30928957-Pantaloons-project-on-marketing

8/7/2019 30928957-Pantaloons-project-on-marketing

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MARKETING MANAGEMENT

FRESH LOOKFRESH FEEL

FRESH ATTITUDE


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GEOGRAPHIC

POPULATIONCITY

GEOGRAPHIC

SEGMENTATION

metropolitan cities more than 60 lakhs

developing cities more than 35 lakhs

student oriented around 22 lakhs

cities identified with MNCs more than 35 lakhs


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FAMILYSIZE

EDUCATION

GENDER

Men n women

INCOME

Lower 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)

DEMOGRAPHIC SEGMENTATION

nuclearjoint

School going

Graduate/postgraduate

professional


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THE BASE OF PANTALOONS DEMOGRAPHIC SEGMENTATION IS

AGE

For Age 30-39

Satisfaction 15Interest 12

Confusion 10

Enthusiasm 8

Selection & time 5

For Age 40-49

Satisfaction 20

Interest 04

Confusion 12

Enthusiasm 1

Selection & time 13

For Age 21-29

Satisfaction 20

Interest 13

Confusion 1

Enthusiasm 10

Selection & time 6


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RISING URBANIZATION

The 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 CREDIT

With changing consumer habits, the Indian consumers

are overcoming this inhibition. Moreover, the availability

of 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


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INCOME

CONVENIENCE

RANGE OFMERCHANDISE

HIGH

STANDARDS OF

HYGIENE

ATTRACTIVE

AMBIENCE

DURING END

SALES SEASON

FESTIVALS

BRAND CONSCIOUS

DONT WAIT FOR

SALES

FOR DAILY WEAR

PREFER

SOPHISTICATED

OUTLETS

GO FOR DURABLE

BRANDS

POPULAR BRANDS

GENERALLY WAIT

FOR SALESSEASON

STATUS


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GENDER AND EDUCATION

The working populations share in India is the highest in the

world. A young working population with high propensity to

consume holds significant promise for organized retail in

India.

The percentage of number of working women in India has

risen from about 12% in 1961 to almost 25% in 2005.

This has resulted in steady growth in household disposable

income, driving retail spending.

The increased percentage of working women has also led to

the opening of new retailing formats and products which are

exclusively catering to the womens segment. favorable demographic

and income


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PSYCHOGRAPHIC

SEGMENTATION

PSYCHOGRAPHIC

LIFESTYLE PERSONALITY


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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.


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PERSONALITY

APPAREL SEGMENTATION

PERSONALITY


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OCCASIONBENEFITS

USER STATUS

LOYALTY STATUS

READINESS

ATTITUDE

BEHAVIOURAL SEGMENTATION


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Geographic

Metro

Quality,Service, Brand

Image

Mini-Metro

Quality, Service

Semi-urban

Services, BasicNeeds

BEHAVIOURAL SEGMENTATION

ATTITUDE

-ENTHUSIASTIC

(NEW-ARRIVALS)

-POSITIVE

(BRAND-ORIENTED)

READINESS

-AWARE

(FASHION

CONCIOUS)-INFORMED

(NEWSPAPER-

READERS,INTERNET-

FREAKERS)

BENEFITS

-QUALITY

(FABRIC

N

MATERIAL)

-SERVICE

(CUSTOMER

HANDLING)

No.of

customers

Very

satisfied

satisfied Very

Dis-

Satisfied

Dis-

satisfied

50 18 25 0 7

USER-STATUS


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LOYALITY STATUS

MONTH 6-MON WEEK YEAR


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TARGETING


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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 whileat 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


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SERIAL NO. CATEGORY PRIVATE LABEL

1

MENS 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


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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 ULTILITYWEAR

UMM

17 MENS WEAR URBAN YOGA

18 MENS ETHNIC WEAR GHAGROOS

19 MENS N WOMENS ETHNIC WEAR AKRITI


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SERIAL NO CATEGORY LICENCSED LABEL

1 JEANS,T-SHIRTS FOR MEN N WOMEN AND KIDS LEVIS

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


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RESOURCES


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Labour

The manpower information is useful in knowing the employee capacity,

which is proportional to the production capacity.

Financial Information

The 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 orderby the company.


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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 consumerdata and apply it to business.


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COMPETITIVE

ENVIRONMENT As retail is a growing sector there are many market players

in the field.

COMPANIES TOTALOUTLETS

NO.OF CITIESCOVERED

RETAIL SPACECOVERED

(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


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VALUE

PROPOSITION

INSTANT DISCOUNT

EXCLUSIVE

SHOPPING

DAYS

REGULAR UPDATE

SPECIAL

INVITES IN

HAPPEING EVENTS

EXCHANGE PERIOD

ONLINE

PURCHASING

PARKING REFUNDED

HOME DELIVERY

SPECIAL DESK

FOR BILLING

VALUE

PROPOSITION


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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 Members

Gift Voucher worth Rs. 200 on enrolment


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POSITIONING


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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


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MARKETING MIX


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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 mens and womens

clothing and other accessories comprising a vigilant mix of private as well as

other labels... Since Pantaloons provides products to a potentially large numberof customers at affordable prices, it falls in the High Turnover - Low Margin

Category

PRODUCT MIX OFFERED


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BRANDS


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WARRANTIES

SERVICESSIZE

PACKAGING

0 SIZE FOR KIDS

SMALL

MEDIUM

LARGE

ALL (BRAND)

CUSTOMER

SERVICE

DESK

GIFT VOUCHERS

N

LUCKY DRAWS

PLAY PEN AREA FOR KIDS

30-DAYS

(EXCHANGE)

NON-MEMBERS

90-DAYS

(EXCHANGE)MEMBERS

GREEN COLOURED

RECYCLED BAG

THANKYOU FOR

SHOPPING AND

PANTALOON


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PRICE


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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


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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


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PROMOTION

HOARDINGS

CELEBRITY

ENDORSEMENTS

SEASON

SALE ADVERTISEMENTS


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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 OFPARTICULAR 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.


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CONT.

Pantaloons - Colors Of The SeasonCampaign

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, theall 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


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ADVERTISING-OFFERS A REASON TO BUY

Gift vouchers


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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.


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

Pantaloon forms JV with Talwalkars Fitness

June 09, 2006 (India)

Cast of 'Jail' visits Pantaloons StoreNovember 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, Indias leading fashion retailer, announced the pan-India launch of exclusive line of

film merchandise -TASHAN Collection

PROMOTIONAL

CAMPAIGNSMOVIES

EVENTS

SPONSORSHIP

PRESS

RELEASE


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Denim Exchange offer for old trousers & jeans at Pantaloons


"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


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 FashionMarch 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.


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PLACE


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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.


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