RETAIL MANAGEMENTRETAIL MANAGEMENTPANTLOONS RETAIL (INDIA) LTDPANTLOONS RETAIL (INDIA) LTD

VIKAS MISARVIKAS MISAR 1

Retail Survey Conducted at... Retail Survey Conducted at...

Pantaloons :: Lower Pantaloons :: Lower Parel :: MumbaiParel :: MumbaiPhoenix Mills Phoenix Mills Compound 462, Compound 462, Senapati Bapat Marg, Senapati Bapat Marg, Lower Parel (W) Lower Parel (W) Mumbai – 400013Mumbai – 400013MaharashtraMaharashtra3003 4848 / 3003 4800 3003 4848 / 3003 4800

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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, eZone and including Pantaloons, Big Bazaar, Food Bazaar, Home Town, eZone and 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, 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 trendy and hip collections that are in sync with the hopes and aspirations of discerning young and 'young-at-heart' consumers.of discerning young and 'young-at-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 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 PataloonsRetail Format observed at Pataloons

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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 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 centre It is located in posh locality in the 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.

• 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. 5

MERCHANDISE ASSORTMENTMERCHANDISE ASSORTMENTPantaloons have applied the concept of category management in its day-Pantaloons have applied the concept of category management in its day-to-day merchandising function as against the traditional brand to-day merchandising function as against the traditional brand 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 OFFERINGSMEN’S WEAR MEN’S WEAR • John Miller John Miller • JM SportsJM Sports• Bare DenimBare Denim• RigRig• AjileAjile• LombardLombard• T-2000T-2000• Bare LeisureBare Leisure

LADIES WEARLADIES WEAR• HoneyHoney• AkkritiAkkriti• AnnabelleAnnabelle• Mix & MatchMix & Match• AjileAjile• RigRig

KID’S WEARKID’S WEAR• ChalkChalk• Bare 7214Bare 7214

ACCESSORIESACCESSORIES• CosmeticsCosmetics• Stationary for kidsStationary for kids• Books & Books &

MagazinesMagazines

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PRODUCT OFFERINGS CHARTPRODUCT OFFERINGS CHART

LombardLombardKnighthoodKnighthood

RIGRIGUMMUMMAgileAgileBareBareT2006T2006JM SportsJM SportsLee CopperLee Copper

AakritiAakritiF FactorF Factor

AnnabelleAnnabelle HoneyHoneyAgileAgile

John MillerJohn MillerUrbabaUrbabaScullersScullersIndigo NationIndigo Nation

PepePepe ScullersScullers Jealous21Jealous21BareBareRIGRIGUMMUMMLee CopperLee Copper

Rang ManchRang ManchTrishaTrishaMix & MatchMix & MatchAakritiAakriti

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POPULAR BRANDSPOPULAR BRANDS

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STORE LAYOUTSTORE LAYOUTPantaloons follows a free form store layout. No particular format is followed Pantaloons 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 categories- Departmental stores, Malls, E-retailers Here when it comes to 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 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 LAYOUT AT DIFFERENT STORE LAYOUT AT DIFFERENT LEVELSLEVELS

First level First level • Spring (Designer Spring (Designer wear for men and wear for men and women)Ladies Formal women)Ladies Formal • Ladies Ethnic Ladies Ethnic • Night ware and Night ware and Lingerie Lingerie • Kids Wear Kids Wear • Infant Necessities Infant Necessities • Toys Toys • Footwear Footwear • Ladies Wash Room Ladies Wash Room • Drinking Water Drinking Water

Ground Level Ground Level • Ladies Formal Ladies Formal • Ladies Denim Ladies Denim • Cosmetics and Cosmetics and

Fragrances Fragrances • Fine JewelleryFine Jewellery• Blue Sky Blue Sky

(Sunglasses and (Sunglasses and Watches) Watches)

• Fashion Fashion Accessories Accessories

• Customer Service Customer Service DeskDesk

Second Level Second Level • Men’s Occasion’s Wear Men’s Occasion’s 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 , Sporting Active Wear , Sporting

Goods Goods • Teen Boys Teen Boys • Men’s Washroom Men’s Washroom • Drinking WaterDrinking Water

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STORE DESIGNSTORE DESIGNExterior Store DesignExterior Store Design

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

merchandising attracts attention, creates interest and merchandising attracts attention, creates interest and invites the customer into the business.invites the customer into the business.

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STORE DESIGNSTORE DESIGNInterior Store designInterior Store design

Flooring and Ceiling Flooring and Ceiling Graphics & Sign agesGraphics & Sign agesLighting Lighting Music Music Store securityStore security Colour & FragranceColour & Fragrance

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SPACE ALLOCATION AND UTILIZATION SPACE ALLOCATION AND UTILIZATION

• Furniture and fixturesFurniture and fixtures• Walk Ways and EntriesWalk Ways and Entries• Sound type and densitySound type and density• Odour type and densityOdour type and density• Visual merchandising- Visual merchandising-

Merchandise Type and Merchandise Type and DensityDensity

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DISPLAY AREAS, WALKWAYS & DISPLAY AREAS, WALKWAYS & DOORSDOORS

Pantaloons stores have very attractive display Pantaloons stores have very attractive display areas, in which they put the dummies, areas, 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 atPantaloonsPantaloons

Pantaloon Retail is the Pantaloon Retail is the first company in the first company in the organized retail sector organized retail sector in India to win an in India to win an accredited ISO accredited ISO Certificate exclusively Certificate exclusively for its Supply Chain & for its Supply Chain & Logistics function.Logistics function.

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PRICINGPRICINGHigh turnoverHigh turnover

Low turnoverLow turnover

High MarginHigh MarginLow MarginLow Margin

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 - Low Margin Category.affordable prices, it falls in the High Turnover - Low Margin Category. 17

PRICINGPRICINGThey propose to provide branded products at They propose to provide branded products at 10% less than the MRP and 20% off on the 10% less than the MRP 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 MANAGEMENTTo survive in the tough competition Pantaloon uses different strategies to attract customers and to retain them.To survive in the tough competition Pantaloon uses different strategies to attract customers and to retain them.– EventsEvents

– FestsFests

– Loyalty programsLoyalty programs

– Gift VouchersGift Vouchers

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LOYALTY PROGRAMSLOYALTY PROGRAMSGreen Card is passport to a whole new world of exclusive benefits and privileges.Green Card is passport to a whole new world of exclusive benefits and privileges.

Benifits 7 Star 5 Star 3 Star 1 Star

Discounts on all purchases

10% 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 Members

2 2 1 1

End of Season Sale Preview

Yes 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 & Promotions

Yes Yes Yes Yes20

PROMOTIONAL PROMOTIONAL STRATEGYSTRATEGY

GIFT VOUCHERS GIFT VOUCHERS

GREEN CARDS GREEN CARDS

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POSITIONING STRATEGYPOSITIONING STRATEGYInitially positioned as a family store, it finally veered towards Initially 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 purchasing even women, since they are the ones defining most purchasing decisions.decisions.

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CONCLUSIONCONCLUSIONPantaloon Retail (India) Ltd is a company where it strives Pantaloon Retail (India) Ltd is a company where it strives

for lifestyle and value through its products and services. for 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 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 and a solid sales organization monitoring that company and a solid sales organization monitoring that the P’s are worked effectively. The store has been well the P’s are worked effectively. The store has been well

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

y-news/pantaloon-retail-india/• It Happened in India – by Kishore Biyani &

Dipayan Baishya• Consumer Behavior – Satish K Batra & S H H

Kazmi

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THANK YOUTHANK YOU

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