“FRESH LOOK FRESH FEEL FRESH ATTITUDE”
• metropolitan cities • developing cities • student oriented • cities identified with MNC’s
more than 60 lakhs more than 35 lakhs around 22 lakhs more than 35 lakhs
FAMILY FAMILY SIZE SIZE EDUCATION EDUCATION
School going Graduate/postgraduate professional
GENDER GENDER Men n n women Men women INCOME INCOME Lower middle(40000-80000p.a.), middle(80000-120000p.a.) Lower middle(40000-80000p.a.), middle(80000-120000p.a.) Upper middle(120000-160000p.a.) high(>160,0000p.a) Upper middle(120000-160000p.a.) high(>160,0000p.a) AGE AGE Infants,(0-2),kids(3-12)teens(13-19),youth(20-28),adult(29 and above) Infants,(0-2),kids(3-12)teens(13-19),youth(20-28),adult(29 and above)
THE BASE OF PANTALOONS DEMOGRAPHIC SEGMENTATION IS AGE…
For Age 30-39 For Age 21-29 Satisfaction 20 Interest 13 Confusion 1 Enthusiasm 10 Selection & time 6 Satisfaction 15 Interest 12 Confusion 10 Enthusiasm 8 Selection & time 5 For Age 40-49 Satisfaction 20 Interest 04 Confusion 12 Enthusiasm 1 Selection & time 13
The level of urbanization in India is approximately and is expected to grow in near future.
The growth in the retail sector will be driven by increased urbanization, as this is characterized by a rise in income levels and better infrastructure facilities.
EASY AVAILABILITY OF CREDIT
With changing consumer habits, the Indian consumers are overcoming this inhibition. Moreover, the availability of credit has become easier. Many banks and lending institutions are providing customers with specially designed and customized loan schemes and trying tomake the overall loan procedure fast and less complex.
FREQUENT USE OF PLASTIC CARDS
• GO FOR DURABLE BRANDS • POPULAR BRANDS • GENERALLY WAIT FOR SALES SEASON •STATUS • CONVENIENCE • RANGE OF MERCHANDISE • HIGH STANDARDS OF HYGIENE • ATTRACTIVE AMBIENCE • DURING END SALES SEASON • FESTIVALS
• BRAND CONSCIOUS • DON’T WAIT FOR SALES • FOR DAILY WEAR • PREFER SOPHISTICATED OUTLETS
GENDER AND EDUCATION
The working population’s share in India is the highest in the world. A young working population with high propensity to consume holds significant promise for organized retail in India. The percentage of number of working women in India has risen from about 12% in 1961 to almost 25% in 2005. This has resulted in steady growth in household disposable income, driving retail spending. The increased percentage of working women has also led to the opening of new retailing formats and products which are exclusively catering to the women’s segment. favorable demographic and income
The marketer gains a better understanding of consumers' lifestyles, how the purchase of a product fits in with their lifestyles, what other products they might buy, and what types of advertising themes might appeal to them.
ATTITUDE READINESS LOYALTY STATUS USER STATUS BENEFITS OCCASION
ATTITUDE -ENTHUSIASTIC (NEW-ARRIVALS) -POSITIVE (BRAND-ORIENTED)
READINESS -AWARE (FASHION CONCIOUS) -INFORMED (NEWSPAPERREADERS,INTERNETFREAKERS)
BENEFITS -QUALITY (FABRIC N MATERIAL) -SERVICE (CUSTOMER HANDLING)
Very satisfied 18
Very Dis-satisfied Dis-Satisfied 0 7
n sio a
MONTH 6-MON WEEK
The first Pantaloons was opened in Gariahat in 1997. Over the years, it has undergone several transitions. When it was first launched, this store mostly sold external brands. Gradually, it started retailing a mix of external brands while at the same time introduced its own private brands. Initially positioned as a family store, it finally veered towards becoming a fashion store with an emphasis on 'youth' and clear focus on ‘fresh fashion’
SERIAL NO. 1 MEN’S WEAR 2
PRIVATE LABEL PANTALOONS TROUSERS BARE DENIM
JEANS,GABARDINE,JACKETS AND NIGHTWEARS 3 4 5 6 7 8 9 WESTERN CLOTHES FOR YOUNG GIRLS SHIRTS LADIES WEAR ELEGANT SALWAR SUITS SPORTS WEAR WESTERN AND FORMAL WEAR JEANS AND ACCESSORIES HONEY JOHN MILLER SRISHTI RANG MANCH AGILE ANNABELLE JEALOUS
10 11 12 13 14 15 16 17 18 19
WINTER WEAR JACKETS,BLAZERS,SWEATERS EXCLUSIVE WESTERN,INDO-WESTERN,SKIRTS,JEANS KIDS WEAR BUYING SEPARATE AND COMBINING CLASSIC ENGLISH FORMAL WEAR STICHING SALWAR KAMMEZ JEANS.SHIIRTS,JACKETS,TRENDY SPORTS AND ULTILITY WEAR MEN’S WEAR MEN’S ETHNIC WEAR MEN’S N WOMEN’S ETHNIC WEAR
SCOTSVILLE REMANIKA CHALK MIX N MATCH LOMBARD TRISHAA UMM URBAN YOGA GHAGROOS AKRITI
1 2 3 4 5
JEANS,T-SHIRTS FOR MEN N WOMEN AND KIDS JEANS,T-SHIRTS FOR MEN N WOMEN KIDS WEAR,INFANTS KIDS WEAR SPORTS WEAR,JACKETS,SHOES
LEVI’S PEPE LILLIPUT CATMOSS CONVERSE
EXCLUSIVE TRENDY WEAR FOR GIRLS FORMAL WEAR FOR MEN
109.F INDIGO NATION
Labour The manpower information is useful in knowing the employee capacity, which is proportional to the production capacity. Financial Information The financial status of the vendor is useful in knowing the capability of the vendor to deliver the order, in adverse situations. Names and Addresses of all Units used for Production carrying expenses for the company will decrease, which depends on the vendor unit location .The criterion of selecting a vendor by the company is equipped with the information needed for the proper delivering and distribution of the order by the company.
IT System IT system at Pantaloon stores is fully centralized; the report of daily sales is being reported to head office in Germany Bar Coding and Scanners: Point of sale systems use scanners and bar coding to identify an item, use pre-stored data to calculate the cost and generate the total bill for a client. Payment: Payment through credit cards has become quite widespread and this enables a fast and easy payment process CRM Systems: Data warehousing & mining technologies offer consumer data and apply it to business.
• As retail is a growing sector there are many market players in the field.
COMPANIES TOTAL OUTLETS NO.OF CITIES COVERED 78 120 23 35 24 28 RETAIL SPACE COVERED (Sq.ft.) 300 700 300 500 EMPLOYEES
PYRAMID SHOPPERS STOP
11700 12000 8370 18300
WILLS LIFESYLE 93 GLOBUS 122
SPECIAL DESK FOR BILLING INSTANT DISCOUNT HOME DELIVERY
EXCLUSIVE SHOPPING DAYS
PARKING REFUNDED VALUE PROPOSITION
SPECIAL INVITES IN HAPPEING EVENTS
1 Star Members Gift Voucher worth Rs. 200 on enrolment
3 Star Members 5% discount on every purchase
5 Star Members An exclusive 7.5% discount on every purchase
7 Star Members A whopping 10% discount on every purchase
1.Store location Traffic accessibility of market Visibility total number of stores and type of stores exist in that area 2. Store layout store design- store exterior and store interior Lighting Music security 3. space allocation and utilization furniture and fixtures walk ways and entries display areas, walkways and doors 4. packaging
PRODUCT MIX OFFERED
The kind of product mix to be offered by the retailer is another important consideration. As mentioned earlier the main product line of Pantaloons is men’s and women’s clothing and other accessories comprising a vigilant mix of private as well as other labels... Since Pantaloons provides products to a potentially large number of customers at affordable prices, it falls in the High Turnover - Low Margin Category
PRODUCT Spring (designer wear for • men and women) Ladies formal Ladies ethnic and casuals Nightwear Infant necessities Indo-Western Kids wear Men’s occasion wear Men’s formal Men’s ethnic Denim wear Active wear, Sports wear Teen boys wear Men’s casuals
GREEN COLOURED RECYCLED BAG THANKYOU FOR SHOPPING AND PANTALOON 0 SIZE FOR KIDS SMALL MEDIUM LARGE ALL (BRAND)
30-DAYS (EXCHANGE) NON-MEMBERS 90-DAYS (EXCHANGE) MEMBERS PLAY PEN AREA FOR KIDS
GIFT VOUCHERS N LUCKY DRAWS CUSTOMER SERVICE DESK
Buy directly from the manufacturers so that the middle man is eliminated. We buy in cash and get a cash discount, and Manage there stocks turns so that they don't have money stuck up. The benefits are passed on to the customers.”Cash discounts (for buying goods upfront in cash) on the other hand could range from 2 per cent to 10 per cent. Almost 70 per cent of the ready-to-wear products in the store are manufactured by the group's own garment units. As a result it is able to offer prices in ready-to-wear that are virtually 30 per cent cheaper than competitors. They increase there margins by pushing their own in-house label
Pantaloons visual merchandising is creative, innovative and outstanding which can be seen from its own in house private brands such as John Miller. The new launched products are showed by prominent color back ground. Window display is highly interactive for impulsive buyer. Price range is average. 40%discount allowance to employees working at pantaloons
N S NT S E W EV HO S
IP ORSH S SPON
Promotion Strategy SALES PROMOTION-IS A KEY INGREDIENT IN MARKETING CAMPAIGN CONSIST OF A COLLECTION OF INCENTIVE TOOLS,MOSTLY SHORTTERM,DESIGN TO STIMULATE QUICKER OR GREATER PURCHASE OF PARTICULAR PRODUCT ,SERVICES BY CONSUMERS OR THE TRADE Hoardings: Pantaloon puts its hoarding at prime locations, featuring the upcoming Fashion events or its brand ambassadors who are generally eminent celebrity. Category manager plans promotions / brand or product building schemes. The category manager identifies slow movers and also disposal plan for the same.
Pantaloons - Colors Of The Season Campaign Pantaloons has taken the concept of colours as its inspiration for its campaign and will paint this season in colourful hues of pink, green and blue. Each color stands for its own unique identity; pink representing the innocent and cuteness yet naughtiness factor, green standing for a refreshing and bright you while the secretive blue, the all time favourite colour for the soothing and tempestuous feeling.
The entire collection will be available at all Pantaloons Fresh Fashion stores SECRETIVE,TEMPESTUOUS across India.
Gift vouchers ADVERTISING-OFFERS A REASON TO BUY
MARQUEES A special type of sign is used to display the name of the store. It is used to announce a change in season, sale, a special event or a promotion.
EVENTS MOVIES PROMOTIONAL CAMPAIGNS Doodle collection, 3 Idiots walks the ramp December 07, 2009 (India)
Pantaloon forms JV with Talwalkars Fitness
June 09, 2006 (India)
Cast of 'Jail' visits Pantaloons Store November 04, 2009 (India) The talented and glamorous finalists of Pantaloons Femina Miss India (PFMI) 2009 were unveiled amidst much fanfare 20 Femina Miss India contestants move closer to ‘Live the Dream’ March 12, 2009 (India) Pantaloons launches ‘Tashan’ collection May 12, 2008 (India) Pantaloons, India’s leading fashion retailer, announced the pan-India launch of exclusive line of film merchandise -“TASHAN Collection”
Love Story 2050 defines ‘Pantaloons’ as a stylish fashion brand July 03, 2008 (India) The new Pantaloons store at Mega Mall, Oshiwara was abuzz with excitement, as stars from the soon to be released movie ‘Love Story 2050’ ‘Denim Exchange’ offer for old trousers & jeans at Pantaloons June 09, 2007 (India) "Denim Exchange", the exchange offer for old trousers and jeans is on at Pantaloons Stores across the country. .. Pantaloon Retail creates 'Ta Ra Rum Pum' themed merchandise April 30, 2007 (India) Pantaloon Retail Limited announced that it has tied up with Yash Raj Films, for merchandising opportunities for their film, Bipasha & Zayed to endorse Pantaloons Fresh Fashion August 25, 2006 (India) Pantaloons Fresh Fashion, the fashion retail format of the Future Group, has signed on Bollywood stars, Bipasha Basu and Zayed Khan, as its brand ambassodars ... 'Krrish' marks entry of 'Super Hero' genre in India June 13, 2006 (India) Pantaloon Retail India Limited (PRIL) in association with Filmkraft, the makers of the movie Krrish launched the ‘Krrish Merchandise’ in Mumbai. ... .. 'Haldi Gulal Collection' by Pantaloons Fresh Fashion March 02, 2007 (India)
IO RAD NET R TH NTE F MOU I O ORD W
PRINTED IN NEWS PAPER
Tarapur is Pantaloon's central warehouse. Whenever it procures merchandise from its suppliers, the entire process had to undergo two to three steps before it reaches outlets .At each step, considerable human intervention is required and barcode readers had been installed at all merchandising locations. Traceability & visibility of goods in the supply chain, Lack of unique identity at each item level, human intervention in processes leading to errors, effort required for production cycle counting, and tracking reverse logistics were some of the issues at the apparel factory.