Brand Factory Project

WINTER INTERNSHIP
REPORT
A Study on Customer Loyalty Towards Brand

Factory
done at
Brand Factory – Sugam Sudhir

by
TULSI BORO
2019-2707-0001-0001
under the guidance of
MR. AMIT SADHWANI
MARKETING MANAGER, BRAND FACTORY
Winter Internship Report, Pune Institute of Business Management, Pune
ACKNOWLEDGEMENT
With great pleasure I express my gratitude to the management of BRAND FACTORY

KOLKATA- SUGAM SUDHIR., for giving me this golden opportunity to work as a
marketing trainee in their company. The guidance and support provided by the company
have really made the training a learning experience for me. This short period was full of
rich experience, which will definitely help me in my future career.
First of all, My special gratitude to Zonal head of Marketing Mr. AMIT SADHWANI and
Mr. BASUKI JHA, HR Zonal Head, I would also like to thank Mr. UTTAM KUMAR
GHOSH, Store Manager, for his valuable guidance and constructive suggestions in the
preparation of this project.
Mrs. SAGARIKA DAS, Store HR and Ms. SANJOGITA PRASAD, Customer

Relationship Manager and other staff members for their valuable guidance and
encouragement.
Last but not the least I would also like to thank my college mentor Dr NARESH BABU
and the Institute, for constant motivation and guidance.
Regards,
Tulsi Boro
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To Whomsoever It May Concern
This is to certify that the Project Report titled “A STUDY ON CUSTOMER

LOYALTY TOWARDS BRAND FACTORY”, is an authentic work carried out
by Ms. TULSI BORO of PGDM – I, Batch 2019-21 of IAEER’s Pune Institute of
Business Management, Pune as a fulfillment of PGDM Course. She has worked
under our guidance and satisfactorily completed her project work.
Place: Kolkata Date:18th Dec 2019 to 31st Jan 2020
Signature of Internal Guide
Signature of Director / COE
3
Contents
1. PROJECT SYNOPSIS ............................................................................................................................... 5
2. EXECUTIVE SUMMARY ......................................................................................................................... 6
3. ABOUT THE SECTOR .............................................................................................................................. 7
INTRODUCTION ...................................................................................................................................... 7
ROAD AHEAD .......................................................................................................................................... 7
MARKET SIZE ......................................................................................................................................... 7
GOVERNMENT INITIATIVES .............................................................................................................. 10
MAJOR INVESTMENTS ........................................................................................................................ 10
4. ABOUT THE COMPANY........................................................................................................................ 11
FUTURE GROUP .................................................................................................................................... 11
BRANDS THAT SHAPE CONSUMPTION ............................................................................................. 12
FUTURE LIFESTYLE FASHION(FLF) .................................................................................................. 13
BRAND FACTORY ................................................................................................................................. 14
5.MARKETING........................................................................................................................................... 21
SWOT ANALYSIS OF BRAND FACTORY ............................................................................................ 21
STP OF BRAND FACTORY .................................................................................................................... 21
COMPETITORS OF BRAND FACTORY ............................................................................................... 22
MARKETING MIX OF FUTURE GROUP .............................................................................................. 22
6.BUSINESS FINANCE ............................................................................................................................... 25
FINANCIAL PERFORMANCE OF FLFL FROM PAST FIVE YEARS .................................................. 25
7. ORGANIZATIONAL CULTURE ............................................................................................................ 26
ORGANIZATIONAL STRUCTURE OF BRAND FACTORY ................................................................. 28
8. INTERNSHIP SUMMARY ..................................................................................................................... 29
9. PROJECT DESCRIPTION ...................................................................................................................... 30
10. FINDING ............................................................................................................................................... 41
11. SUGGESTION ....................................................................................................................................... 42
12. REFERENCES ....................................................................................................................................... 43
4
1. PROJECT SYNOPSIS
Project Title - A study on customer loyalty towards Brand Factory
Company Name – Brand Factory (Future Lifestyle Fashion Limited)
Student Name - Tulsi Boro
Student Roll No - 2019-2707-0001-0001
Project Guide Name - Mr Amit Sadhwani
Project Guide Designation – Marketing Manager
Confidential Report (Yes/No)
Duration of project – 45 DAYS
5
2. EXECUTIVE SUMMARY
The objective of the project was to study about the customer loyalty programs in Brand Factory
and to know how the Retail Store operations are carried out in the retail industry. It takes care of
daily store operations like Visual Merchandising, D Display (Mannequin) Colour blocking,
Stacking, Signages, Shelf talker, grooming of sales person, Brand name and advertisement,
Cleaning, Price and Security Tag, Racking capacity, Brand feedback, Requirments,
Replenishment, Option plan (weekly basis), which are done to allure the customers to come to the
store and increase the bill size of the organization. There are various strategies, discount offers and
other activities, which are used as a part of the store operations aspect of retail. The main objective
of the company behind these loyalty programs is to increase the visibility of its products. The
survey was done by interviewing 300 customers with the help of questionnaire. The questionnaires
were then analyzed and major findings were recorded.
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3. ABOUT THE SECTOR
INTRODUCTION
India's economic growth and demographic profile make the country a compelling business case
for multinational retailers contemplating a foreign foray. India's retail market has undergone a
major shift and has seen phenomenal growth over the past 10 years. The overall retail market is
expected to hit the US $1.7 trillion mark by 2020 from US $795 billion in 2027. India's e-
commerce industry is also set to grow at 30 per cent CAGR for a gross merchandise value of US
$200 billion by 2026. Retail is India's largest industry and currently accounts for more than 10%
of the country's GDP and 8% of total employment.
ROAD AHEAD
India ranks among the best countries to invest in retail space. Factors which make India so
attractive include the world's second largest population, a middle class of 600 million people,
increasing urbanisation, increased household income, connected rural consumers and increased
consumer spending.
 In 2019 India ranked number 2 in the Global Retail Development Index (GRDI).
 India will become the third largest consumer economy by 2025 (consumption
expenditure to rise by a factor of 3 to cross 4 trillion dollars)
MARKET SIZE
The size of the retail market increased from USD 490 billion in 2013 to about USD 792 billion in
2018, recording a compound annual growth rate (CAGR) of around 10.1 per cent over the period.
However, the retail industry has grown at a higher rate of about 12 per cent in the last two years
due to favorable demographics, higher income levels, easy access to credit, increased internet
penetration, etc.
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Chart no.1 : Market size of last 5 years
MARKET SIZE OF INDIAN RETAIL

INDUSTRY
Market Size(Amt. in US $ Billions)
1000 950
900
800
672
700 641
600
600 534
490
500
400
300
200
100
0
2013 2014 2015 2016 2017 2018
Source : Care Ratings
The unorganized segment dominated the Indian Retail industry in the main. Unorganized retail
accounted for about 88% of total retail revenue in 2018. Within organized retail, food & beverage
holds around 65% of the retail sector, followed by apparel and personal care at 10%. According to
World Development Indicators database released by World Bank and International Monetary Fund
(IMF) estimates, India as of 2018 is the world's 3rd largest economy in terms of Purchasing Power
Parity (PPP), only behind China and the US. As of June 2019, Indian GDP growth stood at 6.9
percent, and is forecast to be about 6.7-6.8 percent for FY20 (CARE ratings). Also, FY20's IMF
projection for growth in India stands at 7 per cent. That also shows the growth potential of India
in Organized Retail Penetration.
8
Chart no.2 : Segment-wise contribution in retail industry.
SEGMENT
Organized Unorganized E-Tail
3% 9%
88%
Chart no.3 : Segment wise contribution in organised retail.
Segment 7%
3%1%
10%
4%
9%
66%
Food and Grocery Consumer Durables Health & Entertainment

Apparel and Footwear Jwellery and Accessories Home Décor and Furnishings
Others
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GOVERNMENT INITIATIVES
The Government of India has taken various initiatives to improve the retail industry in India. Some of them
are listed below:
 The Government of India the change the rules on Foreign Direct Investment (FDI) in food
processing, in a bid to enable e-commerce companies and foreign retailers to sell consumer
products manufactured in India.
 The Government of India has allowed 51 % foreign direct investment (FDI) in multi-brand retail
and 100 % FDI in single-brand retail.
 Through the automatic path, the Government of India has approved 100% Foreign Direct
Investment (FDI) in online retailing of goods and services, thus providing clarity on the existing e-
commerce businesses operating in India.
MAJOR INVESTMENTS
Some of the major investments in Indian retail sector are as follows:
 In order to open franchise hypermarket stores in India, Max Hypermarket India has partnered with
French retail giant Auchan Group. Max Hypermarket's current stores will be rebranded as' Auchan'
and run under a franchise agreement. Max Hypermarkets and Auchan plan to open 12-15 new stores
in India in one year across different geographies.
 Sahara India plans to enter the retail sector and will initially invest Rs 3,000 crore (US$ 542.50
million) to grow the business. Under the ' Q ' brand name, the company will continue its retail
business and plans to expand its scope to nearly 1,000 cities and towns by 2023.
 Bharti Walmart is planning to invest Rs 104 crore (US$ 18.81 million) to expand its outlets
nationwide. In all, Bharti Walmart has about 17 Indian outlets.
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4. ABOUT THE COMPANY
FUTURE GROUP
Future Group is an Indian conglomerate headquartered in Mumbai, Maharashtra, India. The

company is known for having a significant prominence in Indian retail and fashion sectors, with
popular supermarket chains like Big Bazaar and Food Bazaar, lifestyle stores like Brand Factory,
Central, etc. The group also has a notable presence in integrated foods and FMCG manufacturing
sectors.
TYPE Private
INDUSTRY Retailing, Insurance, Logistics, Media.
FOUNDER Kishore Biyani (CEO)
HEADQUARTER Mumbai, Maharashtra, India
PRODUCTS Integrated foods & other FMCGs
SERVICES Supermarkets, Hypermarkets, Discount stores, Insurance,
Logistics & media.
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BRANDS THAT SHAPE CONSUMPTION
RETAIL
FMCG
HOME
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FASHION
FUTURE LIFESTYLE FASHION(FLF)
The flagship fashion Company of the Future Group, Future Lifestyle Fashions (FLF) is one of
India’s fastest-growing players in its space. The Company’s portfolio consists of fashion brands
that cover the entire gamut of sub-categories including formal menswear, casual wear, active or
sportswear, women’s ethnic wear, women’s denim wear, women’s casual wear, footwear and
accessories. The Company primarily operates through its retail outlet destinations: Central, which
is a large-format stores that offers over 500 domestic and international branded apparel and
accessories across several categories; and Brand Factory, which operates as a chain of fashion
discount stores.
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BRAND FACTORY
Brand Factory brings branded fashion to India’s masses at attractive prices. It is the country’s
largest chain of fashion discount stores and offers Indian and international brands at 20–70%
discounts, throughout the year. Brand Factory, over the years, has shown consistent double digit
same store sales growth. At present, there is huge traction for the format among customers. Indians
are brand aspirational and value-conscious; and the nation’s consumption story is being shaped by
its burgeoning middle class. There is a strong demand for affordable branded apparel and Brand
Factory is well-positioned to cater to this trend. This is backed by the fact that customer visits at
the Brand Factory stores have grown in double digits consistently for the last two years and are
expected to continue growing for the next couple of years as well.
Key Differentiators
 Uniquely placed with exciting growth prospectus.
 Availability of distinguished brands for a fantastic shopping experience.
 Average store size of 25,000 - 30,000 sq. ft.
 Round-the-year discount competes strongly with e-commerce channels.
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Customer Profile
 Value seeking sub-urban families.
 Fashion following mini-metro/smart shoppers.
 Brand conscious explorative youth.
 Young qualified, status seekers.
Strategic Focus Area For Next 3-5 Years

 Launched e-commerce business.
 BF expansion in Tier-II and Tier-III cities .
 Introduction of fashion & fast –fashion merchandise.
 Introduction of international brands.
Company USP
 The “Unique Selling Propositions” is a marketing concept.

 Its unique benefits exhibited by the company, service, product or brands that enables to
stand out from competitors.
 Brand factory announces:
1. Free shopping weekend
2. 365 Days Discounts
3. 20-70% Discounts
4. Red zone sale
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Highlights :
 Brand Factory completes a decade. Celebrates 10 years announcing flat 50 % off on
everything for everyone.
 Brand Factory clocked Rs 115 cr sales during Free Shopping Weekend.
 Brand Factory announces India’s first 30 days special sale.
 Physical stores record growth as discount schemes vanish from e-tailing.
 Brand Factory joins Flipkart-Amazon sale war. Announces Independence Day Sale.
 Brand Factory invites customers to shop for FREE for 5 days.
 Brand Factory launches beta BOLT and beti GAGA campaign.
 Brand Factory Launches a Digital IP, Brand Stock Exchange.
 Brand Factory launches “Bura Na Mano Discount Hai” campaign for Holi.
 Future Group Gives Ecommerce Another Shot, Takes Brand Factory Online.
 Koovs to develop Brand Factory online platform for Future Lifestyle.
 Brand Factory garners reach of over 150 million with its influencer marketing strategy.
 Brand Factory announces “Red Zone Sale”. Buy any 5 pcs @ Rs 999 only.
 Blackstone invests Rs 1,750 cr in Future Lifestyle Fashion.
News Headline
 Future Group to invest up to Rs 750 cr in Brand Factory – Economic Times, 26th
September, 2007.
 Brand Factory takes on Flipkart, Snapdeal with “Free Shopping Weekend” – ET Retail,
16th December, 2016.
 Brand Factory eyes Rs 3,500 crore turnover by financial year 2020. – 16th December,
2016.
 People give ATM que a miss, go shopping at Brand Factory stores instead. – Times of
India, 19th December, 2016.
 Pantaloon Retail India Ltd.(PRIL) opens largest Brand Factory outlet spreading over
55,000 sq. ft. in Bengaluru. – India Retailing, 26th July, 2008.
 Brand Factory to offer products from Globus, Planet M, Staples and Dollar stores – India
Retailing, 26th July, 2008.
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 Pantaloon Retail India Ltd.(PRIL) to invest Rs 10 crores to open six more Brand Factory
outlets by June 2009. – India Retailing, 26th July, 2008.
 Brand Factory opens its second store in Kolkata(Sixteenth in India) – Fashion United 23rd
August, 2011.
 Brand Factory announces PRICE CHALLENGE offering to pay customers Four times the
price difference if they find the same product at lower rates elsewhere. – Fashion United,
16th September, 2011.
 30 days special sale at Brand Factory!!! – India Infoline News Service, 22nd June, 2012.
 Brand Factory announces festive sale “Buy one, get one free” – Fashion United, 12th
October, 2012.
 Brand Factory unfazed by online sales. – Business Standard, 27th October, 2014.
 Brand Factory announces “Biggest Discount Sale” – 5th December, 2014.
 Brand Factory brings ‘Happy Denim Day’ offer at just Rs 999. – The Free Press Journal,
27th January, 2017.
 Brand Factory to be launched online. – Fashion United, 3rd December, 2018.
Store information
 Store Manager – Uttam Kumar Ghosh

 Store HR- Sagorika Das
 CRM- Sanjogita Prasad
 The store consist of Ground floor , 1st floor and 2nd floor with various products for infant ,
men, women , luggage and accessories.
 The store has various premium brands like Adidas, Reebok, Levis ,Spunk ,VanHeusen,
LeeCooper , Converse, Pepejeans , Woodland and many much more.
 Provides “affordable range of product” with the updated fashion at minium cost.
 Most crowded area: Men section-Youth & Formal section.
 Low selling Zone : Kids section
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Picture – Brand Factory store- Sugam Sudhir.
Customer Loyalty
Customer loyalty shows how committed consumers are to the products or services of a business,
and how high their propensity to choose one brand over the competition. Customer loyalty is
strongly linked to customer satisfaction as happy customers are continually favouring products
that meet their needs. Loyal customers purchase products or services exclusively from a brand,
and they are not willing to change their choices over a competing brand. Brand loyalty derives
from the consistent effort of a company to offer the same product at the same rate of success, each
time. Organizations are paying particular attention to customer service, aiming to maintain their
current base by rising customer loyalty. Companies also offer loyalty programs and consumer
incentives as a show of gratitude for doing regular business with them.
Importance of customer loyalty programs
 Start with the customer experience. A good loyalty program will multiply the impact of a
good customer experience, but it won’t compensate for a bad one. So companies need an
accurate way of measuring the customer experience, which should be the starting point of
any loyalty program.
 Increase sales: By personalizing the consumer shopping experience through gathered data,
you can make better suggestions to your customers, which will then increase the likelihood
that your customers will purchase a suggested product.
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 Save money: While creating and implementing a loyalty program is an investment,

customer retention strategies are often less expensive than attracting new customers.
Acquiring new customers can be 25% more expensive than retaining current customers.
 Increase revenue: Increasing customer retention helps boost profits simply because loyal
customers already have trust in your brand and therefore are likely to spend more.
According to the research referenced above, increasing retention by just 5% through
customer loyalty programs can boost revenue by 25 to 95%.
Various Loyalty Programs by Brand Factory.
Future Pay
It is India's most convenient digital wallet to shop across Future Group outlets such as Brand
Factory, Big Bazaar, Central, fbb, Food Bazaar & E-zone. It also allows you to manage all your
loyalty accounts at your fingertips.
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Payback Card
Payback is India’s largest and one of Europe’s most successful multi-partner loyalty programs.
Future Group has taken the whole concept of customer loyalty to the next level by joining hands
with Payback customers can shop, save and get rewarded. This program enables consumers to
collect millions of points across online and offline partners – with just a single card. Customers
can accumulate points across Future Group formats, thereby making “shopping rewarding”.
Be The First (BTF)

BeTheFirst means a member who is always first to shop
A smart shopper who wants to be the first to shop at every big sale like ‘Free Shopping Weekend’
Under this the registered customers get to know about the new and upcoming offers much before
than anyone else. Every first Friday of a month is a BTF day.
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5.MARKETING
SWOT ANALYSIS OF BRAND FACTORY
SWOT ANALYSIS
1. 200+ national and international brands .

STRENGTHS 2. 365 Days Discounts
3. Diversified portfolio
1. Stiff competitions from global players.

WEAKNESS 2. Changing taste & preferences in lifestyle & trends.
3. Size availability issues.
1. Evolving brand conscious customers in recent year.

OPPORTUNITIES 2. Global expansion & tie ups with international brands.
3. Emerging concept of organized retail.
1. Global competitions.
THREATS 2. Government policies.

3. Shopping pattern , Online shopping trends
STP OF BRAND FACTORY
STP OF BRAND FACTORY
Segment Cost conscious group.
Target Group Middle Class and upper Middle customer
Positioning Everything to everyone in profitable manner.
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COMPETITORS OF BRAND FACTORY
RELIANCE SHOPPERS BAZAAR

D-MART MAX SPENCER'S H&M
TRENDS STOP KOLKATA
MARKETING MIX OF FUTURE GROUP
Product :
Future group is one of the leading retail conglomerates in India. Future group’s retail business is
very popular. Its hypercity chain Big Bazzar among the top 3 service brands in India . Future
group has a variety of retail chains such as Central which is a departmental store chain, Brand
Factory which is an outlet store chain , Home town , and Ezone which are home improvement and
customers durables chain. The product strategy in the retail chain’s marketing mix is as follows.
Their hypermarket and supermarket business like Big Bazaar, Food Bazaar, fbb, Foodhall, KB’s
Conveniently Yours and Easyday are led by Future Retail Ltd whereas Central, Brand Factory and
Planet sports are led by Future Lifestyle fashion. Future group also provides end to end supply
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chain and Logistics services in India through Future Supply Chain Solutions Ltd. Large
corporations in Food and FMCG, Apparels, Automotive seek their assistance in supply chain
problems. It also has a financial services businesses called the Future Capital.
Price :
Future Group has different businesses in which various products are priced according to the
segment they are targeted at. The pricing strategy for Future Group’s products & offerings in its
marketing mix is as follows. Future group believes in empowering the customers and in serving
them better with each initiative. They understand the importance of customer retention and that’s
why they have joined hands with PAYBACK, India’s largest leading multi partnered loyalty
program. Future group sells the best and the cheapest groceries which are available everywhere
through their stores. The value proposition of big bazaar is that the products are low priced.
Place :
Following is the distribution strategy of Future Group:Future group follows an omni channel
strategy in its marketing mix. Future Group has various permutations and combinations of
purchases and delivery of the goods. Customers can order online, at the shop and pick up the
deliveries from another store or get it delivered at their homes. Distribution channel is a very
obvious advantage for future group. It retails all its FMCG products through its stores and
hypermarkets. Future retail has a pan India network which extends to 100 cities. Big bazaar has
150+ stores, Food bazaar has 25+ stores and Fbb and Home Town has 30 stores each.
Promotion :
Future Group has come up with various advertisement campaigns like Great Indian Home Festival,
Maha bachat etc. Future group has conceptualized various ad films with celebrities like Varun
Dhawan, M S Dhoni, Katrina Kaif and Asin. Future Group has a tie up with Sachin Tendulkar for
its brand Sach. Future Group have also invested in digital media for creating interactive multimedia
campaigns. Big Bazaar mainly applies the selling concept of marketing. It displays all its products
for the consumer to buy. There are all some or the other schemes going on to promote some brands
like buy one get one free etc. There are salesperson roaming around in the store to help the
customers. The creative communication of Future Group’s casual wear brand, DJ&C, is done by
Pickles. The creative communication includes banners and posters etc.
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MARKETING STARTEGY FOR THE YEAR 2020
Moment marketing, content marketing

and driving offline sales from online
consumers will be the key pillars of
Brand Factory's marketing strategy in
2020. The brand will go big on digital to
keep the customers engaged. The brand
is hoping for an online-to-offline
customer conversion.
The brand’s total marketing budget is 2%

of the overall sales, out of which 40% is
allocated to digital, 30% is spent on print
and the remaining is divided between TV and outdoor.
According to Roch D’Souza, CMO, Brand Factory, video communication gives more business
conversion; hence brand factory strategizes to generate short-format content videos on digital. The
15-30 seconder videos will end quick conveying brand’s message to the consumers.
The retail chain has witnessed a double-digit growth in the last three years and eyes the same for
FY 19-20. For Brand Factory, Delhi, Kolkata, Mumbai, Chennai, Pune, Hyderabad, Ahmadabad
are the strongest markets. However, the retail chain has a strong growth potential in tier II, III
markets because of the evolving consumption pattern of consumers. To fetch growth and
awareness in tier II, III markets, the brand focuses on building vernacular content.
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6.BUSINESS FINANCE
FINANCIAL PERFORMANCE OF FLFL FROM PAST FIVE YEARS
Chart no.4 : Profitability ratios in percentage
PROFITABILITY RATIOS IN%

Gross Profit Net Profit ROCE
18
16
16.62
14
12
12.45
11.89
10
6 6.68 7.09 7
4 5.1 4.96 5.14 4.92
4.02
2 2.7
2.61
0.59 0.89
0
2015 2016 2017 2018 2019
Source : FLFL Annual Report
Chart no. 5 : Liquidity and Solvency Ratios
LIQUIDTY RATIOS
Current Ratio Quick Ratio Debt Equity Ratio Long Term Debt Equity Ratio
1.8
1.55
1.6
1.36
1.4
1.2 1.24
1.2 1.13
1
0.78
0.8 0.730.69
0.6 0.56
0.54
0.6 0.490.51 0.450.48
0.42 0.41 0.4
0.37
0.4
0.21
0.2
0
2015 2016 2017 2018 2019
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7. ORGANIZATIONAL CULTURE
Values
The organization has been built on the principle of “Rewrite Rules, Retain Values”.
Understanding the Indian consumer and infusing those learnings in each and every function is key
to us. The knowledge and insights help build our business practices towards the goal of leading
India into becoming a consumption led growth story.
Our vision is to make the “Sone Ki Chidiya” soar again and we believe our consumer is at the
heart of it. Our mission is to serve our customers and stakeholders by creating consumption
opportunities that will take the country forward. Enabling us in achieving these aims are the values
that define us as an organization and as a set of people.
Culture
We believe that a positive attitude, sincerity, humility and determination are intrinsic to our success
and the same philosophy trickles down to the organization's daily functioning. Flexibility and new
ideas are promoted and accountability and entrepreneurship is valued here. The freedom to decide,
implement, execute and learn is the backbone of our teams at Future Group. Encouraging
independence, creativity and a risk-taking ability, teams in Future Group are always looking to
work with the best talent and help them reach their full potential. While an entrepreneurial zeal,
an open and progressive mindset, an ability to think big and learn constantly encapsulate our ideal
candidate, following qualities and traits will help them blend into our organization's culture well.
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SPEED
&IMAGINATION
KARTA INFLUENCE AND

ORIENTATION INSPIRE
CUSTOMER
COURAGE TO GO
CENTRICITY &
BEYOND
HAPPINESS
Speed and Imagination - Ability to constantly think on your feet and ideate on innovative
solutions that results in an agile organization.
Influence and Inspire - Ability to influence, inspire and motivate others to deliver the
organization’s goals.
Courage to Go Beyond - Ability to think big and constantly push self and others to achieve and
stretch goals.
Customer Centricity and Happiness - Ability to understand customer (stakeholder) needs and
proactively working towards enhancing customer happiness and experience at every touch point
Karta Orientation - Demonstrates leadership qualities. Takes accountability for results. Ensures
development and overall well-being of others.
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ORGANIZATIONAL STRUCTURE OF BRAND FACTORY

Chief Executive
Officer (CEO)
Chief Marketing Chief Financial Sales Head Visual Merchandise HR

Officer (CEO) Officer (CEO) Manager Manager
Zonal Head
Zonal Marketing Zonal Sales Zonal HR Zonal Inventory Zonal Brand

Manager Manager Manager Manager Managers
Store
Manager
HR Visual Merchandise Head Inventory Brand

Manager Manager Cashier Manager Heads
Assistant Brand wise

Cashier Salesperson
Floor
Cashiers
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8. INTERNSHIP SUMMARY
The task given to me as an intern in Brand Factory was to collect BTF data of all the 17 east zone
from the Head Cashiers on daily basis and also collecting various promo feedback of the concern
day from the customers. Apart from collecting feedback and BTF reports I was asked by the Zonal
Marketing Manager to approach various corporates for branding options and corporate gift cards.
Every Monday I was asked to report to zonal office and asked to collect and compile the previous
week’s BTF Report and also collect promo feedback from Store Managers of all the east zone
stores. As an intern I was also asked to inspect the store daily to check whether signage is missing,
offers are updated, changing display and suggest display ideas.
Therefore, has developed my skills in customer handlings, customer service, billing process, visual
merchandise, Team management with employees and staff, selling skills and networking skills.
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9. PROJECT DESCRIPTION
Project Title: A study on consumer loyalty towards Brand Factory
Objective of the study:
 To find out the awareness level of customers.

 To find out the various factors that lead to Customer satisfaction and Customer
loyalty.
Methodology:
1) Primary Data: Collected through Questionnaire and Interview method.

2) Secondary Data: Collected from Company website, and Previous Journals.
Research Design: Exploratory Research Design
Target Population: 120 customers
Sample Frame
The people forming the sample would be the customers actually shopping at Brand Factory.
Sample Size
Owing to the fact that, the discount stores like Brand Factory is always crowded and customers
are in a rush to grab the best offers within a short period of time and leave the place. Therefore,
only a few customers agreed to respond the questionnaire. In total 120 customers have responded
to the questionnaire.
Sampling Techniques
As customers are always in a hurry to make billing and leave the store the researcher in this
research opted for convenience sampling method. The survey was conducted in accordance to the
convenience of the customers shopping at the store.
Data Collection
For the purpose of collecting data, a well-designed questionnaire was used. The questionnaire was
handed over to the researcher by Mr. Amit Sadhwani, Marketing Manager (East Zone), Brand
Factory. The questionnaire has been designed as per the requirement of the organization.
Data analysis and Interpretation
Q1) What is the occupation of the chief wage earner in your household ?
OCCUPATION
Others
6%
Govt. Employee
18%
Job
53%
Business
23%
Analysis :
The occupation of the chief wage earner of the majority of respondents were Job(53%) followed
by Business(23%), Govt. Employee(18%) ,and Others(6%)
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Q2) Could you kindly tell me your age in completed years?
Age
50 46
45
40
35
30 26
25 21
19
20
15
10 8
5
0
16-25 26-35 36-45 46-55 56-65
Analysis :
Out of total respondents 21 respondent lies in the age group ’16-25’, 46 respondents lies in ’26-
35’, 26 respondents lies in ’36-45’, 19 respondents lies in ‘46-55’, and 8 respondents lies in ’56-
65’.
Q3) Which of these outlets do you regularly visit and buy?
Outlets Reliance Trends

6%
Max
5%
Westside Big Bazaar
3% 26%
Pantaloons
15%
Brand Factory
Online
20%
13%
FBB
12%
Analysis ;
Out of the total respondents 20% of them have responded that they regularly visit Brand Factor for
shopping, 15% of the respondents visit Pantaloons, 6% respondents visit Reliance Trends, 3% visit
Westside, 5% visits Max, 13% of them shops online, 12% of them shops at FBB, and 26% at Big
Bazaar.
32
Q4) Have you seen any advertisement for Brand Factory in the last one month?
No of respondents saying NO 63
No of respondents saying YES 57
Advertisement
64
63
63
62
61
60
59
58
57
57
56
55
54
Yes No
Advertisement
Analysis :
Out of total respondents 57 of the respondents have agreed to seeing advertisement of Brand
factory in the last one month whereas 63 of the respondents haven’t seen any advertisement of
Brand Factory in the last one month.
33
Q5) Were you aware of any offers/ promotions at Brand Factory?
No of respondents saying NO 44
No of respondents saying YES 76
Offers/ Promotions
80 76
70
60
50 44
40
30
20
10
0
Yes No
Offers/ Promotions
Analysis :
Out of the total respondents 76% of them were aware of the offers and promotions going on at
Brand Factory whereas nearly one fourth that is 44 % of the respondents weren’t aware of any
offers going on at Brand Factory.
34
Q6) Which of these media do you consume regularly?
Media
Television
Newspaper
4%
8% Radio
4% 27%
Brand Factory App
2%
4% Facebook
6% Whatsapp
Instagram
11%
11% Youtube
2% 3% Twitter
18%
Google
SMS
Payback Loyalty
Analysis:
Out of 100 % of respondents, the maximum respondents use television which is 27%, 11%
respondents prefer newspaper, 18% respondents use facebook , 11% prefer using whatsapp , 2%
of respondents use twitter and Brand Factory app, 3% of respondents use radio , 4% of respondents
use google , Payback Loyalty and YouTube , 8% of respondents use SMS.
35
Q7) Could you please let me know, what you know about Brand Factory?
Have amazing collection

12% Others Perception 20%-70% Discounts
Connects with me 1%
2% All 365 days discount
Attracts crowd 20%-70% Discounts 200+ Best brands

5% 24%
Widest range
All 365 days discount Great Promos

14%
Attracts crowd
Great Promos
29% 200+ Best brands
Connects with me
5%
Widest range
8% Have amazing collection
Others
Analysis :
29% respondents knows about Great Promos, 24% of the respondents knows ‘20%-70% discount’
store, 5% respondents as ‘200+ best brands’ , 5% respondents says that it ‘Attracts crowd’, 12%
respondents know Brand Factory as ‘Having amazing collection, 2% says respondents connects
with them 1% respondents knows it as something ‘Other’ .
36
Q8) Could you please let me know if there are any reason for not being satisfied to shop at Brand
Factory?
Highly dissatisfied No, I am satisfied purchase with brand

factory
Did not like the offers
Did not like the quality of the products

10%
Did not get the right size
36%
20%
Did not get the right fit
Did not get the prefered product

13%
9%
5% even after the offer, the product was
3% expensive
No specific reason
4%
Analysis :
20% respondents says products are expensive even after the offers,13% didn’t get the preferred
products, 9% didn’t like offers , 10% says no specific reason apart from this 36% are satisfied.
Q10) Who do you normally go with to shop for clothing?

Friends 24
Brother 7
Sister 4
Spouse 32
Parents 6
Colleague 0
Children 42
I go alone 5
Others 0
37
45 42
40
35 32
30
24
25
20
15
10 7 6
4 5
5
0
Friends Brother Sister Spouse Parent Children I go alone
Go shopping with
Q11) How much time did you spent at the store today?
Upto 30 mins 9
30-45 mins 22
45- 60 mins 37
More than an hour 52
60%
52%
50%
40% 37%
30%
22%
20%
9%
10%
0%
Upto 30 mins 30-45 mins 45-60 mins More than an hour
Time spent
Analysis :
37% of the total respondents spent 45-60 minutes in the store, 22% of the respondents spent 30-
45 minutes, 52% of the respondents spent more than an hour and 9% of the respondents spent up
to 30 minutes.
38
Q12) Could you please let me know the purpose of today’s purchase?
Anniversary 4
Birthday 19
To look attractive 0
Festival 25
Gifting 11
I’m replacing my old clothes 0
I have got great value for money 5
I needed more formals 6
I needed more casuals 15
I bought better brands 0
No particular reasons 28
Weddings 12
Recommended by family, friends , 4

colleagues
I wanted to stand out in crowd 2
I saw promotions/ advertisements 0
I wanted to buy some latest style 0
Other reasons 7
39
Recommended by family, friends, colleague. 4

Purpose
Saw promotions/add of BF 0
Wedding 12
No particular reason 28
Need more casual wear 15
Need more office wear 6
Replace old clothes 0
Gifting 11
Festival 25
Purpose
Birthday 19
Anniversary 4
0 5 10 15 20 25 30
Q13) How frequently do you buy clothes?

once a month or
more frequency of shopping
3%
once in 2-3
less often
months once a month or more
26%
24% once in 2-3 months
once in 3-6 months
once in 3-6 less often
months
47%
Analysis :
47% of the total respondents buy clothes ‘Once in 3-6 months’, 3% of the respondents say they
buy ‘Less often’, 24% of the respondents say they buy ‘Once in 2-3 months’, whereas 26%
respondents buy clothes “once in 2-3 months”.
40
10. FINDING
 Majority respondents lies in the age group ’16-55’.

 Out of the total respondents 20% of them have responded that they regularly visit Brand
Factor for shopping, 15% of the respondents visit Pantaloons, 6% respondents visit
Reliance Trends, 3% visit Westside, 5% visits Max, 13% of them shops online, 12% of
them shops at FBB, and 26% at Big Bazaar.
 63% of the respondents haven’t seen any advertisement of Brand Factory in the last one
month.
 Majority respondents consume online and app based media.
 Majority i.e. 27% of the respondents has perception towards Brand Factory as ‘Great
Promos’.
 Majority of the respondents were satisfied with the purchase.
 37% of the total respondents spent 45-60 minutes in the store, 22% of the respondents spent
30-45 minutes, 52% of the respondents spent more than an hour and 9% of the respondents
spent up to 30 minutes.
 47% of the total respondents buy clothes ‘Once in 3-6 months’, 3% of the respondents say
they buy ‘Less often’, 24% of the respondents say they buy ‘Once in 2-3 months’, whereas
26% respondents buy clothes “once in 2-3 months”.
41
11. SUGGESTION
 At the Brand Factory-Kolkata –Sugam Sudhir , there is a need to improve the female
footwear collection in trendy and ongoing fashions like bellies and flat .
 Availability of sizes are the major issues, therefore need to focus on availability of sizes
are important.
 Proper display of each and every brand in every section is very important for customer’s
attraction.
 More cash counters are need to added to the for better customer service, as the customers
gets annoyed waiting in queue for long time.
 Keep the store environment pleasant with attractive displays and light music.
 Improve Customer satisfaction towards store operations, as it is necessary to provide best
customer service, sometimes the sales staff are confuse regarding offers and discounts.
 Can add more collection in the Lingerie section.
42
12. REFERENCES
 http://www.careratings.com/upload/NewsFiles/SplAnalysis/Retail%20Industry%20Updat
e%20Aug%202019.pdf
 https://futurelifestyle.in/
 https://www.brandfactoryonline.com/
 https://www.futuregroup.in/
 https://www.payback.in/
 https://www.futureretail.in/consumer_connect/payback-loyalty-program.html
 https://www.investindia.gov.in/sector/retail-e-commerce#industry-scenario
 https://www.financialexpress.com/industry/we-have-built-brand-factory-purely-on-trust-
roch-dsouza-cmo-brand-factory/879590/
 https://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/8575-
customer-loyalty.html
 https://www.telegraphindia.com/entertainment/decoding-brand-factory-where-it-rsquo-s-
always-raining-discounts/cid/1408742
 https://www.annexcloud.com/blog/10-benefits-implementing-customer-loyalty-program/
 https://www.business2community.com/infographics/customer-loyalty-programs-
important-business-infographic-01500553
 https://brandequity.economictimes.indiatimes.com/news/marketing/brand-factory-
announces-free-shopping-weekend-launches-integrated-marketingcampaign/72348649
 https://www.business2community.com/infographics/customer-loyalty-programs-
important-business-infographic-01500553
 https://invest-india-revamp-static-files.s3.ap-south-1.amazonaws.com/s3fs-public/2019-
06/Retail%20Sector%20Brochure_Non-Paginated%20v5_0.pdf
43
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WINTER INTERNSHIP

A Study on Customer Loyalty Towards Brand

Brand Factory – Sugam Sudhir

With great pleasure I express my gratitude to the management of BRAND FACTORY

Mrs. SAGARIKA DAS, Store HR and Ms. SANJOGITA PRASAD, Customer

To Whomsoever It May Concern

This is to certify that the Project Report titled “A STUDY ON CUSTOMER

Place: Kolkata Date:18th Dec 2019 to 31st Jan 2020

Signature of Internal Guide

Signature of Director / COE

Project Title - A study on customer loyalty towards Brand Factory

Company Name – Brand Factory (Future Lifestyle Fashion Limited)

Student Name - Tulsi Boro

Student Roll No - 2019-2707-0001-0001

Project Guide Name - Mr Amit Sadhwani

Project Guide Designation – Marketing Manager

Confidential Report (Yes/No)

Duration of project – 45 DAYS

3. ABOUT THE SECTOR

Chart no.1 : Market size of last 5 years

MARKET SIZE OF INDIAN RETAIL

Source : Care Ratings

Chart no.2 : Segment-wise contribution in retail industry.

Source : Care Ratings

Chart no.3 : Segment wise contribution in organised retail.

Food and Grocery Consumer Durables Health & Entertainment

Source : Care Ratings

Some of the major investments in Indian retail sector are as follows:

4. ABOUT THE COMPANY

Future Group is an Indian conglomerate headquartered in Mumbai, Maharashtra, India. The

BRANDS THAT SHAPE CONSUMPTION

FUTURE LIFESTYLE FASHION(FLF)

Strategic Focus Area For Next 3-5 Years

 The “Unique Selling Propositions” is a marketing concept.

 Store Manager – Uttam Kumar Ghosh

Picture – Brand Factory store- Sugam Sudhir.

Importance of customer loyalty programs

 Save money: While creating and implementing a loyalty program is an investment,

Various Loyalty Programs by Brand Factory.

Be The First (BTF)

SWOT ANALYSIS OF BRAND FACTORY

1. 200+ national and international brands .

1. Stiff competitions from global players.

1. Evolving brand conscious customers in recent year.

THREATS 2. Government policies.

STP OF BRAND FACTORY

STP OF BRAND FACTORY

Segment Cost conscious group.

Target Group Middle Class and upper Middle customer

Positioning Everything to everyone in profitable manner.

COMPETITORS OF BRAND FACTORY

RELIANCE SHOPPERS BAZAAR

MARKETING MIX OF FUTURE GROUP

MARKETING STARTEGY FOR THE YEAR 2020

Moment marketing, content marketing

The brand’s total marketing budget is 2%

FINANCIAL PERFORMANCE OF FLFL FROM PAST FIVE YEARS

Chart no.4 : Profitability ratios in percentage