Pantaloon Report

RETAIL MARKETING & MANAGEMENT PROJECT ON PANTLOON RETAIL (INDIA) LTD

Submitted By: To :

Sunil Gupta, Prof. Sham Sharma

EXE MBA,IIPM, IIPM , New Delhi.

New Delhi.

ACKNOWLDGEMENT

PANTALOON’S RETAIL STRATEGIES

I take this as an opportunity to express my sincere gratitude to Departmental Manager and floor manager, “pantaloons” at Saket Mall in Delhi. Their guidance has always been of immense help and support during the making of this project and also helped me a great deal in enhancing my skills in the process.

I also thankful to all the employees of ‘Pantaloons’ who helped me in making my project, their guidance carried me all through the preparation of this project.

I would like to thank to Prof. Sham Sharma for providing me the excellent opportunity of working on this project and for guiding me all through the way. It gave me all immense pleasure in embedding deep into the project and acquiring new knowledge on the way.

I would like to extend my heartfelt gratitude towards the various websites and the books i referred to. Without them the project would not have been possible.

Sunil Gupta

EXE MBA , Marketing,

IIPM , New Delhi

Contents

2 |Sunil Gupta , EXE MBA ,


About pantaloons......................................................................................................................................4

Store location ............................................................................................................................................5

Retail Meaning...........................................................................................................................................5

Three Important Things About a Retail store…….......................................................................................5

Placing of Products in the outlet................................................................................................................5

Products Offerings......................................................................................................................................5

Company Strategies....................................................................................................................................8

Promotion Strategy……………………………………...............................................................................................8

Pricing Strategy............................................................................................................................................8

Position Strategy…………………………………………………………………………………………………………………………………….9

Building Customer Loyalty...........................................................................................................................9

Conclusion..…………………………………. ..........................................................................................................10

References…………………………………. ...........................................................................................................10

Pantaloon Retail (India) Limited



INTRODUCTION

The Pantaloon group ,a leading retailing group in India. In March 2006, the group renamed itself as the 'Future Group' and was further divided into six verticals - Future Retail, Future Brands, Future Space, Future Capital, Future Media, and Future Logistics. Headquartered in Mumbai (Bombay), the company operates over 7 million square feet of retail space, has over 1000 stores across 53 cities in India and employs over 25,000 people.

VISION: Future Group shall deliver Everything, Everywhere, Every time for Every Indian Consumer in the most profitable manner.

MISSION: We shall be efficient, cost- conscious and committed to quality in whatever we do.

CORE VALUES: Rewrite rules. Retain values.



FOUNDER: Mr. Kishore Biyani

Website: www.pantaloon.com

Company Outlet:

Pantaloons :: Saket Mall

Address : Select citywalk , Plot No. A-3 & P1B, District centre,Saket,Delhi-110065

Tel: 011-22309491

RETAIL MEANING:-

Retail comes from the French word retailer which refers to "cutting off, clip and divide" in terms of tailoring (1365). It first was recorded as a noun with the meaning of a "sale in small quantities" in 1433 (French). It's literal meaning for retail was to "cut off, shred, paring".

Business of selling products and services to the public as the ultimate consumer. Retailing involves selling many different products and services, either from a store location or in direct selling through vending machines and in-home presentations, mail order, and so on.

First retailers in India include BATA, Pantaloon, Bombay Dyeing, Spencer’s, and Nilgiris. The current Retail scenario is controlled by the likes of shoppers stop, Big Bazaars.

Three important things about a retail store

1) Location2) Location3) Location

PLACING OF PRODUCTS IN THE OUTLET

The Pantaloon outlet in Saket has two floors – ground and first floor.

The ground floor has women and kids wear. It also contains women and kids accessories. The women wear is in the front of the ground floor, while the kids wear is in the back of the shop. The middle portion of the shop in the ground floor has the women and kids accessories.

The first floor has men wear and accessories. The men wear is in the front and accessories at the back of the floor.



The keeping of the products of the women and kids in the ground floor is only for convenience and also due to the fact that women are more prone to shopping. Kids come to shop with their mother, and so they can be attracted more by keeping the kids wear and accessories in the ground floor.

PRODUCTS OFFERINGS

Pantaloon is positioned as an entire family store and it deals in men’s wear, ladies wear and kid’s wear. It mainly focuses on its Private label programme because the share of private label has increased over the previous year and stands at nearly 75%. Below are some of the company’s private labels:

MEN’S WEAR

John Miller

JM Sports

Bare Denim

Rig

Ajile

Lombard

T-2000

Bare Leisure

LADIES WEAR

Honey

Akkriti

Annabelle

Mix & Match

Ajile

Rig

KID’S WEAR

Chalk

Bare 7214



ACCESSORIES

Cosmetics

Stationary for kids

Books & Magazines



COMPANY STRATEGIES

PROMOTIONAL STRATEGIES

1. Green Card is passport to a whole new world of exclusive benefits and privileges.

Instant discounts for every time you shop at Pantaloons.

Exclusive shopping days to get hold of latest merchandise.

Regular updates on collections and promos via catalogues, sms and email.

2. Pantaloon continued to be the title sponsor for femina miss India 07 pageant.

PRICING STRATEGY

They propose to provide branded products at 10% less than the Mrp and 20% off on the local brands, which is similar to what has been carried out in

Big bazaar.

Keeping costs down is clearly the cornerstone of policy at both chains. Pantaloon chief Biyani ensures cheaper prices by keeping watch at every step.

Says Biyani: "We do three things -- buy directly from the manufacturers so that the middle man is eliminated. We buy in cash and get a cash discount, and manage our stocks turns so that we don't have money stuck up. The benefits are passed on to the customers.”



POSITIONING STRATEGY

Initially positioned as a family store, it finally veered towards becoming a fashion store with and emphasis on youths and clear focus on ‘FRESH FASHION’. They are targeting youth and even women, since they are the ones defining most purchasing decisions.

Building customer loyalty:-

The key to a successful business is a steady customer base. After all, successful businesses typically see 80 percent of their business come from 20 percent of their customers. Too many businesses neglect this loyal customer base in pursuit of new customers. However, since the cost to attract new customers is significantly more than to maintain your relationship with existing ones, your efforts toward building customer loyalty will certainly payoff.

Here are ways that Pantaloons follow to build customer loyalty:

1. Communicate: Whether it is an email newsletter, monthly flier, a reminder card for a tune up, or a holiday greeting card, reach out to your steady customers i.e. they offer green cards on purchasing of Rs. 5000 or onwards with many discount schemes and inform the costumer about a special or extra discounts through emails.

2. Employee Loyalty: Loyalty works from the top down. If you are loyal to your employees, they will feel positively about their jobs and pass that loyalty along to your customers.

3. Employee Training: Train employees in the manner that you want them to interact with customers. Empower employees to make decisions that benefit the customer i.e. they provide one month training to their employees and give knowledge about fabrics in apparels and related products.



4. Customer Incentives: They give customers a reason to return to their business. For instance, because children outgrow shoes quickly, so they offer a card that makes the tenth pair of shoes half price. Likewise, a dentist may give a free cleaning to anyone who has seen him regularly for five years.

5. Be Flexible: They try to solve customer problems or complaints to the best of their ability. According them excuses such as "That's our policy" ? will lose more customers then setting the store on fire.

Point-of-purchase (POP) Displays: They use POP displays by creating effective combination of attractive store layout and displays to make the impulse purchase of costumers.

I.e. In apparel segment they put the clothes in display from dark color to light color in winters and vice versa in summers to attract customers or to increase their sales

CONCLUSION

Pantaloon Retail (India) Ltd is a company where it strives for lifestyle and value through its products and services. Through the study, it is observed that pantaloon can be said an organization where the P’s of marketing is taken seriously for the maximum profitability through large range of products, promotional activities for the company through newspapers , magazines , internet ,banners and posters and a solid sales organization monitoring that the P’s are worked effectively. The store has been well maintained in accordance with the latest demands of the consumers and through all these strategies Pantaloon ensures repeated customer patronage.

References

www.pantaloon.com

http://www.fibre2fashion.com/news/company-news/pantaloon-retail-india/

It Happened in India – by Kishore Biyani & Dipayan Baishya

Consumer Behavior – Satish K Batra & S H H Kazmi


http://www.fibre2fashion.com/news/company-news/pantaloon-retail-india/

Pantaloon Report

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