retail pantaloon
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Presentation on Pantaloon Retail. hope you will find useful.TRANSCRIPT
RETAIL MANAGEMENTRETAIL MANAGEMENT
PANTLOONS RETAIL (INDIA) LTDPANTLOONS RETAIL (INDIA) LTD
V I K A S M I S A RV I K A S M I S A R 1
Retail Survey Conducted at... Retail Survey Conducted at...
Pantaloons :: Lower Pantaloons :: Lower
ParelParel :: Mumbai:: MumbaiParelParel :: Mumbai:: Mumbai
Phoenix Mills Phoenix Mills
Compound 462, Compound 462,
SenapatiSenapati BapatBapat MargMarg, ,
Lower Lower ParelParel (W) (W) Lower Lower ParelParel (W) (W)
Mumbai Mumbai –– 400013400013
MaharashtraMaharashtra
3003 4848 / 3003 48003003 4848 / 3003 48002
INTRODUCTIONINTRODUCTION•• Led by its flagship enterprise,Led by its flagship enterprise, Pantaloon RetailPantaloon Retail, the group operates over , the group operates over
12 million square feet of retail space in over 71 cities and towns and 65 12 million square feet of retail space in over 71 cities and towns and 65 rural locations across India. The group owns several leading formats rural locations across India. The group owns several leading formats including Pantaloons, Big Bazaar, Food Bazaar, Home Town, including Pantaloons, Big Bazaar, Food Bazaar, Home Town, eZoneeZone and and Central.Central.Central.Central.
•• PantaloonsPantaloons is among India's largest chains of fashion stores. Pantaloons is among India's largest chains of fashion stores. Pantaloons Fresh Fashion, with its focus on 'fresh look, feel and attitude' offers, trendy Fresh Fashion, with its focus on 'fresh look, feel and attitude' offers, trendy and hip collections that are in sync with the hopes and aspirations of and hip collections that are in sync with the hopes and aspirations of discerning young and 'youngdiscerning young and 'young--atat--heart' consumers.heart' consumers.
•• PantaloonsPantaloons Fresh Fashion stands out as a fashion trendsetter, on the lines Fresh Fashion stands out as a fashion trendsetter, on the lines of how fashion is followed internationally. This 'fresh fashion' destination of how fashion is followed internationally. This 'fresh fashion' destination of how fashion is followed internationally. This 'fresh fashion' destination of how fashion is followed internationally. This 'fresh fashion' destination allows customers to shop for the latest in fashion apparel and accessories allows customers to shop for the latest in fashion apparel and accessories throughout the year in an attractive and visually stimulating ambience.throughout the year in an attractive and visually stimulating ambience.
•• PantaloonsPantaloons Fresh Fashion stores have presence with stores not just in Fresh Fashion stores have presence with stores not just in Metros but also in smaller towns. All stores have a wide variety of Metros but also in smaller towns. All stores have a wide variety of categories like casual wear, ethnic wear, formalwear, party wear and categories like casual wear, ethnic wear, formalwear, party wear and sportswear for Men, Women and Kids.sportswear for Men, Women and Kids.
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Retail Format observed at Retail Format observed at PataloonsPataloons
Customer Customer
ServiceService
Retail Retail
StrategyStrategy
Merchandise Merchandise
AssortmentAssortment
Store Store
Design & Design &
DisplayDisplay
LocationLocation
CommuniCommuni
cationcation MixMix
PricingPricing
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Store locationStore location•• The location of a retail store occupies an The location of a retail store occupies an
important place in retail strategy. It not important place in retail strategy. It not only conveys the image of the store, but only conveys the image of the store, but also influences the merchandise mix and also influences the merchandise mix and the interior layout of the store. While the the interior layout of the store. While the the interior layout of the store. While the the interior layout of the store. While the merchandise mix can be changed and merchandise mix can be changed and prices can be adjusted, it is difficult to prices can be adjusted, it is difficult to change the decision on store location.change the decision on store location.
•• It is located in posh locality in the It is located in posh locality in the centre centre of the city. Further the easy availability of of the city. Further the easy availability of transport facilitates makes the location transport facilitates makes the location really accessible for shopping. really accessible for shopping. really accessible for shopping. really accessible for shopping.
•• Pantaloons is situated very close to the Pantaloons is situated very close to the main road. Pantaloons being a three floor main road. Pantaloons being a three floor building have great visibility. To enhance building have great visibility. To enhance the visibility pantaloons has put its sign the visibility pantaloons has put its sign board on the top of the building. board on the top of the building.
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MERCHANDISE ASSORTMENTMERCHANDISE ASSORTMENT
Pantaloons have applied the concept of category management in its dayPantaloons have applied the concept of category management in its day--
toto--day merchandising function as against the traditional brand day merchandising function as against the traditional brand
management merchandising practice followed by most retailers. management merchandising practice followed by most retailers. management merchandising practice followed by most retailers. management merchandising practice followed by most retailers.
Category managers look at sales and margins of each brand in a Category managers look at sales and margins of each brand in a
category. The whole idea of category management is to create products category. The whole idea of category management is to create products
across length and breadth of a category at different price points, fabrics, across length and breadth of a category at different price points, fabrics,
design, shape, seasons, colour and size. design, shape, seasons, colour and size.
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PRODUCT OFFERINGSPRODUCT OFFERINGS
MEN’S WEAR MEN’S WEAR
• John Miller John Miller
LADIES WEARLADIES WEAR
•• HoneyHoney
KID’S WEARKID’S WEAR
•• ChalkChalk• John Miller John Miller
•• JM SportsJM Sports
•• Bare DenimBare Denim
•• RigRig
•• AjileAjile
•• LombardLombard
•• HoneyHoney
•• AkkritiAkkriti
•• AnnabelleAnnabelle
•• Mix & MatchMix & Match
•• AjileAjile
•• RigRig
•• ChalkChalk
•• Bare 7214Bare 7214
ACCESSORIESACCESSORIES
•• CosmeticsCosmetics
•• Stationary for kidsStationary for kids
•• TT--20002000
•• Bare LeisureBare Leisure
•• Books & Books &
MagazinesMagazines
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PRODUCT OFFERINGS PRODUCT OFFERINGS CHARTCHART
..
PlantoonPlantoonBrandsBrands
Men’sMen’s
FormalsFormals CasualsCasuals EthnicEthnic
Women’sWomen’s
FormalsFormals CasualsCasuals
Non Non PlantoonPlantoonBrandsBrands
Men’sMen’s
FormalsFormals CasualsCasuals
Women’sWomen’s
FormalsFormals CasualsCasuals EthnicEthnic
LombardLombard
KnighthoodKnighthoodRIGRIG
UMMUMM
AgileAgile
BareBare
T2006T2006
JM SportsJM Sports
Lee CopperLee Copper
AakritiAakriti
F FactorF FactorAnnabelleAnnabelle HoneyHoney
AgileAgile
John MillerJohn Miller
UrbabaUrbaba
ScullersScullers
Indigo NationIndigo Nation
PepePepe ScullersScullers Jealous21Jealous21
BareBare
RIGRIG
UMMUMM
Lee CopperLee Copper
Rang Rang ManchManch
TrishaTrisha
Mix & MatchMix & Match
AakritiAakriti
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POPULAR BRANDSPOPULAR BRANDS
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STORE LAYOUTSTORE LAYOUTPantaloons Pantaloons follows a free form store layout. No particular format is followed follows a free form store layout. No particular format is followed
anything is placed anywhere but strategically. Pantaloons fall under following anything is placed anywhere but strategically. Pantaloons fall under following
categoriescategories-- Departmental stores, Malls, EDepartmental stores, Malls, E--retailers Here when it comes to retailers Here when it comes to
arranging the clothes, same type of clothes are put up together in different sizes 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.so that same clothes are available for every size at one point only.
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STORE STORE LAYOUT AT DIFFERENT LAYOUT AT DIFFERENT
LEVELSLEVELSFirst level First level
•• Spring Spring (Designer (Designer
wear for men and wear for men and
Ground Level Ground Level
•• Ladies Formal Ladies Formal
Ladies Denim Ladies Denim
Second Level Second Level
•• Men’s Occasion’s Men’s Occasion’s
Wear Wear wear for men and wear for men and
women)Ladies Formal women)Ladies Formal
•• Ladies Ladies Ethnic Ethnic
•• Night Night ware and ware and
Lingerie Lingerie
•• Kids Kids Wear Wear
•• Infant Infant Necessities Necessities
•• Ladies Denim Ladies Denim
•• Cosmetics and Cosmetics and
Fragrances Fragrances
•• Fine JewelleryFine Jewellery
•• Blue Sky Blue Sky
(Sunglasses and (Sunglasses and
Watches) Watches)
Wear Wear
•• Men’s Formal Men’s Formal
•• Men’s Ethnic Men’s Ethnic
•• Denim Wear Denim Wear
•• Men’s Casuals Men’s Casuals
•• Active Wear , Active Wear ,
Sporting Goods Sporting Goods •• Infant Infant Necessities Necessities
•• Toys Toys
•• Footwear Footwear
•• Ladies Ladies Wash Room Wash Room
•• Drinking Drinking Water Water
Watches) Watches)
•• Fashion Fashion
Accessories Accessories
•• Customer Service Customer Service
DeskDesk
Sporting Goods Sporting Goods
•• Teen Boys Teen Boys
•• Men’s Washroom Men’s Washroom
•• Drinking WaterDrinking Water
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STORE DESIGNSTORE DESIGN
Exterior Store Exterior Store DesignDesign
The exterior appearance of a store silently announces what The exterior appearance of a store silently announces what
customers can expect inside. Good exterior visual customers can expect inside. Good exterior visual customers can expect inside. Good exterior visual customers can expect inside. Good exterior visual
merchandising attracts attention, creates interest and merchandising attracts attention, creates interest and
invites the customer into the invites the customer into the business.business.
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STORE DESIGNSTORE DESIGNInterior Store Interior Store designdesign
Flooring and Ceiling Flooring and Ceiling Graphics & Sign agesGraphics & Sign ages
Lighting Lighting Music Music Lighting Lighting Music Music
Store Store securitysecurity Colour & FragranceColour & Fragrance
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SPACE ALLOCATION AND UTILIZATION SPACE ALLOCATION AND UTILIZATION
•• Furniture and Furniture and fixturesfixtures•• Furniture and Furniture and fixturesfixtures
•• Walk Ways and Walk Ways and EntriesEntries
•• Sound type and Sound type and densitydensity
•• Odour Odour type and type and densitydensity
•• Visual merchandisingVisual merchandising--•• Visual merchandisingVisual merchandising--
Merchandise Merchandise Type and Type and
DensityDensity
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DISPLAY AREAS, WALKWAYS & DOORSDISPLAY AREAS, WALKWAYS & DOORS
Pantaloons Pantaloons stores have very attractive stores have very attractive display display
areasareas, in which they put the dummies, , in which they put the dummies, areasareas, in which they put the dummies, , in which they put the dummies,
accessories & all. They have a broad walkway & accessories & all. They have a broad walkway &
doorways.doorways.
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Supply chain management atSupply chain management at
PantaloonsPantaloons
Pantaloon Pantaloon Retail is the Retail is the Pantaloon Pantaloon Retail is the Retail is the
first first company in company in the the
organized retail sector organized retail sector
in India in India to win an to win an
accredited accredited ISO ISO accredited accredited ISO ISO
Certificate Certificate exclusively exclusively
for its for its Supply Chain Supply Chain & &
Logistics function.Logistics function.
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PRICINGPRICING
High turnoverHigh turnover
High MarginHigh MarginLow MarginLow Margin
Low turnoverLow turnover
Since Pantaloons provides products to a potentially large number of customers at Since Pantaloons provides products to a potentially large number of customers at
affordable prices, it falls in the High Turnover affordable prices, it falls in the High Turnover -- Low Margin Category.Low Margin Category.17
PRICINGPRICING
They They propose to provide branded products at propose to provide branded products at
10% less than the 10% less than the MRP MRP and 20% off on the and 20% off on the 10% less than the 10% less than the MRP MRP and 20% off on the and 20% off on the
local brands, which is similar to what has been local brands, which is similar to what has been
carried out in Big bazaar.carried out in Big bazaar.
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CUSTOMER RELATIONSHIP MANAGEMENTCUSTOMER RELATIONSHIP MANAGEMENT
To To survive in the tough survive in the tough competition Pantaloon competition Pantaloon
uses different strategies uses different strategies to attract to attract customers customers
and to and to retain retain them.them.
–– EventsEvents
–– FestsFests
–– Loyalty programsLoyalty programs
–– Gift VouchersGift Vouchers19
LOYALTY PROGRAMSLOYALTY PROGRAMSGreen Card is passport to a whole new world of exclusive Green Card is passport to a whole new world of exclusive
benefits and privileges.benefits and privileges.
Benifits 7 Star 5 Star 3 Star 1 Star
Discounts on all 10% 7.5% 5% Gift Voucher of Rs.200/-Discounts on all
purchases10% 7.5% 5% Gift Voucher of Rs.200/-
on new enrolment
Upgrade Enrolment Upgrade Kit Upgrade Kit Upgrade Kit Welcome Kit
Add-on Card to
Family Members2 2 1 1
End of Season Sale
PreviewYes Yes Yes Yes
Green Channel Yes Yes Yes Yes
Green Drop Yes Yes No No
Green Exchange 90 days 60 days 60 days 60 days
Green Service Desk Yes Yes Yes Yes
Green offers &
PromotionsYes Yes Yes Yes
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PROMOTIONAL STRATEGYPROMOTIONAL STRATEGYGIFT VOUCHERS GIFT VOUCHERS
GREEN CARDS GREEN CARDS
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POSITIONING POSITIONING STRATEGYSTRATEGYInitially Initially positioned as a family store, it finally veered towards positioned as a family store, it finally veered towards
becoming a fashion store with and emphasis on youths and becoming a fashion store with and emphasis on youths and
clear focus on ‘FRESH FASHION’. They are targeting youth and clear focus on ‘FRESH FASHION’. They are targeting youth and
even women, since they are the ones defining most even women, since they are the ones defining most even women, since they are the ones defining most even women, since they are the ones defining most
purchasing decisions.purchasing decisions.
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CONCLUSIONCONCLUSION
Pantaloon Retail (India) Ltd is a company where it strives for Pantaloon Retail (India) Ltd is a company where it strives for
lifestyle and value through its products and services. lifestyle and value through its products and services.
Through the study, it is observed that pantaloon can be Through the study, it is observed that pantaloon can be Through the study, it is observed that pantaloon can be Through the study, it is observed that pantaloon can be
said an organization where the P’s of marketing is taken said an organization where the P’s of marketing is taken
seriously for the maximum profitability through large seriously for the maximum profitability through large
range of products, promotional activities for the range of products, promotional activities for the
company company and and a solid sales organization monitoring that a solid sales organization monitoring that
the P’s are worked effectively. the P’s are worked effectively. The The store has been well store has been well
maintained in accordance with the latest demands of the maintained in accordance with the latest demands of the maintained in accordance with the latest demands of the maintained in accordance with the latest demands of the
consumers and through all these strategies Pantaloon consumers and through all these strategies Pantaloon
ensures repeated customer patronage.ensures repeated customer patronage.
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REFERENCESREFERENCES
• www.pantaloon.com
• http://www.fibre2fashion.com/news/compan• http://www.fibre2fashion.com/news/compan
y-news/pantaloon-retail-india/
• It Happened in India – by Kishore Biyani &
Dipayan Baishya
• Consumer Behavior – Satish K Batra & S H H• Consumer Behavior – Satish K Batra & S H H
Kazmi
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THANK YOUTHANK YOU
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