RETAIL MANAGEMENT PANTLOONS RETAIL (INDIA) LTD

VIKAS MISAR

Retail Survey Conducted at...

Pantaloons :: Lower Parel :: Mumbai Phoenix Mills Compound 462, Senapati Bapat Marg, Lower Parel (W) Mumbai 400013 Maharashtra

INTRODUCTION
Led by its flagship enterprise,Pantaloon Retail, the group operates over 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. Pantaloonsis 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. 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
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Retail Format observed at Pataloons

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

MERCHANDISE ASSORTMENT Pantaloons have applied the concept of category

management in its day-to-day merchandising function as against the traditional brand management 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.

 John Miller

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

PRODUCT OFFERINGS CHART

Lombard Knighthood

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

Annabelle

Honey Agile

Pepe John Miller Urbaba Scullers Indigo Nation

Scullers

Jealous21 Bare RIG UMM Lee Copper

Rang Manch Trisha Mix & Match Aakriti

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 categories- Departmental stores, Malls, E-retailers Here when it comes to arranging the clothes, same type of clothes are put up together in different sizes 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 Second Level Mens Occasions Wear Mens Formal Mens Ethnic Denim Wear Mens Casuals Active Wear , Sporting Goods Teen Boys Mens Washroom Night ware and Lingerie Kids Wear Infant Necessities Toys Footwear Ladies Wash Room Drinking Water

First level Spring (Designer wear for men and women)Ladies Formal Ladies Ethnic

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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

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

DISPLAY AREAS, WALKWAYS & DOORS

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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 &

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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 Turnover17 Low Margin Category.

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

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

7 Star 10% Kit

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

Upgrade Enrolment Upgrade Add-on Card to Family Members

Welcome Kit 1 Yes Yes No 60 days Yes Yes

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End of Season Sale Yes Preview Green Channel Green Drop Green Exchange Green Service Desk Green offers & Promotions

Yes Yes 90 days Yes Yes

PROMOTIONAL STRATEGYVOUCHERS GIFT

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 Ps 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 Ps 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 23

REFERENCES

www.pantaloon.com http://www.fibre2fashion.com/news/comp 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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