This action might not be possible to undo. Are you sure you want to continue?
SUBMITTED TO MRS SHAILJA MANOCHA SUBMITTED BY: ANITA DEEPAK MOONGA NEHA YADAV PANKAJ LODHI PRIYANKA
India‟s leading retailer operating in value and lifestyle segment of the indian consumer market. From a small single format store in 1993.PRIL had grown to become the largest multi-format store by 2004,comprising pantaloons(department store),big bazaar(hyper market),food bazaar(grocery store),gold bazaar(gold retail store) and central(malls).It was one of the largest players in discounting retail. A flagship company of Future Group.
VISION:-”to deliever everything,every where,every time to every indian consumer in the most profitable manner” MISSION:-”Indianess as a core value” CORPORATE CREDO:-”rewrite rules,retain value”
Unorganized sector accounted for over 98% of the retail stores.of which men‟s clothing accounted for 70%.which accounted for nearly 50% of the consumer‟s total expenditure.the small individual proprietor store called “kirana” shops dominating the scene.children‟s wear 20% and women‟s wear 8%.had a miniscule share of 0.lack of trained manpower and low salaries. The organized retail sector in India was characterized by high attrition rates.RETAIL INDUSTRY IN INDIA In 2003 India had over 10 million retail outlets selling worth $200 billion. Apparel retailing was the second largest opportunity for the organized retailers.3% in organized retailing. . Food & Groceries.Branded apparel accounted for 20% of the total apparel market.
. In 2002-2003 discounts store made an entry into Indian retailing industry In 2003-2004 international retailers plan to enter India but FDI was not allowed in retail segment.Contd.
1994: The Pantaloon Shoppe – exclusive menswear store in franchisee format launched across the nation. Launch of Pantaloons trouser. 1997: Pantaloons – India‟s family store launched in Kolkata.MAJOR MILESTONE 1987: Company incorporated as Manz Wear Private Limited. the Indian jeans brand. 1995: John Miller – Formal shirt brand launched. 1991: Launch of BARE. . 1992: Initial public offer (IPO) was made in the month of May. The company starts the distribution of branded garments through multi brand retail outlets across the nation. India‟s first formal trouser brand.
the supermarket chain is launched.CONTD. 2002: Food Bazaar. 2004: Central – „Shop. 2001: Big Bazaar.India‟s first seamless mall is launched in Bangalore. . „Is se sasta aur accha kahi nahin‟ India‟s first hypermarket chain launched. Eat. Celebrate In The Heart Of Our City‟ .
by introducing new retail formats.efficient supply chain. .by introducing new products and by making no mistakes”. Biyani believed that growth lays in.PANTALOON MODEL Pantaloon adopted a pan-indian model that captured the value chain and allowed it to evolve with the customer prefrences. He emphasized on cheaper sourcing.getting new customers.private labels. He repositioned Pantaloons from a family to a lifestyle store as the market involved.location and floor space of the store.”setting up new stores.affordable price.
PRODUCTS Pantaloon sold aparrels and accessories categorized under:Men‟s formal Men‟s casual Ladies ethnic Ladies western Children‟s wear Pantaloon develops three types of merchandise:Classic type Fashion type Collection type .
He also acquried the licensing right for Popeye and Disney characters. which he used for kids wear.The merchandize focus on World Cup. .Contd.justin etc. In 2003 pantaloon decided to launch designer labels.it gots the right to use the youth characters of norules such as one eye jack. In early 2003. In same year it launched a new apparel line called Passion Wear.like Spring Board for women.Pantaloons also acquried the trademark and exclusive liscening rights for a apparel brand Norules. In 2000 pantaloon launched a new brand of casual sports wear.
In late 2003 Pantaloons tied up with the Italian apparel company Moda & Musica for the latter‟s UMM brand.Contd.Pantaloon tied up with Andhra Pradesh handloom weaver‟s cooperative society and NIFT to launch a womens‟s ethnic wear made from handloom. It also launched a youth brand Rig. . In 2001.
Men’s wear Ladies wear Children’s wear John Miller.Rig.Rig Rig.Bare .Ajile.Bare denim Ajile.BRANDS Pantaloons focuses on company owned private labels and some other brands also.
In 2003 they focused more on youth segment and try to establish itself high on style graph. an Italian firm known for its stylish stores. Garments was displaced on hangers. to create a unique image for its stores. .first pantaloon was positioned as a family store targeting the middle and upper class customers. In april 2004 pantaloons in partnership with Mattel india ltd.in age group of 3-10. The company had partnered with Gibam. Opened a „Barbie Concept Store‟ named as a Magical world of Barbie which targeted at young girls. rather than stacked in shelves.POSITIONING With a tag line “0-80”(age group).
PROMOTION To gain customer loyalty pantaloons launched following loyalty programmes *Green cards *Kids bank *Gift vouchers * Weekend adventure programmes Hoardings:-Pantaloon puts its hoarding at prime locations. . featuring the upcoming Fashion events or its brand ambassadors who are generally eminent celebrity.
Initially. It takes 20.000 sq ft.DISTRIBUTION Pantaloons located at up market accessible & high footfall locations. One level distribution.500 sq ft but later it grew bigger and occupied between 30. Pantaloon entered into a strategic alliance with Inox leisure to take up spaces in multiplexes. In beginning the stores had a floor space of 4.property was purchased & developed by Biyani but after 2002 he decided to buy properties on lease.000-25. .000 sq ft in high traffic areas like entertainment complexes and shopping malls.000-90.
Arrow. Special event pricing Promotional pricing .AFL etc while rest were brands such as Levis. More than 70% of apparel sales at pantaloons consisted of private labels like Bare. The price of private labels was 20%-25% lower as compared to the branded once.PRICING Pantaloons sold branded garments at affordable prices. In men‟s wear retailers earned margin between 55%60% on private labels while in women‟s wear it was between 48%-50%. HNY.reebok etc.John Millers.
blazers and suits which are delievered to customers within 48hrs.Earlier it was in aisle format but they changed it into L & U shaped counters. Pantaloons had a “No Question Asked” exchange policy.SERVICES As it is a family store the staff was trained to handle older people. They also launched a unique customized tailoring for trousers. . Pantaloons also changed the store layout.
PERCEPTUAL MAP OF PANTALOON high price globus Shoppers stop pantaloon Low assortment High Assortment Low price .
metropolitan cities DEMOGRAPHICFamily Size-family life cycle Income-upper middle &high PSYCHOGRAPHICSocioeconomic Class-A1.sports-oriented.STP OF PANTALOON GEOGRAPHIC-urban.A2.service User status-regular Usage rate-medium Loyalty status-medium & strong Attitude-positive .economy.B2 Lifestyle-culture-oriented.outdoororiented BEHAVIORALOccasions-regular Benefits-quality.
quality and variety AUGEMENTED PRODUCT.different types of apparels and clothings EXPECTED PRODUCT.protection BASIC PRODUCT.PRODUCT LEVELS CORE BENEFIT.high end clothes .trendy & fashionable clothes POTENTIAL PRODUCT.
PECEPTUAL MAP OF BIG BAZAAR product mix(high) Big bazaar High price economic vishal Product mix(low) .
B2 Life style.STP OF BIG BAZAAR GEOGRAPHIC.culture-oriented BEHAVIORALOccasions.urban DEMOGRAPHICIncome.middle.regular .economy User status.regular Benefits.outdoor-oriented.family life cycle PSYCHOGRAPHICSocioeconomic class-B1.lower middle Family size.
PRICING EDLP(every day low price) Promotional pricing Differentiated pricingBundling PROMOTION SAAL KAY SABSE SASTE TEEN DIN Future card Wednesday bazaar .TARGET AUDIENCE Big bazaar target middle class consumers who are highly price conscious and seeks value in purchase made.
TARGET AUDIENCE They are targeting the whole family in urban area. .
metro cities DEMOGRAPHICAge-30 & above Family size-family life cycle Income.fresh stock POSITIONING Consistent positioning-always low price .STP OF FOOD BAZAAR GEOGRAPHIC.upper middle BEHAVIORALBenefits.economy.
V ads.PRICE EDLP(every day low price) Promotional pricing Psychological discounting Special event pricing Differentiating pricing.15aug or diwali Future card(3%) Shakti card Advertisements-print ads.time pricing PROMOTION SAAL KAY SABSE SASTE TEEN DIN-26jan.radio ads HAFTE KA SABSE SASTA DIN(Wednesday) .T.
.DISTRIBUTION CHANNEL Distribution is done by distributors who is the middle man between the manufacturer and retailer.
In 2001 pantaloons switched to bought out sales.Pantaloons recurited ex Ernest & Young employees to develop in-house supply chain mgmt. Pantaloon instituionalised both at vendor primese & its own warehouses.where pantaloons was responsible for the merchandise sold in the stores. Pantaloon adopted MIS with a reporting module for its back office transactions. A vendor mgmt. . It monitored price fluctions daily in whole sale market. system enabled vendors to send report directly to the pantaloons.SUPPLY CHAIN MANAGEMENT In 1998. tools such as point of sales software.
As a repositioning Biyani planned to give a new makeover to pantaloons. The company also had an forged alliance with a sports retail footwear company called Royal sports house.21 pantaloons & 4 centrals. Pantaloon also had plan to venture into footwear. By the end of 2005.pantaloon is expected to have 30 food bazaars.22 big bazaars.nagpur etc.THE ROAD AHEAD Pantaloon planed to expand its retail stores to small cities like lucknow.consumer durables. To re-establish and rejuvenate its existing brands.music & car acessories retailing. .pantaloons intended to spend INR 2 crores & additional INR 1 crore on its upcoming brands.
Pantaloons planned to launch a B2B portal. .they planned to deploy a retail ERP solution. The company was planning to reduce the number of vendorsfor both Pantaloons and Big bazaar To meets it growing technology meet.CONTD.which would support functions such as HR & Marketing.to bring transparency in the value chain.
THANK YOU .
This action might not be possible to undo. Are you sure you want to continue?