Date post: | 18-Dec-2014 |
Category: |
Business |
Upload: | jagadishprasad |
View: | 428 times |
Download: | 2 times |
BRAND MANAGEMENT PRESENTATION
PRESENTED BY: PRACHI AGRAWAL JENNIFER VIOLA REBBA ISHAN SHINGNE VIDUSHI SHARMA JAGADISH PRASAD YADAV
Company Profile Flagship company of Future group MD and CEO- Mr. Kishore Biyani It has over 1000 stores Across 71 cities in India Employees over 35,000 people Headquarter in Mumbai
History Incorporated on 12 october,1987 under the
name of Manz Wear Private Limited On 20 September 1991, it was converted
into a Public Limited Company under the name of Manz Wear Limited
On 25 September 1991, name changed to Pantaloon Fashions (India) Limited
In 1992 company launched pantaloon trousers,shirts,denims,sleep suits and other ready made garments
Cont… 1995 ,it launched “John Miller” shirts 1998, it launched “Shrishti” salwaar
kameez 1999, name changed to Pantaloon Retail
(India) Ltd.
Brands at pantaloonsPantaloons brands Non-Pantaloons brands
AJile BibaUMM RemanikaBare Denim SpyKarChalk LilliputRig Lee CooperTrishaa 109F
Strategies Increasing penetration by leveraging supply
chain, distribution and logistics network Procurement from low-cost production
centers outside India Increasing customer satisfaction and base of
loyal customers Continue to upgrade information technology
systems and processes Continue to train employees and seek
entrepreneurship from employees
Brand equity pyramid
Consumer Brandresonance
Consumer Judgments Consumer feelings
Brand Brand
Performance Imagery
Brand salience
Strong understanding of value retail,targetting middle class
Quality product at competitive prices
Not much rush , soothingmusic ,private labels keptin front
Reducing knowledge gap, delivery gap , measure service performance, branded items
Good service experience with store associates, variety , convenience
Customized product mix depending on regional customer behavior & preference
Brand Architecture
Pantaloons is the house of brands which is in to
apparels and accessories
Targets mass market
Keep a track on latest fashion
Premium Brands like Peter England, Spyker, Van
Huesen, Lee Cooper ,Levi’s are also sold by pantaloons
Acquired by Aditya birla group which already created
good brand image in consumers mind
Shadow Endorser..
Portfolio Roles
Linchpin Brands Ajile, F factor, Chalk, Akkriti etc
Silver bullet Annebelle
Youth
Male Female
Kids
Portfolio Structure
Portfolio Graphics
Logo Colour Meaning
Pink is a feminine colour
Colour that represent males
Black is the colour of sophistication and Red is for Men
Benefits One stop purchasing solution Covers maximum verity of well known brands of
apparels and accessories that covers most of the socio economic groups of the society
Gives platform to the customer where he can easily differentiate between products of different brands and choose best out of it.
COMPETITORS ANALYSIS
MARKET SHARE: 16 TRILLION
CAGR OF RETAIL: 12.5%
ORGANISED RETAIL: 5%
MAJOR COMPETITORS:
• WESTSIDE
• GLOBUS
• SHOPPERS STOP
• LIFESTYLE
REVENUE
WES
T SI
DE
GLOBU
S
SHOPP
ERS
STOP
LIFE
STY
LE
PANTA
LOONS
0
1000
2000
3000
4000
5000
6000
7000
912220
2165
3010
6019
Series 3
STORES
WES
T SI
DE
GLOBU
S
SHOPP
ERS
STOP
LIFE
STY
LE
PANTA
LOONS
0
200
400
600
800
1000
1200
74 35 61 75
1000
Column2
CITIES
WES
T SI
DE
GLOBO
US
SHOPP
ERS
STOP
LIFE
STY
LE
PANTA
LOONS
0102030405060708090
100
42
24 2719
95
Column2
CAGR
PAN-TALOONS
WESTSIDE SHOPPERS STOP
0
2
4
6
8
10
12
14
16
11%
9.2%
13.9%
Column2
SWOT ANALYSIS
Strength “ Pioneer in the industry, largest market share and capitalization
It is India’s largest retailer having 1000 stores across 72 cities in India.
“ Reputation for value for money, convenience and a wide range of products all
in one store
Balanced value and lifestyle portfolio
Logistics network and backward integration will improve margin
“ Presence in major cities”
It is always updated with changing consumer preferences- fresh fashion for
every one.
“ Highly Strategic human resource management and development. It invests
time and money in training people, and retaining them
“ Most trusted and respected brand by the consumers
Weakness
“ Pantaloons does not function internationally, which has an effect on success, as they do not reach consumers in overseas markets.
“Consumers from premium target group perceive it as low quality brand.
Opportunities
“ Huge untapped market .
Soon Pantaloons is planning to convert from a family store to luxury store
“ To take over, merge with, or form strategic alliances with other global
retailers, focusing on specific markets
Increase in footfalls by increasing ATL – TV commercial promotions
India is fast emerging as retail hub for top brands as government allowed FDI
in single brand and multi brand retail.
Organized retail is only 4.5 % of total Indian retail industry.
Threats Being number one means that you are the target of competition.(Extra
competition and new competitors entering the market could unsteady
pantaloons retail India)
“ Consumer lifestyle changes could lead to less of a demand for pantaloons
retail India products/services
“ The actions of a competitor could be a major threat against pantaloons retail
India, for instance, if they bring in new technology or increase their workforce
to meet demand
“ Shopping Culture: Shopping culture has not developed in India as yet. Even
now malls are just a place to hang around with family and friends and largely
confined to window-shopping.
Strong competition from unorganized retail sector in India.
Online shopping is emerging trend in consumers due to convenience
Factors driving growth are Emergence of nuclear families Falling real estate prices Growing trend of double-income households Increase in disposable income and customer
aspiration Increase in expenditure for luxury items Large working population Low share of organized retailing Growing liberalization of the FDI policy in the
past decade
Points of parity Points of parity-are those elements that are considered
mandatory for a brand to be considered a legitimate competitor in its specific category.
It is what makes consumer consider your brand, along with your competitors.
•Store space•Lifts, stairs, escalator•Trial rooms•Proper lighting•Staff• schemes•Billing counters•Other software
Billing Section
• Every Floor has a separate billing section .
• Background music is vibrant and youthful
Escalators and lifts
Escalators within Pantaloons makes it easy for customers to go from floor to floor .
Advertisements In the parking
area On the mall
escalators
POINTS OF DIFFERENTIATI
ON(POD)
Sponsor events which are watched by the youth like the Pantaloons Femina Miss India whichthey relate to or is liked by the youth.
Pantaloons is the
first company to promote their products through movies like :
3 Idiots Kya kool hai hum na tum jaano na hum jail
• It has alsoincreased its advertisement expenditure budget from 20crores to Rs 40 crores during IPL season.
• They even collaborated with Jet airways . People with jet privilages can enjoy the green card facility in pantaloons
Social Work
“ Khushiyan pehnao “
Recommendations
•Promotions – Announcements- Very High
•Numerous Brands – Clutter – Display
•Music- Stimulant to purchase
•Kid zone Cafe
•In store ATM
•Stock keeping levels – often
•Rural Retailing
•Tie-up with banks like CITY BANK
Play zone for kids
In house stylist
Team up with a non-competing business in your area to offer a package promotion.
Books Section