed according to the VM guidelines.
• The VM who is dressing the mannequins has to check, whether the option which is
displayed has all sizes or not.
• The visual merchandiser will have checklist also where he needs to maintain it as per
the guidelines given by the head office. This checklist that the VM has to check daily.
In this the VM has to check if the store exterior, interior, window display, all 5
departments are set properly according to the guidelines and if the signages are in
displayed properly or not. All props are set according to the planogram.
• The role of VM is not only limited to window display. The segregation of discounted
and non- discounted stock, display of the stock story wise, color blocking, etc. are taken
care by the VM. In the planogram the store also have color chip card which helps to
identify the relevant options from the category and match to the collection options that
helps substitute when the options gets depleted or not available.

26
 • The VM ensures that everything on the floor is as per the planogram. It includes
displays, floor fixtures. signage and mannequin displays. Signage such as product
signage, price signage, signage During EOSS special elements are used for highlighting
the ongoing offer such as drop downs, discount signage, discount tags etc.

2.2.1 CRE's role in VM

• Each CRE's have been given a separate wall to each of them, every morning as soon as
they cume to the store they have to set their wall.
• As soon as the sale is done they do auto- refilling. E.g.: If the customer comes and
selects one kurti from the set, as soon as the sale is done the CRE's there will replace
the stock with the same size and same shirt.
• At the times of closing, CRI's have to set the floor.

Window display plays a highly role in retail:

➢ The design and communication is rolled out by the HO team, and the same is
implemented through various vendors/suppliers under the supervision of regional
VM's.
➢ At MAX window display is to be done as per the color story or theme for the season.
➢ Mannequins to be in prescribed SKU's or category only, as defined in the window
display docket.
➢ The colors have to be considered and the facing of the mannequins should be in a proper
way.
➢ Prices have to be places for all the merchandise that are worn by the mannequin.
➢ Mannequins should be accessorized.

The mannequins which are there near the focal points have to be dressed and ironed neatly.

➢ The lights should be focused on the mannequins.

➢ Windows to be cleaned and free from dust at all times.
➢ The signages have to be placed properly in the window display.

The window display of the store is changed once in a week. And the pictures have to be sent to
the head VM. Also if any changes then it has to be informed.

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SIGNAGE FOR DISPLAY:

For display of signage every time the head office will send the format for how to display the
signage according to this only the store works on it.

The store uses Microsoft access to take printout for signage. The store uses new version that is
21.1 for signage.

1. They need to sign in then it will show a new page.

2. Once you get the new page select the division for which division you required signage.
3. After the selection of division select the products that you want for your signage keep
the pricing points to it then select the report type like in what way you want A5 signage
or A4 signage.
4. Save the records and then print it. This is the process that the store uses to take out the
printout for signage.

KINDS OF SIGNAGES USED:

1. AS signage is used for gondola.

2. A4 signage is used for wall.
3. Dropdowns (EOSS)

Hierarchy for visual merchandising

STORE VISUAL MERCHANDISER

UNIT VISUAL MERCHANDISER

CLUSTER VISUAL MERCHANDISER

EXECUTIVE VISUAL MERCHANDISER

REGIONAL HEAD

HEAD OFFICE

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Chart no.: 2.3: Hierarchy for visual merchandising.

2.2.2 VM ELEMENTS:

Mannequin

It is an artificial model made in the form of a human being used especially to show clothes in
store. There are total 20 mannequins in the store. The store has both standing mannequin, sitting
mannequin. The stare has stage display in kids and men's wear.

Lighting

Store lighting also places a very important role in visual merchandising. If the lighting is not
proper in the store the customer won't prefer to come into the stare if check that all lighting is
working properly in the store. There are two types of lighting in the store that is accent lighting
and ambient lighting. For window display the store uses accent lighting. The cash counter bas
Task lighting.

Props:

At max at every fourth meter of the wall has a prop. The props at max are shoes, scarfs,
handbags, Placing the props has to be done according to the Planogram. Two to three pieces of
shoes scarfs, handbags are placed in the wall. If the scarfs, handbag or shoes are not available
then the VM can select.

Music:

Music is a key, if underrated, element in a store's retail mix: The right music has the potential
to put people in the right mood, define the brand's image, attract customers and increase sales
opportunities and revenue.

Max radio is played all the times in the store. The songs that are played are calm and relaxing.
The songs are played in Hindi, English and Telugu.

Different Zones at Max are:

Zone 1: high level- wherein the products are displayed on the wall.

Zane 2: buy level- where in the merchandise are displayed on browsers, gondolas and rail.
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Zone 3: eye level- wherein the merchandise is kept on double side basic table.

Fixtures that are used at Max are:

• Wood Nesting table,

• Glass nesting table,

• Double sided glass table,

• Gondola,

• Browser- 4.6,

• A- Rail

• Tower with slat walls (used for jewellery)

• Eye wear toner

Types of Arms: (REFER ANNEXURE-728)

• Straight Arms,

• T- arm,

• U-bar,

• Step arm,

• Peg hook,

• Cross bar.

Types of shelves:

• Wooden

• Glass

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2.3. TO GET AN INSIGHT ON CASHIERING PROCESS,

There are 8 billing counter in the store. And each counter has a barcode scanner, 2 EDC
machines, cash till, customer display, fake detector machine, Security tag remover, Security
tag detector. (REFER ANNEXURE-7.3.1). The software that is used for the cashiering process
is "ORPOS", ORPOS is (Oracle point of sale) the software used for cashiering process. It helps
the cashiers to categorize the types of payment, add customers, shows sales report, set up
vouchers, address books, etc.

As soon as the cashier comes he/she has to click E3 for login with user id and password then
click yes. Then enter till id and then enter the float amount which is 2000 i.e. opening cash. At
the end of the day it is given to the head cashier.

Cashiering checklist is maintained by the head cashier wherein he checks if the float amount
has been issued or not and seeing if EDC rolls and POS rolls are available or not and checking
if there are enough carry hags for the day. EDC machine are in good condition. At the end of
the day he chocks if all the amounts are tallied and all system and removing all the hard tags
and pins and all the hangers are sent back.

This has to be signed by the head cushier und by SM and ASM.

The process that is followed for cashering:

1. Greeting the customers: The cashier does the cashiering. The cashier who is doing the
hilling greets the customer by telling “Good morning/afternoon/evening”.

2. Collect the customer's details: The cashier first takes the customer's mobile number
and checks if he/she in a member of the loyalty program. If he/she is not a member, the
customer is asked if they want to become a part of the membership. If yes, the then
caster creates a membership for the customer. The membership page has fields such as
name, contact number, email il, etc. if he/she has a membership, then their loyalty points
are checked for redeeming in the transaction, The cashier informs the customer about
the loyalty points and asks if they want to redeem the points.

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 3. Scan the products: The cashier takes the customer products and scans them for the
billing. The cashier also informs them about the offers running in the store. The cashier
also motivates the customer to buy the add-on goods such as belts, socks, wallets,
handkerchiefs, scarfs, accessories.

4. Enter F6 option which is tender option

5. The customer is asked about the mode of payment they want to pay in
for their purchase.

6. Modes of payment. The modes of payment at Max are cash, card, e-wallets, LMR
points. Credit Notes, EMI (Bajaj Finserv) as the modes of payment. In the meanwhile
the house keeping removes the hard tags from the products and packs them. The
customer is asked about the mode of payment they want to pay in for their purchase.

CASH PAYMENT:

Collect the cash and chick F2 which is for cash and then the till opens.

CARD PAYMENT:

• Collect the card

• Then click F4 which is the credit option
• Then click F3 for offline EDC
• Enter 12 digits in which the last four digits are card number
• Select the EDC's bank
• Then the card is inserted in the EDC and the amount of the transaction is written.
• Then a slip is received and one copy of it is taken and is kept with the cashier and the
other is given. to the customer.
• The cashier has to write the approval code from the slip and then the bill is received
and given to the customer along with the bag.
7. Close the transaction: Once the hill is issued then it is given to the customer along with
the hag. Then the cashier wishes the customer "thank you". The transaction is
completed.

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 At night, when the store closes, the head cashier checks the cash sales, card sales, etc.
And they then manually check the amount and tally it with the system count. The money
is stored in the head cashier's cabin until the next morning. The next morning a person
from bank comes and collects the money while collecting the amount a department
manager has to be present while the money is handed over to that person.

EXCHANGE PROCEDURE

• Once the security brings the bag of exchange, and the customer brings the product
which he wants to exchange then the procedure for exchanging the product is
o Press enter
o Press F2
o Scan the barcode of the bill.
o Scan the barcode of exchange product
o Again click F2
o Mention the reason for returning.
o Enter customer details and the exchange code for 2 times.
o Press F6 i.e. tender option then F4i.e. then the store credit is printed the
customer has to sign in the store credit.
Exchanging a product with a new one
o Enter customer mobile number.
o Sean the new product.
o Then scan the barcode of store credit.
o Left out amount is shown in the screen which has to be paid by the customer.
If exchanging but not buying a new product.
o The store credit is given to the customer which is valid for 90 days.

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 Chapter: 3

MAX Policies and Program

34
3.1. TO KNOW ABOUT THE POLICY AND THE LOYALTY PROGRAM:

Exchange policy at Max is that the customers can exchanged within 30 days. The customer has
to bring the bill along with them. The products should be in good condition. If in case the
customer doesn't have bill then from LMR the records can be checked through customers
Mobile Number.

Once the customer enters the store he/she has to go to the security counter where the security
lady sees the condition first and then a slip is prepared wherein the store code date is written
then the description of product barcode number MRP and number of pieces in written then the
customer name and number is taken and the reason for exchange is written then the invoice
number and invoice date is written then the security who prepared the slip signs and the
customer signs and a department manager's signature is taken.

Then all the products that are to be exchanged are kept in a bag with a tag and are sent to the
cash counter. If the customer wishes to exchange then and there then they can shop or else the
customer can avail the store credit from the cashier which will be valid for 90 days.

3.1.1 POLICIES OF THE ORGANIZATION

Customer service

Return policy:

• To ensure that the return of the purchased items is a smother process, we request our
customer in comply with the following terms.
• Product will be valid within 14days of the purchase date of respective store.
• Bar code should be attached at the time of returning of product.
• In within 14days product quality should like resale.

Policy for the employee:

In max fashion company have many policies to directing and managing the total entire
organization:

• Working hours and weekly offs

• Leave policy
• Compensatory offs
• Salary advance

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 • Punctuality & attendance
• Dress code
• Separation
• Employee gifts
• Employee discounts
• Medical claim policy
• Personal accident policy

The total working hours for all employees in 48 hours per week. The weekly off for the store
employee is one day every week by rotation from Monday to Friday.

• Shifts Per Day: 2 Shifts

• Working Hours: 8 Hours
• Lunch Break: 45 minutes
• Tea Breaks (2): 15 Minutes each

Leave policy:

All Employees in employment at the store level irrespective of the grades are eligible to:

• Casual heave
• Sick leave
• Earned Leave
• Maternity leave

Compensatory offs:

• In case any of the employees had to work on his Weekly Off day National & Paul
Holiday, he will be given a compensatory off on the day convenient ta both the company
and the employee.
• This compensatory Offs cannot be accumulated more than 3 and has to be availed in
the same month or in case of emergency in the following month.
• Compensatory Offs will not be enchased.
• No Leave can be merged with Compensatory offs.

Salary advance:

36
All employees who have completed their specified period of probation and are on the
permanent rolls of the organization are eligible for salary advance.

In case of emergencies, the employees can be paid salary advance up to a maximum of 75% of
their last drawn net salary (take home pay) and the same will be recovered from their salary
within the next two months from which the advance is taken. Employees must fill in the salary
advance requisition form [available with ASM/SM The salary advance form has to be approved
by the immediate superior and by the concerned Store Manager, then should be forwarded to
the H. R. dept for processing at least a day ahead of the actual requirement.

Punctuality & attendance:

Attendance has to be marked through Access Control Curd and the muster roll Repeated late
attendance and absence from work would be considered unsatisfactory performance.
Continuous absenteeism for more than 10 days without prior approval or information would be
considered as voluntary resignation from the organization.

Dress code:

All the employees are expected to be formally dressed (R5 & below who are given uniforms
are to be in the same)

Separation:

An employee who wishes to resign from service may do so through a letter of resignation to
the Store Manager. The letter of resignation must be dated and should cite reasons for the
resignation and desired effective date of resignation. The employee should give the
organization the notice period or salary in lieu of notice as applicable to then grade given below:

• M1: 2 Month or 2 Month Gross Salary in lieu

• R5 & R6: I Month or 1 Month Gross Salary in lieu
• R1 -R4: During Probation 15 Days or 15 Days Gross Salary in lieu/ On Confirmation
1 Month or 1 Month Gross Salary in lieu
• The services of an employee shall be terminated by the Organization with immediate
effect on grounds of violation organization's code of conduct in which case no notice
or salary in lieu of notice shall be given.

Employee gifts:

37
When a confirmed employee is getting married or is blessed with a child, he/she will be
presented a gift worth Rs. 500/- by the company.

Mode of Operation:

Keep the HR informed about your upcoming marriage at least a week ahead and the arrival of
the new tiny entrant in your family within a week

3.2 LOYALTY PROGRAM

Landmark Rewards Program is a rewards and benefits program of the Landmark Group in India
aimed at providing loyalty benefits to all customers. Customers can enrol voluntarily for the
Landmark Rewards program by sharing their mobile number at the store or online, Subject to
certain restrictions on earning and spending loyalty points at certain stores as mentioned herein,
Landmark Rewards Program covers all the participating stores and brands of the Landmark
Group in India which includes Lifestyle, Max Fashion, Home Centre, Melange, Krispy Kreme,
Splash, Spur & Fun City.

The Landmark Rewards membership is voluntary, valid for a lifetime and is non-transferable.
As a pre- condition to becoming a member, a customer will be required to provide mandatory
information including Full name, valid & active Indian mobile number, fill-up and sign
prescribed forms and adhere to such terms and conditions as may be prescribed for membership
from time to time. The Landmark Rewards membership will be issued solely at the discretion
of the management and the final discretion on all matters relating to the membership shall rest
with the group companies of the Landmark Group.

Earning loyalty points:

The mobile number of the members is the primary identification for earming loyalty point upon
purchase. Members need to quote their registered mobile number at the participating stores
during billing to earn loyalty points. Member's signature is subject to verification at the time
of purchase or redemption.

The number of loyalty points earned by a member is based on the tier category into which
he/she falls into. A customer will be classified as a gold or platinum member based on the
spends by the member mentioned against the tier below and terms and conditions mentioned
herein:

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 TIER ANNUAL SPENDS (IN RUPEES)

Gold Up to Rs.64999/-

Platinum Rs. 65000/- and more

Table no. 3.1 Earning loyalty points

All newly enrolled members will be categorised under gold category upon enrolment.

After enrolment, the member will be upgraded to platinum category if during the period of 12
months after enrolment the member spends (invoice amount less taxes and statutory levies)
falls within the threshold of platinum tier category as mentioned m the table above.

If during the period of 12 months after enrolment or after last upgrade, a member does not
make requisite spends (invoice amount less taxes and statutory levies) required for him/her to
maintain the existing tier category, the member will be moved to the gold tier.

For every spend (invoice amount less taxes and statutory levies) of Rs 200/-, loyalty points will
be awarded to a member as per the below table for shopping with the respective brands based
on the tier category to which the customer belongs:

Benefits given to the customers are:

BENEFITS GOLD PLATINUM

Points for every Rs. 200 spent 2 2

Birthday bonus points - 300

Exclusive store promotion • •

End of season sale previews • •

Out of store oers • •

Table 3.2.: Benefits given to the customers

Loyalty points will be earned on the purchase value excluding taxes and statutory levies.

39
The credit of loyalty points against purchases made at Landmark Group Stores will take at least
3 days to reflect in the member's account. For online purchases made at Lifestyle Stores.com
and Maxfashion.com, the credit of Loyalty Points will take place after 21 days of the purchase.
The group companies of the Landmark Group shall not be responsible for any delay in having
the loyalty points credited into the member's account.

The loyalty points earned would be valid for 12 months from the date of credit of points. If not
spent within 12 months from the date of credit of points, such loyalty points will automatically
lapse and will not be re- credited in any event.

Spending loyalty points:

The loyalty points earned by a member can be spent towards purchase of products in any of
the participating stores of the Landmark Group subject to the terms and conditons mentioned
herein. Landmark Rewards loyalty points cannot be spent for cash. Presently, loyalty points
can be spent real time at the cash counter only at Lifestyle, Home Centre, Max, Splash,
Melange, and Krispy Kreme, Fun City, and SPAR stores.

The member should have accumulated a minimum of 166 points for spending. The value of 1
point is Rs.0.60. A member will be required to spend a minimum of 166 points (Rs. 100) during
any transaction. Once the transaction is completed, the loyalty points in a member's account
will he reduced to the extent of the Points spent. If there is any shortfall in payment under an
invoice after spending the loyalty points, the member shall pay such amounts separately.

3.3 TO UNDERSTAND THE PROCESS OF INVENTORY MANAGEMENT

Inventory management supervises the flow of goods from manufacturers to warehouses and
from these facilities to point of sale. A key function of inventory management is to keep a
detailed record of each new or returned product as it enters or leaves a warehouse or point of
sale. The inventory manager takes care of all these.

Inventory at max comes from 3 places i.e. inter store, Distribution center which is the
warehouse and vendor i.e. supplier.

The software that is used is SIM which is Store Inventory Management.

40
Inventory checklist: here the inventory manager checks the daily activities of the store and
checking the exchanges, deleted, suspended, cancelled and damages are sent on time to the
vendor or the warehouse. Checking if the stock inward and outward process is smoothly done
or not.

At max there are 2 types of inwards that are received and those are:

1. from warehouse to the store

2. Consolidation

PROCESS OF INWARD OF THE STOCK FROM WAREHOUSE TO STORE:

Stock is received daily from Monday to Saturday between 1:00 pm to 2:00 pm. The stock
should be received by the inventory management, any one department manager and one
security guard and the housekeeping staff. In the absence of inventory manager, store manager
or assistant store manager should be present. The driver of the truck has two copies of the
documents with him, one he keeps for himself and one he gives to the inventory manager. The
documents are:

• STN (stock transfer note) contains from address to address, Document no., document
date, LR no., LR date, transporter name, no of cartons, container id, group, departments,
Brand, quantity, cost value, MRP value.
• CCS (carton control slip) (loading sheet) has container id, department, box no., store
id.
• Carton box control sheet: In this how many homes are there are ticked.
• E- Way bill (2copies)
• LR (lorry receipt) has sender address, receiver address, no of packages, types of
packages, docket no., docket charges, Declared value of cargo, Security signature,
consignee stamp.
• Asset transfer form

As soon as the inventory manager receives the documents we checks the seal number on the
seal of the truck's lock and checks if it matches with the seal number on the STN. Once the seal
matches the dover breaks the seal. Then every carton is weighed and the weight is noted down

41
in the CCS, Cartons are weighed to avoid any variance or shrinkage. Once all the stock is
weighed all the cartons are send to the back office for inward.

The stock inward is done using a PDT (portable data terminal)

1. Open wave link studio app in PDT then open SIM1 file and then enter the user id and
password. Enter the user id and password, it shows various options:
i. Shipping/receiving- this is used when the merchandise is received from
warehouse or vendor and is shipped to different stores.
ii. Lookups
iii. Stock counts- this is perpetual inventory.
iv. Logouts- this is for logging out of the software.
2. For receiving of stock we have to select shipping/receiving option. So we have to click
1. Then again it shows few options:
i. Direct delivery - these are when the inventory is directly delivered to the store.
this is used for brands like Peter England, Bassim, etc.
ii. Warehouse delivery these are when the products are sent from the distribution
center. This is used for max products.
iii. Warehouse quick receive
iv. Transfer scan- that is store to store transfer
v. Return scan- these are the products that have to be returned to the warehouse or
vendor.
vi. Receive transfer
3. As we are receiving it from warehouse we have to select warehouse delivery option. So
click on the option. Now start scanning.
4. First scan the barcode of the container id. We get 2 options: 1. Receive container, 2.
Receive all, click on the 1st option.
5. Again 3 options will be shown: 1. Receive case level; 2. Receive damages, 3 Receive
container. Then select the first option.
6. Then scan all the items in the carton.
7. Once all the items are scanned press enter, then press escapes, it will show the expected
quantity and the scanned or received quantity, if both tallies, press escape and save the
delivery.

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If the received and scanned quantity doesn't match then physical count has to be done. Even
after the counting it is less then a mail is sent with a photo of container and weight.

If any miss matches are there then

If the product doesn't have a barcode then the style code is written and sent to the Regional
Office through mail and RO sends the printed barcodes to the store.

CONSOLIDATION:

Documents that are needed are: 1. STN: Stock Transfer Note

This is when the products are sent from different store. Only one PDT can be used here. Here
the products which are slow moving in one store but are sold better in other stores then the
products are sent to the other stores.

The process for consolidation stock is that same as normal inventory the only change in the
process in that instead of checking on warehouse delivery click on option 4 i.e., Transfer scan.

VENDOR INVENTORY:

Documents that are needed are: 1. Tax Invoice.

Here the regional office requests the purchase order to the vendor and then the vendor sends
the products to the store.

The same process will be followed except here instead of clicking on 2 which is warehouse
delivery the 1 option which is direct delivery has to be clicked.

OUTWARD PROCESS:

Outward can to the warehouse, to the vendor and to the other shares.

Outward to warehouse is for hand tags, damaged products, and empty crates, and merchandise.

For outward of empty crates and hard tags:

A non-returnable Gate pass is a slip is prepared by the security wherein the store code, to
address, date, vehicle number and time at which it is sent, then the description and how many
boxes and quantity as written. This slip is signed by the inventory manager, security guard and
the driver.

For outward of damaged products: once the customer brings in the damage product.

43
Then the security checks and sees the date of the bill and then accordingly there is a damage
slip which is written wherein the department, item, brand, date, place of damage, type of
damage and action taken for it and is signed by security person and the customer. before 20th
of the month the department manager has to send in all the details of damages in a proper
format given to them and those will be sent to the quality control department and then
accordingly it will be sent back to the vendor.

For outward of merchandise:

• The merchandise controller from the Regional Office sends a RMS number (retail
merchandising system) in which all the details of the products (barcode, quantity, etc.)
to be send will be mentioned.
• Once the stare receives the details, it has to scan the items that are supposed to outward
and pack them and send it in the same truck from which they receive stock.

For scanning the stock, in PDT

• Open wave link studio app then

• Open SIM file and then login using the user id and password.
• Enter the password, it shows 4 option from which select 1st option i.e. Shipping and
receiving option. Then it shows 6 option from which we have to choose transfer scan
option if we have to send it to different store.
• If we have to send it to warehouse or to the vendor we have to select return scan option.

3.3.1 THE ALTERATION PROCESS:

Alteration at Max is done for altering the trousers pants and for kurtis and tops and is done after
1pm and based on the products the time is given by the tailor.

Once the customer has completed the hilling and wants to alter his/her product then he/she has
to go to the security.

There a slip wherein date, date of delivery, customer name and address mobile number, invoice
number, invoice date, barcode number, brand, description quantity, customer signature, security
signature. The bigger slip is stapled with the hill and given to the tailor along with the product
and the tailor take the measurements and tells the customer the time taken for the completion
of the alteration. And the small part is given to the customer so when they come to take their
altered product they have to show it to the security and collect their product.

44
The customer is told that the altered product cannot be returned beforehand only. And within 7
days customer can take their product.

3.4 TO UNDERSTAND THE SOP'S AND ITS IMPORTANCE

STORE CLOSING AND OPENING:

The people who are authorized to open close the store are department manager/SM/ ASM.
There are 2 set of keys that are there at the store. One is with the opening department
manager/ASM/SM. And the other is with the closing department manager/SM/ASM.

STORE CLOSING:

• At the end of the day once the stere closes the merchandise has to be kept in a
presentable manner.
• All the cash tills are closed.
• Then daily sales report has to be sent to the ARM.
• Hend cashier/sensor cashier checks if there is any shrinkage us the amount and is tallied.
• Once all of this is done then the security along with the department manager sticks the
seal to the cashier's cabin, VM room, store manager cabin, server room, and security
tag remover and in that seal there is date and signatures of security and the department
manager.
• Then all the lights, AC, sensormatics, music is closed.
• Then the store closing checklist is checked then the mam door is locked and a seal is
stuck on it.
• And the keys are with the department manager.

STORE OPENING:

Once the opening department manager and the security comes they check the seal and the date
in it then if it is correct then they switch on all the lights, AC, sensormatics.

• Then the housekeeping cleans the entire store before the store opens.
• The merchandise has to be kept in a presentable manner cashier has to issue the float
amount by 10:30.
• Then the checklist has to check before the stove is open for the customers.

45
CHECKLIST: There are different checklists for different department like inventory checklist,
VM checklist, cashiering checklist, department manager checklist and grooming standards.
These checklist are checked to check if everything is done in systematic manner or not.

Department manager checklist here the department manager chocks if his department is ready
or not and sees if staff is present on time or not and if the products are displayed according to
the planogram and briefing the Customer Relation Executives on the present day sales target
and motivating them.

Grooming standards checklist: Here the department manager checks if the CRE'S are following
the grooming standards or not. This has to be checked every day.

SOP'S:

Wooqer in software wherein the SM/ASM has to check all the details. In this the date wall he
set and accordingly SM/ASM has to check all the details. And this has to be done after the 2nd
briefing. In this every day SM/ASM has to check according to the specific day.

Like Monday they have to check hygiene of the store and pictures have to be uploaded in this
app.

Tuesday is for analysis: here the department manager along with SM & ASM analyzes what
mistakes or if there are any changes that can be made.

Wednesday is for review here they PRAP (performance review and action plan) which is they
review the last weeks targets and see what went wrong and prepare the action plan for the next
week.

Thursday is processing like WBC and cashiering processes a file is prepared and uploaded.

Friday is get set: here the store should be ready for the weekend the stock should be neatly
maintained and options are.

This also checks if all the departments are set according to the planogram or not and also checks
the floor is ready for the day or not and the maintenance of the store. All of this has to be
uploaded every day which can be seen by the Regional Office.

3.5 TO UNDERSTAND THE SALES PROCESS AT MAX AND TO KNOW THE

CRITERIA FOR STAR OF THE MONTH

46
The sales process that is followed at Max is MGD which is meet, greet and direct.

M-MEET- Meeting the customer-As soon as the customer enters meeting them.

G-GREET- This includes verbal and non-verbal communication wishing the customer and
asking the customer needs with smile and eye contact.

D-DIRECT- understanding customer needs and directing them in fulfilling their needs and
suggesting them till the billing is completed.

THE PARAMETERS FOR STAR OF THE MONTH:

Based on few parameters the CRE's are given incentives monthly for that the CRE have to
follow MGD properly and have to follow grooming standards and should be punctual and
provide value to the customers.

• How many 3001 to 5000 bills are made and the number of 5001 to 7000 bills are made
then number of 7001 to 9000 bills made and number of 90001 and above bills are made.
• Punctuality of the employees where in a register is maintained where the entry time
along with the signature is taken. As well as everyday biometrics have to be given as
soon as they enter the store.
• Cheque leaf
• Attendance: A register is maintained where in attendance is taken in a register where
the entry time along with the signature is taken. As well as everyday biometrics have to
be given as soon as they enter the store.
• Value certificate: How are CRE's handling the customers and how they add value to
customers.

Based on these parameters points are given and then the incentives are given to the CRE.

3.6 TO GET AN OVERVIEW OF EVENTS AND OFFERS THAT TOOK PLACE

AT MAX.

MAX KIDS FESTIVAL:

A form was given to the customers wherein they had to fill the details and then on mother's
day their children had a competition of block building wherein the children had to create 2
different blocks and show it and then they got certificate for participating in this and they got

47
a coupon wherein they get a discount in kids wear department which was valid only for that
one day.

RAMZAN EVENT:

On the occasion of ramzan there was a lady who was appointed to apply mehandi ta the lady
customers on the occasion of ramzan. This was a three day event on the last weekend of
Ramzan. Here the customer details were also taken like these name and mobile number.

OFFERS AT MAX:

Avengers’ kit this was came when the avengers' end game release. Here if the customer shops
for Rs 1999 they would get avengers kit just for Rs 99 only. This kit has a pencil box, water
bottle, tiffin box and an exam pad in it.

Ramzan offer:

This offer was release one month before Ramzan. here if the customer shops for Rs. 3999 in a
single bill then they can take a kadai with lid just for rs. 99 only and if they shop for Rs. 6999
then they can get a kadai set just for Rs. 199 from home centre.

TO GET AN UNDERSTANDING ON THE ONLINE PORTAL, CLICK & COLLECT.

Click & Collect is a free service which allows you to shop and pay on our site, select a
participating Max store in the patna and collect your product at your convenience.

Click & Collect is free from your chosen store.

How to use Click & Collect

It's easy! All it takes is a few quick steps

1. Shop your products online.

Browse on the products at MaxFashion.com and add them to the basket.

2. Choose the shipping method.

The customer has two options either he/she can click and collect or can directly get the product
delivered at home.

3. Select a store

48
Choose from the list or use the map view to selecting the store accordingly which is convenient
for the customer to collect from.

4. Pay for the order.

Reviewing the order, make the payment and proceed to the confirmation page by clicking on
'Place Your Order’

5. Collect the order.

They will send the customer an email and SMS when the order is ready.

Requirements to bring while collecting the order:

The customer has to bring either the SMS that they receive or entail confirmation. This can
either be printed or on their smart phone or tablet.

The store also checks some form of identification to make sure that the product that they are
giving is to the right person.

This needs to be either:

- Valid Aadhar Card or Pan Card.

- Vald driver's license or passport featuring a current photograph.

Time of delivery:

Orders placed before 1:00 PM from Monday to Saturday can be collected from your chosen
pick-up store in 1-4 business days after 4:00 AM. The exact number of days it will take to arrive
at your pick-up store will depend on its location.

Returning a Click & Collect under. Customers can return their products in three easy ways.

Request a return online:

• Go to Order History in My Account, select the products that the customer wants to
return and place a return request.
• Pack and seal the products and hand then over to the courier partner along with the
invoice. They'll give you an acknowledgement receipt.
• The store will check your returns and credit refund to the customer's card, bank account
or wallet.

49
Return to Store:

• Wrap the products in their original shipping packaging and bring them along with the
invoice to any Max store.
• Hand over your return-an authorised staff member will take your package.
• After we check your returns, we'll process your refund. You'll receive a refund. You'll
receive a refund to your card, hank account or wallet, depending on your payment
method. You can also opt for a Credit Note.

Call for a pick-up

• Call customer care at 1800-123-1444 to schedule a pick-up time and location.

• Pack and seal to the products and hand them over to the courier partner along with the
invoice. They'll give you an acknowledgement receipt.
• They'll check customer return, and credit the refund to customer's card, bank account
or wallet.

All warranty cards mast he included while returning the products.

3.7 HR PRACTICES
‘Leading with Respect’ is the way people at Landmark Group put Company Values into action.
By leading with respect, we create an environment where people feel free to offer suggestions
and contribute ideas to be part of the organization’s success. Leading with respect creates an
environment where people genuinely care about each other and work well together to reach
their full potential. The ‘Leading with Respect’ principles are:
Communicate:
Express ideas clearly and simply, listen to others; create an environment where people are
comfortable expressing their thoughts; promote timely and ongoing flow of information to and
from others.
Give and seek feedback:
Develop people at Landmark Group by giving and seeking constructive, specific feedback, by
providing direction and helping people stay on track and motivating positive changes and
inspiring exceptional work.
Value unique contributions:

50
Value and recognize the contributions and good work of others; respect individuality; involve
others when making decisions and establishing priorities. Valuing people for their individual
differences is the key to building and sustaining success in business now and in the future.
Promote teamwork:
Create a commitment to common goals; resolve conflicts in a positive way and build a culture
of camaraderie.
Set an example:
Set a positive example for conducting business in an ethical manner, for managing your
personal behaviour and for creating a pleasant and balanced work environment.

ABOUT THE CODE OF CONDUCT

Landmark Group’s Code of Conduct serves as a guide for our daily business interactions,
reacting our standard for appropriate behaviour and our corporate values. The Code clearly
conveys to each of us that the manner in which we achieve our business results matters just as
much as achieving them. Most importantly, each employee is responsible for demonstrating
integrity and leadership by complying with the provisions of the Code of Conduct, Standard
Operating Procedures, Company policies and all applicable laws. By fully including ethics and
integrity in our ongoing business relationships and decision-making, we demonstrate a
commitment to a culture that promotes the highest ethical standards.
Complying with the Code is easiest to ensure by using good judgment and seeking guidance
when questions arise. Each of us is responsible for our decision-making and for our compliance
with the Code. If you are uncertain, before you proceed with a specific action, ask yourself the
following:
• Am I authorized to do this?
• Am I setting the right example for others to follow?
• Is the action legal and the right thing to do?
• Is the action consistent with Landmark Group’s Values, Leading with Respect
principles, the Code of Conduct, the Company’s Standard Operating Procedures and
other policies?
• Would I be proud to report this action to someone I respect?
• Will the action further enhance Landmark Group’s reputation as an ethical Company?
• Am I demonstrating the highest ethical standards?

51
If the answer to any of these questions is NO or if you have any questions or concerns about
interpreting or applying the Code of Conduct or any related Landmark Group standards,
policies or procedures, you should discuss the situation with your Reporting Manager,
Supervisor or Human Resources representative. No adverse action will be taken against anyone
for complaining about, reporting, participating or assisting in the investigation of a suspected
violation of the Code of Conduct, unless the allegation made or information provided is found
to be intentionally false. To the maximum extent possible, the company will maintain the
confidentiality of all complaints. The Code is available on our online portal “connect”.
Landmark Group requires that its people, read, understand and comply with the Code.
However, compliance does not just happen. It requires a commitment from each of us.

52
 Chapter- 4

1.1. Mission, Vision and Values

1.2. SWOT analysis of company
1.3. PESTLE analysis of company

53
 1.1. MISSION, VISION AND VALUES

MISSION
• Carefully listen
• Constantly adapt
• Always deliver
• Be a market leader in the field of value retailing.
• Provide fashionable products at affordable prices
• Be innovative, cost effective and globally competitive.
• Exceed our customer’s expectation.
• Provide opportunities of growth of our employees.

VISION
• To be among the top three retail players in three of the fastest growing retail markets in
the world (Middle, East, India and China)

CORE VALUE
• Constant focus and development on the products & value offered.
• Continuous improvement of the customer’s shopping experience.
• Commitment towards staff training & development.
• Encouraging open work culture.

MILE STONES OF MAX

IN YEAR 06-07 MAX started and in that year the sale was 27cr and from then to now in year
21-22 the sales are estimated to be US$ 46.1 million.

• 8.5 million sq. ft. (retail space) across 20 countries

• 35% CAGR year on year
• 400+ store in India across 176 cities
• Loyal customer base of over 33 million

54
COMPARISON OF THE COMPETITIORS
Store Pantaloons Westside Max Globus Shoppers
Name Stop
Format Multibr and Multibr and Multibr and Multibr and Multibr and
Type (Aditya Birla (Tata group) (Landmark (R Rahega) (K Rahega)
Group) group
Positioning Family Store Style and Value Iconic youth Premium
affordability pricing fashion brands
retailer brand retailer for
entire
family

Categories Apparels and Apparels, Apparels, Premium

accessories for footwear, footwear and brands for
entire family accessories and accessories entire
home decor for entire family range
family
Average 500-1000 1000-2000 500-750 500-750 1000-2000
Footfall
Material Polyester, Polyester, Polyester, Polyester, Polyester,
Used polyviscose, polyviscose, polyviscose, polyviscose, polyviscose,
gorget. gorget cotton,lycra gorget gorget.
Brands Bare Denim, Westport, Id, lee, Bossini, F21 jeans, Aditya Birla
Available Umm, Agile, Wrangler, etc Max-private globus, brands,
Honey, Akkriti, label, JP, spykar etc Stop, Crocs,
Anna Belle etc Peter Red Tape
England, etc and
premium
international
brands

55
4.1 SWOT ANALYSIS OF COMPANY

SWOT analysis (alternatively SWOT matrix) is an acronym for strengths, weaknesses,

opportunities, and threats—and is a structured planning method that evaluates those four
elements of a project or business venture. A SWOT analysis can be carried out for a company,
product, place, industry, or person.

STRENGTHS

➢ Value for money

➢ Wide varieties under a single roof
➢ Easy return policies
➢ Large number of loyal customers

WEAKNESSES

➢ Customer Service
➢ Store operations
➢ Advertising and lack of promotional offers

OPPORTUNITIES
➢ Untapped urban and rural population
➢ Strategic alliances and e-commerce mergers.
➢ Better loyalty programs can be introduced

THREATS
➢ Competitors in multi brand outlets
➢ Quality parameters.

4.2 PESTEL FRAMEWORK ANALYSIS OF COMPANY

A PEST (Political, Economic, Social and Technological) analysis is a major part of the
environmental scanning section of strategic management and it is used by companies during
market research and strategic analysis. Using a PEST analysis helps a business to understand

56
various macro environmental factors that they need to take into consideration when
determining the decline or growth of a particular market.

Political (Legal) Aspects:

An Industry will not be able to gain success, good reputation and trust if it will not consider
legal and political sector as part of their strategy. Political and legal sectors include the needs
of the company to follow the given policies and regulations of the government in order to be
considered as legal and authorized business company. In this manner, industry should be able
to consider political and legal aspects so as to show that they value the policies and regulations
of the government in any of the business operations.
• Tax policy
• Employment laws
• Political stability
• Environmental regulations
• Trade and tariff restrictions

Economic Aspects:
It is important that apparel must also give enough attention to its economic stability. The
economic goal of a certain industry is like an axis in which other objectives or goals are
revolving. The economic factor involves the context in which an industry belongs, i.e. the
configuration of the competition in which a company operates the active demand of the
products, general economic condition of the nation or region, conditions in relation with other
industries, and the situation of the resource markets.
• Economic stability
• Economic growth
• Interest rates
• Inflation rates
• Exchange rates

Socio-cultural Aspects:

Society and culture is an important factor that must be given emphasis by any business,
specifically those who are operating in the global arena. It is important that the company must

57
operate in compliance with the social systems in order to gain good reputation and effective
public image. On the other hand, cultural aspects is equally essential, in order to understand
the various needs of different individuals that belongs to different cultures.

• Population growth rate

• Age distribution
• Career attitudes
• Consumer behaviour
• Religion and culture itself

Technological Aspects:
The complexities of achieving business success through increased efficiency, effectiveness and
competitiveness, combined with innovative applications of modern technology, has heightened
the awareness of both technology and business managers towards more strategically oriented
approaches for planning and management of any industry. Hence, it is important that industry
must be able to give consideration to the technological aspects.
• Distribution and communication channels
• Technology incentives
• Automation
• Rate of technological change
• Environmental and ecological aspect
• Barriers to entry
• Production level decisions
• Outsourcing

58
 Chapter- 5
Learning and Findings

59
5.1 LEARNING OUTCOMES
➢ Being a learner my task was not easy at all. I had responsibility to help retailers to
manage inventory management and to put the data of products. During my training
tenure, I skilled myself as part of retail management team who can support team and
increase the sales.

Task-1: visual merchandising of each department.

➢ Visual merchandising is one of the most important aspect of retail operations as the
display of the store most important in maximizing daily sales.
➢ The activity and profession of developing the floor plans and three-dimensional display
in order to maximize sales. Both goods and services can be displayed to highlight
features and benefits.
➢ The purpose of such visual merchandising is to attract, engage, and motivate the
customer toward making a purpose.

USE OF VISUAL MERCHANDISING:

➢ Visual merchandise is the presentation of a store and its merchandise in such a manner
that will attract attention of potential customers.
➢ visual merchandising consists of mainly two techniques; interior and exterior displays,
also known as in-store design and window displays.

Interior displays:

➢ In-store visual merchandising can be used to capture the attention of consumers while
they are in the store, which essential in buying decision- making process.
➢ To capture the attention of customer the retailer must consider the customers needs
during this process.

Store layout:

➢ The layout of store is a significant factor for the maintenance of a thriving business,
which can help advance sales and profitability.

60
Task-2: daily checklist work

The first task which was carried out to learn about retail operations was to carry out the daily
checklist work of the store.

It has list of points covering all the aspects of the store.

It has to be filled by the senior CRE’s and the department managers daily under the supervision
of the store manager.

These were the points mentioned in the daily checklist MAX retail:-

➢ Is the floor set-up as per the department approved layout plane.

➢ Are all the fixture correctly aligned, evenly spaced and in perfect working order.

➢ Are all the fixtures and acrylic clean and dust free with correct signage?

➢ Is the fitting room cleaned and cleared as per ROTA for the day assigned.

➢ Are all the staff present as per the roster and on time for shift.

➢ Are staff well groom and in correct uniforms and name with badges worn.

➢ Has the team briefing been held- morning and noon.

➢ Any staffs absent without information/sick leaves.

➢ Are all stock displayed as per planogram.

➢ Are all fixture fix and with correct signage.

➢ Have all stocks gaps been identified and stocks been replenished.

➢ Have all stocks been security tagged.

➢ Have all new season options been noted and displayed as per POG guidelines.

➢ Have all consolidation been done and properly kept for dispatch.

➢ Are damages been kept separately?

➢ Stock in the back store is kept by groups and departments.

MAX has a very good policy of FIND YOUR SIZE which is for those customers who does not
get their desired size in the showroom.

61
 Thus it is the key responsibility areas of each and every CRE to note down their details so that
they can be informed if their sizes are available in the near future.

The details to be filled up by the CRE’s areas:

Date Style Size Colours Customers Mobile No. Action Taken Staff
Name Sign.

06/12/23 SSW00115 L BLACK ALEX 9987645685 INFORMED

Some of the problems and their necessary action taken in the store were:

Problem 1: store temperature was very cold. Difficult to shop.

Action taken: talking to the mall manager to decrease the AC as the store temperature is
regulated by the mall management.

Problem 2: customer service is not good.

Action taken: Briefing the customer relation executives to greet each and every customers and
look to attend each of them properly.

Problem 3: promotional offers are of no use.

Action taken: as the process note i.e. the note which is circulated by the regional office
containing the details about the offer is not in the hand of store management the only thing
which can be done was to give the feedback to the top management to introduce more lucrative
offers in the future if possible.

Problem area identification

The major areas of concern for max retail are:

• How to increase the customer satisfaction level by assisting each and every customers?
• How to effectively manage the daily store operation?
• How to make the display of the store attractive and appealing to the customers?
• What strategies should be implemented to fulfill the manpower gaps?

62
 • What criteria should be taken to distribute the workload equally among the
salespersons?
• What should be done in order to reduce the attrition rate i.e. employee turnover?

5.2 FINDINGS

1. Fifty six percentage of dealers deal with MAX FASHION. Most of the dealers deals

with MAX fashion also and are ready to provide service to the company in the future

also.

2. Most of the respondents are of the opinion that are competitiveness of MAX fashion

product is very good and this attracts them to deal more products.

3. Majority of respondents are of the impression and there is a reasonable price for the

product of MAX fashion.

4. Quality and goodwill are special features considered by the respondents to purchase or

select the MAX products.

5. Most of the dealers have an opinion that durability and technology used by max fashion.

6. Majority of the dealers have an opinion that durability and technology used by max

fashion are very good.

7. Eighty four percentage of dealers says that increasing number of distribution channel

is helpful to increase the marketing of products. But at the same time there is a need of

improving the performance of distribution channel.

8. Majority of dealers says that there is product process system.

9. Most of the dealers have an opinion that the company make potential measure like

advertisement for their products.

10. The respondents have a good opinion about the guarantee and warranty provided by the

company.

63
11. Star fitting are the best sellers and are highly preferred by customers.

12. The respondents have a very good brand loyalty toward max fashion products.

13. Most of the respondents are satisfied in the availability of the products.

14. Majority of the respondents have an opinion that the external appearance of the products

should be improved.

15. Eighty four percentages of respondents have an opinion that the company maintains

better customer relationship.

64
Data Analysis and Interpretation

65
Data Analysis and interpretation

Data analysis is done only after editing, coding, classification and tabulation of data. After
making the process, the data become meaning information.

Respondents Patna

Consumer 100

Total 100

1. Age of the Respondents

Age No. of Respondents Percentage

18-25 30 30%
26-35 45 45%
36-45 18 18%
46-55 2 2%
Above 55 5 5
Total 100 100%

GRAPH-1

50%
45%
40%
35%
30%
25%
45%
20%
15% 30%
10% 18%
5%
5%
0% 2%
18-25 26-35 36-45 46-55 over55

It is clear from the table and graph that majority of the respondents (55%) belong to the age
group of 26 to 35. We can also find that there were negligable respondents who are above 46
years and none of the respondents are over 55 years.

66
2. Gender of the Respondents

Gender No of respondents Percentage

Male 24 24%
Female 76 76%
Total 100 100%

The above table shows that 64 per cent of the respondent are men and 36 per cent of the
respondent are female.

GRAPH-2

percentage of the respondent

according to age group

36%

male
64%
female

3. Table representing occupation of the respondents

Occupation No of respondents Percentage

Student 15 15%
Employees 28 28%
Business 37 37%
Professional 20 20%
Total 100 100%

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 GRAPH-3

Most of the respondents approached are employees and business.

4. Monthly income of the respondents

Income No of respondents Percentage

Less than 10,000 16 16%
10,000-20,000 28 28%
20,000-30,000 24 24%
30,000-40,000 33 33%
Total 100 100%

GRAPH-4

40%
monthly income

30%

20%

10%

0%
>10,000 10,000-20,000 20,000-30,000 30,000-40,000

Most of the respondents approached are 30000-40000.

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5. Discount offered is beneficial to the respondents

No. of respondents percentage

YES 96 96%
NO 4 4%
TOTAL 100 100%

Discount offered is Beneficial

4%

Yes
No
96%

Most of the respondents approached are yes.

6. Brand consciousness of the respondents

No of respondents Percentage
YES 96 96%
NO 4 4%
TOTAL 100 100%

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 GRAPH-6

Brand conscious
150%
96%
100%

50%
4%
0%
YES NO

Most of the respondents approached are yes.

7. People source of shopping of the respondents

No of respondents Percentage
Shopping mall 56 56%
Retail shop 32 32%
Online shopping 4 4%
Others 8 8%
Total 100 100%

GRAPH-7

People source of shopping

60%

50%

40%

30%

20%

10%

0%
shopping mall retail shop online shopping others

Most of the respondents approached are shopping mall.

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8. Reason to shop at max store of the respondent
No. of Respondents Percentage
Quality 32 32%
Price 48 48%
Collection 16 16%
Others 4 4%
Total 100 100%

GRAPH-8
60%
48%
50%
40% 32%
30%
20% 16%

10% 4%
0%
quality price collection others

Most of the respondents approached are price.

9. The Respondents frequency of the visit

No of respondents percentage
Monthly 36 36%
Quarterly 44 44%
Half yearly 16 16%
Yearly 4 4%
total 100 100%

GRAPH-9
4%

16% 36%

44%

71
Most of the respondents approached are quarterly.
10. Satisfaction towards the max fashion brand of the respondents.
S.NO factors No. of Likert scale Total
respondents value(x)
1 Highly satisfied 20 5 100
2 Satisfied 32 4 128
3 Neutral 29 3 87
4 Dissatisfied 8 2 16
5 Highly dissatisfied 11 1 11
Total 100 342

Likert value FX/ No. of respondents

=342/100
=3.42
Interpretation
Table shows that the level of satisfaction show likert scale value is 3.42 which is greater than
the mid value (3)
Hence the customer is highly satisfied by the price.

72
Conclusion & suggestion

73
 SUGGESTIONS

In order to maintain and increase the sale in the city of bihar, the following recommendations
regarding max fashion: particularly regarding customer satisfaction, awareness, distribution,
availability of products, etc, are suggested:

• Make people aware about the importance and presence of high percentage design

garments at max fashion compared to other brands.

• There is no need to improve the performance of distribution channel, hence reach the

max fashion product in the hand of the customer remote area.

• Provide the more and more promotional and beneficial schemes to attract dealer and

other соnsumers.

• The mail issues were business loss due to out-of-stock products, inconsistencies in

product availability and inventory lead to a significant loss of sales for retailers.

• Brick & Mortar retail stores have low conversion rates of 18-30% due to inventory

shortage, unavailability of sizes and colors.

74
 CONCLUSION

The study was conducted for analyzing the influence of customer satisfaction in the marketing
of the product of MAX FASHION. The consumers are attracted to purchase the product
because of its quality reputation retained by MAX FASHION.

The company also maintains better customer relationship. Changing trend and preference
influence the marketing of the product, the company provide promotional measure and
advertisement to attract more customers. Customer feels that the brand, price, models and
variety are really good.

By making the research is should be proved that the satisfaction of customer highly influenced
the marketing of the product. This is the hypothesis set earlier, is to proved. When one customer
purchases the product and uses it and he satisfied in it, the purchases the same branded product,
thus customer satisfaction is a major influencing factor on the marketing and
sales of the product.

Max group is well known for its quality products and service. I understood the product
knowledge, inventory process, how stock is scanned and placed after receiving it from the
warehouse and outward of goods and the documents required guidelines of visual
merchandising and the company standard operating procedures. There was also the learning of
the various aspects of visual merchandising and displaying the merchandise and dressing of
mannequins. I also experienced how to handle different types of customers and understood the
process for billing a product and also the procedure for exchanging a product.

I would like to convey that the internship was carried smoothly I gained a lot of knowledge. I
would like to conclude that research has helped me to gain knowledge in fields of retailing.
The manager and the staff of Max have been a pillar in supporting and guiding me through this
internship. I would like to thank the college and the company for giving me such a wonderful
opportunity of doing this internship.

75
 QUESTIONAIRE

Respected Sir/Madam

I kajal rani, student of cimage professional college. I am pursuing my bachelor of business

administration (B.B.A) this survey as a partial fulfillment of my BBA curriculum on ‘A Study
on Sales and Marketing strategies towards MAX FASHION PVT LTD’.

I kindly request you to spare few minutes of your precious time to fill this form. The
information given will be used purely for academy purpose only. I also assure you that the
answer given by you will be kept confidential.

Thanking You.

1. Name: ………………………………………………………

2. Age: …………………

3. Gender:
a. Male ( )
b. Female ( )

4. Occupation:
a. Students ( )
b. Service ( )
c. Business ( )
d. Professional ( )

5. How well stocked do you think MAX store is?

a. Extremely well stocked ( )

b. Poorly stocked ( )

6. Was it easy for you to find what you were looking for in MAX store?

a. Difficult ( )

76
 b. Very easy ( )

7. Were MAX store staff friendly, helpful and knowledgeable?

a. Yes ( )

b. No ( )

6 Is MAX store conveniently located?

a. Yes ( )

b. No ( )

7 Do you think discount offer made by the company is beneficial for you?
a. Yes ( )
b. No ( )

8 Where do you usually go for shopping?

a. Shopping mall ( )
b. Retail shop ( )
c. Online shopping ( )
d. Others ( )

9 What is your monthly income?

a. Less than 10000 ( )
b. 10000-20000 ( )
c. 20000-30000 ( )
d. 30000 & above ( )

10 What makes you to do shopping at MAX?

a. Quality ( )
b. Price ( )

77
 c. Collections ( )
d. Others ( )

11 How frequently you visit MAX?

a. Monthly ( )
b. Quarterly ( )
c. Half yearly ( )
d. Yealy ( )

12 How was your experience visiting at the MAX showroom?

a. Excellent ( )
b. Good ( )
c. Average ( )
d. Bad ( )

13 Do you recommend your family and friends to go for shop at MAX?

a. Yes ( )
b. No ( )

14 Are you satisfied with the price of MAX compared to the other brand?
a. Yes ( )
b. No ( )

15 Were you attended by the sales man swiftly?

a. Yes ( )
b. No ( )

Suggestions :

___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________

78
References:

1. Quinn et al., 2002 — J.B. Quinn, P. Anderson, and S. Finkelstein, Managing professional
intellect: Making the most of the best. In: S. Little, P. Quintas, and T. Ray, Editors, Managing
knowledge: An essential reader, Sage, London (2002), pp. 335–348.
2. Ghirmai T Kefela, 2010, Knowledge based economy and Society has become a vital commodity
to countries. International NGO Journal Vol. 5(7), pp. 160-166, August 2010.
3. KPMG, 2000, Knowledge management research report 2000. KPMG Consulting Reports.
4. Jeng Don Jyh FU and Bailey T (2012), Assessing the Customer Retention Strategies at different
organisation, Management Decision, Vol.50, No.9, pp.1570-1595.

Bibliography:

• http://www.ibef.org/industry/retail-india.aspx
• http://www.maxfashionindia.com/en/contact-us
• http://www.maxretailstores.com/policy.asp
• https://en.wikipedia.org/wiki/Max_Fashion

79