Pantaloons marketing mix

PRESENTATION ON MARKETING MIX

BY:CH AMARESH PRUSTY (53)MRADUL PATEL (48)

ABOUT US…..• Pantaloons Fashion & Retail Limited is an Indian premium clothing retail chain.• The first Pantaloons store was launched in Gariahat, Kolkata in 1997. • Pantaloons was previously controlled by the Future Group, but has now been

taken over by Aditya Birla Nuvo Limited (ABNL). • Operates in multiple retail formats in both, value and lifestyle; segments of the

Indian consumer market.Mr.Pranab Barua (Managing Director)Ms.Shital Mehta (CEO )

• Headquartered in Mumbai.• The company has over 1,00 stores across 71 cities in India and employs over

40,000 people.• According to the Brand Trust Report 2014, a study conducted by Trust

Research Advisory, Pantaloons featured among 100 most trusted brands in India

MARKETING MIX

PRODUCT It has about 4-5 product

categories.

It has about 100+ in house brands.

It has also tie ups with other private label and licensed brand more in apparel and accessories.

PRODUCT MIX

MEN’S WEAR WOMEN’S WEAR KIDS WEAR ACCESSORIES HOME DECOR

Casual Formal Ethnic Sports Plus size

fashion Innerwear

• Casual• Formal• Ethnic• Sports • Plus size

fashion• Lingerie

• Casual• Ethnic

• Hand Bags• Watches• Footwear• Sunglasses• Perfumes• Jewelry• Luggage

bags• cosmetics

• Curtains• Bed

sheets• Pillow • Pillow

covers

PRICE• Pricing decisions consistent with firm’s marketing strategy and target

market.• They propose to provide branded products at 10% less than the MRP and

20% off on the local brands.• The types of pricing:-

o Seasonal pricing.o Product bundling pricing.o Promotional discounts.

High turnover

Low turnover

High marginLo

w m

argi

n

Since pantaloons provides products to a potentially a large no of customers at affordable prices, it falls in the High turnover-Low margin category.

PROMOTIONS• They promote in house brands with some space with other brands.

• The Pantaloons Payback Greencard, which is a unique loyalty programs, has been designed exclusively for Pantaloons' customers to enhance customer experience.

• Presently offered to over 4 million members, the programs entitles members to discounts in terms of points and special privileges at all Pantaloons stores.

• All types sales and discounts.

• Online and offline promotions.

GIFT VOUCHERS

GREEN CARDS

PLACE• Chain of stores mainly functioning in malls.• Stores located nearer to the competitors.• Product availability mainly depends on the city of operations.• Pantaloons have Distribution collection center (DCC) in four major Metros of

the country.• It has about 100 stores all over India.• They have also introduced online shopping.• Exclusive stores for women and kids.• In stores they keep 70% of their own brand and remaining 30% of other

brands.

Manufacturer (own)

Retailer ConsumerDCC

PantaloonsManufacturer (other)

Retailer Consumer