SUMMER INTENSHIP PROJECT ON HOW TO ENHANCE CUSTOMER SATISFACTION LEVEL.

Submitted to:FUTURE INNOVERSITY (KOLKATA CAMPUS)

Submitted by:VARUN PASARI EN. NO:-105273175

PREFACE
THIS PROJECT PROVIDES ME AN OPPORTUNITY NOT ONLY TO UNDERSTAND THE MANAGEMENT TOOLS IN GENERAL BUT ALSO TO CONCEPTUALIZE THEM IN PRACTICAL ASPECT.

THIS PROJECT REPORT IS SUBMITTED FOR THE PARTIAL FULFILLMENT OF THE MASTER OF BUSINESS ADMINISTRATION PROGRAM, ACADEMIC SESSION 2010-2012.

VARUN PASARI FUTURE INNOVERSITY KOLKATA

DECLARATION
I Mr. VARUN PASARI, BEARING THE UNIVERSITY ROLL NO:- 105273175 HERE BY DECLARE THAT, THE PROJECT REPORT SUBMITTED BY ME AM OF MY OWN AND IT IS NOT SUBMITTED TO ANY OTHER ORGANISATION BEFORE, EXCEPT TO FUTURE INNOVERSITY, KOLKATA.

DATE:- 30.08.2011

VARUN PASARI

PLACE:- KOLKATA

ACKNOWLEDGEMENT
I would like to acknowledge with thanks the assistance received from some people in completing the report. I would like to thanks Ms. Megha Maheswari (store HR) for granting me permission to understand the training me permission to understand the training in their esteemed organization. I sincerely thank them for their kind assistance and patience I would also like to thank my company guide Mr. Anshuman banerji (SM)Mr. Gautam Ghosh for their assistance and guidance at every step of project and work Lastly I would like to acknowledge my gratitude to future innoversity for giving me the opportunity to work on the project.

CONTENT Part-1 STORE ANALYSIS

CHAPTER-1
PURPOSE OF STUDY SCOPE OF STUDY SOURCES OF STUDY

CHAPTER-2 (OBSERVATION AND FINDINGS)

INTRODUCTION FOOTFALL AND CONVERTION RATIO SIGNAGE AND POS SHRINKAGE CSD WAREHOUSE

STORE MEETING AND ROSTER PLAN STORE OPENING AND STORE CLOSING

CHAPTER-3 (SUGGESTION)
CUSTOMER HANDLING TRAINING REQUIREMENT FOR THE FLOOR STAFF

Part-2 PROFILING THE DM

CHAPTER-1 (TECHNICAL PERSPECTIVE)
ABOUT RETAIL CATEGORY KNOWLEDGE

CHAPTER-2 (ENGAGEMENT PERSPECTIVE)

PEOPLE SKILLS

CHAPTER-3 (CHANGE PERSPECTIVE)

ABILITY TO TAKE RISK

CHAPTER-4 (COMMUNITY PERSPECTIVE)

CUSTOMER GROUP LOCAL AREA KNOWLEDGE

CHAPTER-5 (COMMUNICATION PERSPECTIVE)

MARKETING SELLING SKILLS

CHAPTER-1
PURPOSE OF STUDY
As an important aspect every management student has go through a curriculum in which theoretical knowledge gained from the instructions the classroom has to be reconciled with the programmatic situation prevailing in the business world. This is attuned by undergoing practical training. Thus by bridging the gap between theory and practice management student gain proficiency in the management.

The purpose of the study is to offer practical answer to question often receiving by consumer that is, what are the behavior and how they are use in marketing, retail sector.

Scope of the study

Thus my scope is here to gathering the knowledge about the organized retail store and about consumers test and preference. It is also help me in future and I feel familiar to retail sector .

Sources of study
Pantaloon city centre Customer DM/ADM of pantaloon Floor staff

Chapter-2
INTRODUCTION
STORE DIRECTORY Womens denim Womens casual Womens formal Womens party wear Womens active wear Nightwear and lingerie Womens ethnic Kids wear Infants Toys Mens formal Mens casuals Mens denim Mens occasion wear Mens active wear Mens accessories

 Planet sports All(the plus size zone) Cosmetics and fragrances Fashion accessories Handbags Fine jewellery Blue sky(watches and sunglasses) Home Food bazaar CSD Gift wrapping Baggage counter

FOOTFALL

2500 2000 1500 ladies 1000 500 0 weekday weekend Friday Column1 gents ladies gents

As according to above Piachart it is clear that pantaloon has maximum footfall arrive in Friday. Customer Flow on 10.08.2011 Lean Period 517 Medium Period 703 Peak Period 1108 Total no. of conversion in terms of %age 64.56% Gross sale Rs. 856992.39 Net sale Rs. 856989.57

CUSTOMAR CONVERSION RATIO

CCR = (Number of Transactions *100) / customer traffic = (2483 *100) / 3284 = 75.06% This percentage reflects the retailers ability to turn a potential customer into a buyer. So pantaloon city centre has a good conversion ratio.

RETURNS TO NET SALES

This percentage gives an indication of customer satisfaction buy showing the value of returned goods and allowances as percentage of net sales. = (total returns and allowances *100) / net sales = (8340.57 *100) / 856992.39 = 0.97% This could mean that customer expectations are being met.

SALES PER TRANCATION

This measure gives the rupee value of the average sale, net of returns and allowances. = Net sales/Number of Transactions = 856992.39/2483 = Rs. 345.14

SIGNAGE AND POS

POS Signage

POS Signage, or Point of Sale Signage, is a service offered by many FUTURE GROUP that allows us to set up some sort of display, sign, or other form of advertisement for our product at the point of sale. The Point of Sale is the moment that the customer buys our product, and as such, it is the most important interaction our customer has with our company. The moment when they are looking at the variety of products offered at pantaloon, there needs to be something that makes our product stand out, pop from the rest of the products being offered at the store. This Point of Sale Signage can be the difference between selling our product and not selling it.

One of the best ways to get your products bought is to have them displayed by the impulse shelves, which is what grocers and retail stores call the counter right up next to the register. When a customer buys something from the impulse shelves, they're doing it on a whim. They didn't come to the store looking for bubble gum or a tabloid on Tiger Woods' latest girlfriend, but they see it, are intrigued, and decide to buy it. You, of course, have to base this on the product you're selling. No one really buys socks at an impulse rack. But in the case of the batteries, it's a place that people are likely to decide to buy the products. And if there are a bunch of products, what makes your product stand out? The Point of Sale displays. In pantaloon we up-to-date our signage regularly for informing customer about our plan and offer of the day.

CSD
CSD means Customer Service Desk. At every PANTALOON we have a CSD to help customer in every set of problem the face in our store. There are a lots of work done in our CSD department, like solving customers problem, packaging their gifts, giving them information about the product, answering the queries of the customer, giving response to the customer feedback etc. We have a note book called SHARE WITH US where customer write share their experience and give suggestion to improve the productivity of our store. We maintain some register in CSD like footfall register, return register, wrapping register etc. SO Welcome to PANTALOON.

WAREHOUSE
Warehouse is a very important part of every organized retail store. As we required to fill of the stock as immediately as possible. We store inventory at our warehouse. We have a main warehouse in the ground floor and some mini warehouse at every department. All the stock coming from different vendor was in warding in the main warehouse first. After that we receive the inclusive document and check the entire item properly. For this work we have a warehouse manager who, take care of all these work here. Here we have done out warding also. According to requirement we send the item to their related department. Rush was more in the warehouse. We have all the technical know-how and equipment through which we operate our warehouse effectively and efficiently.

STORE MEETING AND ROSTER PLAN

PANTALOON organizes our store meeting in daily basis. As it is very important aspect to operate a store. The store meeting was headed by our store manager. It was held earlier in the morning. The meeting SM informs us about the strategy of selling, offer of the day, target for each and every member of the store. Through store meeting SM gives us a chance to offer our ideas also. All the motivation and appraisal done in the store meeting. Roster plan also have a healthy contribution in increasing store potentiality. As according to the performance capability and requirement of store SM divide the responsibility to every employee. He allocates the cash till and other department accordingly.

STORE HYGIENE
Store hygiene has a big role in the efficient running and customer satisfaction. As in todays world every human beings are conscious about their health and hygiene. So maintaining hygiene in the store is very necessary. Hygiene also plays a vital role in building long term relationship with customer In Big bazaar salt lake we always give importance to store hygiene. We have a separate housekeeping department in our store those who are take care of clean and hygiene factors of the store. All the housekeeping staff is from R.C.C. LTD. Each and every member of our store is also very much conscious about store hygiene. It is not that we clean our store ones or twice in day. We take the responsibility in every requi red moment.

BE HEALTHY

CUSTOMER FEEDBACK
CUSTOMER IS GOD. We as a member of future group respect each and every customer. Welcomes them with NAMASTE as it is one of the values of our group. Throughout my internship I basically try to get close to customer and understand their preference and nature of buying. I was interacting with many customers some of them gave positive feedback some were not. But I understand from their feedback is very useful for my future life. As pantaloon, city centre is situated in an educated and good societal area all customers are very good and kind in their nature. Most of them were satisfied with our store and wish a long life. They are also share important and valuable suggestion with me.

Although the pantaloon is working at good customer relation, customer wants little bit of reduction in service time as many of them are busy time schedule. Also queue management also

SUGGESTION

STAFF TRAINING
As many of the floor staff are 10th standard, they do not have good communication skill. The more staffs are required in cash counters. OBSEVATION In pantaloon boxes should be provided while wrapping the gifts. CLP(customer loyalty program) is too slow it should be proper. More brands and verities should be implemented in the store. PROBLEMS REGARDIND GREENCARD 1. Duplicate card request not delivered on time it took more than 6months. 2. Problem in addition of bill in card after coming new poss. 3. Customer not getting discount after crossing discount slab.

DM PROFILING
I am happy to be a part of pantaloon city centre 2. Here I work under the supervision of Mr. Goutam Ghosh. He was the DM of pantaloon CSD. As dm he win the as very good and responsible at his work. DM means departmental manager who take care of a particular department store. There are some key responsibility area of a DM along with there are many other work also comes under his duty. DM is responsible for all the things happening in his respected department. He is the person who is responsible for increasing sales, increasing profit of the department, take care of stock, efficient handling of customer and employee. For all this DM need some skill which mainly divided into three types. 1. Technical skill, 2. Human skill and,

3. Conceptual skill What I am profiling are:1. TECHNICAL PERSPECTIVE 2. ENGAGEMENT PERSPECTIVE 3. CHANGE PERSPECTIVE 4. COMMUNITY PERSPECTIVE 5. COMMUNICAION PERSPECTIVE

TECHNICAL PERSPECTIVE
As a manager it is a very important area of knowledge to do the work and take initiative. The manager should know how to do the work, and then he could teach his staff. He should know the technical aspect to manage sensitive situations.

RETAIL
Retail consists of the sale of physical goods or merchandise from a fixed location, such as a departmental store, boutique or

kiosk or by mail, in small and individual lots for direct consumption by the purchaser. In commerce a retailer buys goods or product in a large quantity from manufacturer or importers, either directly or through a wholesaler, and then sale smaller quantities to the end users. By marketing strategies there are following types of retail shops 1. Departmental store, 2. Discount store, 3. Super market, 4. Warehouse store, 5. Varity store, 6. Spatiality store, 7. General store, 8. Convenience store, 9. Hypermarkets, 10. Super market 11. Malls etc..

CATEGORY KNOWLEDGE
Based on the grouping of the product that customer expect to see in the same display together and in which, a meaning full choice is made. For example:- FRUITS Divide the category further depends on product type that the customer can relates to based on the customers decision making hierarchy. It is called sub-category. For example:- apple It is much important to know about category unless we can not which types a product gives how much profit. We also know about the sale of each category and further decide how much to by and when.

ENGAGEMENT PERSPECTIVE

It is refers to the people skill of a DM. How he is associated with the staffs, customers, and superior. For maintaining a bridge between superior and subordinate this skill should be present in the DM. DM is responsible for proper coordination between customer and should be calm, cool and full of IQ and as well as EQ.

Staff
Dm is the one who is responsible for all the work done by his subordinate. So he should motivate them by which the staff will give their hundred percent and up to their potential ability.

SUPERIOR
DM will send all the information to his superior for efficient running of the store. DM is also a source of information for the

CHANGE PERSPECTIVE
In every business risk is involved. For this people engage with it must be alert in every moment and also prepared for future problem.

As organized retail are growing day by day, completion is increased. so DM should adopt the changing situation and compete with the situation by which he will maintain the profit as well as growth of the store. In our store we organized many big days. In that time of interval rush is more because the footfall was high. So DM should able to fill his stock quickly. And deal with customer as well.

COMMUNITY PERSPECTIVE

Customers are the source of income. Store sustainability and growth is depending on them. So understanding customer is very necessary. As a Dm one should know about the customer those who visit the store. He should aware about customer group. Who are regular, occasional etc. He should also know about their taste and preference. Which help him to deal with customer in a proper manner. He also able to build the relationship with customer.

COMMUNICATION PERSPECTIVE

Communication is one of the most important part of every aspect of business.

MARKETING SKILL
DM is the one who make combo pack to increase sale and increasing ticket size. He should have proper idea of advertising and implementing right decision at right time.

SELLING SKILL
The ultimate work of all the employee of store is selling. As a retailer you should know how to sale. It is the quality of a DM. It is a main question that Is he able to sale? So if he is able to sale then could reach the target. He could motivate his subordinate. He could satisfy his customer. Superior are also happy. Store also works effectively and efficiently. So those who know selling every things becomes good after wards.

CONClUTION
The inference that we derive out of this project report is that the role and job of DM can be summed up as managing stocks as well those who are actually responsible for managing and selling the stock to the customerteam members--.The whole exercise is about manage people who will in turn manage the operation at the functional or floor level in a department at the store. The DM should ensure that the individual needs of the team members get aligned with the departmental needs and one of many ways of doing it is to help them enhance their employable skills by facilitating system learning such as preparing sales report on a daily basis, having departmental knowledge, making signages etc..

REFERENCE
Management of pantaloon cc2 Floor staff of pantaloon cc2