Pantaloons project on marketing

MARKETING MANAGEMENT

“FRESH LOOKFRESH FEEL

FRESH ATTITUDE”

SEGMENTATION

SEGMENTATION

GEOGRAPHIC

POPULATIONCITY

GEOGRAPHIC SEGMENTATION

• metropolitan cities more than 60 lakhs

• developing cities more than 35 lakhs

• student oriented around 22 lakhs

• cities identified with MNC’s more than 35 lakhs

FAMILYSIZE

FAMILYSIZE

EDUCATIONEDUCATION

GENDERMen n women

GENDERMen n women

INCOMELower middle(40000-80000p.a.), middle(80000-120000p.a.)

Upper middle(120000-160000p.a.) high(>160,0000p.a)

INCOMELower middle(40000-80000p.a.), middle(80000-120000p.a.)

Upper middle(120000-160000p.a.) high(>160,0000p.a)

AGE Infants,(0-2),kids(3-12)teens(13-19),youth(20-28),adult(29 and above)

AGE Infants,(0-2),kids(3-12)teens(13-19),youth(20-28),adult(29 and above)

DEMOGRAPHIC SEGMENTATION

nuclearjoint

School going

Graduate/postgraduate

professional

THE BASE OF PANTALOONS DEMOGRAPHIC SEGMENTATION IS AGE…

For Age 30-39

Satisfaction 15Interest 12Confusion 10Enthusiasm 8Selection & time 5

For Age 40-49

Satisfaction 20Interest 04Confusion 12Enthusiasm 1Selection & time 13

For Age 21-29

Satisfaction 20Interest 13Confusion 1Enthusiasm 10Selection & time 6

RISING URBANIZATIONThe level of urbanization in India is approximately 30%and is expected to grow in near future.

The growth in the retail sector will be driven by increased urbanization, as this is characterized by a rise in income levels and better infrastructure facilities.

EASY AVAILABILITY OF CREDITWith changing consumer habits, the Indian consumersare overcoming this inhibition. Moreover, the availabilityof credit has become easier.

Many banks and lending institutions are providing customers with specially designed and customized loan schemes and trying tomake the overall loan procedure fast and less complex.

FREQUENT USE OF PLASTIC CARDS

INCOME

• CONVENIENCE

• RANGE OF MERCHANDISE

• HIGH STANDARDS OF HYGIENE

• ATTRACTIVE AMBIENCE

• DURING END SALES SEASON

• FESTIVALS

• BRAND CONSCIOUS

• DON’T WAIT FOR SALES

• FOR DAILY WEAR

• PREFER SOPHISTICATED OUTLETS

• GO FOR DURABLE BRANDS

• POPULAR BRANDS

• GENERALLY WAIT FOR SALES SEASON

•STATUS

GENDER AND EDUCATION

The working population’s share in India is the highest in theworld. A young working population with high propensity toconsume holds significant promise for organized retail inIndia.

The percentage of number of working women in India hasrisen from about 12% in 1961 to almost 25% in 2005.

This has resulted in steady growth in household disposableincome, driving retail spending.

The increased percentage of working women has also led tothe opening of new retailing formats and products which areexclusively catering to the women’s segment. favorable demographic and income

PSYCHOGRAPHIC SEGMENTATION

PSYCHOGRAPHIC

LIFESTYLE PERSONALITY

LIFESTYLE

The marketer gains a better understanding of consumers' lifestyles,

how the purchase of a product fits in with their lifestyles, what other products they might buy, and

what types of advertising themes might appeal to them.

PERSONALITY

APPAREL SEGMENTATION

PERSONALITY

OCCASION

BENEFITS

USER STATUS

LOYALTY STATUS

READINESS

ATTITUDE

BEHAVIOURAL SEGMENTATION

BEHAVIOURAL SEGMENTATION

ATTITUDE-ENTHUSIASTIC

(NEW-ARRIVALS)-POSITIVE

(BRAND-ORIENTED)

READINESS-AWARE

(FASHION CONCIOUS)-INFORMED

(NEWSPAPER-READERS,INTERNET-

FREAKERS)

BENEFITS-QUALITY(FABRIC

N MATERIAL)-SERVICE

(CUSTOMERHANDLING)

No.of customers

Very

satisfied

satisfied Very

Dis-Satisfied

Dis-satisfied

50 18 25 0 7

USER-STATUS

LOYALITY STATUS

MONTH 6-MON WEEK YEAR

occasio

n

TARGETING

The first Pantaloons was opened in Gariahat in 1997. Over the years, it has undergone several transitions. When it was first launched, this store mostly sold external brands. Gradually, it started retailing a mix of external brands while at the same time introduced its own private brands. Initially positioned as a family store, it finally veered towards becoming a fashion store with an emphasis on 'youth' and clear focus on ‘fresh fashion’

SERIAL NO. CATEGORY PRIVATE LABEL

1

MEN’S WEAR

PANTALOONS TROUSERS

2

JEANS,GABARDINE,JACKETS AND NIGHTWEARS

BARE DENIM

3 WESTERN CLOTHES FOR YOUNG GIRLS HONEY

4 SHIRTS JOHN MILLER

5 LADIES WEAR SRISHTI

6 ELEGANT SALWAR SUITS RANG MANCH

7 SPORTS WEAR AGILE

8 WESTERN AND FORMAL WEAR ANNABELLE

9 JEANS AND ACCESSORIES JEALOUS

10 WINTER WEAR JACKETS,BLAZERS,SWEATERS SCOTSVILLE

11 EXCLUSIVE WESTERN,INDO-WESTERN,SKIRTS,JEANS REMANIKA

12 KIDS WEAR CHALK

13 BUYING SEPARATE AND COMBINING MIX N MATCH

14 CLASSIC ENGLISH FORMAL WEAR LOMBARD

15 STICHING SALWAR KAMMEZ TRISHAA

16 JEANS.SHIIRTS,JACKETS,TRENDY SPORTS AND ULTILITY WEAR

UMM

17 MEN’S WEAR URBAN YOGA

18 MEN’S ETHNIC WEAR GHAGROOS

19 MEN’S N WOMEN’S ETHNIC WEAR AKRITI

SERIAL NO CATEGORY LICENCSED LABEL

1 JEANS,T-SHIRTS FOR MEN N WOMEN AND KIDS LEVI’S

2 JEANS,T-SHIRTS FOR MEN N WOMEN PEPE

3 KIDS WEAR,INFANTS LILLIPUT

4 KIDS WEAR CATMOSS

5 SPORTS WEAR,JACKETS,SHOES CONVERSE

6 EXCLUSIVE TRENDY WEAR FOR GIRLS 109.F

7 FORMAL WEAR FOR MEN INDIGO NATION

RESOURCES

LabourThe manpower information is useful in knowing the employee capacity, which is proportional to the production capacity.

Financial InformationThe financial status of the vendor is useful in knowing the capability of the vendor to deliver the order, in adverse situations.

Names and Addresses of all Units used for Production carrying expenses for the company will decrease, which depends on the vendor unit location

.The criterion of selecting a vendor by the company is equipped with the information needed for the proper delivering and distribution of the order by the company.

IT System

IT system at Pantaloon stores is fully centralized; the report of daily sales is being reported to head office in Germany

Bar Coding and Scanners: Point of sale systems use scanners and bar coding to identify an item, use pre-stored data to calculate the cost and generate the total bill for a client.

Payment: Payment through credit cards has become quite widespread and this enables a fast and easy payment process

CRM Systems: Data warehousing & mining technologies offer consumer data and apply it to business.

COMPETITIVE ENVIRONMENT

• As retail is a growing sector there are many market players in the field.

COMPANIES TOTAL OUTLETS

NO.OF CITIES COVERED

RETAIL SPACE COVERED

(Sq.ft.)

EMPLOYEES

PYRAMID 78 23 300 11700

SHOPPERS STOP

120 35 700 12000

WILLS LIFESYLE

93 24 300 8370

GLOBUS 122 28 500 18300

VALUE PROPOSITION

INSTANT DISCOUNT

EXCLUSIVESHOPPING

DAYS

REGULAR UPDATE

SPECIAL INVITES IN

HAPPEING EVENTSEXCHANGE PERIOD

ONLINEPURCHASING

PARKING REFUNDED

HOME DELIVERY

SPECIAL DESK FOR BILLING

VALUE PROPOSITION

3 Star Members 5% discount on every purchase

5 Star Members An exclusive 7.5% discount on every purchase

7 Star Members A whopping 10% discount on every purchase

1 Star MembersGift Voucher worth Rs. 200 on enrolment

POSITIONING

1.Store location

Traffic

accessibility of market

Visibility

total number of stores and type of stores exist in that area

2. Store layout

store design- store exterior and store interior

Lighting

Music

security

3. space allocation and utilization

furniture and fixtures

walk ways and entries

display areas, walkways and doors

4. packaging

MARKETING MIX

The kind of product mix to be offered by the retailer is another important consideration.

As mentioned earlier the main product line of Pantaloons is men’s and women’s clothing and other accessories comprising a vigilant mix of private as well as other labels... Since Pantaloons provides products to a potentially large number of customers at affordable prices, it falls in the High Turnover - Low Margin Category

PRODUCT MIX OFFERED

PRODUCT

• Spring (designer wear for men and women)

Men’s occasion wear

Ladies formal Men’s formal

Ladies ethnic and casuals Men’s ethnic

Nightwear Denim wear

Infant necessities Active wear, Sports wear

Indo-Western Teen boys wear

Kids wear Men’s casuals

BRANDS

WARRANTIES

SERVICESSIZE

PACKAGING

0 SIZE FOR KIDS

SMALL

MEDIUM

LARGE

ALL (BRAND)

CUSTOMERSERVICE DESK

GIFT VOUCHERS

N

LUCKY DRAWS

PLAY PEN AREA FOR KIDS

30-DAYS(EXCHANGE)NON-MEMBERS

90-DAYS(EXCHANGE)MEMBERS

GREEN COLOUREDRECYCLED BAG

THANKYOU FORSHOPPING AND PANTALOON

PRICE

Buy directly from the manufacturers so that the middle man is eliminated.

We buy in cash and get a cash discount, and

Manage there stocks turns so that they don't have money stuck up. The benefits are passed on to the customers.”Cash discounts (for buying goods upfront in cash) on the other hand could range from 2 per cent to 10 per cent.

Almost 70 per cent of the ready-to-wear products in the store are manufactured by the group's own garment units. As a result it is able to offer prices in ready-to-wear that are virtually 30 per cent cheaper than competitors. They increase there margins by pushing their own in-house label

CONT….

Pantaloons visual merchandising is creative, innovative and outstanding which can be seen from its own in house private brands such as John Miller.

The new launched products are showed by prominent color back ground.

Window display is highly interactive for impulsive buyer.

Price range is average.

40%discount allowance to employees working at pantaloons

PROMOTION

HOARDINGS

CELEBRITY

ENDORSEMENTSEVENTS N

SHOWS

SEASON SALE ADVERTISEMENTS

SPONSORSHIP

Promotion Strategy SALES PROMOTION-IS A KEY INGREDIENT IN MARKETING CAMPAIGN CONSIST OF A COLLECTION OF INCENTIVE TOOLS,MOSTLY SHORT-TERM,DESIGN TO STIMULATE QUICKER OR GREATER PURCHASE OF PARTICULAR PRODUCT ,SERVICES BY CONSUMERS OR THE TRADE

Hoardings:

Pantaloon puts its hoarding at prime locations, featuring the upcoming Fashion events or its brand ambassadors who are generally eminent celebrity.

Category manager plans promotions / brand or product building schemes. The category manager identifies slow movers and also disposal plan for the same.

CONT….

Pantaloons - Colors Of The Season Campaign

Pantaloons has taken the concept of colours as its inspiration for its campaign and will paint this season in colourful hues of pink, green and blue.

Each color stands for its own unique identity; pink representing the innocent and cuteness yet naughtiness factor, green standing for a refreshing and bright you while the secretive blue, the all time favourite colour for the soothing and tempestuous feeling.

The entire collection will be available at all Pantaloons Fresh Fashion stores across India.

REFRESHING

INNOCENT,CUTENESS,NAUGHTINESS

SECRETIVE,TEMPESTUOUS

ADVERTISING-OFFERS A REASON TO BUY

Gift vouchers

MARQUEES A special type of sign is used to display the name of the store. It is used to announce a change in season, sale, a special event or a promotion.

  Doodle collection, 3 Idiots walks the ramp December 07, 2009  (India)    

 Pantaloon forms JV with Talwalkars Fitness

June 09, 2006  (India)  

  Cast of 'Jail' visits Pantaloons Store November 04, 2009  (India)    

20 Femina Miss India contestants move closer to ‘Live the Dream’ March 12, 2009  (India)    

The talented and glamorous finalists of Pantaloons Femina Miss India (PFMI) 2009 were unveiled amidst much fanfare

Pantaloons launches ‘Tashan’ collection May 12, 2008  (India)    

Pantaloons, India’s leading fashion retailer, announced the pan-India launch of exclusive line of film merchandise -“TASHAN Collection”

PROMOTIONAL CAMPAIGNSMOVIES

EVENTS

SPONSORSHIP

PRESSRELEASE

  ‘Denim Exchange’ offer for old trousers & jeans at Pantaloons June 09, 2007  (India)    

"Denim Exchange", the exchange offer for old trousers and jeans is on at Pantaloons Stores across the country. ..

  Pantaloon Retail creates 'Ta Ra Rum Pum' themed merchandise April 30, 2007  (India)    

Pantaloon Retail Limited announced that it has tied up with Yash Raj Films, for merchandising opportunities for their film,    

  Bipasha & Zayed to endorse Pantaloons Fresh Fashion August 25, 2006  (India)    

Pantaloons Fresh Fashion, the fashion retail format of the Future Group, has signed on Bollywood stars, Bipasha Basu and Zayed Khan, as its brand ambassodars ...

  'Krrish' marks entry of 'Super Hero' genre in India June 13, 2006  (India)    

Pantaloon Retail India Limited (PRIL) in association with Filmkraft, the makers of the movie Krrish launched the ‘Krrish Merchandise’ in Mumbai. ... ..

  'Haldi Gulal Collection' by Pantaloons Fresh Fashion March 02, 2007  (India)    

Love Story 2050 defines ‘Pantaloons’ as a stylish fashion brand July 03, 2008  (India)    

The new Pantaloons store at Mega Mall, Oshiwara was abuzz with excitement, as stars from the soon to be released movie ‘Love Story 2050’

CONTI….

NEWSLETTER

MAGAZINES

PRINTED IN NEWS PAPERPAMPHLETS

RADIO

INTERNET

WORD OF MOUTH

PLACE

Tarapur is Pantaloon's central warehouse.

Whenever it procures merchandise from its suppliers, the entire process had to undergo two to three steps before it reaches outlets

.At each step, considerable human intervention is required and barcode readers had been installed at all merchandising locations.

Traceability & visibility of goods in the supply chain,

Lack of unique identity at each item level,

human intervention in processes leading to errors,

effort required for production cycle counting, and

tracking reverse logistics

were some of the issues at the apparel factory.