Pantaloons Branding MBA Porject Report Prince Dudhatra

8/6/2019 Pantaloons Branding MBA Porject Report Prince Dudhatra

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AR ESEARCH R EPORT

O N

PANTALOONSP REPARED BY

S AVANIYA R AKESH S.

C LASST.Y. B.B.A.

A CADEMIC Y EAR2007-08

R OLL N O : 56

C OLLEGES HEER G YANYAGNA C OLLEGE O F S CIENCE A ND

M ANAGEMENT

G UIDED B Y N AMITA TALSANIA

S UBMITTED T OS AURASHTRA U NIVERSITY


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DECLARATION

I the undersigned Mr. Savaniya Rakesh S a student of T.YB.B.A. hereby declare that the project work presented in this report ismy own work and has been prepared by me. It has been carried outunder the supervision of Prof. Namita Talsania of Shree GyanyagnaCollege of Science & Management in Rajkot.

This work has not been previously submitted to any other university for any other examination.

Place: Rajkot

Date:

Signature

Rakesh S. Savaniya


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P REFACE

Quietly but swiftly, small towns in India are turning out to be amarketer's dream come true. Consumerism is booming in small townsaccross; from mobile phones to cars; from credit cards to home loans;form refrigerators and washing machines to home computers for awelter of consumer products, increasingly the market that matters isSmall Towns of India.

A growing breed of middle class consumers in 40 small townsis splurging on branded apparel, fashion jewellery, stylish and other durables and non durable like never before. And savvy marketers have

been quick to spot the opportunity: everyone from upscale global brands to their forged-in-India cousins is now rushing to get a piece of that action.

Opportunities abound in this world. Either you reap the

whirlwind or restrain yourself from stepping into the twister of choices. There is a cliched thin line between the two yet there aresome who grab the lady luck as well as coerce dame fortune to smileat them.

Kishor Biyani has crafted a vibrant retails story with his shopping mallPANTALOONS in a small town called India, relishing lifestyle with

beautiful timepieces.

As a part of my final academics in BBA it is compulsory toundertake industrial training in a recognized institution.

I have selected "PANTALOONS" offering wide variety of apparels and styling accessories and have also under taken survey on

"Consumer attitude towards branded and non branded products".

It has made me learn great facts and such information as to thesituations prevailing in reality at the conclusion of training

ACKNOWLEDGEMENT


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It is my pleasure to have an opportunity to show my gratitudetowards all those who have helped me in the successful preparation of this project report.

My first gratitude moves towards the Manager of PantaloonsMr. Vibhy sharm and Mrss.Riddhi Mame who has kindly helped meand supported me in collecting the information required for my project

Secondly, I would like to thank all the professors of my collegeespecially Prof. Namita Talsania and Prof. Sonal Nena who havealways been keen to guide me to frame this report successfully.

And last but not the least, I grab the opportunity of thanking allthe respondents who contributed their time in filling up thequestionnaire and my family members and friends and all other whohave helped me directly or indirectly in the successful completion of my project.

Place: Rajkot Date:

Student

(Rakesh S. Savaniya)

LOGO OF THE P ANTALOONS


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INDEX

sr.no. particulars page.no


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1 PANTALOONS ANOVERVIEW

9

2 CURENT SCANARIO 103 WHAT IS PANTALOONS 12

4 STORE PROFILE 135 A TAKE OFF 156 NEW CONCEPT 167 BRANDING INTRODCTION 178 BRAND PROFILE 199 CONTRIBUTION IN EVERY

CATEGORY20

10 PREFRANCE OF BRANDPRODCT

24

11 WHAT IS BRAND 2512 BRAND POSITIONING 2613 BRAND EQUITY 2814 BRAND EQUITY TOOLS 2915 MANAGING BRAND

EQUITY31

16 BRAND BUILDING TOOLS 3217 ADVANTAGIES OF

BRANDING35

18 BRAND REPORT CARD 3619 MAJOR PROMOTIONAL

ACTIVITY38

20 STEPS UNDER TAKE TOINCREASE THE MARKETSHARE

41

21 CORE COMPANTANCES 4222 ADVERTISING

METHODOLOGY45

23 BRAND ASSETSMANAGEMENT 46

24 CONSUMER ATTITUDEDEFITE

48

25 RESERCH METHODOLOGY 5026 SCOP OF STUDY 51


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27 SAMPAL SIZE 5228 SAMPLING METHOD 5329 DATA COLLECTION

METHOD54

30 ANALYSIS ANDINTERPRETATION

55

31 QUESTIONER 5632 SHOT ANALYSIS 8133 CONCLUSION 8334 SUGESSION 8435 FUTURE PLAN 8536 BIBLOGRAPHY 86

P ANTALOONS AN O VERVIEW


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History

1987 - Company incorporated as Manz Wear Private Limited.Launch of Pantaloons trouser, Indias first formal trouser brand

1991 - Launch of BARE, the Indian jeans brand.

1992 - Initial public offer (IPO) was made in the month of May

1994 - The Pantaloon Shoppe exclusive menswear store infranchisee format launched across the nation. The company startsthe distribution of branded garments through multi-brand retail outletsacross the nation

1995 - John Miller Formal shirt brand launched

1997 - Pantaloons Indias family store launched in Kolkata

2001 - Big Bazaar, Is se sasta aur accha kahi nahin - Indias firsthypermarket chain launched


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2002 - Food Bazaar, the supermarket chain is launched

2004 - Central Shop, Eat, Celebrate In The Heart Of Our City -Indias first seamless mall is launched in Bangalore.

2005 - Fashion Station - the popular fashion chain is launched

aLL a little larger - exclusive stores for plus-size individuals islaunched

2006 - Future Capital Holdings, the companys financial armlaunches real estate funds Kshitij and Horizon and private equity fundIndivision.

CURRENT S CENARIO


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Fashion is all about the now. Why, then should people not see afresh look every time they walk into a Pantaloons store? That is the

thought behind 'Fresh Fashion'. An idea that has captured theimagination of young India. With a focus on the youth of today,Pantaloons offers trendy and hip fashion that defines the hopes andaspirations of this demography.

Pantaloons Fresh Fashion stands out as a fashion trendsetter, onthe lines of how fashion is followed internationally. The look andwhats in today for the season is sacrosanct.

Pantaloons takes its promise of 'fresh fashion' very seriouslymaking available to its customers the latest in fashion every week!

All Pantaloons stores reflect the new ideology -- Fresh Feeling,Fresh Attitude, Fresh Fashion. The stores offer fresh collections andare visually stimulating thanks to appealing interiors and attractive

product display!

The first Pantaloons was opened in Gariahat in 1997. Over theyears, it has undergone several transitions. When it was first

launched, this store mostly sold external brands. Gradually, itstarted retailing a mix of external brands while at the same timeintroduced its own private brands. Initially positioned as a familystore, it finally veered towards becoming a fashion store with anemphasis on 'youth' and clear focus on fresh fashion.

Today, the fashion store extends to almost all the major cities across the country. Pantaloons has established its presence withstores not just in the metros, but also in smaller towns.


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Pantaloons stores have a wide variety of categories likecasualwear, ethnicwear, formalwear, partywear and sportswear for Men, Women and Kids.

The garment section eaters to the need of men, women andchildren and for every occasion formal casual office wears and sports.It also offers top class collection in watches and fragrances. The

jewellery and accessories section ensure a complete look to go hand inhand with the garment purchase. Designer level by in house designers.They design mens and ladies apparels like Ghaghara Cholis,Western Outfits, Mens traditional wear like Sherwani etc.

It has molded itself into a one stop store for the community of

Indian Catering to all segments the rich the not so rich pantaloons hasa product range to suit every budget.

Hence over a period of 18 months pantaloons has become thesingle most sought after shopping mall both by consumer andsuppliers. Today it houses more than 100 brands such as Terrain,

Nike, Adidas, Allen Solly, Parx, Oobe, Tissot, Pierre Balmain,Swatch, Mont Blanc, Titan, Hugo Boss, YSL, David off, PacoRabbane, D & G, Carolina Harrera, Barbie, Gini and Jony and other International brands.

Never has the city of Rajkot seen such an array of brand names. Never has the customer received such a wide choice in the lifestylesegment as now at pantaloons.


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WHAT IS PANTALOONS ?

Indian which has become the hub of Gujarats Saurashtra regionwhich is economically not very diversified has been a city motheringtraditional industries like wearing, handloom and handicraft.

Till the early nineties no major retailing happened in Saurashtra.There was no platform that could invite national or international

brands. It was at this juncture that pantaloons identified the virginretail space which began as a small showroom in 1987 andtransformed into a mega showroom by 2006 with a total investment of Rs.3236 Cr.

Currently, pantaloons is home to 150 major National andInternational brands from indigonation Scullers and lhombard tocosmetics brands like Lakme, street wear and Revlon. Location andaccessibility are the two prerequisites for the success of any shoppingcentre.

Build over three storey, the ground floor displays jewellery, purse, perfumes and leather accessories as well as kids and ladiestraditional section. The first section stocks casual wear for women.the

second section stock casual wear for men.


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S TORE P ROFILE

Name pantaloons

Address pantaloons 150ft Ring RoadRajkot Gujrat

Phone No. 0281-23322920281-2332293

Head Office Center one Sector 30AOpp.Vashi Railway Station

Vashi Mumbai 400705

E-mail [email protected] of establishment 1987

Year of establishment INRajkot 2006

Total investment Rs 3236 Cr.

Total floor area 15000sq. ft.

Manager of Pantaloons InRajkot Vibhay Sharma

Marketing Manager of Pantaloons In Rajkot Riddhi Mame

Managing director Kishor Biyani

CEO of Future retai Rakesh Biyani

General manager Gopikishan Biyani


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Boosting the retail industry through its Endeavour pantaloonshas played a key role in changing the face of the city. Being a non-metro and small business centre, it has not only created awarenessamong consumers but also a sense of appreciation for quality

products.

A large number of Non Resident Indians visits pantaloons or ethnic wear in the international environment they are accustomed toadding an element of variety and choice, pantaloons has also enhancedthe tastes of the people of Indian.


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A T AKE O FF

Clearly a market ruler in the Indian retail space,Pantaloonsturnover shot up by 55% last fiscal. Being the only mega place in thewhole of, Indian Pantaloons today enjoys almost 30 % market sharein branded apparels and over 60% market share in branded Garmentsand Accessories, with a customer entry of about 600 per day. Itattributes a major part of this success story to its ability to maintaincustomer loyalty.

To hunt larger market the strategy is to maximize the displayarea in the juncture as to offer more and more varieties to the delightof the customers. The huge offering number of national and

international brands has given a great chance to step on to the globalscenario giving products matching Hi-Fi standards.

Pantaloons has been successful in catering the Brand Needfor the Indian at one-stop-juncture.


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NEW C ONCEPTS

Merchandise

Pantaloons the first lifestyle store in the entire Indian regionstays open throughout the day, a departure from 1-4 closedroutine that people are used to.

Pantaloons has always been innovator and trend setter in thisregion. Being first in every aspect, PANTALOONS self aninnovative concept for this region.

Proportionate mix of wanna be citizens of small towns,Saurashtra Region market has always behaved typically. Even thoughretail industry in this area has observed consistent growth in last threeyears, it is still difficult to predict growth or acceptance for the newapproach or change strategy in this region. Economy of the entireregion is mainly based on the agriculture and agro-based products.Monsoon can impact the entire economy. Retail trade is always first toget affected and last to pick up.

It is imperative for the retail business to bring in innovations,

changes and approach to achieve success mark. PANTALOONSendeavor in introducing new, refreshing concepts and changes.Whether is on ambience or interior designing front; displays or organizing merchandise: promotions or consumer services.

Some of the distinguished innovations are described here under :

The Ambience

PANTALOONS offer complete ambience to make shopping a pleasure to consumers. The key attributes making complete ambienceare:


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FACADE : Faade reveals the innovative cosmetic outlook of thestructure. Vintage faade attracts every passerby. Whether to shop or to take stroll or to feel, people do get attracted to step in.

INTERIORS: The awesome interiors of the three distinguished sectionof PANTALOONS makes everyone to feel out of the world. Evenregular shoppers in metro-cities gain the same feel. Every sectiondepicts a sense of demarcation towards merchandise catered. Themarble surfaced ground floor designed with glass counters aredisplayed

with high end merchandise in perfumes, cosmetics and jewellery.

Display and Decoration

Display of merchandise is organized in such a fashion that eachand every style is highlighted prominently. The change of ambienceon each and every occasion contributes walk-ins. The major festival or occasions are NAVRATRI, DIWALI, CHRISTMAS,JANAMASHTAMI, INDEPENDENCE DAY, MAKAR SANKRANTI, DHULETI and events like mega sale and other sales.

Innovations in Systems and Service

Pantaloons have adopted best of the systems meeting the setcriteria of industry and at par with any mall of big city. Pantaloonsgoes beyond the confined areas to provide extra services to their customers.


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B R A N D

E Q U I T Y


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BRANDING INTRODUCTION

Brand is a major issue in product strategy. As Russel Hanlin theCEO of Sunkist Gnowers observed An orange is an orange. Isan orange unless that orange happens to be Sunkist a of 80% of consumer know and trust. Well known brands command a price

premium. Japanese companies like Sony and Toyota have built a huge brand loyal market. At the same time developing a branded productrequires a great deal of long term investment especially for advertising

promotion and packaging.


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BRAND P ROFILE

The national and international brands had been serving themetros and sub metros since years. The lack of correct platform has

been the main obstacle to enter this territory.

Pantaloons are known for several firsts that revolutionized theretail industry in Rajkot. It was the first retailer to promote key brandand now it endeavors to grow in 2006 which was a great boulevard for the brands and their suppliers to break through the Saurashtra market.

Today the suppliers of Pantaloons and most of the brands take pride of their being in the market at a very high magnitude. They have

never made them realize that Rajkot and Saurashtra is yet small toadopt their big brands. Pantaloons stands out to be the first outlet for the segments like garments and perfumes in the region of Indian Therecognition from the brands and its suppliers has made quite obvioustha Pantaloons contribution in branded apparels and accessories has

been utmost of their growth in Indian.

On the other hand the efforts to promote those brands hashelped us to grow in the business and simultaneously accelerated the

growth of branded apparels, garments, perfumes and accessoriesindustry in this territory.


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CONTRIBUTION IN EVERY CATEGORY

Branded Mens Apparels Formal Causal Sports

Pantaloons has been only outlet in Rajkot and the largest amongstothers in Saurashtra for the brands

Rig utility clothing Bare leisureSchaller AkkritiIndigo nation AllLombard UmmJone miller Urban yoga

Urbana Ajilef- the factors JMsportsLee-Cooper Lue phillipAllon solly Peter englendVan heasen Black bervieArrow Reid & Taylo

Branded Womens Apparels Formal Casual

With a limited market for the ladies formal wear no other retailer indulge their service to cater the segment. The requirement of theformal wear for ladies has been significantly fulfilled at this store. The

brands which options provides to its ladies clientele are

Rig utility clothing AkkritiSchaller AjileAnnabelle Urben yogaAll Jealous

Mix and match UmmRang lauch Bare demineTrishaa HoneyAllon solly LevisLooks ObbiSarkarmas


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Mens Traditional/ Occasional Wears

Akkriti

Womens Traditional Wear

Akkriti Trishaa Mix N MatchRang Munch All

Branded Kids Apparels

Kids zone at options comprises of the most renowed brands which aremade available in metros only they are

Gini & Jony Bare7214 lilliputKid Studio G. J. Jeans Chalk Boys

Today all the suppliers have a great scope to penetrate their brands inthis territory


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Purse

Pantaloons started its purse section with a very limited range of

brands. The ample growth in sales encouraged them to immediatelyexpand the section adding more brands.

Today it leads to purse market of Saurashtra and takes pride to be theonly of its kind of authorized outlet to promote Swiss brands like

Pick me up Meiww Just cool

Perfumes

An extensive counter on the ground floor itself portrays their contribution in promoting this segmentThe international brands includes

Hugo Boss Nike Adidas

Any customer of Saurashtra who would like to procure such brandsofficially has only one options called Options

Jewellery

Jazz Ola SarahTribal

Cosmetics body care and bath products

Lakme Revlon StreetweaLotus

Formal Socks


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Balenzia Jone Miller Ajile

AccessoriesSahah Revlon Tribal Zone Jazz


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P REFERENCE TO BRAND P RODUCT

The following are the priorities given to the brandfeatures according to the customers.

Brand Features Rank

Brand Name 1Color 5Styling 3Pricing 2Fit 4Indian Brands 9

Foreign Brands 8Packing 10Fabric 7Salesmans Recommendation 6

The above given ranks reveals that customers give first preference to BRAND NAME and then pricing and on and on. Thisshows how imp brand is to all customers, sellers, brand holders.


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WHAT IS BRAND ?

A brand is a complex symbol that can convey upto 6 level of meanings

1. Attribute - A brand brings to mind certain attributes whichinfluence the purchasing point decision.

2. Benefits Attributes must be translated into functional andemotional benefits.

3. Values The brand also says something about producer values4. Culture- The brand may represent a certain culture5. Personality A brand can project a certain personality.6. User The brand suggests the kinds of customer who buys or

uses the product

What distinguishes a brand from its unbranded commoditycounterparts is the consumers perceptions and feelings about the

products attributes and how they perform. Ultimately a brand residesin the minds of consumers

- According to Kevin Keller

Similarly a brand can be well positioned by associating its name

with a desirable benefit. At the same time, promoting a brand on onlyone single benefit can be risky. The strongest brands present morethan a rational appeal they back an emotional wallop.

Mare Gobe, The author of Emotional Branding argues thatsuccessful brands must engage customers on a deeper level touching auniversal emotion.

If the brand evolves a strong set of beliefs and values, thecompany must be careful not to stray from this.

Hence, Brand could be collectively concluded as a quitedifficult task for any company as it is concerned with the companysimage and repo.


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BRAND P OSITIONING

Brand is must more than a name, logo, colors, a tagline or asymbol. These are marketing tool techniques. A brand is essentially amarketers promise to deliver a specific set of features, benefits andservices consistently to the buyers. The marketer must establish amission for the brand and a vision of what the brand must be and do.The marketer must think that he is offering a contract to the customer regarding how the brand will perform. The brand contract must behonest.

best the brand campaign will create name recognition, some brand knowledge may be even some brand preference but an AD

campaign does not create brand building no matter how much thecompany spends on advertising and publicity, BRAND BONDINGoccurs when customers experience the company as delivering on its

benefit promise. The fact is that:

Brands are not built by advertising but by the brandexperience.

A brand idea will not take shape unless everyone in the

company lives the brand.The following can be termed as crucial aspects for a firm to positiontheir brands in the new economy.

1. Companies should clarify the corporations basic values and build the corporate brand.

2. Companies should use brand managers to carry out the tacticalwork but the brands ultimate success will depend on everyonein the company accepting and living the brands value

proposition.3. Companies need to build up a more comprehensive brand

building plan as to create positive customer experiences at everytouch point events seminars, news, telephones, e-mails, personto person contact.


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4. Companies need to define the brands basic essence to bedelivered wherever it is sold. Local executives can be varied aslong as they deliver the feel of the brand.

5. Companies must use brand value proposition as the key driver

of the companys strategy, operations, services and the productdevelopment.6. Companies must measure their brand building effectiveness not

by the old measures of awareness, recognition and recall but bya more comprehensive set of measurers including customer

perceived value, customer satisfaction, customer share of wallet, customer retention and customer advocacy.


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BRAND EQUITY

Brands vary in the amount of power and value they have in themarket place. At one extreme are brands that are not known by most

buyers. E.g. in PANTALOONS most of the international brands areunknown to the customer. So there is no preference for them. Thenthere are brands which buyers have fairly high degree of brandawareness e.g. brands like Indigo Nation Urbana, Peter Englandetc,. then there brands that enjoy a high degree of brand that commanda high degree of brand loyalty e.g. Levis, Jockey Nike, Reebok,Park Avenue etc.

Hence brand equity is defined as the brand assets linked to brands name and symbol that add to a product or service.


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BRAND EQUITY TOOLS

Brand Equity Tools

Brand Perceived Brand BrandAwareness Quality Associations Loyalty

Brand Awareness:

It is often undervalued asset awareness has been shown to affect perceptions and even taste. People like to be familiar and are

prepared to use all sort of goods that are familiar to them e.g.- people at Pantaloons come to by the well known brands likeRevlon, Lakme, Fa etc as there are the brands of whichcustomers are already well aware.

Perceived Quality:

It is a special type of association partly because it influences brand associations in many context partly because it has been

empirically shown to affect profitability e.g. people every wherehave the experience of using brands like Reid and Taylor,Raymond, Vimal etc so they have a specific perceived qualitywhich is to be satisfied by the brand.

Brand Associations:

It can be anything that connects the customer to the brand. Itcan include the imaginary product attribute, usage situations,organizational associations, brand personality and symbols.Much of brand management involves determining whatassociation to develop and then creating programmers that willlink the associations to brands. E.g. Highly reputed brands likeScullers, Jone MIller, Lhomebard, Gili etc are available here atPantaloons at the premium base quality and price.


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Brand Loyalty:

Its the heart of any brand value. The concept here is based on

the building and strengthening the size of identity of eachloyalty segment. A brand with though small but intensely loyalcustomer base can have significant equity e.g. the brand loyalcustomers will surely knock at Pantaloons, rendering best of thevariety to these valued jems of customers.

Thus equity could be judged by the above stated four tools. The presence of all these will create an efficient brand management system

and brand affectivity measure.The advantages of brand equity are enumerated as follows

1) The company will have more trade leverage in bargaining withdistributors and retailers because customers expect them tocarry the brand.

2) The company can charge a higher price than its competitors because the brand has higher perceived quality.

3) The company can more easily launch extensions because the brand name carries high credibility.

4) The brand offers the company some defense against pricecompetition.


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MANAGING BRAND EQUITY

The brand needs to be carefully managed so that its equity doesnot depreciate. This requires maintaining or improving brandawareness, perceived quality and functionality and positiveassociation. These tasks require continuous Research & Developmentinvestment, skillful advertising and excellent trade and consumer service.

Some analysts see brand as outlasting a companys specific products and facilities. They see brands as the companys major enduring asset. Every powerful brand in reality represents a set of loyal customers. Brand equity is a major contributor to customer

equity. The proper focus of marketing planning is to extend customer lifetime value, with brand management serving as a major marketingtool.

Unfortunately, many companies have mismanaged their brandsin the quest for ever increasing profits. It is hence easy to lose thefocus on brand.

In a nationwide study of company in a wide range of industries

only 43% indicated that they even measured brand equity where as72% were confident enough in their brand equity to project that itwould last two years with no financial support and over two thirds of the respondents had no formal long term brand strategy.

Hence, the above stated aspects reveal the significance of brandmanagement. It is important now to build a strong brand in the marketfor the attainment of core competence. The following are the tools for

building brands.


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BRAND BUILDING TOOLS

A common misconception is that brands are basically built byadvertising. It is true that television advertising in its early days wasthe most effective brand building tool. There were very few TVstations and people watched the comedies and dramas andadvertisements with almost equal interests

But now the scenario has changed. Now viewers watch one of the dozens of TV station and most of the viewers are zapping or ignoring the commercials. In fact many more are simply not watchingTV because they are busy on their computer and engaged inrecreational activities. The marketers therefore have to turn down to

other tools for attracting attention to there bands. Among them themost important are

Public Relations and Press Releases:Brand can gain a lot of attention from well placed newspapersand magazine stories not to mention appearing visually inHollywood films. It is a matter of pride for Pantaloons to have

been studied byBusiness Today and Images BUSINESS

OF FASHIONappearing with great details in those magazines.

Sponsorship:Brands are frequently promoted in sponsored events such asworld famous bicycle and car races Pantaloons has always beenkeen to grab such sponsorship opportunities and performs it insmall / large celebrations in Rajkot. They often sponsor during

Navratri.

Clubs and Consumer Communities:Brands can form the center of consumer community where thereis greater awareness and preference of brand.


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Factory Visit:The companies can invite the visitors to visit their factories tospend a day or two there in as to become aware about quality of management which highly strengthens the brand.

Trade Shows:These represent a great opportunities to build brand awarenessknowledge and interest

Event Marketing:Many automobile companies make an event out of introducingtheir new car models Pantaloons have also undertook such

efforts while launching, adding newer brands to their large brand offer list.

Public Facilities:This is one of the consumer responsibility task Consumer Relationship Tasks also help building brand. Manymultinationals as well as large companies undertake such effortsto facilitate the society and to help building greater lifestyle.

Social Cause Marketing:Brand can achieve a following by donating money to charitablecauses .

High Value of Money:Some brands create positive word of mouth by offeringexceptional value for the money. The brand performancematters here at a higher extent e.g. Lux saop and Beauty Aids,Garnier beauty accessories etc.

Founders or Celebrity Personality:A colorful founder or a celebrity personality can create positiveaffect for the brand here Mr. KIshorbhai who has been a personof great values having firm name in the market stands as a

backbone of Pantaloons which assures the support in building brand.


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Mobile Phone Marketing:Customers in future shall hear about brand on their wirelessmobile phones as m-commerce grows.

Many of these tools describe efforts to build brand throughBRANDED EXPERIENCES or EXPERIENTALCOMMUNICATIONS terms used by Jack Morton company.


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ADVANTAGES OF BRANDING

Q. Why do sellers brand their products when doing so clearlyinvolves cost?

A. Because branding gives several advantages to the seller.

The brand name makes it easier for the seller to processorders and track down problems. The sellers brand name and trademark provide legal

protection of unique product features. Branding gives the seller the opportunity to attract a loyaland profitable set of customers. Brand loyalty hence givessellers some protection from competition. Branding helps the seller segment markets. The productsunder one brand could be formulated differently and aimed atspecific benefit seeking segments. Strong brands help build the corporate image making iteasier to launch new brands and gain acceptance by distributorsand customers.

Distributors and retailers want brand names because brandsmake the product easier to handle, hold production to certain quality

standards strengthen buyer preferences and make it easier to identifysuppliers.

Whereas customers want brand names to help them identifyquality differences and shop more efficiently.

The most important thing after incurring expenses on brandingare to measure the brands. It shall be seen in the brand report card.


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BRAND REPORT CARD

The following interrogative aspect will help the seller tomeasure up the brand

1) The brand excels at delivering the benefits consumers trulydesire. Do you focus relentlessly on maximizing your customers product and service experiences?

2) The brand stays relevant. Are you in touch with your customerstastes, current market conditions and trends?

3) The pricing strategy is based on consumers perceptions of value. Have you optimized price, cost and quality to meet or exceed customers expectations?

4) The brand is properly positioned. Have you establishednecessary and competitive points of parity with competitors?Have you established desirable and deliverable points of difference?

5) The brand is consistent. Are you sure that your marketing programs are not sending conflicting messages and that theyhave not done so over time?

6) The brand portfolio and hierarchy makes sense. Can thecorporate brand create a seamless umbrella for all the brands in

the portfolio? Do you have a brand hierarchy that is wellthought out and well understood?7) The brand makes use of and coordinates a full repertoire of

marketing activities to build equity. Have you capitalized on theunique options while ensuring that the meaning of the brand isconsistently represented?

8) The brand managers understand what the brand means toconsumers. Do you know what customers like and do not likeabout your brand? Have you created detailed research driven

portraits of your target customers?9) The brand is given proper sustained support. Are the successes

or failures of marketing programmers fully understood beforethey are changed? Is the brand given sufficient Research &Development support?


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10) The company monitors sources of brand equity. Haveyou created a brand charter that defines the meaning and equityof the brand and how it should be treated? Have you assignedexplicit responsibility for monitoring and preserving brand

equity?

The above given interrogative aspects help the seller to putforward a strong brand and maintain it at the maximum extent.


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MAJOR P ROMOTIONAL ACTIVITIES

Promotional activities are a must for every new as well asestablished business. These entail great return in form of sales and attimes creation of Brand Image.

Promotional activities are till now proven to be the mostefficient tools for appreciating sales and attracting more and morecustomers for trial and repeat purchases.

The attitude of customers depends upon the degree andfrequency of promotional activities carried out by the business people.These do insist the customers to look at the product at once.

PANTALOONS, the one-stop shop Juncture of coursecontinuously is indulged into undertaking various promotionalactivities. The following chart depicts the allocation of funds/makingexpenses over different tools of promotions:

Advertisements

This is the most crucial part which makes IMAGES of the

business in the mind of customers. The commonly usedmediums of advertising utilized by PANTALOONS are asfollows

Hoardings

This is the tool used most by PANTALOONS. One can easily

view the hoardings of Pantaloons offering the locally designedapparels to the international brands.

The hoardings are displayed on following prominent sites of thecity

Mahila College Chowk


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Yagnik Road, Rajkot Under Bridge Ring Road Kalawad Road Trikonbag

The hoardings have been most utilized effective tools for advertising. The hoardings mostly display the designed apparelsas well as branded apparels of international companies whichare offered at PANTALOONS.

Print Media

Local/Daily newspapers:This is used generally at the times of festives and at the offeringof various schemes. The advertisements are published in thelocal daily newspapers E.g. GUJRAT SAMACHAR

Local Magazines:This tool is utilized to announce greater value schemes to insistcustomers to at least visit PANTALOONS E.g. At times in thecase of addition of new stocks, newly designed apparels,etc. or

other discount coupons.

Regional MagazinesThis tool is explored as to make consumers of surroundingregions, aware about the availability of the peak brands atRajkot and to drag them towards it.

National Level MagazinesLess often used tool of advertisement is made when there aresome festive offers such as Diwali, Christmas,Navratri ,etc. It isalso used to attract the nationwide consumers, preferring


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branded products, especially the NRIs who are having leastinformation about the areas of shopping.

Outdoor Advertisement

This is one of the most commonly used tool of advertising. Itincludes TV advertisements including Cable advertisements,Scrolling lines at the end of the screen.

Sponsorships

This is majorly done while Navrati

Musical Programmes at Hemu Gadhvi Educational Progg. Direct mailers

Other Promotional Tools

The other promotional tools include distribution of brochures, pamphlets, etc.

Call-center activities are also becoming popular those days.Pantaloons also undertook it before a short span of time Eg.While launching new brands of Garments.

Advertising Agencies

PANTALOONS ADVERTISING IS DEFINITELYBACKED BY ADVERTISING AGENCIES like

Drishty Communications Yogi Advertising Campaign Advertising Ascent Advertising


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S TEPS UNDERTAKEN TO INCREASE THE MARKET S HARE

o Emphasizing over promotional aspects.

o Taking intensive efforts to serve customers.

o Pampering customers demands slowly to turn down into benefits.

o Introducing and implementing customer loyalty programmerswhich are carried out for the benefits of the customers out of store.

o Increase target oriented marketing activities, including directmailing, call center survey, asking their demand.

o Last march, direct/ door to door moving was done to collectmore and more information to know what people know aboutoptions and brands.

o Offering schemes, discounts, offers and thereby increasingsales.

o Involving themselves into much more marketing activities toattract people.

o Evaluating shopping moods with ambience and decorationswhich are synchronized by the festives.


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CORE COMPETENCE

Metro type shopping atmosphere right from Structure of thestore (fascade).

Ambience (the most different), display oriented having threesection . Special feature is that the display system is unique i.e. allthe varieties are displayed at a time without packaging in boxes and

bags.

Great Varieties in Choices

Offering Certain Services like Exchange (Conditions Apply) Delivery Services Green Card Scheams

Welcome to Pantaloons Green Card Program.

Your Green Card is your passport to a whole new world of exclusive benefits and privileges.

Instant discounts* for every time you shop at Pantaloons.

Exclusive shopping days to get hold of latest merchandise. Regular updates on collections and promos via catalogues, sms

and email. Special invites to the most happening events.

Extended exchange periods and complimentary drops for

alterations Exclusive billing counters and much more.


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*Categories valid for Green Card Discounts:

Apparel, perfumes & cosmetics, toys, Bluesky, aLL, Depot,Planet Sports & accessories. Valid on categories within Pantaloonsonly.

Also valid at standalone Bluesky and aLL stores.

1StarMembersGift Voucher worth Rs. 150 on enrolment

3StarMembers5% discount on every purchase

5StarMembersAn exclusive 7.5% discount on every purchase


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ADVERTISING METHODOLOGY

o Determination of festivals during quarters.

o Formulation of schemes to be launched/ announced keeping inview the brands already available.

o Formulating budgets for the quarters keeping in mind theforthcoming festivals.

o Announcement of schemes and creating awareness.

P REPARATION OF BUDGET

Budget is formulated keeping in mind, the aim of the quarter,the last season performance of quarter.

The budget is bifurcated into different quarters and financing isdone with the help of advertising agencies and then they execute it andat the end of quarters, the customer care team evaluates the effect of marketing activity productivity.


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BRAND ASSET MANAGEMENT

Customers come to know a brand through a range of contactsand touch points; Personal observation and use, word of mouth,meeting company personnel, telephone experience, seeing the web

page, receiving invoices and so on. Although print and broadcastadvertising have played a large role in building strong brands, theabove mentioned forces are now, playing an important role. Any of these experiences can be positive or negative. The firm must put-in asmuch quality in managing these experiences as it does in producing itssale.

Companies must balance their communication expenditures

among the main communication media. These include the followingseven communication vehicles.

Advertising Public relations Trade and sales promotion Consumer promotions Direct marketing Event marketing

Internal employee communications

Companies are increasingly moving their Brand BuildingBudgets to public relations, direct marketing, event marketing andemployee training.

One of the most potent influences on brand perception is theexperience customers have with the companys personnel. If thetelephone operator is curt, if the order taker is poorly informed, if theaccountant will not explain the invoice - the brand image iscompromised. Therefore, the company needs to train its people to becustomer - centered. Even better, the company should build pride in itsemployees regarding their products and service so that their enthusiasm will spill over the customers.


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Companies must go further and train and encourage their distributors and dealers to serve their customers well. Poorlytrained personnel can ruin the best of efforts made by the company

to build a strong brand image.

This suggest that managing Brand Assets can no longer beentrusted to brand managers because they do not have enough

power and scope to do all the things that are necessary to build andenhance their brands. Their incentive system drives them to pursueshort term results whereas managing brands as assets calls for longer term strategy and more inclusive team work.

Now a days, some companies are putting their branding in the brand s of an entirely different company that can focus on BrandManagement and nothing else. Hence, there are bulks of companiesmanaging brands - not owning brands.


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CONSUMER ATTITUDE DRIFT

Brands vary in the amount of power and value they have in themarket place. At one extreme are brands that are not known bymost buyers. Then there are brands for which buyers have a fairlyhigh degree of BRAND AWARENESS. Then there are brands thatenjoy a high degree of brand preference. Finally, there are brandthat command a high degree of brand loyalty.

The firm / company feels rest assured and can boast about their brand management and the sure customer attitude and can behappy after spending high amount on branding when a customer walks in the store and if discovers that the specific brand preferred

by him is not available, he walks out

This is the achievement of brand management the customers arethis brand loyal. David Aaker distinguished five levels of acustomer attitude towards a brand from lowest to highest.

Customer will change brands especially for price reasonsNo brand loyalty

E.g. Scullers Trousers are preferred over Rig Utility Clothing

due to low price.Indigo Nation Jone Miller jeans are preferred over Levis andNumero due to price reason.

Customer is satisfied No reason to change the brand

The customers who prefer to use Revlon, Lakme, and Garnier products are satisfied by its use and so there arises no reason tochange over to the another brand though abundantly available.

Customer is satisfied and would incurr costs by changing brand


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E.g. a preference / attitude to use more new products / brands isvalid reasons for shifting towards another brands though it bearscosts.

Customer values the brand and sees it as a friend Brand is the one which is preferred once and joined forever for the brand loyal customers. They choose it at once but use it forever. Itis the one brand which is always going to be proffered by thecustomer. The preference sustainment and shift/drift depends uponthe strength of brand or the percept value of brand in the mind of customers.

Strong the brand image in the customer mind, higher the loyalty of that customer.

Customer is devoted to the brand The one phase comes in the brand lifecycle where it has gainedsuch a position where the customer is fully devoted to the brand.He may incurr higher cost to continue the use of that particular historic brand. This makes him avoid the usage of new launched

brands but is very helpful when the firm wants to launch new product under the same brand name.

The most appropriate level of operation is the 5 th and 6 th one whereBRAND has achieved a sustainable position in the mindset of thecustomer and brand is in a commanding position to mold theenvironmental changes in the favor of company / firm.

Brand equity is highly related to how many customers are inclasses 3, 4 or 5. It is also related to the degree of brand namerecognition, perceived brand quality, strong mental and emotionalassociations and other assets such as patents, trademarks andchannel relationships.


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MARKETIN

G REASERCH


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RESEARCH METHODOLOGY

Objective of Study

The objective of study is to get further information about theattitude of Rajkot customers towards the Mega Brand offersPantaloons. How people react to the brand, their preference andwillingness to make purchases of branded products. The variousfactors like affordability, desire of purchasing need element for insisting a purchase, attitude towards the mega-store, etc.

The ability of brand managers to put forth their brands beforethe customers and pampering their demands for branded products isthe most important aspect of this study.


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S COPE OF S TUDY

The scope of study was to understand the mindset of especiallyindian customers to face the internationally popularly branded

products. How can they be dragged towards the purchase of branded products?

The scope of study could be enlisted as below:

1. To discover factors persuading and influencing buying decision.

2. To find out their satisfaction level in the accordance with thevalue paid by them.

3. How do customers prefer one brand over the other?

4. Whether they are aware about and ready for the One StopShop juncture PANTALOONS and vivid range of branded

products offered or not?

5. The reasons for purchase of branded products from

PANTALOONS.


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S AMPLE S IZE

This aspect refers to the question

How many people should be surveyed?

Sample could be defined as Sample is a group of respondentsselected from the whole population under study. Proper and optimumsize of sample should be selected to be a truly representative of

population. Because wrong, inadequate or excessive sample misleadswhole procedure of study and it is also very difficult to select proper sample size.

I have conducted my survey on CONSUMER ATTITUDETOWARDS BANDED AND NON-BRANDED PRODUCTS withspecial reference to brands offered at PANTALOONS, Rajkot andselected 100 respondents which are truly representative for myanalysis and the conclusions arrived at by their responses are alsoreliable.


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S AMPLING METHOD

The sampling method adopted by me while enacting the surveyis STRATIFIED CONVINIENCE SAMPLING. From the total

population of the preferred of branded products, a sample of 100 has been chosen according to convenience.

The respondents are selected on the basis of their knowlegibility, attitude, awareness about brand, visit at PANTALOONSand knowledge of other, management related aspects. This includesservice people, professionals, students (management students,undergraduates) etc. and major occupations.


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DATA COLLECTION METHOD

Data collection is the most important step in the research process. This may include a number of errors which may lead tofutility of research. In the survey, the data collection has been takenspecial care.

Data can be collected by two methods

1. Primary Data2. Secondary Data

For primary data collection, I had prepared questionnaires

which were kindly and duly filled up by the respondents. Thequestionnaire contains questions like their preference of branded andnon-branded items, more popular brands, reasons for preference over each, etc.

Secondary data collection is not so far required as the researchis done Topic Oriented and it is difficult to make accessible topic-suitable material. Although, I have referred a couple of magazineshaving articles containing some data about PANTALOONS.


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ANALYSIS AND INTERPRETATION

Analysis and Interpretation is one of the most important steps inthe research procedure. The success or failure of research largelydepends on how successfully the analysis and interpretation is done.

To make data, meaningful, the data is classified according todifferent variables to make it simplified. Following the previous step,tabulation is done of the classified data. The main purpose of tabulation is to know the frequency of response. It helps to developrelationship between the data and also to compare. This whole processof

Collection

Classification

Tabulation

is called analysis of data.

After the data is analyzed it needs to properly be interpreted.This is a very crucial step, as, wrong / imperfect interpretation leads towrong conclusion and there by futility of Research Interpretationmeans to get over the tabulation and give meaning to that analyseddata. And on the bases of the analysed data, determine the exact causeand effect relationship between different variable which are a part of Research Study.


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QUESTIONNAI R


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Q - Gender:Sr. No. Occupation Percentage

1 Male 602 Female 40

0

10

20

30

40

50

60

Male Female

1 2

Serie

ANALYSIS

Turning out ration in case of gender is male 60% and female 40%.


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Q - Occupation :

Sr. No. Occupation Percentage1 Businessmen 122 Profession 303 Service 154 Any other 55 Students 38

05

10

15

20

25

30

35

40

B u s

i n e s s m e n

P r o

f e s s

i o n

S e r v

i c e

A n y o

t h e r

S t u d e n

t s

1 2 3 4 5

Seri

ANALYSIS

The study clearly shows that the student persons whichaccounted to 38% of the total sample is the clear indication that they

prefer more the branded products than the other groups with the leastdifference. Profession accounted for 30% followed by service with


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15% and businessmen/women 12% respectively. A remarkable low5% of housewives prefer to purchase branded product .

Q - Income (Per Month):

Sr. NO Income Percentage1 1000-10,000 602 11,000-20,000 203 21,000-30,000 124 31,000-40,000 25 41,000-50,000 26 Above-50,000 4

Percentage

1 1000-10,00

2 11,000-20,0

3 21,000-30,0

4 31,000-40,0

5 41,000-50,0

6 Above-50,0

ANALYSIS

The study clearly shows that 60% of the respondents belong tothe first income group i.e. 1,000-10,000. Being favorably followed by20% relevant income group 11,000-20,000 other income group


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accounts to 2% 31,000 40,000 and 2% 41,000 50,000 and 4%above 50,000.

Q - Material status

Sr.No. Material status Percentage1 Married 462 Unmarried 54

42

44

46

48

50

52

54

Married Unmarried

1 2

Serie

ANALYSIS

Among the respondents the married respondents enumerated to be 46% and unmarried respondents enumerated to be 54% .


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Q - Have you ever visited PANTALOONSRajkot ?

Sr. no. Particulars percentage1 Yes 1002 No 0

0102030405060708090

100

Yes No

1 2

Serie

ANALYSIS

The survey report shows that all the respondents i.e. 100% of respondents they have to visit in pantaloons Rajkot.


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Q - Do you prefer the use of brandedproducts ?

Sr. no. Particulars percentage1 Yes 802 No 20

0

10

20

30

40

50

60

70

80

Yes No1 2

Serie

ANALYSIS

The survey report shows that all the respondents i.e. 100% of

respondents prefer to use branded products. This shows that upcoming branded products can project a potential market.


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Q - In which of the following is prefer brandedproducts?

Sr. no. Particulars percentage1 Garments 402 Accessories 83 Underwear 74 Jewelers 105 Perfumes 96 cosmetics 117 Watch 78 Footwear 39 Gift articles 5

1 Garments

2 Accessori

3 Underwea

4 Jewelers

5 Perfumes

6 cosmetic7 Watch

8 Footwear

9 Gift articl

ANALYSIS

The most preferred branded products is covered under the headof Garments products turning up to 40% being entailed by s beingJewelers 10% being followed by at cosmetics 11% and Perfumes at9% and Accessories 8% , Underwear at 7% and Optionbrand is


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watch at 7% ,Footwear at 3% and Gift articles 5% of the totalrespondents.


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Q - If yes, why do you prefer them? (Reasons)

Sr. no. Particulars percentage1 Durability 5.22 Style 203 Influenced throught celebrity 34 Design 175 Status 9.26 Fashion 14.507 Co lour 108 Quality 129 Varity 2.8

10 Service 0.811 schemes 5.5

1 Durability

2 Style

3 Influenced throucelebrity

4 Design

5 Status

6 Fashion

7 Co lour

8 Quality


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ANALYSIS

The preference of use of branded products is sufficientlysupported with the expectation of style accounting of 20% followed

by expectation of Design accounting of 17%. That clearly projects thequality consciousness among the respondent and thereby the consumer representatives. The report clearly indicates the non preference of Varity and Service to which they give least importance figuring about2.8 and 0.8 % each in the research.


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Q - Which specific brand do you prefer whichpurchasing ?

Garments

Male

Sr.No. Particulars Percentage1 Rig utility clothing 2.222 Schaller 33 Indigo nation 5.804 Lombard 7.335 Jone miller 20.666 Urbana 27 F- The factor 9.558 Bare leisure 4.709 Akkriti 4.44

10 All 311 Umm 412 Urban yoga 0.913 Ajile 0.414 Allon solly 315 Van heasen 416 Arrow 117 Reid & Taylor 1218 Lue phillip 219 Peter englend 1120 Black bervi 0.3


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1 Rig utility clothi

2 Schaller

3 Indigo nation

4 Lombard

5 Jone miller 6 Urbana

7 F- The factor

8 Bare leisure

9 Akkriti

10 All

11 Umm

12 Urban yoga

13 Ajile

14 Allon solly15 Van heasen

16 Arrow

17 Reid & Taylor

18 Lue phillip

19 Peter englend

ANALYSIS

Male members prefer jone miller who turn out to be 20.66%and F- The factor out at 9.55%. These are competent to their Competitors like Option Reid & Taylor at 12% and Peter englendat11%.

Lombard at 7.33%, Indigo nation at5.80 % the rest butremarkable collectively form about 20% comprising the share of Urban yoga and Ajile and Urbana ,Rig utility clothing , Schaller hich

are not popular at the extend to of former ones.

The Options brand is Allon solly , Van heasen , Arrow ,Black bervi are remartable coolletively form about 10% are not popular atthe extend to of former ones.


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Q - Femal

Sr.No Particulars percentage

1 Rig utility clothing 2.662 Schaller 33 Annabelle 54 All 35 Mix N Match 13.336 Arha 107 Rang lauch 68 Trishaa 79 Akkriti 5

10 Ajile 411 Urben yoga 4.1012 Jealous 5.6613 Umm 714 Bare demine 215 Honey 116 109 F 0.2517 Allen solly 318 Levis 11

19 Looks 220 Obbi 421 Sakarma 1


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1 Rig utility clothi

2 Schaller

3 Annabelle

4 All

5 Mix N Match

6 Arha

7 Rang lauch

8 Trishaa

9 Akkriti

10 Ajile

11 Urben yoga

12 Jealous

13 Umm

14 Bare demine

15 Honey

16 109 F

17 Allen solly

18 Levis

19 Looks

20 Obbi

ANALYSIS

The female respondents prefer Mix N Match the most whichfigures out to be 13.33% being followed by Arha at 10% the rest likeLooks, Umm and Trishaa contribute by 7%, and 7% Jealous 5.66%,Rang lauch 6%respectively. This proves simple that there isremarkable good preference of Mix N Match garments among women

brand conscious consumers.

The Option female respondents prefer Levis the most popular brand which firures out to be 11% being followed by Allensolly, Obbi Looks ,Sakarma are not important to customer.


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Q Children

Sr.No Particulars percentage1 Bare 7214 102 Lilliput 143 Gini & jany 434 Chark Boys 205 Kid Studio 13

1 Bare 721

2 Lilliput

3 Gini & ja

4 Chark Bo

5 Kid Studi

ANALYSIS

The childrens respondents prefer Gini & jany the most which

figures out to be 43% being followed by Chark Boys 20% the rest likeLooks, Lilliput and Kid Studio contribute by 14%, and13%,Bare7214Honey respectively. This proves simple that there isremarkable good preference of Gini & jany garments among children

brand conscious consumers.


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Q - Are you satisfied with brands of PANTALOONS?

Sr.No Particulars percentage1 Yes 762 No 24

0

10

20

30

40

50

60

7080

Yes No

Serie

ANALYSIS

That is the clarify 100% of respondents that 76% of respondents

is satisfied with the brand of pantaloons, and 24% respondents is notsatisfied.


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Q - Have you buy non branded clothes ?

Sr.No Particulars percentage1 Yes 502 No 50

05

101520253035

404550

Yes No

1 2

Serie

ANALYSIS

Exactly 50% of the respondents prefer non branded productsover branded ones and the rest 50% do not prefer it. This is quite inresemblance to the type of customer whether innovative, switcher,

loyal customer etc.

.


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Q - If yes, why?

Sr.No Particulars percentage1 Low price 602 Varity 203 Schemes 20

0

10

20

30

40

50

60

Low price Varity Schemes

1 2 3

Serie

ANALYSIS

If the 100% respondents 50% should have to purchased the non

branded cloths because the customer is highly important for the low price ,no. of Varity and bundles of schemes are available. Thecustomer is first low price 60% and Varity and schemas are20%and20% respectively.


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For 36% of respondents Price is negligently important and here the purchasing decision depends on the other factors.The above ratio shows a good blending of potential customers and the

non potential but future prospective customers.


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Q - What are the other convenience you willprefer ?

Sr.No Particulars percentage1 Jade blue 462 Option 163 Icons prozone mall 234 V-mart 15

1 Jade blue

2 Option

3 Icons prozone

4 V-mart

ANALYSIS

That are show the respondents have to other convenience of Jade blue being followed by 46% that is highly important. Than theother option like shows icons prozone mall, Option and V- mart beingfollowed by 23% ,16% and less important is V-mart 15%.


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Q - Which media of advertisementPANTALOONS should prefer?

Sr.No Particulars percentage1 Newspaper 352 Pamptets 53 T.V 204 Radio 105 Hoardings 266 Mouth & Mouth 4

1 Newspaper

2 Pamptets

3 T.V

4 Radio5 Hoardings

6 Mouth & Mo


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ANALYSIS

With the increasing Info-trend there is a burst of modes of

advertisements being opted by the marketers to attract the consumersattention by hook or crook.

35% of the respondents are influenced by the most common and costlymode of advertisement i.e. newspapers being followed by 35% byhoardings which have greater scope in Gujarat especially whereasonly 26% of respondents .the T.V being followed by 20% of respondents.

There is again a remarkable contribution radio of at 10% of therespondent where as pamptets poorly contributes 5%.

The negative remarkable aspect in this matter is that none of therespondents get influenced by pamphlets. This proves further cutdown from the list of print media mode of advertisement.


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Q - Which brand ambassador of PANTALOONS?

Sr.No Particulars percentage1 Lara data 402 Boby deoal 243 Bipasa basu 264 Zahid khan 10

1 Lara data

2 Boby deo

3 Bipasa ba

4 Zahid kha

ANALYSIS

The current brand ambassador of Lara data and Boby deoal .The past brand ambassador is Bioassay basso and Zahid khan .Therespondents point of view Lara data 40% and bipasa basu 26%of good

brand ambassador. other than the Boby deoal 26% and last the Zahidkhan 10%of the less response.


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Q - Any another suggestion from you for brand ambassador ?

Sr.No Particulars percentage1 Yuvraj shingh 452 Rutvik rosan 55

0

10

20

30

40

50

60

Yuvraj shingh Rutvik rosan1 2

Serie

ANALYSIS

That is clarify that the respondents are suggested other brand

ambassador of most of the respondents are suggest actors of Rutvik rosan by 55% and famous cricketer of Yuvraj shing by 45%.


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SWOT

ANALYSIS


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S WOT ANALISIS

STRENGTH

o 15 years of experience in garmentretailing with most popular brands.

o The most prominent location on150ft. Ring Road with an attractive fascade (front elevation).

o A very wide display area withshop-in-shop concept helps to enhance each and every brand.

o Professionally trained staff to servethe customers.

o Occassionally visited by theconsultants from Mumbai for staff training and guidance.

o Approximately 600 foot-falls ondaily basis including prominent personalities, business andcorporate class visitors of Saurashtra.

WEAKNESS

o The public perception about high price for high quality shall become an obstacle to increase the customer base.


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o Lack of brand awareness among the Rajkot consumers andother surrounding regions.

OPPORTUNITIES

o The increasing base of the customers preferring brands and their increasing importance for increasing the standard of living.

o Entry of newer brands which are looking for bulk customer huntin the small towns

- According to some of the magazines

o Increasing market in small towns looking for good brands.onlyshopping juncture offering a number of brands at one place.

o Its innovative customer service ending up to customer awareness and preference.

THREATS The emergence and inception of shopping malls like

PANTALOONS and entries of great brands in one shop stop business.

He already established shops which offer only some brands are alsoa competing threatful factor which make a share in their total brandmarket share.

The in affordability of the most of the customers as thediscreationary income here (in Saurashtra) is lower.


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CONCLUSIO

N


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CONCLUSION

Branding is a major issue in product strategy. A brand is acomplex symbol that can convey many levels of meaning. Branding isexpensive and time consuming and it can make or break a product.

The most valuable brands have a brand equity that is considered animportant company asset and that must be carefully managed.

In thinking about branding strategy, companies must decidewhether or not to brand: whether to produce manufacturer brands, or distributor or private brand: which brand name to use: and whether touse line extension, multibrands, new brands or co-brands.

The best brand name suggests something about the products

benefits: suggests product quality: are easy to pronounce, recognizeand remember are distinctive and do not carry negative meanings or connotations in other countries or languages.


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SUGGESTIO

N


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FUTURE

PLANS


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3

FUTURE PLANS

Despite success, Kishorbhai Biyani believes that there is a lotmore to be done. He has great plans to make Pantaloons a great

player in the retail industry.

The future plans of Pantaloons include the launch of theCustomer Loyalty Programme, which will offer its members anopportunity to collect points and avail of innumerable special benefits.Also in pipeline is home-shopping for special clientile.

Ensuring that the Pantaloons group does its bit towards thevery society that has allowed to grow and succeed. He also plans to setup a training institute for retail management, and hopes that this will

become the foremost of such institutions in the Saurashtra region.


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BIBLIOGRAPHY


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Pantaloons Branding MBA Porject Report Prince Dudhatra

Documents

Transcript of Pantaloons Branding MBA Porject Report Prince Dudhatra