RETAIL MANAGEMENT PANTLOONS RETAIL (INDIA) LTD

VIKAS MISAR

Retail Survey Conducted at...

Pantaloons :: Lower Parel :: Mumbai Phoenix Mills Compound 462, Senapati Bapat Marg, Marg, Lower Parel (W) Mumbai 400013 Maharashtra 3003 4848 / 3003 4800
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INTRODUCTION
Led by its flagship enterprise, Pantaloon Retail, the group operates over Retail, 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 including Pantaloons, Big Bazaar, Food Bazaar, Home Town, eZone and Central. Pantaloons is among India's largest chains of fashion stores. Pantaloons 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 of discerning young and 'young-at-heart' consumers. 'young-at Pantaloons Fresh Fashion stands out as a fashion trendsetter, on the lines of how fashion is followed internationally. This 'fresh fashion' destination allows customers to shop for the latest in fashion apparel and accessories throughout the year in an attractive and visually stimulating ambience. Pantaloons Fresh Fashion stores have presence with stores not just in Metros but also in smaller towns. All stores have a wide variety of categories like casual wear, ethnic wear, formalwear, party wear and sportswear for Men, Women and Kids.

Retail Format observed at Pataloons

Customer Service Store Design & Display

Merchandise Assortment

Retail Strategy Pricing

Communi cation Mix
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Location

Store location
The location of a retail store occupies an important place in retail strategy. It not only conveys the image of the store, but also influences the merchandise mix and the interior layout of the store. While the merchandise mix can be changed and prices can be adjusted, it is difficult to change the decision on store location. It is located in posh locality in the centre of the city. Further the easy availability of transport facilitates makes the location really accessible for shopping. Pantaloons is situated very close to the main road. Pantaloons being a three floor building have great visibility. To enhance the visibility pantaloons has put its sign board on the top of the building.
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MERCHANDISE ASSORTMENT
Pantaloons have applied the concept of category management in its daydayto-day merchandising function as against the traditional brand tomanagement merchandising practice followed by most retailers. Category managers look at sales and margins of each brand in a category. The whole idea of category management is to create products across length and breadth of a category at different price points, fabrics, design, shape, seasons, colour and size.

PRODUCT OFFERINGS
MEN S WEAR John Miller JM Sports Bare Denim Rig Ajile Lombard T-2000 Bare Leisure LADIES WEAR Honey Akkriti Annabelle Mix & Match Ajile Rig KID S WEAR Chalk Bare 7214 ACCESSORIES Cosmetics Stationary for kids Books & Magazines

PRODUCT OFFERINGS CHART

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Plantoon Brands

Non Plantoon Brands

Women s Men s Women s

Men s

Formals Lombard Knighthood

Casuals

Ethnic

Formals Annabelle

Casuals Honey Agile

Formals

Casuals

Formals Scullers

Casuals Jealous21 Bare RIG UMM Lee Copper

Ethnic Rang Manch Trisha Mix & Match Aakriti

Aakriti RIG F Factor UMM Agile Bare T2006 JM Sports Lee Copper

Pepe John Miller Urbaba Scullers Indigo Nation

POPULAR BRANDS

STORE LAYOUT
Pantaloons follows a free form store layout. No particular format is followed anything is placed anywhere but strategically. Pantaloons fall under following categoriescategories- Departmental stores, Malls, E-retailers Here when it comes to Earranging 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.

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STORE LAYOUT AT DIFFERENT LEVELS

Ground Level Ladies Formal Ladies Denim Cosmetics and Fragrances Fine Jewellery Blue Sky (Sunglasses and Watches) Fashion Accessories Customer Service Desk First level Spring (Designer wear for men and women)Ladies Formal Ladies Ethnic Night ware and Lingerie Kids Wear Infant Necessities Toys Footwear Ladies Wash Room Drinking Water Second Level Men s Occasion s Wear Men s Formal Men s Ethnic Denim Wear Men s Casuals Active Wear , Sporting Goods Teen Boys Men s Washroom Drinking Water
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STORE DESIGN
Exterior Store Design
The exterior appearance of a store silently announces what customers can expect inside. Good exterior visual merchandising attracts attention, creates interest and invites the customer into the business.

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STORE DESIGN
Interior Store design Flooring and Ceiling Graphics & Sign ages Lighting Music Store security Colour & Fragrance

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SPACE ALLOCATION AND UTILIZATION

Furniture and fixtures Walk Ways and Entries Sound type and density Odour type and density Visual merchandisingmerchandisingMerchandise Type and Density
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DISPLAY AREAS, WALKWAYS & DOORS

Pantaloons stores have very attractive display areas, in which they put the dummies, accessories & all. They have a broad walkway & doorways.

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Supply chain management at Pantaloons

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

Low Margin

High Margin

Low turnover

Since Pantaloons provides products to a potentially large number of customers at affordable prices, it falls in the High Turnover - Low Margin Category. 17

PRICING
They propose to provide branded products at 10% less than the MRP and 20% off on the local brands, which is similar to what has been carried out in Big bazaar.

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CUSTOMER RELATIONSHIP MANAGEMENT

To survive in the tough competition Pantaloon uses different strategies to attract customers and to retain them.
Events Fests Loyalty programs Gift Vouchers
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LOYALTY PROGRAMS
Green Card is passport to a whole new world of exclusive benefits and privileges.
Benifits
Discounts on all purchases Upgrade Enrolment Add-on Card to Family Members End of Season Sale Preview Green Channel Green Drop Green Exchange Green Service Desk Green offers & Promotions

7 Star 10% Upgrade Kit 2 Yes Yes Yes 90 days Yes Yes

5 Star 7.5% Upgrade Kit 2 Yes Yes Yes 60 days Yes Yes

3 Star 5% Upgrade Kit 1 Yes Yes No 60 days Yes Yes

1 Star
Gift Voucher of Rs.200/on new enrolment

Welcome Kit 1 Yes Yes No 60 days Yes Yes

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PROMOTIONAL STRATEGY
GIFT VOUCHERS

GREEN CARDS

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POSITIONING STRATEGY
Initially positioned as a family store, it finally veered towards becoming a fashion store with and emphasis on youths and clear focus on FRESH FASHION . They are targeting youth and even women, since they are the ones defining most purchasing decisions.

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CONCLUSION
Pantaloon Retail (India) Ltd is a company where it strives for lifestyle and value through its products and services. Through the study, it is observed that pantaloon can be said an organization where the P s of marketing is taken seriously for the maximum profitability through large range of products, promotional activities for the company and a solid sales organization monitoring that the P s are worked effectively. The store has been well maintained in accordance with the latest demands of the consumers and through all these strategies Pantaloon ensures repeated customer patronage.
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REFERENCES
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 YOU
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