Retailing Mix of Pantaloons

Retailing Mix of Pantaloons

Overview of Pantaloons

•Pantaloons is one of the leading retailer stores in the lifestyle segment of the consumer market in India.

•The brand serves its customers in 85 cities and 60 rural locations across the country

•Flagship company of Future Group•Our other formats include Brand Factory,

Ethnicity, Planet Sports, aLL and more.

Company Profile• Pantaloons is a part of the Future Group, and operates

multiple retail formats in both the value and lifestyle segment of the Indian consumer market.

• Headquartered in Mumbai, the company has over 1,000 stores across 71 cities in India and employs over 30,000 people, and as of 2010

• The first Pantaloons was opened in Gariahat in 1997.

• Pantaloons stores have a wide variety of categories like casual wear, ethnic wear, formalwear, party wear and sportswear for Men, Women and Kids.

Company Profile• 1987 Company incorporated as Manz Wear Private

Limited by Kishore Biyani .

• The company launched Pantaloons trouser, India's first formal trouser brand.

• 1992 Initial public offer (IPO) was made in the month of May.

• In 1994, The Pantaloon Shoppe - exclusive menswear store in franchisee format was launched across the country.

Retail Mix

Store Location

Merchandising

Private Labels

Pricing

Store Management

Store AtmospherePositioning of store & Brand

Building

People Management

Sales Promotion

IT task

Supply Chain management

Store Location

•Pantaloons is situated very close to the main road.▫Mulund, LBS Road

▫Vashi near railway station close to Raghuleela and Inorbit Mall

Pantaloons at Center One Mall

Inorbit Mall

Shopping Centre

Raghuleela Mall

Westside

Pantaloons

Lifestyle

R-MallBig

Bazaar

Merchandising

•Bar code - each merchandise

•Different MC (merchandise code) for different wear. E.g.; graphic tees, stripes, blue checked shirt etc

Product Offering at Pantaloons

Pantaloon Brands

Men’s

Formals

Casuals

Ethnic

Women’s

Formals

Ethnic

Casuals

Non Pantaloon Brands

Men’s

Formals

Casuals

Women’s

Formals

Casuals

Ethnic

Brands AvailableLADIES WEAR• Rang Manch• Akriti• Annabelle• Ajile• Rig• Biba• Trisha• Scullers• 1090 F• Honeyand many

more

KID’S WEAR• Bare• Rig• Sach• Lee Cooper

ACCESSORIES• Cosmetics• Jwellery• Perfume &

Deodorant

MEN’S WEAR

• John Miller

• JM Sports• Bare Denim• Rig• Ajile• Lombard• Bare Leisure• Blue Diamondand many more

Private Labels•UMM•Bare Leisure•Urban Yoga•Annabelle•Honey•Ajile•JM sports

• Pink & Blue• Rig• Turtle• Rangmach• Trisha• Aakriti• Urbana• Jealous 21

PricingHigh turnover

Low turnover

High Margin

Low Margin

As the brand provides wide variety of products and caters to large number of customers, it falls under LOW MARGIN- HIGH TURNOVER.The prices of products are common for all pantaloon store and are decided by Zonal Head.

Store Management•Visual Merchandising

•Store Atmosphere

•Store Layout

•Line of Business

Visual Merchandising

• The interior look of the store – designed by Zonal head office▫ Covers all the things

from types of clothes to wears on mannequins, EPP’s etc

▫ Photos of arrangement of brands and layout of store is decided & is common to all Pantaloon stores

▫ Mannequins, window display, window dressing

Store atmosphere

•Pantaloons follows a free form of store layout.

•Music – Mostly soft music is preferred, no particular music beat is followed, no Yashraj music.

•Light coloured light(bulbs) mostly yellow coloured light

Store Layout • A common design of layout is followed in each of the Pantaloon store with respect to brands and clothes arrangement

• Pantaloons fall under following categories- Departmental stores, Malls, E-retailers. Here when it comes to arranging the clothes, same type of clothes are put up together in different sizes so that same clothes are available for every size at one point only.

• Line of Business

Positioning of store & Brand Building

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.

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People Management

• Targets for each employee▫Weekly targets, Weekend targets, Brand targets

• Employee motivation▫Play games with employees on weekends▫Distribute certificate & awards for some special

achievements▫ Follow KYBC (Know Your Big Customer) concept

Additional benefits such as meal passes Gifts & chocolates

▫Encouragement for the task achieved

Sales Promotion

•Magazines, newspapers, television, radios , hoardings, internet etc for promoting the brand .

•They have joint ventures and alliances with many companies to promote the brand.

•Seasonal Discounts , Sales Discounts during Festivals are offered to attract consumers.

Green Card benefits

Star Rating 3 star 5 star 7 star

Purchase 8000 20000 40000

Discount * 5% 7.50% 10%

Fashion Friday discount Additional 5% Additional 5% Additional 5%

*All the benefits are calculated on yearly basis

Contd….•First 2 days of sale for Green card customers•Family constitutes 60% of customers•Young generation constitutes 40% of

customers*•T24 mobile connection for purchase upto

certain limit▫Coupons generated according to bill.

* Store Manager of Pantaloons Vashi & Mulund

Supply Chain

•Dept. Manager & Operation head looks into the stock

•SKU for brands come from Head office•Warehouses for stock keeping in the

store.•A common check (mail is sent) •A method of auto replenishment mode is

followed for stock

IT task

•ERP software

•An auto replenish mode system is followed

Conclusion

Special Thanks

•Miss Sneha, (Operation head), Pantaloons Vashi

•Mr. Feroz, (Store Manager), Pantaloons Vashi

•Mr. Manish, (Store Manager), Pantaloons Mulund

•Miss Mukta Khapre, Marketing professor