assigenment of marketing management

8/7/2019 ASSIGENMENT OF MARKETING MANAGEMENT

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ASSIGENMENT OF MARKETING

MANAGEMENT

OF

MARKETING MIX ADOPTED BY

PANTALOONS

Submitted to:

submitted by:

Mrs. Anju saini

gautam Singh

Sec: RR1011

Roll no: A13



COMPANY PROFILE:

Pantaloon Retail (India) Limited is India's leading retailer that

operates multiple retail formats in both the value and lifestylesegment. Pantaloon has ushered a retail revolution in India and

its founder Kishore Biyani is known as India's "King of Retail".

Pantaloon's headquarter is in Mumbai.

The company currently operates over 5 million square feet of

retail space and has plans to increase it to 30 million sq. ft by

2011. Pantaloon has plans to open over 3000 new stores by

2010.

Pantaloon’s fast pace of growth in retail shelf space will continueover the next few years. The company will add about 1m sq of space in each of the next two years. The company aggregatecapex over the next two years is about Rs 1.5bn and its gearingmay increase to 1.5-2.0. Management is seized of the fact thatdelivering on the promised schedule of store openings andmanagementBandwidth to manage this growth is critical challenges ahead. To

cope, the company has strengthened the second line of management and is beefing up its systems and processes.Pantaloons brisk growth in the last one year has been in valueretailing (Food Bazaar and Big Bazaar).



Pantaloon is the only retailer in the country to havedemonstrated success across multiple retail formats viz.Pantaloons-the departmental store, Big Bazaar-the food andgrocery store. Post establishment of its business model it is

planning rapid scale up. Pantaloon – is the leading retail companyin India today. Currently 42 stores located in seventeen cities,more stores are slated to come up in yet other cities acrossdifferent zones.

Marketing mix (Product, Price , Place, Promotion )

The term marketing mix refers to the primary elements that must

be attended to in order to properly market a product or service.

Also known as The 4 Ps of Marketing, the marketing mix is a very

useful, if a bit general, guideline for understanding thefundamentals of what makes a good marketing campaign. Here is

a brief description of each component of the 4 Ps of the marketing

mix.

PRODUCT: Anything that is offered to the market for attention,

acquisition, use or consumption that satisfies a want or need of

customers. The products may be consumer products or industrial

products.

PRICE: The price is the amount a customer pays for the product.

It is determined by a number of factors including market share,

competition, material costs, product identity and the customer's

perceived value of the product. The business may increase or

http://www.thetimes100.co.uk/glossary--marketing-128.php

http://www.thetimes100.co.uk/glossary--price-1243.php


http://www.thetimes100.co.uk/glossary--promotion-2977.php




http://www.thetimes100.co.uk/glossary--marketing-128.php



decrease the price of product if other stores have the same

product.

PALACE: Place represents the location where a product can be

purchased. It is often referred to as the distribution channel. Itcan include any physical store as well as virtual stores on the

Internet.

PROMOTION: Promotion represents all of the communications

that a marketer may use in the marketplace. Promotion has four

distinct elements - advertising, public relations, word of mouth

and point of sale.

http://en.wikipedia.org/wiki/Advertising

http://en.wikipedia.org/wiki/Public_relations

http://en.wikipedia.org/wiki/Word_of_mouth

http://en.wikipedia.org/wiki/Point_of_sale

http://en.wikipedia.org/wiki/Advertising

http://en.wikipedia.org/wiki/Public_relations

http://en.wikipedia.org/wiki/Word_of_mouth

http://en.wikipedia.org/wiki/Point_of_sale



MARKETING MIX OF PANTALOONS:

PRODUCT: The company is providing theproduct for every age of people as

menetioned below:-

Spring (designer wear for men & women)

Men’s formal

Ladies formal

Nightwear

Active wear, sports wear

Indo western

Teen boys wear

Kids wear

Men’s casuals

Analysis: pantaloons emphasis has been to maximize

the value that the customer derive in spending on goods

bought in pantaloons stores. It finally veered towards

becoming a fashion store with an emphasis on ‘youth’

and clear focus on ‘fresh fashion’. Pantaloons ability to

forecast and correctively understand fashion cycles and



customers preference is critical for pantaloons continued

operations & gaining success.

The success of pantaloons depends on his ability to

understand fashion trends as compare to thecompetitors,introduce new design/apparels and explore

new business opportunities on a regular basis.

PLACE:-

Store location

The location of a retail store occupies an important placein retail strategy. It not only conveys the image of the

store, but also influences the merchandise mix and theinterior layout of the store. While the merchandise mixcan be changed and prices can be adjusted, it is difficultto change the decision on store location.



Traffic

The traffic – pedestrian as well as vehicular – that passesthe site is an important determinant of the potential salesthat can be generated from a store. A pantaloon is knownto have good parking space wherever it’s located. Accessibility of the market

Accessibility of a market is defined in terms of the

availability of public transport and road/local trainsconnections to the markets. It is mostly located in poshlocality in the center of the city. Further the easyavailability of transport facilitates makes the locationreally accessible for shopping. Visibility

Pantaloon is situated very close to the main road.

Pantaloons being a three floor building have greatvisibility. To enhance the visibility pantaloons has put itssign board on the top of the building.

Analysis: The Company has many offices at Kolkata,bang lore, and gurgaon, Delhi which is metro cities of

India. From which pantaloons gains 50-60% profit fromthese cities. The most of pantaloons stores is opened inMumbai and Delhi at critical locations.An aggregate of 40 to 46 of pantaloon existing stores are

located in tier 2 and tier 3 cities, which group company

believe, enables the company to capture market share in



locations where a majority of pantaloon target customer

are located. Pantaloons, a part of Pantaloon Retail (I) Ltd.,

are among India’s largest chains of fashion stores, with

40 stores across 23 locations. PRICE:

It buy directly from manufacturers so that the middle

man is eliminated.

Price range is average

40% discount allowance to employee working at

pantaloons.



They believe in democratizing their services and

charging a fair price. The idea is to set new

benchmarks for pricing in this segment.

Procurement from low-cost production centers

outside India.

Analysis : Almost 70 percent 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 price inready to wear that are virtually 30 percent cheaper than

competitors. The company has taken a conscious decision

to reduce product prices at Pantaloons to that of two

years ago. This will build a value-for-money proposition

for consumers and will help to grow sales. Even the new

private labels will have a similar pricing strategy.

Promotion:



Pantaloons puts it’s hoardings at prime locations,

featuring the upcoming fashion events or its brand

ambassadors who are generally eminent celebrity.

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.

Green card benefit for the frequent users.

Strategic alliance with jet airways jet privilege

scheme.



To promote doodle collection 3 idiots’ team walk the

ramp for pantaloons.

Analysis: Pantaloons is so successful because it gives

attractive offers all year around to his customers. It also

use of visual merchandising. Social events like “toys for

joys” in association with ngos like care of India. Do the

fashion trend publicity by partnering with big fm and

radio mirchi 98.3. it also regular sponsor for pantaloons

femina miss India which also helps to increase company

sales.

Conclusion: Pantaloon Company is the big company.

And its marketing strategy is very effective. They know

very well how to attract the customers. As per they are

using the strategy many customers give preference to

the Pantaloon Company. And they also have a good

brand name their promotion strategy is good they know

how to retain a customer and how to make a loyal



customer and they believe to make a loyal customer

because they know one loyal customer can make many

customer. The Pantaloon Company is providing to the

good services, after sales service, quality product,

reasonable price, etc. that’s why pantaloon customers

satisfied level is high.

assigenment of marketing management

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