Ankur Mishra BBA 3rd Year

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A
Project Report On
Marketing strategy and customer satisfaction
Submitted to
DEZYNE E’ COLE COLLEGE
By
Ankur Mishra
Towards the partial fulfillment of 3rd
year
In Bachelors of Business Administration
Dezyne E’ Cole college, Ajmer
106/10 Civil lines, Ajmer- 305001

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Portfolio management
ANKUR MISHRA, bachelor of business administration
DEZYNE E’COLE COLLEGE
www.dezyneecole.com
FUTURE RETAIL
LTD. COMPANY

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GRADE SHEET
This project report of Mr. Ankur Mishra of bachelor of business administration
of2nd
year program of B.B.A has been graded as______________
Thanking you
Principal
(Seal & signature)
Dezyne E’ Cole college, Ajmer
106/10 Civil lines, Ajmer- 305001

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ACKNOWLEGEMENT
We would like to express my gratitude towards FUTURE RETAIL LTD.
COMPANY for giving mean opportunity to work as a sales forecast for our
course. We express my gratitude to all these who initiated and help me in
the successful computation of this project.
I express sincere gratitude to Mr. Tarun kanojia (marketing head, NOIDA)
and our faculty guide Miss. Neha Bagga for supporting us during the project
work.
I also take this opportunity to express my indebtedness to Mrs. VINITA
MATHUR principle “DEZYNE E’COLE COLLEGE, AJMER” for her cooperation
and affectionate encouragement. T also thank to my all faculty member for
their suggestion and advice.
Also we are thankful to my parents and family members who are my
constant source of inspiration in every field of life and due to them
We are whatever we are today.
Thanking you
With regard
Students

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Synopsis
This project was undertaken as my summer internship at future retail ltd
company during the internship of 45 days. I worked on the topic market
strategy and consumer satisfaction in marketing.
This project is actually focusing on product sale (furniture), developing the
company image, meet with existing customer of home town, explaining the
scheme to prospective customer of home town, and check the availability
of stock in warehouse by computers, shifting the furniture for a good
location. And I have tried explaining this through bar chart, diagram.
I prepared questionnaire to do this study and after continuous study of the
market. I reach at a conclusion that customer is the kingpin of a market and
sales is depends on customer relations and his/her satisfaction. This project
is a study procedure of all activities. I undertook to deal with the market
strategy and consumer satisfaction.

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Profile: - Ankur mishra Experience:-
D.O.B:- 4th
April 1997
Nationality: - Indian
Contact information:-
106/10, civil lines Ajmer, RAJ.
305001 Education:
Tel: 0145-262467
Email:-dezyneecole@gmail.com
S
Interest:- playing football, listening music
Skills: - Computer knowledge in
MS office, good command in basic of
Accounting concepts, Business Law
Specialization: - Accounting
Corporate accounts, auditing, taxation
Ankur Mishra
Bachelors of Business Administration
www.dezyneecole.com contact. No.:-9829024839
45 days (26th
Jan – 10th
Mar 2016) summer
internship to learn Marketing Skills at
Future Retail – Hometown Noida (UP).
Under the guidance of Mr. Tarun Knojiya.
Completed 10th
from DBN
School and 10+2 from St. Johns
school Ajmer.
Graduate in BBA from DEZYNE E’
COLE College Ajmer
language: - English and Hindi

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Content
Chapter 1
 Introduction of management
 Subjects of bachelor of business
administration
 Company introduction
 Analysis the macroeconomics
Chapter 2
 Introduction of market
 Types of market
 Market strategies
 Consumer satisfaction
Chapter 3
 Introduction of Research
Methodology
 Customer Feedback
 Strategies of home town
Chapter 4
 Introduction of SWOT analysis
 SWOT analysis of HOME TOWN
 Conclusion and
Recommendation
 bibliography

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Chapter – 1
Introduction of management
Subjects of bachelor of business administration
Company introduction
Analysis the macroeconomics

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INTRODUCTION OF MANAGEMENT
As per the studying criteria of three years of bachelors degree of management field every
student has to undergo a practical training of45 days. According to the interest of the student
the training is a vocational training in the organization to learn more about the working scenario
of an organization and a project by the person whom one is posted during the training period. I
had undergone a practical from HOMETOWN india.
In the present scenario the practical training is an essential part of management stream. It
helps an individual to visualize the management practices in the theoretical aspects in which
we have learnt principles of mangement, business communication, Business Research,
basic of computer management, sales and salesmanship, business mathematics and
summer internship viva-voice etc.
After the completion of training period every student have to make a training report to
showcase my work, which I had done in an organization in my training period. The project
report contain the chapters likewise, collecting a order of ice-cream, etc.
This project work is based on the above subjects whom we learn in our three year degree
program.
A project report is divided into two major parts the first is Primary parts which gives a brief
study about Company profile, Product Classification etc.
The second part is Secondary Part which gives a brief study about Research Tools, Market
Study, Objectives of Study, and Introduction of management etc.
These are the aspects which I have discussed in my internship project work at Future Group,
HOMETOWN in Noida for 45 days.
This is the annual report which presents the aspects of the practical training taken by me. The
criteria on which I had undertaken my training and present my project work is “market
strategy and consumer satisfaction” for understanding the efficient and better functioning of
the organizations and for taking an practical knowledge about the effective working of the
organization to enhance and boost up my skill set.

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Introduction about Project
My project is basically based on the market strategy and consumer satisfacton in which I did selling on
the stores, doing visual merchandising, tagging discounts on the product outlets and also did canopy
activations in different societies of Noida and Gurgaon.
During these things my objective is to do the sales promotion to increase the sales of Future Retail
Hometown.
The purpose of this briefing paper is to introduce key summer internship project terms and concepts to
provide a common language for discussion, including
• Why it is made?
• What field?
• Where internship was done?
• How many days it was continued?
Why it is made?
This is made to learn on the job by way of association with a business organization. This training should
help us to develop a perspective of wholesome management of business activities. This would enable
us to appreciate the importance of different business activities and see how different business
activities are interrelated. So that I will have to submit a summer training report on the organization,
that I was undergo the training and make a presentation before a panel faculty members.
why
how
where
what

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In what field?
Basically I was done my summer internship in marketing field, in this my working in first 25 days was to
sale the products on the store and rest of the days I was done the promotional activities through
canopy activation in different places.
Where internship was done?
My internship was done in future retail ltd. Company, HOMETOWN, TGIP Mall S-18, Noida 201301 (UP)
in furniture section. Basically future retail ltd. Co. is one of the operating companies of future groups.
And hometown is the brand of future retail.
How many days internship was continued?
Summer training period: - 45 days (26th
January – 10th
march 2016) in The Great India Place Mall
Hometown Noida UP.

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INTRODUCTION OF COMPANY
Future Group is India’s largest retailer and one of the leading business houses with a strong
presence in retail. Its founder and Group CEO is Mr. Kishore Biyani.
Future Group India was established in 1994 with a vision to
provide diverse services in Indian and Global markets. The business
areas of Future Group cover BPO (Business Process Outsourcing), New
Media, Security Management, and Construction. Through their
strategic investment and services, the future of Future Group shows a
rising star in the business sky of India.
Led by its flagship enterprise, Pantaloons Retail, the group operates over 16 million square feet
of retail space in 73 cities and towns and 65 rural locations across India. Headquartered in Mumbai
(Bombay), Pantaloons Retail employs around 30,000 people and is listed on the Indian stock
exchanges. The company follows a multi-format retail strategy that captures almost the entire
consumption basket of Indian customers. In the lifestyle segment, the group operates Pantaloons, a
fashion retail chain and Central, a chain of seamless malls. In the value segment, its marquee brand,
Home town is a hypermarket format that combines the look, touch and feel of Indian bazaars with the
choice and convenience of modern retail.
Lines of Business
The company is present across several lines of business which have various formats (stores)
operational under it. These include:
 Food - Food Bazaar, Chamois, Spoon, Brew Bar, Sports Bar & Sports Bar Express, Cafe Bollywood.
 Fashion - Pantaloons, Central, all, Brand Factory, Blue Sky, Top 10, Fashion Station, Home town, Lee
Cooper (JV),

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 General Merchandise - Home town, Shoe Factory, Nava’s, Electronics Bazaar, Furniture Bazaar, KB'S
FAIR PRICE
 Home & Electronics - Home Town,e zone, Collection i
 E-tailing (Online Shopping) - www.futurebazaar.com
 Books & Music - Depot
 Leisure & Entertainment - Bowling Co., F123
 Wellness - Star & Sitara, Tulsi
 Telecom & IT - Gen M, M Bazaar, M-Port, ConvergeM
FUTURE RETAIL:
The retails businesses of Future Group in India are divided into three main categories:
Retail forms the core business activity at Future Group and most of its businesses in the consumption
space are built around retail. Future Group’s retail network touches the lives of more than 200 million
Indians in 73 cities and 65 rural locations across the country. The group currently operates around
1,000 stores spread over 16 million square feet of retail space. Present in the value and lifestyle
segments, the group’s retail formats cater to almost the entire consumption expenditure of a wide
cross-section of Indian consumers.
Pantaloon Retail India Limited
The leading retail formats under this include:
 Pantaloons Stores -lifestyle segments and fashion segment.
 Home town - a uniquely Indian hypermarket chain
 Central - a chain of seamless destination malls
 Food Bazaar - a supermarket chain that blends the look, touch and feel of Indian bazaars with
aspects of modern retail like choice, convenience and quality

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 Home Town - , a large-format home solutions store
 E Zone - consumer electronics
 Depot - consumer electronics
 Health & Beauty Malls
 Online retail through futurebazaar.com
 Aadhaar- India’s leading rural retailing chain that is present in over 65 locations in rural India.
Aadhaar, an agri-service cum rural retail initiative, provides a complete solution provider for the
Indian farmer.
 Furniture Bazaar - specialized formats for home furniture and home furnishing
 Ethnicity - India's first concept store, which recreates the experience of a traditional ethnic market
in a modern retail format,
Joint Ventures with International Brands
 Indus League Clothing that owns leading apparel brands like Indigo Nation, Scullers and Urban Yoga
 Galaxy Entertainment Limited that operates Bowling Co, Sports Bar, F123 and Brew Bar
 French retailer ETAM group, US-based stationary products retailer, Staples and UK-based Lee
Cooper.
 Franchisee of international brands like Marks & Spencer, Next, Debenhams and Guess in India.
Indian Joint Venture Partners
 Manipal Healthcare
 Talwalkar's
 Blue Foods
 Liberty Shoes.

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FUTURE CAPITAL HOLDINGS
The financial services of Future Group are taken care by Future Capital Holdings. These include:
 Asset Management and consumer credit are the prime focus financial services. Around 1 billion
USD have been invested in retail real estate and consumer brands outlets and hotels.
 Future Money - It is a financial supermarket format providing consumer credit
 Joint venture with Italian insurance major General Insurance for providing general insurance
services.
 Venture Capital Funds and Private Equity Funds through kshitijfund.com
 Capital Holdings, the group’s financial arm provides investment advisory to assets worth over $1
Billion that are being invested in consumer brands and companies, real estate, hotels and logistics.
 It also operates a consumer finance arm with branches in 150 locations.
BPO (BUSINESS PROCESS OUTSOURCING)
Future Group has made major investments in BPO industry as a venture into the Information
Technology Enabled services (ITES) industry. Future Group has subsidiaries offering IT based solutions.
These include:
 Language Services
 Software Development
 Content Engineering

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NEW MEDIA
Future Group has invested in digital media and computer technology for creating innovative and
interactive multimedia presentations. These include:
 Multimedia Production
 Broadcasting
 Publishing
 Designing
SECURITY MANAGEMENT
Future Group is considered as a reliable tailor-made business and security services provider. They
develop their own software and machines for security services. These include:
 Access Control Systems
 Time Attendance Systems
 CCTV
 Alarm Management Systems
CONSTRUCTION
Future Group brings to you their past experience in quality construction for building and renovating
buildings for leasing to business. Future Group is also involved in the designing, financing and legal
considerations of the project undertaken. The construction activities of Future Group in India include:
 Leasing
 Landscaping

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SUPPLY CHAIN
Future Supply Chain Solutions Limited (FSCS), a specialized subsidiary, offers strategic, focused
and consolidated approach to meet the group’s large supply chain requirements as well as those of
select supply and business partners.
The Future Supply Chain Solutions team currently oversees the operations of an existing fleet of
over 600 dedicated trucks, contracted from established regional and national transport carriers, most
of which are now equipped with GPS sets.
In addition it provides integrated end-to-end SCM, warehousing and distribution, multi-modal
transportation and container freight station.
The total consolidated warehouse space that the company intends to have operational by
2010-11 is nearly 7.50 million square feet.
PRODUCT PORTFOLIO OF FUTURE GROUP
As mentioned in the introduction of the company, Future Group’s core business activity is
retail, along with BPO (Business Process Outsourcing), New Media, Security Management, and
Construction. So here below are the logos of their various brands.
Please see the IMPORTANT NOTE given below the brand images.

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IMPORTANT NOTE: - From the various brands of the company we have mainly focused on HOME
TOWN in relating the marketing management concepts.

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Home town is the largest home making retail concept in India which is a part of future group (the
largest retailer in the country).
Home town concept is a complete home retailing format of an average size of 1 lac sqft + stores ,
encompassing categories like furniture, home improving, modular kitchen , electronics, home
furnishing, home décor and house wares with turnover of more than 500 crores.
The home solution segment includes home town and ezone. Home town is a unique one stop
destination for complete home making solution.
Promise to make home making an enjoy able and hassle free experience with our wide array of
product and services , our offering include a slew of living room furniture dining, bedroom furniture
and furniture essential, mattresses, modular experience and has grown to be India’s biggest store in
home making ,renovation and décor.
From class sofas , tasteful décor item, elegant beds , dining sets to kitchens essentials and artifacts, it
houses everything he build and beautifully hones it was first opened in and currently operates 35
stores in 17 cities and has also developed with online retailers
Future group is considering spinning off furniture retail unit home town to merge it with online retailer
fab furnish and create a separate listed entity with a target revenue of 1000 crore by end of the next
financial year.Home town will be the biggest vendor on fab furnish which future group bought last
month for about 20 crore from German incubator rocket internet “while it still not a board decision.
We could still look.
Future retail has two categories:-
1. Hypermarket & supermarket
2. Home solution :- home town fab furnish and ezone
Future Group launches the most comprehensive home-making store- Hometown, in Noida everything a
home needs - now under one roof! With over 175 fully designed and furnished rooms on display,

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spread over 200,000 sq. feet, with a unique design and build offering, makes this the most
comprehensive home-making store ever.
Kolkata, June 19, 2009: Home Solutions Retail (India) Ltd., a part of the Future Group, today,
announced the launch of ‘Hometown’, India’s most comprehensive home-making store, at New Town,
5 minutes from Salt lake Sector-V. Spread over an area of about 2,00,000 sq., Hometown offers
consumers the maximum choice and variety of home products under one roof as well as a specialized
team of experts to install them all, at their homes. In addition to retailing home improvement
products, Hometown will also provide home making and home improvement services like:
Design & Build- This is a unique end-to-end solution that will help customers bring their dream home
to life. From creative interior designs to turnkey project execution or renovating existing house, HT
Design & Build services will help customers all the way. Most importantly, this service is flexible,
transparent and easy-on the-pocket.
This is Future Group’s 8th Hometown, with the other 7 located in Noida, Bangalore, Hyderabad, Pune,
Ahmedabad, Luck now and Indore.
The Hometown store is divided into three sections – exhibitions, markets and services.
Exhibition section: Hometown will have over 175 live displays in the exhibitions section consisting of -
30 living room settings, 10 dining room settings, 25 kids room settings, 30 bed room settings, 50
kitchen settings and 35 bath room settings, and 3 dream home settings, offering consumers a wide
variety, to choose from.
Markets section: will feature products like sofa sets, dining tables, beds, kids furniture, kitchen
fittings, bathroom fittings, furnishings, mattresses, paints, tiles, electrical fittings, decor lighting,
plywood, and consumer durables and electronics (through eZone shop-in-shop).
Services section: offers the unique Design & Build service that provides services from Interior
designing to installation with support like - Mr. Carpenter, Mr. Plumber, Mr. Electrician, Mr. Painter,
Tilewala, door delivery and installation.

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What is new at this HomeTown?
Solid wood collection: This is a collection of select hand-crafted solid wood furniture and accessories
using materials like solid sheesham wood and rubber-wood and the like. The line includes sofa sets,
bed-sets, dinning sets, bar units, occasional seating, stools and more. There is history, experience and
love going into each of these pieces. Each piece of furniture is Kiln-dried and termite treated, so it
ensures a lasting life.
This HomeTown will also have a Food Bazaar, which is spread across 4000 sq.ft .
Said, Mahesh Shah, CEO, HomeTown, “We believe HomeTown will revolutionize the way Kolkatans,
and those from the neighboring cities, shop for their homes. Hometowns promise to customers is a
convenient shopping experience, where they can get value as well as lifestyle products, across a wide
range of categories, all under one roof. The store has a good mix of products for budget-buyers,
aspirational buyers and lifestyle buyers, with an underlying principle of keeping traditions alive in a
contemporary world.”
He added, “Hometown will provide consumers in Kolkata, a single point destination for all their home
needs and a great mix of products with traditional as well as modern designs, suitable to varied tastes
and preferences. We are confident that Kolkata’s will find products, unlike what they have seen so far.
Moreover, the services like Design & Build that Hometown offers will surely enhance the value
proposition to our customers.”
Hometown offers customers a unique, personalized shopping experience. Every customer walking into
the store is escorted around the store by informative and helpful hosts and hostesses, who guide them
about their requirements. The look and feel of the store is casual and strikes a delicate balance
between aesthetics and functionality. Hometown will display products from all major manufacturers
from India’s and abroad. Customers will be given price, service and product guarantees. If customers
find any products that they have purchased, cheaper elsewhere, they will be given a gift voucher of
double the difference, provided they bring an original receipt within two days of purchase of the
product. Hometown will also guarantee workmanship of the jobs that it undertakes, for one year from
the time the job is completed. Every product or service provided is backed by the reliable

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manufacturers and service providers. In case of any manufacturing defect, consumers will get the
option to exchange or refund the product.
Hometown will also facilitate fast and easy consumer loans through „Future Money‟, for purchases at
Hometown.
About Home Solutions Retail (I) Ltd. Home Solutions Retail (India) Ltd, a part of the Future Group, is
India’s fastest growing retailer of electronics, consumer durables, furniture and home improvement
products. Headquartered in Mumbai, Home Solutions Retail operates numerous lifestyle and value
retail formats. Among its lifestyle retail formats are – eZone (high end consumer electronics specialty
store), collection i (luxury furniture & furnishings) and HomeTown (one-stop Home making store). Its
value retail formats are Electronics Bazaar (value electronics), Furniture Bazaar (value furniture) and
Home Bazaar (value home making). Home Solutions Retail operates 33 eZone, 13 Collection i, 7
HomeTown, 87 Electronics Bazaar, 82 Furniture Bazaar and 1 Home Bazaar outlets across over 50 cities
in India.
Hometown divides in 5 departments which are:-

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Furniture section: - There are many types of furniture are there like dinning furniture, sofas, dressing
table, beds, office furniture etc.
Types of wood which is used in making all these furniture’s are:-
• HDF wood(high density fibre)
• MDF wood(medium density fibre)

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• Solid wood(mango, sheesham)
Modular Kitchen: - It’s an innovative concept of modular kitchen where the kitchen should be design
by the designer after taking measurement of kitchen space and then work on it.
Design & Build: - This is a department related to interior designers; they work on the design and
arrangement of home. Their main motive is to maximize the use of land properly.

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Wallpaper and Bath Luxury: - wallpaper and bath luxury are in many types and in different types
according to choices of customers.
Home Furnishing:- Home funishing is a wing where the decoration items, kitchen wares and the
comfortable products of the homes are here.
There are 3 divisions of Home furnishing:-
• General merchandising
• Decor
• Furnishing
General merchandising: - Its content the kitchen wares like crrokery, cookers, spoons, utensils etc...
Decor: - The decoration items like vases, pots, paintings, lamps, statues flowers, scriptures etc...

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Furnishing: - The badsheets, pillow covers, balankets’ curtain etc.. all those cloth material which use for
home.

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COMPANY ORIENTATION TOWARDS MARKET PLACE
There are mainly five concepts related to company orientation towards market place which are:
1. The Production concept
2. The Product concept
3. The Selling concept
4. The Marketing concept
5. The Holistic marketing concept
 The concept which applies to HOME TOWN is The Selling concept.
 The concept says that the consumer if left alone will not buy enough. This is true and HOME TOWN
applies this concept by displaying all the FURNITURES and its private brand .so that the customer
have a huge variety of products and can select the best out of it and some schemes are also
available which attracts the customer to buy more and even purchase other product.
 Their need to be aggressive communication with the customer. There is sales person at the counter
which helps the customer in finding out the best product for himself. Sometimes the customer
might be in confusion whether to buy a product or not, at that time the salesperson tell them
about the product and its requirement in their lives. After communicating all this about the product
the customer then finally makes a decision of making a purchase. So aggressive communication is
required with the customer.
 This concept also says that their needs to be aggressive marketing of the product so that buyer
make a purchase.
 The main purpose of this concept is to sell more and earn more.
 This concept overall means that sell what you want to instead of what the customer want to buy.
 Another concept which relates to Home town is The Marketing concept.

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 The concept says that “Create the best and deliver the best” and Home town does the same
through their SACH brand. They try to create the best by the name of Sachin Tendulkar and deliver
the quality product.
 Next concept comes the “HOLISTIC MARKETING” which means “Everything matters in this market”
 It is an approach to recognize the scope of Marketing Activities.
 These are the four major themes on which any companies' overall position can be judged.
 This concept helps companies to have a complete approach towards their requirement.
 The integrated marketing includes all the following:
Holistic
Marketing
Integrated
Marketing
Relationship
Marketing
Performance
Marketing
Internal
Marketing

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 The integrated marketing includes the four P’s i.e. Product, price, Place and Promotion. Home town
takes due care of its product quality, it provide the product lower than its cost to the customer,
Home town is set up at such a place which is convenient for the customer and for the business and
it does promotion through different media i.e. television, print etc.
Integrated
Product
Price
Place
Promotion

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 Performance marketing :-
 Performance includes sales revenue of Home town, Legal that is the legal aspects of the business,
ethics which they follow and environment of the business.
Performance
Sales
Revenue
Legal
Environment
Ethics

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 Relationship marketing :-
 Relationship: - which includes maintaining relationship with the customers, employees, partners
and the channel.
 Internal marketing :-
 Internal: - which means one department share profit with other departmental of same organisation is
called profit internal sharing.
Relationship
Customers
Employees
Channel
Partners
Internal
Marketing Department Senior Management Other Departments

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ANALYZING THE MACROENVIRONMENT
 NEEDS and TRENDS
 Successful companies recognize and respond profitably to needs and trends which could not be
carried out earlier.
 Enterprising individuals and companies manage to create new solutions to unmet needs. Similarly,
Home town identified the need for cheap and discounted products. They started the operation
with the tag line “Is se sasta aur accha kahin nahin” by providing best products at best price.
 We distinguish among fads, trends and megatrends.
 A fad is unpredictable, short-lived, and without social, economic, and political significance. A
company can cash in on a fad, but this is more a matter of luck and good timing than anything else.
E.g. Beanie Babies.
 A trend is a direction or sequence of events that has some momentum and durability. Trends are
more predictable and durable than fads. A trend reveals the shape of the future and provides many
opportunities. The percentage of people who value physical fitness and well-being has risen
steadily over the years, especially in the under-30 group, the young women and upscale group.
 Mega trends have been described as large social, economic, political and technological changes
that are slow to form, and once in place, they influence us for some time between seven and ten
years, or longer.

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 From the above, study we would say that the concept of Mega Trends applies to Home town as
people of India are not used to Home town (Retail Model). It takes time to adopt it. People are still
buying the products from the open market in traditional way.
 Identifying the Major Forces
 Companies and their suppliers, marketing intermediaries, customers, competitors, publics all
operate in a macro environment of forces and trends that shape opportunities and pose threats.
These forces are not controllable but the company must monitor and respond timely to these
forces. In the economic arena, companies and consumers are increasingly affected by global forces.
 The beginning of the new century brought a series of new challenge: the steep decline of the stock
market, which affected savings, investment, and retirement funds; increasing unemployment;
corporate scandals; and of course, the rise of terrorism. These dramatic events were accompanied
by the continuation of other, already-existing longer-term trends that have profoundly influenced
the global landscape.
 Within the rapidly changing global picture, the firm must monitor six major forces: demographic,
economic, social-cultural, natural, technological, and political-legal.
 Technological:
 One of the most dramatic forces shaping people’s lives is technology. Technology has released such
wonders as penicillin, open-heart surgery, and the birth-control pill.
 Home town planning and design used advance technologies like scenario-planning and story-
telling. These techniques were mainly used for store-design layout, store-location selection. The
strategy to use user-focused, prototype-based development tool made the brand adapt to the fast-
changing external environment.

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 Social Cultural:
 Society shapes our beliefs, values, and norms. People absorb, almost unconsciously, a worldview
that defines their relationship to themselves, to others, to organizations, to society, to nature, and
to the universe.
 Similarly, Home town launched a campaign Des Badla Ab Vesh Badlo (nation is changing, so change
the way you dress), Sone ki Chidiya two years ago. It also follows consumer segmentation according
to social-cultural factors. It also promotes environment friendly carry bags with easy to dispose. It
also undertakes various activities for the welfare of the society popularly known as corporate social
responsibility.
 Political-Legal:
 Marketing decisions are strongly affected by developments in the political and legal environment.
This environment is composed of laws, government agencies, and pressure groups that influence
and limit various organizations and individuals. Sometimes these lows are creating new
opportunities for business.
 Home town is following various laws like labour law and consumer law. It also regulates various
safety measures in the store.
 Home town is also following various government policies, tax policies with regularly paying tax and
filling return.

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Chapter – 2
 Introduction of market
 Types of market
 Market strategies
 Consumer satisfaction

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Introduction of market
A set up where two or more parties engage in exchange of goods, services and information is called a
market. Ideally a market is a place where two or more parties are involved in buying and selling.
The Monopoly - Monopoly is a condition where there is a single seller and many buyers at the
market place. two parties involved in a transaction are called seller and buyer.
The seller sells goods and services to the buyer in exchange of money. There has to be more than one
buyer and seller for the market to be competitive.
In such a condition, the seller has a monopoly with no competition from others and has complete
control over the products and services.
In a monopoly market, the seller decides the price of the product or service and can change it on his
own.
Monopsony - A market form where there are many sellers but a single buyer is called monopsony. In
such a set up, since there is a single buyer against many sellers; the buyer can exert his control on the
sellers. The buyer in such a form has an upper edge over the sellers.
Types of Markets
1. Physical Markets - Physical market is a set up where buyers can physically meet the sellers
and purchases the desired merchandise from them in exchange of money. Shopping malls,
department stores, retail stores are examples of physical markets.
2. Non Physical Markets/Virtual markets - In such markets, buyers purchase goods and
services through internet. In such a market the buyers and sellers do not meet or interact
physically, instead the transaction is done through internet. Examples – Rediff shopping, eBay
etc.
3. Auction Market - In an auction market the seller sells his goods to one who is the highest
bidder.
4. Market for Intermediate Goods - Such markets sell raw materials (goods) required for the
final production of other goods.
5. Black Market - A black market is a setup where illegal goods like drugs and weapons are sold.
6. Knowledge Market - Knowledge market is a setup which deals in the exchange of
information and knowledge based products.
7. Financial Market - Market dealing with the exchange of liquid assets (money) is called a
financial market.
Financial markets are of following types:

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1. Stock Market - A form of market where sellers and buyers exchange shares is called a stock
market.
2. Bond Market - A market place where buyers and sellers are engaged in the exchange of debt
securities, usually in the form of bonds is called a bond market. A bond is a contract signed by
both the parties where one party promises to return money with interest at fixed intervals.
3. Foreign Exchange Market - In such type of market, parties are involved in trading of
currency. In a foreign exchange market (also called currency market), one party exchanges one
country’s currency with equivalent quantity of another currency.
4. Predictive Markets - Predictive market is a set up where exchange of good or service takes
place for future. The buyer benefits when the market goes up and is at a loss when the market
crashes.
A market is a medium that allows buyers and sellers of a specific good or service to interact in order to
facilitate an exchange. This type of market may either be a physical marketplace where people come
together to exchange goods and services in person, as in a bazaar or shopping center, or a virtual
market wherein buyers and sellers do not interact, as in an online market.
2. The general market where securities are traded. This form of the term may also refer to specific
securities markets and may take place in person or online.
3. People with the desire and ability to buy a specific product or service.
In marketing, the term market refers to the group of consumer or organizations that is interested in
the product, has the resources to purchase the product, and is permitted by law and other regulations
to acquire the product. The market definition begins with the total population and progressively
narrows as shown in the following diagrams
Beginning with the total population, various terms are used to describe the market based on the level
of narrowing:
• Total population
• Potential market :- those in the total population who have interest in acquiring the product
• Available market: - those in the potential market who have enough money to buy the product.
• Qualified available market: - those in the available who legally are permitted to buy the
product.
• Target market: - the segment of the qualified available market that the firm has decided to
serve (the served market).
• Penetrated market: - those in the target market who have purchased the product.

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Total market
Potential market
Avaliable market
Qualified avaliable
amrket
Target market
penetrated
market

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Marketing strategies
Marketing strategy has the fundamental goal of increasing sales and achieving a
sustainable competitive advantage.[1]
Marketing strategy includes all basic, short-term, and long-term
activities in the field of marketing that deal with the analysis of the strategic initial situation of a
company and the formulation, evaluation and selection of market-oriented strategies and therefore
contributes to the goals of the company and its marketing objectives.
Types of Marketing Strategies and Definition
Marketing strategies are used by businesses to promote their products and services. Let’s have a look
at the proper definition.
Marketing strategy definition
Marketing strategy is used by different companies to collaborate with their consumers. It is also
employed to aware the customers about the features, specifications and benefits of company’s
products. It is basically focused on encouraging target population to buy those specific products and
services. The marketing strategies might be totally innovative or they can be previously tried or tested
strategies.
Effective marketing strategies help to get ahead in the competition.
The marketing strategies might be totally innovative or they can be previously tried or tested strategies.
Points to ponder for marketing
There are different types of marketing strategies available. You have to pick one as per your business
requirement. Before choosing the right marketing strategy for your business, consider following points.

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1. Define the target population
Defining target population is main and necessary step in choosing your marketing strategy. It gives the
proper demographics which help in selecting the most appropriate marketing plan for your business.
2. Test your audience
Create a hypothetical process of buying to test your audience. Once you know the buying behavior of
your target audience, you can select more appropriate marketing strategy.
3. Consider marketing strategies
Once you know the demographics; their knowledge, attitudes and behaviors. You can select more
appropriate marketing strategy.
4. Evaluate those strategies
Once you have considered the marketing strategies and found the applicable ones. Asses them, apply
them and evaluate them. This process must be for testing purposes and the most suitable and
productive strategy must be applied.
Types of marketing strategies
There are different types of marketing strategies available. Picking up a marketing strategy includes
analyzing the needs of your business, your target audience and specifications of your products.
The two main types of marketing strategy are:
• 1. Business to business (B2B) marketing
• 2. Business to consumer (B2C) marketing

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The most common form of marketing is business to consumer (B2C) marketing. Let’s explore a bit
more.
Following are the different types of marketing strategies available.
1. Paid advertising
This includes multiple approaches for marketing. It includes traditional approaches like TVCs and print
media advertising. Also, one of the most well-known marketing approaches is internet marketing. It
includes various methods like PPC (Pay per click) and paid advertising.
2. Cause marketing
Cause marketing links the services and products of a company to a social cause or issue. It is also well
known as cause related marketing.
3. Relationship marketing
This type of marketing is basically focused on customer building. Enhancing existing relationships with
customers and improving customer loyalty.
4. Undercover marketing
This type of marketing strategy focuses on marketing the product while customers remain unaware of
the marketing strategy. It is also known as stealth marketing.
5. Word of mouth
It totally relies on what impression you leave on people. It is traditionally the most important type of
marketing strategy. Being heard is important in business world. When you give quality services to
customers, it is likely that they’d promote you.

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6. Internet marketing
It is also known as cloud marketing. It usually happens over the internet. All the marketing items are
shared on the internet and promoted on various platforms via multiple approaches.
7. Transactional marketing
Sales are particularly the most challenging work. Even for the largest retailers, selling is always tough
especially when there are high volume targets. However with the new marketing strategies, selling
isn’t as difficult as it was. In transactional marketing the retailers encourage customers to buy with
shopping coupons, discounts and huge events. It enhances the chances of sales and motivates the
target audience to buy the promoted products.
8. Diversity marketing
It caters diverse audience by customizing and integrating different marketing strategies. It covers
different aspects like cultural, beliefs, attitudes, views and other specific needs.
With a growth strategy tempered with localization and an inclusive business model, Future Group is
the only pure play local retailer poised to lead India’s consumption story with sustainable value
creation.
Our multi-format retail strategy captures almost the entire consumption basket of Indian customers.
As modern retail drives new demand, efficiency and consumption in new categories, our strategy is
based on our deep understanding of Indian consumers. We understand the varied buying behavior of
the Indian consumer across regional ethnicities and are constantly innovating to craft strategies that
address the subtle differences.
Need to make market strategies
Streamlines Product Development
A marketing strategy helps you create products and services with the best chances for making a profit.
This is because marketing strategy starts with marketplace research, taking into consideration your

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optimal target customer, what your competition is doing and what trends might be on the horizon.
Using this information, you determine the benefit customers and clients want what they’re willing to
pay and how you can differentiate your product or service from the competition.
Helps Determine Optimal Prices
Part of a marketing strategy is setting the right price for your product or service based on what you
learned in your market research. If you learned that customers want a high-end product in your
category, your pricing strategy might require you to sell at prices that create a high-end perceived
value. If your target customer is bargain conscious and is willing to accept fewer bells and whistles on
your product in exchange for paying less, your pricing strategy will require you to sell at or below the
competition’s price.
Establishes Effective Distribution
Once you know what product features you’ll offer, who your target customer is and what your price
points will be, you can select where you want to sell to maximize your marketing effectiveness.
Younger customers will be more likely to shop using a smartphone or on a website, paying with PayPal
or a credit card. Older customers might prefer to shop at retail outlets. If your market research shows
you need to be in retail stores but you don’t have a sales force, you can use a wholesaler or distributor.
Assists with Marketing Communications
Your market research will help you create your brand, or image you want to establish about your
business. Without marketplace research and a strategic marketing plan, you might respond to
solicitations from advertising salespeople on an individual, reactionary basis, sending messages that
don’t fit in with the brand identity you’ve created based on your product development efforts. A
marketing strategy lets you determine if a particular magazine, radio station or website fits into your
selling plans.
Organizational Impact
When you have a marketing strategy, your departments can better work with each other, because they
are all working from the same plan. For example, your advertising people will talk with your product
development people to determine what message you should send about your benefit. Your sales
people will talk with the people responsible for managing your image to determine if they can offer
discounts, coupons or rebates without damaging your brand.

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The Benefits for Your Business
Many business owners fail to see the benefits of incorporating Marketing strategy in the overall
strategic business process. A well-crafted strategic plan:
 provides the business with focus and direction by identifying the best opportunities worth
pursuing as well as the threats to be avoided
 identifies the tools that the company can effectively use to fight competition and gain market
share
 saves company time and money by focusing the resources on attracting the right employees and
investing only on marketing initiatives that support the overall business objectives
 differentiates a company from competition by identifying the distinctive advantage and the
supporting elements
 translates the company vision, mission, objectives, into effective Marketing initiatives
 serves as foundation for all your communication campaigns
 improves the effectiveness of the Marketing message to customers and partners
 increases sales and profits
 creates consumer preference for the brand
Future Group's strategy is aimed at achieving inclusive, sustained and profitable
growth with three levers
Customer-orientation
The bottom line in each of our retail success stories is "know your customer". An insight into the soul
of Indian consumers - how they operate, think, dream and line - helps us innovate and create
differentiating functionally.
Continuous-innovation
As India's largest retailer, we understand the importance of innovation. We rethink strategies and
realign businesses with increasing agility to provide diverse customer groups with refreshingly different
retail experiences.
Collaborative transformation
Creating a collaborative environment combining our strengths with our suppliers and vendors helps us
create immense value for our customer which in turn fosters mutual growth.

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SPECIAL STRATEGIES in HOME TOWN:-
1. To minimize retailing cost.
2. Attend every existing customer who enters in the stores.
3. Arrange and shifting the furniture to attract the customer
4. Way to deal unsold stock off.

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Consumer satisfaction
Customer satisfaction, in its simplest form, is the relationship of perceived performance to expectation.
It is anticipated that higher satisfaction levels increase customer loyalty, reduce price elasticity’s,
insulate market share from competitors, lower transaction costs, reduce failure costs and the costs of
attracting new customers and improve the firm’s reputation.
Satisfaction is an overall psychological state that reflects the evaluation of a relationship between the
Customer/consumer and a company-environment-product-service. Satisfaction involves one of the
Following three psychological elements: cognitive (thinking/evaluation), affective (emotional/feeling),
And behavioral. "Satisfaction" itself can refer to a number of different facts of the relationship with a
customer. For example, it can refer to any or all of the following:
• Satisfaction with the quality of a particular product or service
• Satisfaction with an on-going business relationship
• Satisfaction with the price-performance ratio of a product or service
• Satisfaction because a product/service met or exceeded the customer's expectations
The achievement of customer satisfaction leads to company loyalty and product repurchase. There are
some important implications of this definition:
Because customer satisfaction is a subjective, non-quantitative state, measurement won't be exact and
will require sampling and statistical analysis.
Customer satisfaction measurement must be undertaken with an understanding of the gap between
customer expectations and attribute performance perceptions.
There should be some connection between customer satisfaction measurement and bottom-line
results.
Customer satisfaction is influenced by perceived quality of product and service attributes, features and
benefits, and is moderated by customer expectations regarding the product or service. Each of these
constructs that influence customer satisfaction need to be defined by the researcher.

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EXPECTATIONS AND CONSUMERS SATISFACTION
Expectations are beliefs (likelihood or probability) that a product/service (containing certain attributes,
features or characteristics) will produce certain outcomes (benefits-values) given certain anticipated
levels of performance based on previous affective, cognitive, and behavioral experiences. Expectations
are often seen as related to satisfaction and can be measured as follows:
1. IMPORTANCE: Value of the product/service fulfilling the expectation.
2. OVERALL AFFECT—SATISFACTION EXPECTATIONS: Like / Dislike of the product/service.
3. FULFILLMENT OF EXPECTATIONS: The expected level of performance vs. the desired
expectations. This is “Predictive Fulfillment” and is a respondent-specific index of the performance
level necessary to satisfy.
4. EXPECTED VALUE FROM USE: Satisfaction is often determined by the frequency of use. If a
product/service is not used as often as expected, the result may not be as satisfying as anticipated. For
example a motorcycle that sits in the garage, an unused year subscription to the local fitness
center/gym, or a little used season pass to a ski resort would produce more dissatisfaction with the
decision to purchase than with the actual product/service.
Objectives of a Consumers Satisfaction surveying program
In addition to a clear statement defining customer satisfaction, any successful surveying program must
have a clear set of objectives that, once met, will lead to improved performance. The most basic
objectives that should be met by any surveying program include the following:
 Understanding the expectations and requirements of all your customers
 Determining how well your company and its competitors are satisfying these expectations and
Requirements.
 Developing service and/or product standards based on your findings
 Examining trends over time in order to take action on a timely basis
 Establishing priorities and standards to judge how well you've met these goals
Before an appropriate customer satisfaction surveying program can be designed, the following basic
questions must be clearly answered:
How will the information we gather be used?
How will this information allow us to take action inside the organization?
How should we use this information to keep our customers and find new ones?

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Customer Satisfaction Measurement Facts
A 5-percent increase in loyalty can increase profits by 25%-85%.
A very satisfied customer is nearly six times more likely to be loyal and to repurchase and/or
recommend your product than is a customer who is just satisfied.
Only 4 percent of dissatisfied customers will complain.
The average customer with a problem eventually tells nine other people.
Satisfied customers tell five other people about their good treatment.
Why is Customer Satisfaction So Important?
Effective marketing focuses on two activities: retaining existing customers and adding new customers.
Customer satisfaction measures are critical to any product or service company because customer
Satisfaction is a strong predictor of customer retention, customer loyalty and product repurchase
One methodology for measuring satisfaction in service delivery uses the following dimensions of
service quality:
• Access means approachability and ease of contact;
• Communication means informing the customers in an understandable way and listening to them. It
may imply that companies need to use different languages to talk to different customer groups (i.e.
professional and private customers) in explaining what the service comprises, how much various
service elements and offers cost, and other features of the service;
• Competence means possession of required skills (i.e. organizational and personal) and knowledge
to perform the service;
• Courtesy comprises politeness, respect, friendliness of the service provider personnel;
• Credibility includes trustworthiness and honesty;
• Reliability means that the service is performed with high accuracy and thoroughness every time;
• Responsiveness concerns the willingness of employees to provide the service and how fast the
service is provided;
• Security comprises physical and financial safety and confidentiality;

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• Tangibles include all physical products that are involved in service delivery and even other
customers
• Understanding the customer means taking steps to know the customer better, learning their
specific requirements, providing individual attention and recognizing regular customers.
IMPORTANCE OF CUSTOMER SATISFACTION:- Effective marketing focuses on two activities:-
1. Retaining existing customers.
2. Adding new customers.
Innovations of home town to satisfied and attract customers:-
• MANO YA NA MANO :- the scheme for 1 month that have a big discount 40% to 60% on
furniture's and other home décor that so many customers attract on this . The sale was
increases day by day. The scheme of home town the people give a great interest and they like
the scheme and sales were increases day by day.
• Badal dalo (The Great Exchange Offer):- the exchange offers to upgrade your furniture
40% off + exchange and old and get 25% more discount. the consumer were gave an older
furniture and get a new furniture so many customer were exchange their furniture and other
things related to house things.
• Smart storage solution: - the scheme that have smart solution of storage your essential and
other utensils. They provides lots of storage furniture like beds, almirah etc. so they can provide
a hydraulic beds easy to open and easy to close for the future generation.

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Badal dalo offers
ISSUANCE CATEGORY NEW EXCHANGE VALUE
BEDS RS. 15000
2 DOOR WARDROBE RS. 10000
3 DOOR WARDROBE /OTHER WARDROBES RS. 15000
1 SEATER SOFA RS. 6000
6 SEATER DINING TABLE/OTHER DINING RS. 18000
4 SEATER DINING TABLE SET RS. 10000
OTHER FURNITURES RS. 3000
MATTRESS COTTON/COIR RS. 4000
SPRING MATTERESS RS. 6000
BEDS SHEETS RS. 1000
TOWELS RS. 500
CURTAINS RS. 1000
PILLOWS RS. 300
CROCKERY (ANY DINNERWARE) RS. 100
COOKER RS. 600
GAS STOVE RS. 4000
PLASTICS (PER KG) 100/KG
UTENSILS/TAPS 300/KG
 EXCHANGE VOUCHERS
VOUCHERS DENOMINATIONS
MULTIPLES
4 TIMES VOUCHERS VALUE CATEGORIES
1. FURNITURE 4 TIMES
2. OFFICE FURNITURE ‘S (IMPORT) 4 TIMES
3. MATTRESS (LIVING ESSENCE) 4 TIMES

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4. MODULAR WARDROBE 4 TIMES
5. FURNISHING 4 TIMES
6. HOMES DÉCOR 4 TIMES
7. DÉCOR LIGHT 4 TIMES
6 TIMES VOUCHERS VALUE CATEGORIES MULTIPLES
1. CUSTOMIZE CURTAINS 6 TIMES
2. CROCKERY 6 TIMES
3. OFFICE FURNITURE’S (SIS) 6 TIMES
4. MATTRESS SIS* 6 TIMES
5. KITHCENWARE 6 TIMES
• Early birds offers :-
• Customers who want to participate in exchange before 28th
of Feb ’16 can *10%
extra voucher value for the product as bird incentives.
*which means of exchange value for bed is Rest. 15000/- customer can get Rest. 16000/-.
These vouchers have to be compulsorily redeemed before 28th
of Feb ’16.
 Modular kitchens
For modular kitchens no exchange is applicable either on issuance or redemption.
Instead of that modular kitchen has a special offer. (40% off + appliances free)
Adding a new customer
Canopy activity:- we are went different societies in Noida like silicon city, paramount , ARG society
etc. we are direct contact with customer to told about home town scheme and her services and too
came to visit home town stores and saw a furniture and kitchen product to buy and tell the scheme of
stores. And also take complain of existing consumer of home town regarding her products and took her
feedback regarding home town.

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CHAPTER - 3
 Introduction of Research Methodology
 Customer Feedback
 Strategies of home town

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Research and methodology
Survey Research
Surveys represent one of the most common types of quantitative, social science research. In survey
research, the researcher selects a sample of respondents from a population and administers a
standardized questionnaire to them. The questionnaire, or survey, can be a written document that is
completed by the person being surveyed, an online questionnaire, a face-to-face interview, or a
telephone interview. Using surveys, it is possible to collect data from large or small populations
(sometimes referred to as the universe of a study).Different types of surveys are actually composed of
several research techniques, developed by a variety of disciplines. For instance, interview began as a
tool primarily for psychologists and anthropologists, while sampling got its start in the field of
agricultural economics (Angus and Katona, 1953, p. 15).Survey research does not belong to any one
field and it can be employed by almost any discipline. According to Angus and Katona, "It is this
capacity for wide application and broad coverage which gives the survey technique its great
usefulness..."
Sources of Data for Marketing Strategies
There are two types of data we have collected:
1. Primary Data
2. Secondary Data.
Primary Data was collected from discussion and taking consumer feedback and oral questionnaire
Secondary Data was collected from Internet.
Sources of Data for Consumers Satisfaction
There are two types of data we have collected:
1. Primary Data
2. Secondary Data.
Primary Data was collected from the feedback of the customers/consumers of Home town with the
help of questionnaire.
Secondary Data was collected from Internet.
Research Objectives
1. Primary Objectives:
• To identify performance of store operation.
• To understanding the buying behavior at Home town.
• To analyze how active Home town’s Marketing Strategies & how they attract customers.

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To understand how Home town convert ‘Customers’ in ‘Consumers’.
2. Secondary Objectives:
• To understand the quality of service maintained in the store.
• To determine the performance of sales persons in the store.
• To find out reasons of dis-satisfaction.
• To find out which means of communication plays a vital role to persuade customer.
Scope and Uses
1. It will give information to prospective customers.
2. It will give information about Home town’s Marketing Strategies, consumer satisfaction.
3. Help us gain independent knowledge about the consumer perception of the outlets
identified.
4. The study can help the companies get additional research information.
5. It facilitates evaluation of brand name and customer satisfaction
Data analysis
Data Description for Marketing Strategies
Marketing Mix Analysis of home town
Product: - Home town offers a wide range of home product like furniture, home furnishing, design &
build, kitchens.
Pricing:-The pricing objective at HOME TOWN is to get “Maximum Market Share”. Pricing at HOME
TOWN is based on the following techniques:
Value Pricing:- HOME TOWN promises consumers the lowest available price without coupon
clipping, waiting for discount promotions, or comparison shopping...
Promotional Pricing:- HOME TOWN offers financing at low interest rate. The concept of
psychological discounting (40 to 60% etc.) is also used to attract customers. HOME TOWN also caters
on Special Event Pricing (Close to Diwali, republic day).
Bundling:- It refers to selling combo-packs and offering discount to customers. The combo-packs add
value to customer and lead to increased sales. HOME TOWN lays a lot of importance on bundling.

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Place
The HOME TOWN stores are Apart from the Metros these stores are also doing well in the tier II cities.
These stores are normally located in high traffic areas. HOME TOWN aims at starting stores in
developing areas to take an early advantage before the real estate value booms... In order to gain a
competitive advantage which helps customers to orders products online which will be delivered to
their doorstep? This helps in saving a lot of time of its customers.
Promotion
The various promotion schemes used at HOME TOWN include:
“MANO YA NA MANO”
Exchange Offers “BADAL DALO”.
People
• Well trained staff at stores to help people with their purchases
• Well experience and good communication skills
• Well-dressed staff improves the overall appearance of store.
• Use scenario planning as a tool for quick decision making multiple counters for payment, staff
at
• Store to keep baggage and security guards at every gate, makes for a customer-friendly
atmosphere.
Process
• HOME TOWN places a lot of importance on the process right from the purchase to the delivery
of goods.
• When customers enter the stores they can add the products they which to purchase in their
trolley from the racks. There are multiple counters where bill can be generated for purchases
made. HOME TOWN also provides delivery of products.
In Home Town the company also works and focuses on occasional selling because at that time the
customer visits more than other time. The occasion area divides into holiday, weddings, birthday and
festivals. In holiday prefer Saturday and Sunday. At the time of the wedding season and birthday has
no particular time and the festival occasion include DIWALI, RAKHI, HOLI, NAVRATRI etc. the selling
rate in this period remains high than normal selling period .so home town and customer both prefer
occasional period for selling and buying the goods and services.

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• My Sales during Internship Period in different product (furniture)
As an intern I done my study on market strategy and consumer satisfaction (FURNITURE
DEPARTMENT) in which I did selling on the store and generating bills order, visual merchandising for
better display of the store, tagging of discounts to increase the footfalls of the customers and also
doing canopy activations on different societies in Future Retail.
DIRECT SELLING
As a intern I were did a direct selling in the Hometown and I were interact with customer who enter in
the store and selling a furniture and other items.
ARRANGING A FURNITURE
Number S.NO Price
1 124811 70000
2 124910 50000
3 124987 175000
4 124014 54000
5 121001 45000
6 124812 56000

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I was arranged a furniture according to matched to other furniture which were attract more
customer/consumer quickly and buy a furniture from Home town store.
TAGGING A DISCOUNT
I can tag a discount price in furniture so the consumer can easily identify how much discount were in
particular in furniture
Furniture Discount (%)
King size beds 40-60%

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Queen size beds 40-60%
Sofa 1 seater 40-50%
Sofa 2-3 seater 30-50%
Dining set (3-4 seater) 40-69%
CHECK THE AVAILABILITY OF STOCK
I can also check a availability of stock in warehouses to bring him for customer and how many stock are
available in stock by computer system.
CANOPY ACTIVITY
I were done a canopy activity for increases a footfall in home town store and being aware a scheme of
consumer and give a advice to came onto the store in the GIP mall . the canopy activity were been in
various areas and societies like silicon city, paramount ,ARG group, Gurgaon societies also were had a
canopy activities.

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Customer Feedback
In Home Town the project which was given to us was to ask the feedback of the customer and give the
knowledge to customer about store and who visited the store we asked them how they got to know
about HOME TOWN through call, SMS, newspaper or other. The time duration for project was 2 days
(Saturday and Sunday) we took feedback for 2 days and whatever answer they gave we used to tick
that in front of appropriate answer, then we maintained and prepared that data on Sheet that they
give us , then we submitted to store manager or Team leader.
This process is done through canopies we set canopies in different different area like Amarpali society,

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Greater Noida etc. then we give awareness to people about Store and discount offer or exchange offer.
If customer say No then we convince them to visit the store and tell them about the projects and offers
available. Daily we meet 50 people and whatever feedback customers gave us we use to write it in a
paper and submit it to store manager or team leader.
S.No Society Flat No Feedback
1 Amrapli - Not Aware about scheme of Home Town
2 Greater Noida Sector 137 Complaint about HOME TOWN service
3 Noida Sector 147 Discount Coupon
4 Amrapli - Home Town Visit Frequency
5 Silicon city - Price is high
6 ARG group - Home Town Visit Frequency
7 Silicon city Home Town Visit Frequency
8 Paramount Not Aware about Home Town
9 Greater Noida Home Town Visit Frequency
10 Gurgaon Discount coupon
11 Gurgaon - Complain about HOME TOWN service

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HOMETOWN strategies on store were:-
o To attend the entire customer who enter under the store and give information of a scheme of
hometown.
o Arranging furniture to attract a customer to enter under the store and make him buy
furniture.
o Give a finance service at low EMI interest by BAJAJ Finance.
o Give a good environment under the store by good smell, air conditioner, drinking water etc.
o Focusing on unsold stock to sale.
o Tie-up with FAB-FURNISH to sale her furniture by online.
HOMETOWN consumer satisfaction was:-
o Give discount on furniture to customer not on market price.
o Give all information and features of furniture to customer to make him satisfy.
o Prefer to buy a new generation of recliner’s, beds with hydraulic storage and new design of
Elmira.
o Give a good service to deliver a furniture at there location.

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Chapter-4
 Introduction of SWOT analysis
 SWOT analysis of HOME TOWN
 Conclusion and Recommendation
 bibliography

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SWOT Analysis
Strength
• Wide presence in India almost all major cities and towns.
• Efficient, cost conscious committed quality service.
• High brand equity in evolving market.
• Variety of products under single window increasing the chances of customer time and choices.
• Has an employee base of over 35000.
• Everyday low prices, which attract customers, and has a huge investment capacity.
• It offers a family shopping experience, where entire family can visit together.
• Available facilities such as online booking and delivery of goods.
Weakness
• Dependent heavily on India, and is susceptible to foreign players.
• Unable to meet store targets.
• Delivery time is too long.
• After sale service not so good.
• Stiff competition from global players means market share growth is limited.
• Extremely popular means heavily crowded during festive/discount seasons.
Opportunity
• Population of country is growing where the scope of market is kept on increasing for retail
sector.
• Evolving consumer preference.
• Organized retail is minute in India.
Threats
• Competition from organized retail players which are in market and are emerging.
• Competition from local retailers.
• Government policies are not well defined in country like in India.
CONCLUSIONs AND RECOMMENDATIONS
Conclusions for Marketing Strategies
 To increase the footfall of the store during the weekday.

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 Customers are more attracted towards Discount Schemes & Sales.
 Various Product lines also attract customers to choose their retails stores.
 Entertainment units & Kids zone should be provided in Retail stores in order to cater more
customers.
 The after sales service of retail stores should be helpful & effective. This after sales service creates
loyal customers.
 Major steps should be taken to stop shoplifting in retail stores, as it is one of the problematic
characters for leading & large size retails stores.
 The retail stores should provide various kinds of loyalty rights in order to provide more customers.
Recommendations for Marketing Strategies
 Retail Stores should focus more on Store Ambience, Store Space & Selling Areas.
 All the Retails Formats should have an effective Loyalty Program.
 More focus on Direct Marketing should be given in order to attract more & more customers.
 Better after sales service & customer service should be provided in order to make customers loyal.
 Along with SMS the retails formats should use more innovative ways to alert customers.
 The Retail store should replenish the goods on time (before the stock ends).
Conclusions & Recommendations for Consumers Satisfaction
Advantage:-
1. Variety: HOME TOWN offers a wide variety of products of different prices and different qualities
satisfying most of its customers.
2. Quality: Providing quality at low prices and having different types of products for different income
customers is another advantage.
3. Price: As noted the prices and offers in HOME TOWN have been one of the main attractions and
reasons for its popularity. The price ranges and the products offered are very satisfying to the
customers.
4. Location: The location of HOME TOWN has been mainly in the heart of the city or in the out skirts
giving a chance to both the City and the people living outside the city to shop.
5. Advertisements: HOME TOWN has advertised in radio, newspaper and local programs which has
attracted a lot of customers. This has resulted in increase of sale and the outdoor advertising
techniques have also helped home town.
6. Middle class appeal: Considering the fact that there are a lot middle class families in India, home
town has had a huge impact on the middle class section of India, the prices, quality and sales strategy
has helped in getting the middle income groups getting attracted towards home town.

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7. Attractive sales: HOME TOWN has been known for its great sale and great offers. HOME TOWN
has had long lines of people waiting to get into the store for the sale. Therefore, the sales that home
town has had has increased sales in a huge way due to the sales and offers, thus this has been one of
the main advantages of home town.
Disadvantages
1. Store layout: The store layout and the assortment of goods is not the best at HOME TOWN, as the
quantity of goods sold is more the arrangement and assortment of goods in the store is the greatest.
Hence at times customers find it hard to find what they require, this leads to dissatisfaction of
customers.
2. Lower quality of goods: As HOME TOWN aims more toward the middle income group, the
quality
Of goods is not of the highest quality, and this is sometimes a disadvantage as some would prefer
better quality to the price, making customers to search for different places.
3. Does not appeal to the elite: As mentioned above, the main customers are middle income and
a few high income groups. The elite do not like to shop at HOME TOWN as the quality of goods is lower
and they would prefer a higher price and get a better brand, this decreases sales from the elite class
4. Not acclaimed for very good service: HOME TOWN is not known for high class service. The
staff recruited is not very well trained and the billing queues take a long time to move, this irritates
customers which makes them visit the store more seldom
5. Lower quality of goods: As the store is trying to concentrate on the middle income group the
type of products used is not of the most superior quality and most of the times nor branded, this may
dissatisfy certain customers
6. Consumer satisfaction: Long queues and lower quality leads to dissatisfaction of customers. Due
to factors mentioned above HOME TOWN shoppers are not always satisfied, this is not a positive for
the store.
Limitations
This project report has some limitation. This report does not have any meaning over this limitation.
The limitations are:-
1 .This report based on some selected oral questionnaires only and only some Customers feedback
were analyzed here.
3. This report based on the only 1 shopping mall (GIP MALL) of NOIDA.
4. This report may change with Social, Economic, and Political etc. parameters.
5. This report may also change with budget constraints, market changes.
6. This report may also have certain procedural errors.
Please update the data from internet, market, or anywhere else for the future.

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Bibliography
Information has been sourced from namely, books, journals, management website, and market.
Marketing management (Philip kotler)
Sales and salesmenship
Search engine: - WWW.GOOGLE.COM
WEBSITES: - WWW.FUTUREGROUP.IN
HTTP://EN.WIKIPEDIA.ORG/WIKI/FUTURE_GROUP
www.slideshare.com
www.scrib.com

Ankur Mishra BBA 3rd Year

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