The Student Bhavesh Sharma is a Final Year Student of Dezyne E' cole college doing his BBA. This Project has been undertaken by the Student during his Summer Internship at Future Group,Home Town. The Topic of his Internship is Brand Development.

1. A
Project report on
BRAND DEVELOPMENT
Field of Management
Submitted To
DEZYNE E‟COLE COLLEGE
By
BHAVESH SHARMA
Towards the partial fulfillment of 3rd
year in bachelors of
business management
Dezyne E‘cole College
106/10 civil lines, Ajmer
0145-2624679
www.dezyneecole.com
2016-2017
Civil lines, Ajmer- 305001

2. MANAGEMENTPORTFOLIO
BHAVESH SHARMA
BACHELOR’S OF BUSINESS ADMINISTRATION
DEZYNE E’ COLE COLLEGE
WWW.dezyneecole.com

3. ACKNOWLEDGEMENT
I would like to express my gratitude towards FUTURE RETAIL
LTD. COMPANY for giving me an opportunity to work as a
summer internship for the duration of one and half month as a
part of training of our course. I express my gratitude to all those
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, Principal “DEZYNE E‟ COLE COLLEGE,
AJMER” for her cooperation and affectionate encouragement. I
also thank to my all faculty members for their suggestion and
advices.
Also I am thankful to my parents and family members who are
my constant source of inspiration in every field of life and due to
them today I am
Thanking you
With regard
Bhavesh Sharma

4. GRADE SHEET
DEZYNE E‟ COLE
COLLEGE
106/10 CIVIL LINES
AJMER- 305001(RAJ)
TEL: -0145-2624679
This project report of Mr. BHAVESH SHARMA of
Bachelors of Business Administration of 2nd
year
program of BBA has been graded
as______________________
Thanking you
Principal
(Seal & signature)

5. CERTIFICATE

6. SYNOPSIS
This project was undertaken as my summer internship at
FUTURE RETAIL LTD. During the internship period of
45 days. I worked on the topic ―Brand Development‖ of
future retail ltd. And creating image of company.
This project is actually focusing on auditing (global
counting, scanning of stock, submit the reformation to
auditor) and I have tried explaining the things through
bar charts, diagrams.
I reached at a conclusion that this project is study
procedure of all activities I undertook to deal with Brand
Development and I hope I have attended it well as per
the knowledge and process.

7. RESUME
Bhavesh Sharma
Management Student
Profile
 Good command on Managerial skills,
Organizational behavior, Business law,
Management Accounting, Business
Research, Quality Management, Micro and
Macro Economics, Industry Relation and
Law.
 Good knowledge of basic computer skills like
MS power Point, MS Word, MS Excel.
 Interest in Badminton.
 Like to interact with new persons.
 English
 Hindi
Email id:
Dezyneecole@gmail.com
Website:
www.dezyneecole.com
Phone No.: 0145-2624679
Education:
Bachelor‘s of Business
Administration (BBA)
Dezyne E‘ Cole College,
Ajmer (2014-2017)
12th
from All Saints se. sec.
school,Ajmer. (2013-2014)
10th
from All Saints Se. sec.
school,Ajmer. (2011-2012)  Internship at Future group, Hometown, India
 Doing project, presentation at college
To be a successful manager we need to focus on
the way of communication and all aspects of human
behavior. I thank Dezyne E‘cole College to make
me a skilled person and make me ready for the
industry.

8. CONTENT
 CHAPTER – 1
 Introduction of Management.
 Introduction of Future Group.
 Introduction of Future Retail.
 Introduction of Hometown.
 CHAPTER – 2
 Project Study.
 What is Brand Development?
 Brand Orientation.
 Branding Process.
 Strategies of Brand Development.
 CHAPTER – 3
 Objectives of the Study.
 Methodology.
 What is Sales Promotion?
 Sales Promotion Activities.
 Chapter – 4
 SWOT analysis of Future Group.
 Limitation.
 Recommendation.
 Bibliography.

9. Chapter – 1
 Introductionof Management.
 Introductionof Future Group.
 Introductionof Future Retail.
 Introductionof Hometown.

10. 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 Future Group, Hometown.
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 Business information system, Purchase
Management, Business Research, Quality Management
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, Company profile, Digital
Marketing, Online Selling 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.

11. 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 “Brand
Development” 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.

12. FUTURE GROUP
Future group is company of retail sector. Future retail is the part
of future group. Home town is the retail store of future retail.
Future group is the biggest retail company in India.
Future group is an industry which was
established in 1994 at Mumbai and a
founder of future group was Mr.
kishor biyani. The company is
known for having a significant
prominence in India retail and fashion
sector with popular super market
chain. Like big bazaar, food bazaar,
home town, life style, brand factory
and also or having notable presence
integrated food and FMCGs manufacturing sector.
Future group employees around 36000 people.Directly from
section of our society. Company sources its supplies from
enterprise across the country. Creating fresh employment –-
impacting live hood empowering local communities and
foresting mutual goods.

13. Lines of Business
The company is present across several lines of business
which have various formats (stores) operational under it.
These include:
 Food –bazaar chamosa,spoon, brew bar sports bar
and sports bar express cafe bollywood.
 Fashion –pantaloons, central all, brand factory, blue
sky, top 10,fashion station ,big bazaar, lee cooper(JV)
 General merchandise-big bazaar, shoe
factory,navras,electronicsbazaar,furniturebazaar,KB‟s
fair price
 Home and electronics-home town,eZone,collection I.
 E-tailing(online shopping)-www.futurebazar.com
 Books & music-depot.
 Leisure & entertainment-bowling Co., f123.
 Wellness-star &sitara,tulsi.
 Telecom & IT-gen m, m bazaar,m-port,convergeM
Corporate Statements:-
FutureGroupmanifesto
‗Future‘- the word which signifies optimism, growth,
achievement, strength, beauty, rewards and perfection. Future
encourages us to explore areas yet unexplored, write rules yet
unwritten, create new opportunities and new successes. To

14. strive for a glorious future, it brings to us our strength, our
ability to learn, unlearn and re-learn our ability to evolve.
We, in Future Group, will not wait for the future to unfold itself
but create future scenarios in the consumer in the consumer
space and facilitate consumption because consumption is
development. Thereby, we will effect socio-economic
development for our customers, employees, shareholders,
associates and partners.
Our customers will not just get what they need, but also get
them where, how and when they need.
We will not just post satisfactory results, we will create success
stories.
We will not just operate efficiently in the Indian economy, we
will evolve it.
We will not just spot trends; we will set trends by marrying our
understanding of the Indian consumer to their needs of
tomorrow.
It is this understanding that has helped us succeed. And it is
this that will help us succeed in the future. We shall keep
relearning.
And in this process, do just one thing.
Vision
―Future Group shall deliver Everything, Everywhere, Every time
for Every Indian consumer in the most profitable manner.‖

15. Mission
1. We share the vision and belief that our customers and
stakeholders shall be served only by creating and
executing future scenarios in the consumption space
leading to economic development.
2. We will be the trendsetters in evolving delivery formats,
creating retail realty, making consumption affordable for all
customer segment- for classes and for masses.
3. We shall infuse Indian brand with confidence and renewed
ambition.
4. We shall be efficient, cost- conscious and committed to
quality in whatever we do.
5. We shall ensure that our positive attitude, sincerity,
humility and united determination shall be the driving force
to make us successful.
CoreValues
 Indianans: confidence in ourselves.
 Leadership: to be a leader, both in thought and business.
 Respect & Humility: to respect every individual and be
humble in our conduct.
 Introspection: Leading to purposeful thinking.
 Openness: to be open and respective to new ideas,
knowledge and information.
 Valuing and nurturing relationship: to build long term
relationships.
 Simplicity & positivity: Simplicity and positivity in our
thought, business and action.
 Adaptability: to be Flexible and adaptable, to meet
challenges.

16. COMPANIES OF FUTURE GROUP
 Future Retail (India) Limited
 Home Solutions Retail India Limited
 Future Brands Limited
 Future Media (India) Limited
 Future Supply Chain Solutions Limited
 Convergem Communication (India) Limited
 Pantaloon Food Product (India) Limited
 Future Knowledge Services Limited
 Future Capital Holdings Limited
 Future Generali India Insurance Company Limited
 Future Generali India Life Insurance Company Limited
 Future bazaar India Limited
 Winner Sports Private Limited
 Staples Future Office Products Private Limited
 TalwalkarsPantaloon Fitness Private Limited
 ConvergeM
 Indus League Clothing
 Galaxy Entertainment Corporation Ltd
 Future Consumer Products Limited
 Future Ventures India Limited
 Foot Mart Retail.

17. LINE OF BUSINESS
The company is present across several lines of business which
have various formats (stores) lywood, The Dollar store (JV).
 Fashion – Pantaloons, Central, All, Brand Factory, Blue
Sky, Top 10, Fashion Station, Big Bazaar, Lee Cooper
(JV).
 General Merchandise – Big Bazaar, Shoe Factory,
Navras, Electronics Bazaar, Furniture Bazaar, KB‘s Fair
Price.
 Electronics- e-Zone, Staples (JV).
 Home improvement- Home Town
 Furniture – Collection I, Furniture Bazaar, Home Bazaar.
 E-tailing (Online Shopping).
 Books & Entertainment – Bowling Co., F123.
 Wellness – Star &Sitara, Tulsi.
 Telecom & IT – Gen M, M-bazaar, M-Port, and Converge
M.
 Consumer Durables – Koryo, Sensei.
 Service – E-Care.
 Malls – TGIP, Central Gurgaon.
FUTURE RETAIL:
Future retail was incorporated in 1987 as means wear, which
launched pantaloons trouser. itbecome India‘s 1st
formal trouser
brand. Its India‘s leading retailer that operates multiple retail
formats in both value lifestyle segments of the Indian consumer
market. Head quarter in Mumbai, the company operates over

18. 16 million square feet of retail space, has over 1000 stores
across 73 cities in India and employee over 30000 people.
Future formally known as pantaloons retail LTD. And future
venture India agreed in November 2012 to demerge their
fashion business into a new listed unit that will simplify the
business in to three main segments.
The company‘s leading formals include pantaloon a chain of
fashion outlets, big bazaar a uniquely Indian hypermarket
chain.
Future retail is the flagship company of future group India‘s
retail pioneer catering to enter Indian consumption space.
Through multiple retail formats, we connect a diverse and
passionate community of Indian buyer, seller and businesses.
The collective impact on business is staggering over 330 million
customers walk into our stores each year and chooses
products.
Future retail operates multiple retail formats in the hyper
market, supermarket and home segments of the Indian
consumer market including.
Big Bazaar, easy day, KB‘s, fbb, food bazaar, food hall,
hometown, E‘jone.

19. Future retail makes every effort to delight its customers,
tailoring stores formats to changing Indian lifestyle and
adapting products and services to their desires.
We operate some of India‘s most popular hypermarket and
home solution retail formats, across value and lifestyle
segments our multi format retail strategy cutters to various
consumption needs of a wide cross section of Indian
consumers.
Our business aim to maintain one focus on increasing
consumption demand through innovative engagement
activities.
Our aim to continue on our growth path through a combination
of realization efficiency and space expansion. Our aim is to
maintain the momentum to top line growth through continuous
efforts to increase stores efficiencies and productivity as
evident is improved.

20. FUTURE GROUP‟S BUSINESSES
Future group is a corporate group and nearly all of its business
is managed. through its various operating companies based on
the targets sectors for e.g.-retail supermarket chain Big
Bazaar, fbb, Food Bazaar, Food Hall, Home towns etc.
PANTALOONS
(Discovering fresh fashion)
It was the first pantaloon store in Kolkata that set off a chain of
discoveries that have us to where we are today. Ten years
later, we have launched our largest pantaloons store in
kankurgachi in Kolkata. Spread across 85,000 square feet, the

21. store is the first among a series of large format stores that will
be launched across the nation.
After consolidating its fresh fashion positioning, pantaloons
embarked on a major expansion during the year 2006-07. In 8
cities, 11 pantaloons stores were opened with 7 of them
opening in the single month of March 2007. The total count of
pantaloons stores as on 30th
June 2007 stood at 31 with the
total area under retail close to 1 million square feet.
BRAND FACTORY
(Discovering value, experiencing the brand)
One of the most important insights we have discovered in the
past ten years has been that across categories, including
fashion, consumers seek value. It was this, alongside the
success and acceptance of central that led to a new idea-Brand
Factory.
Brand factory is an exclusive chain of all-year-discount stores
offering the very best of national and international fashion
brands. Launched in the second quarter of FY 2007, brand
factory clocked footfalls in excess of 2 million and nearly 30 per
cent of customers at each store were repeat customers.

22. BIG BAZAAR
(Discovering more value)
Indians discovered the value of shopping in big bazaar. And
with the launch of each store, we discovered more value in
terms of operational efficiency.
Big bazaar launched 27 new stores in 22 cities, covering over
1.40 million square feet. As of June 2007, there were 56 big
bazaar stores across 43 cities. While big bazaar continued to
expand in the large cities, it also tapped consumption potential
in smaller cities Agra, Allahabad, Coimbatore, surat, panipat,
palakkad, Kanpur and Kolhapur.
FOOD BAZAAR
(Discovering the new consumer)
Based on the company‘s in-house consumer data and
research, and in cognizance with observations on customer
movements and the shopping convenience factor, food bazaar
has initiated certain refurbishments and layout design across all
stores. The intention is to continuously change with the times
and demands of the evolving Indian consumer.
Food bazaar also witnessed healthy expansion during the year.
Making its presence felt in nearly 26 cities and adding 40 stores
during the year under review.

23. FUTUREBAZAAR.COM
(Discovering the virtual world and beyond)
Futurebazaar.com is discovering not just new consumers
among the Citizens but also those not yet connected by the
internet. For the company‘s online venture, close to 60% of
future bazaar‘s revenues were generated from the top 6 cities.
The remaining 40% of the portal‘s top line was met by nearly
300 unique cities and towns like guwahati, asanosal,
Rajahmundry, bhatinda and Ludhiana.
HOME SOLUTIONS
(DISCOVERING IDEAS FOR INDIA‟S HOMES)
Home solution retail (India) LTD. A subsidiary company has
been designed to cater to the Rs 80000 core home building and
improvement market in India. With the entire market being
largely unorganized, there exists an attractive and expanding
opportunity to provide a complete solution to all products and
services that go into home building and improvement. The
formats and designed as one-stop destinations that offer a
complete range in consumer electronics, furniture and other
home products.

24. Home town
Discovering the joy of one’s own home
The company launched its first Home Town measuring
125,000 square feet in April 2007, at Great India Place, Noida.
The second such store opened in June 2007 at Acropolis Mall,
Ahmadabad. The total retail area stands at about 255,000
square feet.
Not only were the first two Home Towns well received by
customers and trade, but the B2B or institutional side of the
business has received several enquiries and a separate
business unit focusing on institutional trade has been formed.
As an example of such an initiative, a few of the country‘s
leading real estate companies placed orders worth Rs.220
crore for 8,000 flats, with Home Town. Seven new Home Town
stores are scheduled to launch by FY 08 in Thane, Pune,
Lucknow, Bangalore, Hyderabad, Gurgaon and Kolkata. The
company is upbeat about the business model and will continue

25. to expand its offerings and aims to emerge as a growth driver
for the home category.
Private labels
The company‘s private labels in the consumer durables space,
Koryo and Sensei mustered a revenue share of 20 per cent.
New private labels were introduced in LCDs, Digital Video,
Camera, Digital Camera, MP3 players, CTVs and Rice
Cookers. To support the private label programmer nearly 30
after-sales service networks and call centers are operational.
Joint ventures
Home Solutions Retail (I) Limited has also entered into two
equal joint ventures with India‘s market leader in the retail
industry lighting segment and the fastest growing lighting
solutions provider for the retail consumer, Asian Electronics.
Asian Electronics, with a market share of over 60% in the
segment brings to the table its vast technical and
manufacturing expertise.
Asian Retail Lighting Limited, provides efficient and
energy conserving lighting solutions to the retail sector. Apart
from Pantaloon Retail, some of the customers serviced by the
venture include Spencer‘s Retail, Infinity Retail, Home Care
Retail, Provogue, Wels pun, Metro Cash & Carry and Food
World.
Home Lighting India Limited provides lighting solutions
for the retail consumers‘ home needs. Banking on a strong
distribution model, the front-end includes retailing of all lighting
products at the company‘s formats, specialized lighting stores,
electrical distributors and major sanitary and hardware
distributors. The company launched its first Home Town

26. measuring 125,000 square feet in April 2007, at Great India
Place, Noida. The second such store opened in June 2007 at
Acropolis Mall, Ahmadabad. The total retail area stands at
about 255,000 square feet.
Retail Marketing Mix
The basic function of retail is to provide the right goods to the
consumer, at the right place and time. Through the retail
marketing mix we can compete with our competitors and
achieve the sales target. The marketing tools that a retail
organization uses to pursue its marketing objectives are termed
as the retail marketing mix.
Product
Price
Place
Promotion
Presentation
Customer service
People

27. Chapter – 2
 Project Study.
 What is Brand Development?
 Brand Orientation.
 Branding Process.
 Strategiesof Brand Development.

28. PROJECT STUDY
“As an intern I had done work on brand
development strategies in my 45 days summer internship
training in future group at Noida. Future group‟s retail
store is home town. The home town is complete home
furnishing and designing retail store of future group. I had
done my internship under the guidelines of MR. Tarun
Kanojiya. The training program had been started on 26th
January 2016. The concept on which I had worked on is
„Developing Brand‟ through different methods and
techniques of promotion and selling techniques and tools.
Under the training period I had done direct selling, canopy
activities and other activities for developing the brands.
With the help of this training program I had learn so many
things regarding brand development, methods of Brand
Development, importance of Brand Development and also
It helped me in developing my skills regarding customer
interaction, communication skills and selling eligibility.

29. WHAT IS BRAND?
Brand is a name, term, design, symbol, or other feature that
distinguishes one seller‘s product from those of others. Brand
identity is the embodiment behind a corporation's reason for
existence. Simply, the
brand identity is a set of
individual components,
such as a name, a
design, a set of imagery,
a slogan, a vision, etc.
which set the brand aside
from others. In order for a company to exude a strong sense of
brand identity, it must have an in-depth understanding of its
target market, competitors and the surrounding business
environment. Brand identity includes both the core identity and
the extended identity. The core identity reflects consistent long-
term associations with the brand; whereas the extended identity
involves the intricate details of the brand that help generate a
constant motif. Abrands identity may deliver four levels of
meaning:
1. Attributes
2. Benefits
3. Values
4. Personality

30. A brand's attributes are a set of labels with which the
corporation wishes to be associated. For example, a brand may
showcase its primary attribute as environmental friendliness.
However, a brand's attributes alone are not enough to
persuade a customer into purchasing the product. These
attributes must be communicated through benefits, which are
more emotional translations. If a brand's attribute is being
environmentally friendly, customers will receive the benefit of
feeling that they are helping the environment by associating
with the brand. Aside from attributes and benefits, a brand's
identity may also involve branding to focus on representing its
core set of values. If a company is seen to symbolize specific
values, it will, in turn, attract customers who also believe in
these values. For example, Nike's brand represents the value
of a "just do it" attitude. Thus, this form of brand identification
attracts customers who also share this same value. Even more
extensive than its perceived values is a brand's personality.
Quite literally, one can easily describe a successful brand
identity as if it were a person. This form of brand identity has
proven to be the most advantageous in maintaining long-lasting
relationships with consumers, as it gives them a sense of
personal interaction with the brand Collectively, all four forms of
brand identification help to deliver a powerful meaning behind
what a corporation hopes to accomplish, and to explain why
customers should choose one brand over its competitors.

31. BRAND DEVELOPMENT:-
Brand development is the analysis and planning on how that
brand is perceived in the market. Developing a good
relationship with the target
market is essential for brand
management. Tangible
elements of brand
management include the
product itself; look, price, the
packaging, etc. The intangible
elements are the experience that the consumer has had with
the brand, and also the relationship that they have with that
brand. A brand manager would oversee all of these things.
BRAND ORIENTATION:-
Brand orientation refers to "the degree to which the
organization values brands and its practices are oriented
towards building brand capabilities". It is a deliberate approach
to working with brands, both internally and externally. The most
important driving force behind this increased interest in strong
brands is the accelerating pace of globalization. This has
resulted in an ever-tougher competitive situation on many
markets. A product's superiority is in itself no longer sufficient to
guarantee its success. The fast pace of technological
development and the increased speed with which imitations

32. turn up on the market have dramatically shortened product
lifecycles. The consequence is that product-related competitive
advantages soon risk being transformed into competitive
prerequisites. For this reason, increasing numbers of
companies are looking for other,
Companies need to do the development of their brand
A brand strategy includes developing trust, recognition and
continually crafting a positive image.
The brand is one of an organization‘s most valuable assets. ,
it‘s understandable why building and protecting a brand is a
high priority for businesses ofany size.
A brand is far more than its outward representation, like a logo,
or advertising jingle and tagline. Marketing pundit Seth Godin‘s
defines a brand as, ―the set of expectations, memories…and
relationships that account for a consumer‘s decision to choose
one product or service over another.‖
Strong brands can impact organizations across a variety of
fronts:
 They support price premiums over competitors
 They attract new customers
 They help block new competitors, as loyal customers are
less likely to switch to new or different brands

33.  They help protect a business during economic downturns
 They create reservoirs of goodwill that can blunt the
impact of business crises
 They create a bigger footprint to enable expansion into
new markets
Realizing such benefits takes a brand building strategy that is
built around trust, recognition and a positive image.
Trust on brands
Consumers tend to favor and develop a high degree of loyalty
to brands they know they can trust. This requires establishing
and communicating a brand promise and building a customer
experience that upholds the promise consistently at every stage
of the purchase cycle.
Trust comes with confidence in underlies that define the brand:
quality, responsiveness, experience, credibility and innovation.
It‘s not just personal experience that shapes the consumer‘s
trust and expectations that a brand will deliver. Strong brands
create evangelists who are not shy about sharing their stories.
Those types of peer endorsements are extremely powerful
ways of virally building a brand‘s trust factor.
The importance of recognition
when people are familiar with brands, they are more inclined to
favor them – provided there are positive associations inherent

34. to that familiarity. The visual representations are important. The
look and feels that distinguish the brand, from colors to logo to
the name of the brand itself, need to be consistent and easily
recognized. This creates a comfort and confidence in the
product or service that the brand represents. It can also help
differentiate the brand from the increasing number of
competitors in a crowded marketplace.
Shaping a positive image
Above and beyond the visual image, there‘s a broader and
more important matter at stake when it comes to a brand. It
involves a reputation, or perceptions of everything the brand
represents, conveying a sense of the kind of company that
stands behind it. A number of factors and activities can help
achieve this over time.
On one hand, there are the practical actions that a business
takes, and how brand-supporting they are. These include
internal practices and policies, like employment and
advancement of minorities and women or cultural nuances, like
family friendly policies. They also include how associates on
the front lines deal with customers, from their responsiveness
at the purchase point to their helpfulness resolving complaints.
Another important contributor is the organization‘s interest in
and generosity to the wider community, beyond its customers.
In today‘s world, building the kind of vibrant and powerful brand

35. that characterizes the strongest businesses goes beyond mere
products, names and logos. It takes a sophisticated brand
strategy that balances a diverse range of considerations to
deliver an overall customer experience that establishes and
maintains a high degree of trust and credibility.
Future Group builds brand
MUMBAI: Future Group, the leading Indian retail business,
intends to add significantly to its existing portfolio of FMCG
brands as it aims to take a larger share of this market, a step
that will put it into more direct competition with the likes of
Hindustan Unilever and Britannia Industries.
"We were always a consumer goods company," Kishore Biyani,
group CEO, Future Group maintained.
"Retail is a way of distributing your goods," he told the
Economic Times. "Big Bazaar became big and we are known
by that name but our ability to think multiple brands at the same
time exists."
Big Bazaar is only one of the retail formats operated by Future
Group – others include Food Bazaar, Foodhall, KB's Fair Price
and the recently acquired Nilgiri's and Easy Day.

36. The scale of Biyani‘s ambitions is apparent in his aim of more
than quadrupling the number of SKUs to 2,000. And while
Future Group's own brands currently contribute an estimated
Rs 1000 crore, Biyani wants that figure to hit Rs 10,000 crore
by 2020.
But the advertising industry may not benefit as much as those
figures might suggest, as Biyani declared that the traditional
ways of launching and building a brand are over.
"In the new world, it's not just branding but the role of the
product, its quality and distribution that make a difference," he
explained.
"All the old economy people still believe in building brands and
spending money on advertising: I think brands are about an
experience. That cannot be built merely through advertising."
A challenge for Future Group will be getting its brands into
retailers beyond its own collection of stores, without giving
consumers a reason to shop elsewhere.
"We won't get into traditional distribution," Biyani said. "One of
our logistics company will set up warehouses. Though
technology we will appoint distributors and take orders. It will be
very different."

37. In five years' time he confidently expected that "30% to 40% of
all our brands will be sold in other stores" while 70% of sales in
Future Group stores would be its own brands.
BRANDING PROCESS:-
Branding is the process that aligns the opinions people hold
about your brand with the set of thoughts you want them
believe and trust. As you develop your brand, follow these
steps, in this order:
1. Determine what you‘re branding and whether your brand
will be your one and only or one of several brands in your
organization.
2. Research everything there is to know about your product
and the market in which it will compete.
3. Position your brand by defining what makes it unique and
how it will slot into an available space in the market and in
your customers‘ minds.
4. Define your brand by stating what it stands for, what
unique benefit it provides, what value it promises to
deliver, and the image that will permeate everything from
your marketing communications to your product design,
business character, and consumer experience.
5. Develop your brand identity, including your brand name,
logo, tagline, and other brand signature elements.

38. 6. Launch your brand, internally first and then by announcing
it via publicity, social-media advertising, promotions, and
presentations.
7. Manage your brand by understanding and leveraging your
brand‘s value, by protecting your brand through usage
rules and legal rights, and by delivering an unfailingly
consistent and positive brand experience that creates
allegiance among those who represent, choose, and
remain loyal to your brand.
8. Monitor, evaluate, and update your brand to keep it
relevant and credible in

39. BRAND DEVELOPMENT STRATEGY
Your brand is perhaps your professional services firm‘s most
valuable asset. If this is true, then developing a stronger brand
is your most important task (that‘s why we developedour Brand
Building Guide). Not convinced? Consider what a professional
services brand is.

40. Your Brand Defined
A professional services brand is best understood as your firm‘s
reputation and it‘s visibility in the marketplace. The strength of
your brand can be measured as Reputation X Visibility.
There is another important dimension of your brand as well:
how relevant it is to your target client audience.
Brand Development Defined
Brand development is the process of creating and
strengthening your professional services brand. As we help
firms develop their brands, we divide the process into three
phases.
 The first phase is getting your brand strategy right and
aligned with your business objectives.
 Second is developing all the tools you will need to
communicate the brand, such as your logo, tagline and
website.
 Finally, there is the phase of strengthening your newly
developed or updated brand.
Your brand development strategy is how you go about
accomplishing these tasks. To make the task a bit easier, we‘ve
broken the brand development strategy into 10 steps.

41. BRAND DEVELOPMENT STRATEGY
1. Consider your overall business strategy.
A strong, well differentiated brand will make growing your firm
much easier. But what type of firm do you want? Are you
planning to grow organically? Your overall business strategy is
the context for your brand development strategy, so that‘s the
place to start. If you are clear about where you want to take
your firm, your brand will help you get there.
2. Identify your target clients.
Who are your target clients? If you say ―everybody‖ you are
making a very big mistake. Our research clearly shows that
high growth, high profit firms are focused on having clearly
defined target clients. The narrower the focus, the faster the
growth. The more diverse the target audience, the more diluted
your marketing efforts will be. So how do you know if you have
chosen the right target client group? That‘s where the next step
comes in.
3. Research your target client group.
Firms that do systematic research on their target client group
grow faster and are more profitable (see figure below). Further,
those that do research more frequently (at least once per
quarter) grow faster still.

42. Research helps you understand your target client‘s perspective
and priorities, anticipate their needs and put your message in
language that resonates with them. It also tells you how they
view your firm‘s strengths and your current brand. As such, it
dramatically lowers the marketing risk associated with brand
development.
4. Develop your brand positioning.
You are now ready to determine your firm‘s brand positioning
within the professional services marketplace (also called
market positioning). How is your firm different from others and
why should potential clients within your target audience
choosing to work with you?
A positioning statement is typically three to five sentences in
length and captures the essence of your brand positioning. It
must be grounded in reality, as you will have to deliver on what
you promise. It must also be a bit aspiration so you have
something to strive for.
5. Develop your messaging strategy.
Your next step is a messaging strategy that translates your
brand positioning into messages to your various target
audiences. Your target audiences typically include potential
clients, potential employees, referral sources or other

43. influencers and potential partnering opportunities, to name a
few of the usual suspects.
While your core brand positioning must be the same for all
audiences, each audience will be interested in different aspects
of it. The messages to each audience will emphasize the most
relevant points. Each audience will also have specific concerns
that must be addressed, and each will need different types of
evidence to support your messages. Your messaging strategy
should address all of these needs. This is an important step in
making your brand relevant to your target audiences.
6. Develop your name, logo and tagline.
For many firms, a name change is not required. But if you are a
new firm, are undergoing a merger or are burdened with a
name that no longer suits your positioning, a name change may
be in order. Even if you don‘t change your firm name, a new
logo and tagline may make sense to better support your brand
positioning.
Remember, your name, logo and tagline are not your brand.
They are ways to communicate or symbolize your brand. You
must live it to make it real.
And don‘t make the mistake of showing the new logo around
internally to get a consensus. The name, logo and tagline are
not for you. They are for your marketplace and should be

44. judged on how well they communicate, not how much the
partners like them.
7. Develop your content marketing strategy.
We could have called this step ―develop your marketing
strategy.‖ But we didn‘t. Instead we call for a content marketing
strategy.
Why? Content marketing is particularly well suited to
professional services firms in the Internet age. It does all things
traditional marketing does but it does them more efficiently. It
uses valuable educational content to attract, nurture and qualify
prospects.
Remember that your brand strength is driven by both reputation
and visibility. Increasing visibility alone, without strengthening
your reputation, is rarely successful. That‘s why traditional
―awareness-building‖ advertising or sponsorships so often yield
disappointing results. On the other hand, content marketing
increases both visibility and reputation at the same time. It is
also the perfect way to make your brand relevant to your target
audiences. Case closed.
8. Develop your website. Your website is your single most
important brand development tool. It is the place where all your
audiences turn to learn what you do, how you do it and who
your clients are. Prospective clients are not likely to choose

45. your firm solely based on your website. But they may well rule
you out if your site sends the wrong message.
Further, your website will be home to your valuable content.
That content will become the focus of your search engine
optimization (SEO) efforts so that your prospects, potential
employees, and referral sources will find you and learn about
your firm. Online content is central to any modern brand
development strategy.
These days the first is a branding site. Such a site tells your
story and conveys who you are, who you serve, and what you
do. In short it conveys your brand message. The other variety
does the above and also generates and nurtures potential new
clients. We call these High Performance Websites.
9. Build your marketing toolkit.
The next step in the process is to build out the remainder of
your marketing toolkit. This might include one-page ―sales
sheets‖ that describe core services offerings or key markets
served. In addition, there may be a brief ―pitch deck‖ that
overviews the firm or key offerings and an e-brochure about the
firm. These are rarely printed pieces anymore.
Increasingly this marketing toolkit also includes videos. Popular
video topics include firm overviews, case studies or ―meet the
partner‖ videos. Key services offerings are also very useful. If

46. prepared appropriately, these tools serve not only a business
development function but also are important for brand
development.
10. Implement, track, and adjust.
This final step in the brand development process may be one of
the most important. Obviously a winning brand development
strategy doesn‘t do much good if it is never implemented. You
might be surprised at how often that happens. A solid strategy
is developed and started with all the good intentions the firm
can muster. Then reality intervenes. People get busy with client
work and brand development tasks get put off… then forgotten.
That‘s why tracking is so important. We strongly recommend
tracking both the implementation of the plan as well as results.
Did the strategy get implemented as planned? What happened
with the objective measures, such as search traffic and web
visitors? How many new leads, employee applications and
partnering opportunities were generated? Only by tracking the
entire process can you make sure you are drawing the right
conclusions and making the right adjustments.
There you have it — a 10 step brand development process to
drive the growth and profitability of your firm.

47. Four C‟s of brand development:
Starting a new business is one thing, but coming up with your
brand is another thing entirely. Brand development is an
essential part of running a business that needs to be monitored
closely and continuously, so you can always be sure your
brand is reflecting your business‘s core beliefs and mission
statement.
Brand
development
Brand
creation
Brand
execution
Brand
check - up
Brand
expension

48. Breaking your brand development down into four individually
addressed issues will make it easier for you to build a brand
that meets your company‘s needs.
These issues are commonly called the 4 C‘s of Brand
Development, and they include – Company, Customer,
Competitors, and Collaborators.
1 – Your Company
Your brand needs to reflect the promise that your company is
making to its customers. Think of how your brand relates to
your products or services, as well as the personality of your
company. Your brand needs to relay your company‘s core
message to your customers in a clear and easily understood
manner.
A brand that does not match its company‘s message will result
in a business identity that does not make sense, and one that
ultimately leads to customer confusion.
2 – Your Customers
When you are considering how your customers are going to
view your brand, it is important to keep your three primary
customer types in mind: these include the purchaser, the
influencer, and the user.

49. The purchaser is the person who makes the decision to buy
your product, the influencer is the person who influences the
purchaser to go with your product, and the user is the person
who actually uses your products. Remember, each person in
this triangle is looking for something different in your product or
service.
3 – Your Competitors
Your competitors can also be separated into three categories,
including your primary competitors, your secondary
competitors, and your tertiary competitors.
Research your primary competitors thoroughly, as they are the
ones you will be competing against the most. Find out what
parts of their brand messaging works, and what does not. Try
to come up with a unique brand message that not only keeps
you competitive, but one that will also position you ahead of the
crowd.
4 – Your Collaborators
Collaborators are people, businesses, and organizations that
may be able to help get your message across to a wider
audience, yet they are not paid or rewarded for these efforts. A
good example of a collaborator is the media. By making sure
your brand is easily approachable, you can increase the

50. chances that it may be represented or highlighted in an article,
a news expose, or some other outlet.
When you look at your business‘s brand development from
these four unique angles, you will be better able to create a
brand image that will be accepted across nearly all platforms.
The Branding Process: How to Create a Relevant
Brand Image
The (re)branding process involves establishing a simple,
differentiated and relevant meaning for your brand.
One that has the power to inspire. Think about who you are as
a company and what you stand for.
Only after you‘ve established that can you begin to think about
making changes to your company and
product logos, names, images, marketing strategies, and
advertising campaigns.
If you suspect the time has come to enter into your own
(re)branding you‘re probably right, but it can pay
dividends to look before you leap. Reach out to your company
stakeholders first to see what they think.
Below is my 7-step process for (re)branding your company
and/or its products.
Step 1: Identify your unique value. This is your brand promise,
the one thing that separates you from your

51. Market and makes your organization what it is. Speak to your
customers to determine what they like and
Dislike about your business. Empower your employees to
provide their honest assessment of what they feel
Your strengths and weaknesses are. If there are industry heads
or organizations you can tap in to, consider reaching out to
them as well.
Step 2: Assess untapped avenues: After you‘ve identified your
uniqueness with your core audience, consider
Whether or not there are untapped markets you can pursue.
With your company‘s new direction, this couldbe an ideal time
to target a whole new group of people.
Step 3: Craft a simple brand message: Keeping your audience
in mind, create a simple bradAnd message that identifies your
audience, your company name and service, and your unique
valueproposition. You might find that it helps to adopt the
format, ―For [YOUR MARKET], [YOU‘RE COMPANY
NAME] is the [SERVICE YOU PROVIDE] that [PROBLEM YOU
SOLVE]‖. Here is mine: For emerging and changing
organizations, Joe Franklin is the brand strategist that makes
them relevant to
Consumers by establishing simple, differentiated brand
meaning. Warning, this is not an easy exercise. Play around
with your simple brand message. Revise it as necessary,

52. And once you‘ve got it memorize it and say it to everyone you
talk to about your organization.
Step 4: Develop a communication strategy: How you speak to
your customers says a lot about your identityas a company and
reinforces your brand promise. Make sure you adopt the right
voice to reach your target audience. This can be a challenging
process but alsoextremely rewarding and fun.
Step 5: Create internal and external plans: If your employees
aren‘t able to connect with your brand, yourcustomers won‘t be
able to either. On the flip side, employees who understand and
are inspired by yourbrand idea will look for ways to bring it to
life. Allow your employees to see how customers interact with
your brand and the role they play in the interaction. External
plans include developing marketing and advertising campaigns,
communication strategies, and more. Think creatively and
practically. Ask yourself: ―What will best communicate our
message and makepeople remember it?‖
Step 6: Execute: Take the information you‘ve gathered and the
plans you‘ve developed and go create a logoand tagline.
Extend it further and design or redesign you are website if need
be. Keep in mind though that these visual looks are only part of
the big picture (albeit animportant one). Your new brand image
also includes how you present yourself at speaking events, in
public,and even how you dress!

53. Step 7: Measure: Correctly following Steps 1-6 should ensure
that you arrive at a relevant, simple and clearbrand promise
that resonates with your target audience. You can make sure
by measuring its effectivenesswith your core audience.
Measurement ideas can include posting a poll on your website,
and simply askingyour customers what they think of when they
think of you and your new brand image. Your customers
areyour most important brand ambassadors because they‘re
the ones that will provide positive or negative wordof mouth
marketing for your business. Make sure you have your finger
on the pulse of what they think ofyou and fine tune as
necessary. The (re)branding process is a normal part of every
organization‘s lifecycle. Doing it well will keep you
Brand development strategies of future group
A new normal is being defined in the Indian consumer
market every day. With far-reaching socio-economic
changes that India has undergone in the last decade, the
drivers in urban and rural India are maturing fast.
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.

54. 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.
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.

55. Collaborative transformation:
Creating a collaborative environment combining our strengths
with our suppliers and vendors helps us create immense value
for our customers which in turn fostersmutual growth.
We believe that modern Indian retail rests on the strength of
two pillars – scale and efficiencies. As front-runners in both
areas, we firmly believe our core responsibility lies in providing
protection to customers from the overall rate of inflation. While
the scale and size of our operations helps us improve
efficiencies, it also ensures we deliver greater value to our
customers.
Our retail thrust is focused on four principal verticals of Food,
Fashion, General Merchandise and Home. These four
categories together account for nearly 65% of the consumption
in the country and represent mass consumer aspirations.
Acknowledging this, we are creating retail pure play through
divestment and demerger of non-retail businesses to
concentrate our efforts on these verticals.
India‘s retail boom is being driven by resurgence in the
economy. Modern retail still has around 6% share of the total
retail spend in the country that is estimated at around US $ 400
billion. Thus, the potential for modern retail growth in India is
huge. Currently, leading retailers in mature markets occupy the

56. top three slots by turnover, employment and value creation. As
the Indian economy matures, it is upon us to make the same
happen in our country.
Future group‟s retail stores strategies adopted by the
future retail home town while undertaken brand techniques
tools are:
 Selling
 Sales promotion
 Scheme promotion
Selling:- Marketing is the science and art of exploring, creating,
and delivering value to satisfy the needs of a target market at a
profit. Marketing identifies unfulfilled needs and desires. It
defines measures and quantifies the size of the identified
market and the profit potential.
A sale is the exchange of a commodity or money as the price
of a good or a service. Sales (plural only) is activity related to
selling or the amount of goods or services sold in a given time
period.
The seller or te provider of the goods or services completes a
sale in response to an acquisition, appropriation, requisition or a
direct interaction with the buyer at the point of sale. There is a
passing of title (property or ownership) of the item, and the
settlement of a price, in which agreement is reached on a price

57. for which transfer of ownership of the item will occur. The seller,
not the purchaser generally executes the sale and it may be
completed prior to the obligation of payment. In the case of
indirect interaction, a person who sells goods or service on
behalf of the owner is known as salesman or saleswoman.
A person or organization expressing an interest in acquiring the
offered item of value is referred to as a potential buyer,
prospective customer or prospect. Buying and selling are
understood to be two sides of the same "coin" or transaction.
Both seller and buyer engage in a process of negotiation to
consummate the exchange of values. The exchange, or selling,
process has implied rules and identifiable stages. It is implied
that the selling process will proceed fairly and ethically so that
the parties end up nearly equally rewarded. The stages of
selling, and buying, involve getting acquainted, assessing each
party's need for the other's item of value, and determining if the
values to be exchanged are equivalent or nearly so, or, in
buyer's terms, "worth the price". Sometimes, sellers have to
use their own experiences when selling products with
appropriate discounts.[3]
From a management viewpoint it is thought of as a part of
marketing, although the skills required are different. Sales often
form a separate grouping in a corporate structure, employing
separate specialist operatives known as salespersons

58. (singular: salesperson). Selling is considered by many to be a
sort of persuading "art". Contrary to popular belief, the
methodological approach of selling refers to a systematic
process of repetitive and measurable milestones, by which a
salesman relates his or her offering of a product or service in
return enabling the buyer to achieve their goal in an economic
way. While the sales process refers to a systematic process of
repetitive and measurable milestones, the definition of the
selling is somewhat ambiguous due to the close nature of
advertising, promotion, public relations, and direct marketing.
Selling is the profession-wide term, much like marketing defines
a profession. Recently, attempts have been made to clearly
understand who is in the sales profession, and who is not.
There are many articles looking at marketing, advertising,
promotions, and even public relations as ways to create a
unique transaction.
Two common terms used to describe a salesperson are
"Farmer" and "Hunter". The reality is that most professional
sales people have a little of both. A hunter is often associated
with aggressive personalities who use aggressive sales
technique. In terms of sales methodology a hunter refers to a
person whose focus is on bringing in and closing deals. This
process is called "sales capturing". An example is a commodity
sale such as a long distance sales person, shoe sales person

59. and to a degree a car sales person. Their job is to find and
convert buyers. A sales farmer is someone who creates sales
demand by activities that directly influence and alter the buying
process.
Many believe that the focus of selling is on the human agents
involved in the exchange between buyer and seller. Effective
selling also requires a systems approach, at minimum involving
roles that sell, enable selling, and develop sales capabilities.
Selling also involves salespeople who possess a specific set of
sales skills and the knowledge required to facilitate the
exchange of value between buyers and sellers that is unique
from marketing, advertising, etc.
Within these three tenets, the following definition of
professional selling is offered by the American Society for
Training and Development (ASTD):
“The holistic business system required to effectively
develop, manage, enable, and execute a mutually
beneficial, interpersonal exchange of goods and/or
services for equitable value.”
Team selling is one way to influence sales. Team selling is "a
group of people representing the sales department and other
functional areas in the firm, such as finance, production, and

60. research and development". (Spiro) Team selling came about
in the 1990s through total quality management (TQM). TQM
occurs when companies work to improve their customer
satisfaction by constantly improving all of their operations.
Relationships with marketing
Marketing and sales differ greatly, but generally have the same
goal. Selling is the final stage in marketing, which also includes
pricing, promotion, place and product (the 4 P's). A marketing
department in an organization has the goals of increasing the
desirability and value to the customer and increasing the
number and engagement of interactions between potential
customers and the organization. Achieving this goal may
involve the sales team using promotional techniques such as
advertising, sales promotion, publicity, and public relations,
creating new sales channels, or creating new products (new
product development), among other things. It can also include
bringing the potential customer to visit the organization's
website for more information, or to contact the organization for
more information, or to interact with the organization via social
media such as Twitter, Facebook and blogs. Social values also
play a major role in consumer decision processes.
The field of sales process engineering views "sales" as the
output of a larger system, not just as the output of one
department. The larger system includes many functional areas

61. within an organization. From this perspective, "sales" and
"marketing" (among others, such as "customer service") label
for a number of processes whose inputs and outputs supply
one another to varying degrees. In this context, improving an
"output" (such as sales) involves studying and improving the
broader sales process, as in any system, since the component
functional areas interact and are interdependent.[7]
Many large corporations structure their marketing departments
so they are directly integrated with all lines of business.[8]
They
create multiple teams with a singular focus and the managers
of these teams must coordinate efforts in order to drive profits
and business success. For example, an "inbound" focused
campaign seeks to drive more customers "through the door",
giving the sales department a better chance of selling their
product to the consumer. A good marketing program would
address any potential downsides as well.
The sales department would aim to improve the interaction
between the customer and the sales facility or mechanism
(example, web site) and/or salesperson. Sales management
would break down the selling process and then increase the
effectiveness of the discrete processes as well as the
interaction between processes. For example, in many out-
bound sales environments, the typical process includes out-
bound calling, the sales pitch, handling objections, opportunity

62. identification, and the close. Each step of the process has
sales-related issues, skills, and training needs, as well as
marketing solutions to improve each discrete step, as well as
the whole process.
One further common complication of marketing involves the
inability to measure results for a great deal of marketing
initiatives. In essence, many marketing and advertising
executives often lose sight of the objective of
sales/revenue/profit, as they focus on establishing a
creative/innovative program, without concern for the top or
bottom lines – a fundamental pitfall of marketing for marketing's
sake.
Many companies find it challenging to get marketing and sales
on the same page. The two departments, although different in
nature, handle very similar concepts and have to work together
for sales to be successful. Building a good relationship between
the two that encourages communication can be the key to
success – even in a down economy.

64. Future group selling activity
1 retail selling:-
Retail selling involves face-to-face communication
between salespeople and customers in a retail business.
Retail salespeople approach customers when they come in to a
store, ask questions, listen to customer needs and make
product or service recommendations. Selling is especially
important in higher-end retail environments or in stores with
complex solutions.
Better at Selling In Retail
1. Make a friend:
Rapport-building sounds so technical and de-personal and yet
it is the heart of making any human interaction a success.
Finding something in common, something not related to the
merchandise in front of the customer begins to build rapport. I
call it opening a Window of Contact which requires a
salesperson to notice something physical like jewelry, clothing,
even the type of Smartphone the person in front of them has.
The salesperson then comments on that item with a question
and shares something related about them based on what that
customer answered.

65. 2. Sell people on value:
The ―selling snow to an Eskimo‖ comment may be intended as
a compliment of someone‘s selling ability, but in truth it
highlights what a salesperson shouldn‘t do. It inherently makes
a salesperson sound dishonest. It really says that the best
salespeople are just slick and slimy fast-talkers who can make
people buy even what they don‘t need.
This is why so many people are afraid to even say they are
salespeople – they think that title is icky.
Selling products or services that aren‘t genuinely useful,
enjoyable, or in some other way beneficial to a particular
customer may help a retail salesperson‘s short-term sales, but
in the long run, you can‘t be a great salesperson if you don‘t
consistently provide value to your customers.
Learn How to Earn Customer Trust and Close More Sales
3. Challenge their perceptions:
If a guy tells you he is looking to buy a cheap 50‘ garden hose
because ―every damn one of them breaks after a few months
so I don‘t want to put a lot of money in it,‖ it is up to the sales
person to challenge their perceptions. To sell the premium $40
hose, the salesperson has to say something like, ―You know
the water in a hose that is out in the summer heat can boil?
That makes the lining susceptible to tearing and shredding, like

66. you‘re experiencing now. This hose has a triple reinforced and
insulated lining preventing that and staying flexible even when it
freezes.‖
4. be honest:
Most customers are savvy enough to tell when someone is
being honest with them—and they like it! If they feel they can
trust you, they‘re more likely to buy.
Never overstate the value of a product or service, and don‘t
gloss over potential shortcomings. Not only does dishonesty
hurt your store and your own reputation – it makes people
leave without buying!
That means if you don‘t know, you don‘t just shrug your
shoulders; you tell them you will find the answer right then from
someone else who knows.
5. Add-on, up sell or Cross-sell:
Great salespeople always try to increase the sales total once
the customer has selected their main item or product. Think
sheets for a bed, purse for a dress, belt for jeans, and compost
for a tree. Adding-on isn‘t anything for a salesperson to feel
guilty about. As a salesperson, that‘s their job—as long as
they‘re honest – there‘s that word again – and sell items that
provide value.

67. 6. Learn from your successes and mistakes:
You don‘t stop learning to be a salesperson when your training
is over—it‘s an ongoing process. Why? Because great
salespeople are students of behaviors. They want to
understand why a customer did or didn‘t buy from them, what
they might have done differently or how they might have
presented the higher-priced merchandise more appealingly.
Great retail salespeople treat each customer as an opportunity
to learn what works and what doesn‘t, and they always look for
ways to improve.
7. Pay attention to customer psychology:
Great salespeople focus on ―reading‖ customers‘ personalities
and making adjustments in sales technique based on the
personality type. For example, introverts require a different
selling approach than extroverts do. Take note of how various
kinds of people react differently to sales approaches, and alter
your techniques accordingly.
8. Don‟t Act Desperate:
No matter how much you want to make a sale or need to make
a sale, don‘t approach a customer with dollar signs in your
eyes. Remember that you‘re selling them something that will
make their lives better (or you should be), and your attitude
ought to reflect that to the customer. They should feel like
you‘re helping them—not that they‘re helping you!

68. Direct selling:-
Direct selling consists of two main business models: single-
level marketing, in which a direct seller makes money by buying
products from a parent organization and selling them directly to
customers, and multi-level marketing (also known as network
marketing or person-to-person marketing), in which the direct
seller may earn money from both direct sales to customers and
by sponsoring new direct sellers and potentially earning a
commission from their efforts
Direct selling field level-up his/her selling techniques:
1. Determine your goals
2. Choose your target market
3. Increase your list of network
4. Update your direct selling techniques
5. Observe proper time management
6. Connect with your target clients
7. Be in control
8. Create a conducive working environment
Customer‟s interaction:-
Engaging customers means notifying them of policy changes
or upcoming promotions that may be relevant to them. It means

69. treating your customers more like a partner in your business,
rather than someone who must be serviced every time they
walk through your door You pay your customer service
representatives to interact with your customers every day, but
do you train them on how to do this well? Many managers
make the mistake of thinking the interpersonal communication
comes easy to everyone on their front line, but some reps may
need more assistance in this area than others.
Set the Customer Service Culture for Your Company
If you want to improve customer interaction – and your level of
service overall – the example needs to be set from the top
down. Every executive down to every front line employee
needs to know and embrace your commitment to customer
service.
Smile and Use Common Courtesies
This seems like such a simple, obvious component to effective
customer interactions, but sadly, it is one that is often
overlooked today. Train your employees to greet every
customer with a warm smile and a question like "May I help
you?" You might be downright surprised at how these simple
gestures can make your customers' day.

70. Use Interactions as an Opportunity to Identify Needs
Instead of merely talking to customers, listen to what they say
so you can accurately identify their needs and help them find
solutions. Through the course of a simple conversation, you
may discover that you offer a specific product or service that
would make your customer's life more convenient. By offering
that service, you raise the level of satisfaction and successfully
cross-sell for your company at the same time.
Train Your Employees to Answer Inquiries Efficiently
There are certain questions from customers that probably come
up time and time again, so make sure your front line customer
service reps know the correct answers to those inquiries.
Empower your staff to be able to handle a customer's needs
without having to refer them to someone else in the company.
The quicker customer interactions are completed, the happier
your customers will be.
Keep Customers Up to Date
Engaging customers means notifying them of policy changes or
upcoming promotions that may be relevant to them. It means
treating your customers more like a partner in your business,
rather than someone who must be serviced every time they
walk through your door. Your front line reps are the perfect
place to begin educating and updating your customers on

71. information about your company that specifically applies to
them.
Allow for Speedy Transactions
Time is money, and the more efficiently you can serve your
customers, the more money you save them. Customers do not
have time for slow service or habitual mistakes, so teach your
customer service reps to handle their needs quickly, accurately
and courteously. This step alone is sure to bring customers
back to your business time and time again.
BRAND DEVELOPMENT OF FUTURE GROUP
Future Group‟s vision of inclusive growth for a
harmonious society, points to a future in which the entire
population can enjoy a better quality of life. We aim to
serve as a catalyst that stimulates the use of inclusiveness
as a powerful development tool. Future Group aims to
create and sustain an environment conducive to the
domestic growth of India by partnering with various
stakeholders and playing a proactive role in India‟s
development process.
Future Group believes in broad-based growth, the fruits of
which are not concentrated in the hands of few but shared by
the community as a whole. This is the way towards achieving

72. the dual goal of profitable and socially responsible growth. Our
initiatives in inclusive development include livelihood issues,
diversity management, skill development and protecting the
environment, to name a few.
Modern Indian retail can help improve incomes and provide
opportunities for growth to individuals with lower education
levels or from the unorganized sector. With fair wages and
benefits, opportunities for further development and growth and
a better working environment, modern retail offers much more
than most alternatives available to such individuals.
Future Group focuses on three key enablers for inclusive
growth: employability, innovation and entrepreneurship. While
employability helps create a qualified and skilled workforce,
innovation and entrepreneurship help drive growth and
generate employment.
Future Group makes every effort to delight its customers,
tailoring store formats to changing Indian lifestyles and
adapting products and services to their desires.

73. The group is credited with creating some of India‘s most
popular retail chains. The hypermarket chain, Big Bazaar is
ranked amongst the top 3 service brands in the country by The
Nielsen Company. Other retail chains include, department store
chain, central, outlet stores chain, Brand Factory, sportswear
chain, Planet Sports, home improvement and consumer
durables chain, Hometown and Ezone, supermarket chain,
Food Bazaar, convenience stores chain, KB‘s Conveniently
Yours and a growing rural distribution network through
Aadhaar.
As modern retail drives fresh demand and consumption in new
categories, our strategy is based on a deep understanding of
Indian consumers, the products they want, and making these

74. products available in every city, in every store format. Future
Group offers innovative offerings at affordable prices tailored to
the needs of every Indian household.
 Pioneers in the India‘s retail space, our formats are
household names in more than 240 cities across the
country.
 Future Retail Limited focuses on the hypermarket &
supermarket business led by formats like Big Bazaar,
Easyday, Food Bazaar, KB‘s Conveniently Yours, fbb,
Foodhall, Hometown&Ezone.
 Future Lifestyle fashion focuses on the fashion
businesses with brands & retail formats like Central, Brand
Factory, Planet Sports, I Am in and all.
 Future Consumer Ltd is group's integrated food
company with Food & FMCG brands & retail formats like &
Aadhar. It also has interest in Food Parks.
 Future Enterprises Limited leads the infrastructure and
backend services end of the Group
Future Group is a private company of Indian origins. It is a cost-
conscious group that is associated with lifestyle and retail
market dealing in diversified product portfolio like media, retail,
logistics and insurance. Future Group offers a shopping
experience for an entire family as its products are for every
age-group. It has targeted the middle and upper-middle class

75. section of society as its potential customers. Brand faces stiff
competition from following rival companies-
 Reliance Retail
 Wal-Mart
 Birla Group Retail
 Subhiksha
 K Raheja Corp Group
Product in the Marketing Mix of Future Group:
Future Group is a conglomerate and offers efficient and quality
service to attract a huge consumer base that believes in this
group. Company is IT enabled and fully-integrated service
provider and supply chain in Indian market to industries like
 FMCG and Food include accessories, footwear and
apparels
 Hi-Tech and consumer electronics
 Automotive
 Light engineering and Pharma sector
It is a corporate group whose business is managed by the help
of numerous operating companies and this is based on
specified target areas. Hypermarket and supermarket retail
chains like food Bazaar, Big Bazaar, are managed through
Future Retail Ltd, whereas its subsidiary company Future
Lifestyle Fashions manages fashion outlets like Central and

76. Brand Factory. Financial services are operated by Future
Ventures, Future General Life Insurance and Future Capital
Holdings for internal services related to finance.
Product brand under Lifestyle and Fashion segment includes
John Miller, Indigo Nation, Rig and under FMCG and Food
includes MeraSwad, Ektaa, Fresh & Pure, Tasty Treat and
Sach. Future Group has invested in computer technology and
digital media for multimedia productions, designing, publishing
and broadcasting. It is also a security-service provider and
includes CCTV, Time-Attendance Systems, Alarm-
Management Systems and Access-Control Systems.

77. Chapter – 3
 Objectivesof Study.
 Methodology.
 What is Sales promotion?
 Sales and Promotion Activities.

78. OBJECTIVE OF THE STUDY
 To look the current trends in the Indian organized retail
industry.
 To know about the marketing activities of future group
done around the year.
 To know the customer queries, comments and suggestion
about the store and its products.
 To know about the promotional activities done at future
retail (hometown).
 To increase the sales.
 To study the customer perception about the furniture‘s.
In fact the training was for the practical aspects of the
management skills and it was fruitful as the main objective of
the project was fulfilled satisfactory. During the training period I
learnt about the store organization and different activities
performed by staff personnel hometown (future retail) brings
various schemes for the festival season and offers wide
products choice to the customers.
METHODOLOGY
Data which is required for this study is based on both primary
and secondary data.
Primary data:
Primary data is collected from the customers through canopies,
surveys and face to face communication by asking questions.
The total primary data collected from the following area:
 Different sectors of Noida.
 Different society – Amarpali, princely etc.

79. I started the survey first from Aamrapali. I am personally went
to every sector and asked to consume about furniture. In this
survey I have learned a lot and collected the useful information
and also got good experience in the market field and I come to
know about many things.
Secondary data:
Secondary data sources include the information collected from
the annual reports published and unpublished records of the
company and various books and internet was also being used
for collecting the relevant data which is not available in the
book.
WHAT IS SALES PROMOTION?
Sales promotion is the process of persuading a potential
customer to buy the product. Sales promotion is designed to be
used as a short-term tactic to boost sales – it is rarely suitable
as a method of building long-term customer loyalty.
Some sales promotions are aimed at consumers. Others are
targeted at intermediaries and at the firm's sales force.
When undertaking a sales promotion, there are several factors
that a business must take into account:
What does the promotion cost – will the resulting sales boost
justify the investment?
Is the sales promotion consistent with the brand image? A
promotion that heavily discounts a product with a premium
price might do some long-term damage to a brand

80. Will the sales promotion attract customers who will continue to
buy the product once the promotion ends, or will it simply
attract those customers who are always on the look-out for a
bargain?
There are many methods of sales promotion, including:
Money off coupons – customers receive coupons, or cut
coupons out of newspapers or a products packaging that
enables them to buy the product next time at a reduced price
Competitions – buying the product will allow the customer to
take part in a chance to win a prize
Discount vouchers – a voucher (like a money off coupon)
Free gifts – a free product when buy another product
Point of sale materials – e.g. posters, display stands – ways
of presenting the product in its best way or show the customer
that the product is there.
Loyalty cards – e.g. Nectar and Air Miles; where customers
earn points for buying certain goods or shopping at certain
retailers – that can later be exchanged for money, goods or
other offers
Loyalty cards have recently become an important form of sales
promotion. They encourage the customer to return to the
retailer by giving them discounts based on the spending from a

81. previous visit. Loyalty cards can offset the discounts they offer
by making more sales and persuading the customer to come
back. They also provide information about the shopping habits
of customers – where do they shop, when and what do they
buy? This is very valuable marketing research and can be used
in the planning process for new and existing products.
SALES PROMOTION ACTIVITIES:
Creating effective sales events requires more than simply
reducing prices. Promoting your sale before and during the
event lets more customers know you‘ve got something special
going on and will motivate them to spend and save. Use a
variety of marketing techniques and promotional strategies to
maximize the benefit of any sales you have.
Financial Planning
When you decide to hold a sale, calculate the cost of any
discount you offer on your bottom line. If you don‘t consider
your overhead costs per unit, a sale that seems to help you
bring in money based on cash you receive over your costs of
goods might actually be a loser for you. Factor in all the costs
of a promotion, including any advertising, signage and
contractor time associated with the sale. Selling slow-moving or
old inventory at a loss brings in cash you can use to pay down
debt and reduce interest payments, so consider that when you
run your numbers.

82. Pre-Promotion Activities
Let the public know about your sale using on-premise and
external marketing. Promote the sale on your website,
Facebook page, through Twitter and with any other social
media channels you use. Send direct mail to your customer list
or place ads in targeted publications or broadcast outlets. Alert
drive-by and walk-in traffic with signs on your building and
throughout your store.
Signage
Don‘t limit in-store signage to
the area where you‘re putting a
product on sale. Direct
shoppers to your sales items
with signs at the front of your
store and in your checkout
area. Direct your staff to alert
shoppers about sale items if
you have retail staff.
Quantity Discounts
In addition to discounts, consider offering a buy-on-get-one-free
promotion to generate more excitement. A percentage discount
might not generate the same enthusiasm as a free product.
Other quantity discount sales promotions include offering one

83. discount on the first item purchased, a larger discount on the
second item purchased and a larger discount on the third item.
This often encourages more spending than the customer had
planned.
Loyalty Promotion
Offer a discount on items when customers reach a certain
buying level. Punch cards are common sales promotion tools
that give customers their discount by giving them a freebie after
they purchase a specific number of items. Some stores offer a
buyer‘s club, giving those who purchase a membership a
discount on anything they buy throughout the year, creating a
―sale‖ each time the customer shops.
Demonstrations
If you sell in a high-traffic area, such as at a fair, grocery store
or trade show, create a sales promotion consisting of a product
or service demonstration and a limited-time discount. Offer free
samples of food items or demonstrate how your customers can
best use your product for the most effective results. You don‘t
have to do product demos live -- tape a video demonstration
you can play at a kiosk, booth or table.
Cause Marketing
Get people into your place of business by combining a sale with
a fundraiser. Instead of offering consumers a discount on a

84. product, donate a percentage of their purchase price to a local
charity. Have the charity distribute coupons, since it will be
motivated to cross-promote your business. If the sales
promotion takes place for a week or more, update a donation
thermometer on your website and in your store to show the
public how much money they have generated for the charity.

85. Chapter – 4
 SWOT analysis of Future Group.
 Limitations.
 Recommendation.
 Bibliography.

86. SWOT analysis of FUTURE GROUP COMPANY
Parent company : Future Group
Category: Retail
Sector: Life style and Retail
Tagline / Slogan: Indian tomorrow
USP: Deliver everything to everyone.
STP
Segment : Cost conscious group
Target group: Middle class and upper class
Positioning: Everything to everyone in Profitable manner.
STRENGHTH OF FUTURE GROUP
1. Wide presence in India covering almost all major cities and
towns
2. Efficient, cost conscious committed quality service
3. High brand equity in evolving market
4. Variety of products under single window increasing the
chances of customer time and choices
5. Has an employee base of over 35,000
6. Everyday low prices, which attract customers, and has a
huge investment capacity.

87. 7. It offers a family shopping experience, where entire family
can visit together.
WEAKNESS OF FUTURE GROUP
1. Dependent heavily on India, and is susceptible to foreign
players
2. Stiff competition from global players means market share
growth is limited
3. Extremely Popular means heavily crowded during festive /
discount seasons.
Opportunity‟s of FUTURE GROUP
1. Evolving customer preference in recent year
2. Organized retail is minute in India
3. Global expansion and Tie – ups with international brands.
Threats for FUTURE GROUP
1. Global players trying to enter into Indian Market.
2. Low priced products could be perceived as low quality
product
3. Government policies are not well defined in country like
India.

88. LIMITATIONS
It was my first internship project. So, due to curiosity put
my whole efforts in this project, for the completion of this project
I have to face certain limitations while doing the work. Some
major limitations which I had faces are as follows:
 The main and the major limitation while doing this project
is the time factor.
 There might have been tendency among the respondent
to amplifying or filter their responses under the testing in
some cases, the customers was not giving the proper
response which we had expected.
 There were so many individuals who think that it‘s just a
waste of time or it might create some problems
 Unavailability of some information due to the lack of
awareness of consumers in the areas.

89. RECOMMENDATIONS:
 Hometown should use advertising tools like banners at all
focus points, more of T.V advertising and social media to
increase their share in the market.
 Products should be well classified according to types and
sizes with proper tags.
 More number of well-behaved and trained staff needs to
be recruited in the store.
 Number of billing counter should be increased.
 Regular customers should be provided special offers at
least 2 times in a year.
 More variety needs to be included in the entire department
such as furniture, dining, sanitary, décor.

90. CONCLUSION
The conclusion of this project report is that the
digitalization in any business has a wide scope for future in
India. With the help of digital marketing we can make cordial
relationship with the customers. During the internship period I
had seemed that most of the customers are satisfied with the
online purchasing with future group hometown. Hometown
created a great image in the minds of its customers through
digitalization so; they have a very high expectation level from
hometown.
Moreover hometown can fly over the path of ultimate
growth if they can bring more premium brands and variety of
quality products at a decent cost. Hometown stores can retain
customers if they use many loyalty programmers and IT
techniques. Customers will only become loyal if they would be
provided with more pleasant and satisfactory service
experiences in stores and hometown will be able to bring it by
adopting more innovative strategies as recommended.

91. BIBLIOGRAPHY