A PROJECT REPORT

ON
BRAND PROMOTION AND MARKETING STRATEGY IN OFFLINE
AND ONLINE AT PANTALOONS RETAIL LIMITED IN GARIAHAT.

[In the partial fulfilment of the Master of Business Administration

{MBA 2017-2019}]

UNDER THE GUIDENCE OF: - Submitted by:-

MR. SWAPAN DAS Shyam Sundar Mandal
DEPARTMENT MANAGER MBA
PANTALOONS (GARIAHAAT) (INTERNATIONAL INSTITUTE OF BUSINESS STUDIES

KOLKATA 2017-2019)

COLLEGE MENTOR: -
MR. SOUREN KONER
PROFESSOR
IIBS KOLKATA CAMPUS
 PREFACE
There is a famous saying “The theory without practical is lame and
practical without theory is blind”.
Marketing is an important part of any business and advertisement is
the most important part of marketing.
Our institution has come forward with the opportunity to bridge the
gap by imparting modern scientific management principal underlying
the concept of future prospective manager.
As a part of MBA curriculum and in order to gain practical knowledge in
the field of management, we are required to make a report on “BRAND
PROMOTION AND MARKETING STRATEGY OF PANTALOONS IN
OFFLINE AND ONLINE”.
Brand promotion in marketing is a strategic steps to promote the brand
as well as to increase the sale and profitability of the company. To
promoting the brand have to take the step of advertising, posters, and
so many marketing tools.
Marketing Strategy is an activity that has been taken to sustain in the
market among the many competitors.
Doing this project report helped me to enhance my knowledge
regarding the work in organized retail outlet and customer handling.
Through this report I come to know about importance of team work
role of devotion towards the work.
 ACKNOWLEDGEMENT
I am highly grateful to “Pantaloons Fashion & Retail Limited”, for
providing me the opportunity to complete my Summer Internship
training with them.
There are many other people without whom the complication of the
project would not have been possible. Some have contributed towards
this directly while other have provided indirectly.
It gives me immense pleasure to thank
Mr. Ayan Mitra (Store Manager) , Ms. Enakshi Das (HR Manager) and
Mr. Swapan Das (Department Manager)for providing me summer
training in his reputed organization and giving me a chance to gain the
experience of actual retail operations.
Last but not the least I want to give my heartily thanks to all mighty
who made the world and me also and all the members of Pantaloons
who helped me very much.
 DECLARATION
This is to certify the completion of project on “Brand Promotion &
Marketing Strategy”, submitted towards the starting of semester III of
MBA, IIBS, Kolkata By-

Shyam Sundar Mandal

Reg. No.-17P35FO166
MBA

This is his original work carried out during the period 1st August to 30th
September 24, 2018 under my guidance and the project report is based
on the research done by him.

Mr. Souren Koner

Professor
IIBS Kolkata Campus

Date:-
Place:-
 EXECUTIVE SUMMARY

In the first 15 days of my internship I worked under women’s wear

buying team in which there are eleven brands SF jeans, Bare denim,
Kraus, Jealous 21, Forever Glam, Honey, Ajile, Dreamz, Annabelle,
AND and Latin Quarter etc. So I joined at the time of Range
Presentation which is for Su18 to Fe18season. So I was assisting buyers.
With a modern day Retail industry is booming and E-commerce
penetrating into the market. It is very important to a retailer to not to
delay the product availability. If the customer doesn’t find what he or
she needs, they will simply move to another retailer. There is also a high
chance that production will be uniform through the year, but buying
patterns will change,. Festival and holidays will see a boom in purchase.
Whereas the end of a financial year will see a dip in buying. Retailers
may want to hold back goods during a price or stock revision, to
increase demand or offer discounts.

During my internship Brand promotion and marketing strategy was my

domain work. I was instructed to see the clearance visibility of the
product to the customer and also to do promotion through the
advertisement of the pantaloons in house brands to increase the sales. I
was posted at Gariahaat Store to observe the brand promotion. As the
marketing strategy decision is taken by the key person only so basically
my major duty was to focused on brand promotion and selling the
product to the customers. Along with that I had to visit the shop floor to
get the clear idea about the in house and the external brands three
different departments where I learn the basic promotional tools or
activity to increase the sales and I also assisted buyers to get the idea
about the most selling brands of pantaloons, buyers buying patterns.

I started working on the brand promotion. The process I implemented

was to do adverstisement of the brands through using props, mannequin,
Posters, easy to visual etc.
 INTRODUCTION

 Pantaloons Fashion Retail limited is India’s leading retailer that

operates multiple retail formats in both the value and lifestyle
segment of the Indian consumer market.

 Headquartered in Mumbai.

 The company operates over 12 million

Square feet of retail space.
 1000 stores across.
 73 cities in India and
 Employees over 35000 people.
 Pantaloons is the among India’s
Largest chains of fashion stores.
 Pantaloons fresh fashion, with its
Focus on ‘fresh look’ feel and attitude.
 Pantaloons offers, trendy and hip collections
That are in sync with the hopes and aspiration
Of discerning young and young-at-heart
 PANTALOONS FASHION AND RETAIL LTD.

Pantaloons Fashion & Retail Limited is an Indian premium clothing

retail chain. The first Pantaloons store was launched in Gariahat,
Kolkata in 1997. As of November 2013, there are 76 Pantaloons stores
in 44 cities. Pantaloons was previously controlled by the Future Group,
but has now been taken over by Aditya Birla Nuvo Limited (ABNL).
Spotlighting today's buoyant youth, Pantaloons Fashion Retail Ltd.,
India's premium lifestyle apparel company offers chic and trendy
fashion to meet their ever-changing needs.

With innovative designs, concepts and products, the company brings the
latest trends in fashion and clothing styles to the apparel market.
Pantaloons reflect the ideology of always keeping alive the 'newness
factor' through fashion apparel and accessories that are visually
appealing and fashionably upbeat.
The first Pantaloons store was launched amidst much fanfare in
Gariahaat, Kolkata in 1997.
Over the years, the brand has undergone several transitions and re-
invented itself to bring forth compelling trends and styles catering to the
evolving fashion hub.
HISTORY

 Originally incorporated as Manz Wear Private Limited on October

12, 1987.
 The companys name was changed to Manz Wear Limited on
September 20, 1991, further to Pantaloons Fashion (India) Limited
on September 25 1992 and to Pantaloons Retail (India) Limited on
July 07, 1999.
 Pantaloons come from the Italian word ‘Pantalone’, which in turn
was derived from a character in a seventeenth century comedy
play.
 First open showroom in Kolkata.

 1987- Company incorporated as Manz Wear Private Limited,

launch of pantaloons trouser, Indias first formal trouser brand.
 1992- An Initial Public Offer (IPO) was made in the month of
May.
 1997- Pantaloons Indias family store launched in Kolkata.
 2001- Big Bazar, Is se sasta aur accha kahi nahin, Indias first
hyper market chain launched.
 2002- Food Bazar The supermarket chain, is launched.
 2007- Future Group crosses the $1 billion turnover.
RETAIL MARKETING OF PANTALOONS

 RETAILLING:-
Any organization selling
Goods and services to final
Consumer_ it is a manufacturer
Wholesaler, or retailer
Is doing retailing.

 RETAILING OF PANTALOONS:-
 Winning the hearts of Indian Consumers.
 Pantaloons retail makes every effort to delight its
customer.
 Tailoring store formats to changing Indian lifestyle and
adapting products and services to their desires.
 Pantaloons operates some of India’s most popular retail
formats. Across value and lifestyle segments.
 Pantaloons multi-format retail strategy caters to all the
consumption needs of a wide cross-section of Indian
consumers.
 PRODUCT OFFERINGS

Men’s Wear: - Ladies western Wear:-

PT Brands: - PT Brands:-
 Spiritus Bare Denim
 Jhon Miller Honey
 Richard Parker Forever Glam
 Bare Denim. SF Jeans
 SF Jeans Ajile
 RIG Dreamz
 Ajile Annabelle
NPT Brands: - NPT Brands:-
 Turtle Jealous 21
 Peter England Kraus Jeans
 Allen Solley AND

WOMEN’S WESTERN:-
Q1. Do you experiment with different brands?
i. Yes ( ) ii. No ( ) iii. Sometime ( )

Chart Title
60%

55%
50%

40%

35%
30%

20%

10%
10%

0%
Yes No Sometime

 And here we can see that most of the customer are demanding with
different brands because as the world is changing every day and
every moment.
 Depending on the changing world, the fashion industry is also
changing every time. So today which is new tomorrow it’s become
old and there are another products which is new for today.
 One more thing is fashion is changing as per season also.
 There are so many different products are available in within a
brand. So customer wants different brands as they prefer to wear.
Q2. What are the sources of our product brand information?
i. Family members ( ) ii. Points of sale ( )
iii. TV ads ( ) iv. Peers ( ) v. others ( )

10%
20%
Family

20% Point of sale

Tv ads
peers
30% Others
20%

 Here we can see that maximum customers are aware about

Pantaloons from the point of sale and the figure is 30%.
 20% customer knows pantaloons from family, like his/hers family
members do their shopping from pantaloons. And they become
satisfied so for that they refer their others members to do shopping
with pantaloons.
 10% customer knows Pantaloons by other way just like sudden
visiting or experimental visiting etc. Some customer are become
aware by showing the hoardings and placards , posters of
pantaloons beside the road.
 Again 20% customer knows the pantaloons by Tv ads. Pantaloons
do their advertising heavily. By advertising on Tv and social media
some customer be aware about the pantaloons.
 20% customers knows by their peers. Sometimes their friends
refers them to do shopping with pantaloons.
Q3. To what extent has the product been successful to meet your needs?
i. To the fullest extent ( ) ii. More than 80% ( )
iii. 50% – 80% ( ) iv. 30% – 50% ( ) v. Less than 30% ( )

> 30%
3%

30% - 50%
7%

50% - 80%
20%

< 80%
40%

fullest extent
30%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

 Here we can see that 30% customers has said that they are fully
satisfied by the product and the service of the company. Its a great
achievement of the company also. And the company should try to
bound their customer to carry on their profit.
 We can see that 40% customers choose the option of more than
80%, means most the customers has said that they are fully
satisfied with their product.
 20% of the customers choose the option of 50% – 80%, means
they are not able to fully trust on the product of the customers.
They trust the other branded product more than Pantaloons’
branded products.
 7% of the customers has said that they don’t like the product so
much. They ranked the brands 30 – 50.
 3% customers mostly dislike pantaloon’ products.
Q4. Rank after sales service of the product within 1– 5?
i. 1( ) ii. 2 ( ) iii. 3 ( ) iv. 4 ( ) v. 5 ( )
where 5= excellent and 1= very bad.

5
40%

4
30%

3
20%

2
5%

1
5%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

 Here we can see that most of the customers means thinks that the
sales service that is provided by the pantaloons is excellent. For
that they would like to shopping with pantaloons.
 30% customers say that they will rank the sales service very good.
They are satisfied with the service.
 20% customer said that the service is good.
 5% customer said it average.
 5% customer ranked the sales service of the pantaloons below
average.
Q5. Which brand do you prefer most?
i. Honey ( ) ii. Bare Denim ( ) iii. Ajile ( )
iv. Forever Glam ( ) v. Annabelle ( )

20%
27% Honey

Bare Denim

Ajile

10% Forever Glam

30%
Annabelle
13%

 Here we can see that most of the customers means 30%

customers prefers Bare Denim as because now a days it’s
the time to wear jeans. Specially Ladies customers prefer
jeans much more as well as Bare denim also produce top
or shirts of denim quality which are most favorable to the
ladies.
 27% customers prefers to wear the Annabelle brand’s
product, as because Annabelle brand provide the
customers three types of dress.
1. Formal wear
2. Casual Wear.
3. Club Wear.
Formal Wear provide the formal dress which is chosen for the office
going customers. Some people choose Casual wear to wear the dress
casually in any occession. Some people choose club wear to wear it on
any party or function.
 20% of the customers prefers to wear the honey brand’s product
as because it carries the design of different colors flower which is
very very attractive to the ladies. And its also less precious than
Annabelle and bare denim.
 13% customers would like to wear ajile brand’s dress as because
it is specially made for yoga, exercise purpose. So in the time of
yoga and workout they like to prefer ajile brand.
 10% of the customers like to wear Forever glam brand for the less
expensiveness of the products and as well as it also makes some
party wear.
Q6. How much would you attract by the offers? Rank within 1-5, where
5= outstanding offer & 1= not interested.
i. 1( ) ii. 2( ) iii. 3( ) iv. 4 ( ) v. 5( )

40%

35%

30%

25%

20%

15%

10%

5%

0%
1 2 3 4 5

 Maximum customers are satisfied by the offers and they

ranked the offers outstanding. Almost 35% customers are
fully satisfied by the offers that is provided by the
pantaloons.
 30% customer has said that they are very much attracted
by the offers.
 25% customer has said that the interest level of the offers
by the customers are good.
 5% customers has said that they are not so interested by
the offers that is provided by the pantaloons. But they
want more attracted offers from pantaloons.
 Again 5% customers are not fully satisfied or interested by
the offers, and they want some more interesting and
different offers from pantaloons.
Q7. Which brand do you want to improvement of the product?
i. Annabelle ( ) ii. Ajile ( ) iii. Bare denim ( )
iv. Honey ( ) v. Forever Glam ( )

30%

25%

20%

15%

10%

AJILE ANNABELLE BARE DENIM HONEY FOREVER GLAM

 Here we can see that maximum customers means 30% in figure,

they think that the brand forever glam should improve their brand
so much, so that customers are being satisfy much more.
 25% customer think that Honey brand should improve more so that
customers become attracted by the products.
 20% of the customers says that ajile brand’s product should
improve more so that customers should feel more comfortable to
wear this.
 15% customers says that Annabelle brand product should improve
little more, specially the club wear dresses.
 10% customers says that bare denim brand is almost very good but
still have to improve more.
Q8.The display of the products how much satisfy you? Rank within 1 –
5. Where 5= excellent and 1= not satisfied.

i. 1( ) ii. 2( ) iii. 3( ) iv. 4( ) v. 5( )

Sales

3% 7%
Not satisfied

40% 20% Not so Satisfie

Satisfied
Very much satisfied
Excellent
30%

 40% customers has said that Fully satisfied with the display of the
product. That means the products are placed in right position
which are easy to display.
 30% customers has said that they are very much satisfied with the
display of the products.
 20% customers has said that they are satisfied with the products
display position.
 7% customers has said that they are not so satisfied with the
placing position of the products.
 3% customers are not fully satisfied with the display of the
products.
Q9. How much you love the Green card policy of Pantaloons? Rank
between 1-5, where 5= Excellent favorable and 1= not favorable.

EXCELLENT FAVORABLE
29%

VERY MUCH FAVORABLE

40%

FAVORABLE
20%

NOT SO MUCH FAVORABLE

10%

NOT FAVORABLE
1%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

 Here we can see 29% customers fully support the green card
policy, by green card policy customer will get more advantage for
that.
 Most of the customers means 40% customers very much loves the
green card policy.They have get very much advantage from green
card policy, for that they loved the green card policy.
 20% of the customers loved green card policy.
 10% customers not fever so much the green card policy of
pantaloons.
 1% of the player do not love the green card policy as because they
don’t want to register the mobile no.
Q10.Do you get offers news & purchase bill message in your registered
mobile no.?
i. Yes ( ) ii. No ( ) iii. Sometime ( )

SOMETIME
25%

NO
5%

YES
70%

0% 10% 20% 30% 40% 50% 60% 70% 80%

 Here we can see that 70% of the customers receive all the message
form pantaloons regarding offers news and purchase bill message.
 25% of the customers has said that they received the message from
the pantaloons not all time but some time. Its may happens because
of not working of his/her registered mobile no.
 5% customers says that they have not received any message from
pantaloons. It also may happens as because they have not
registered their no in pantaloons or they are not interested with the
policy.
Q11. Price of our brand:
i. Is as per your expectation. ( )
ii. Is more than your expectation. ( )
iii. Is less than your expectation ( )

10%

Equals to expectation
More than expectation
30%
less than expectation
60%

 Here we can see that 60% of the customers has choose the
option that the price of the product in pantaloons is equals to
their expectation.
 30% of the customers has said that the price is more than
their expectation. It may happens as because they may prefer
the NPT brands which are more costly than PT brands.
 10% customers has said that the price of the product is less
than their expectation.
Q12.What do you think about the Ranking of the product?
i. They are biased and influenced. ( )
ii. They are fare and gives a true picture. ( )
iii. They are not fully reliable. ( )

50%

40%

10%

BIASED & INFLUENCED FARE & GOOD NOT FULLY RELIABLE

 Here we can see that 40% of the customers has choose the option
of biased and influenced in case of giving rank to the products.
 50% of the customers has said that the products are very good and
fare product, so they ranked by depending on those condition.
 10% of the customers has said that they could not able to trust the
product fully.
Q13. Are popular celebrities, good brand ambassadors and is investing
on them a good strategy?
i. Sometimes, may be. ( )
ii. No. No. ( )
iii. Yes. ( )

YES
20%

NO NO
50%

SOME TIMES, MAY BE

30%

0% 10% 20% 30% 40% 50% 60%

 Here we can see that 30% of the customers has said that some
times if the company do invest by brand ambassadors or by
investing in advertising makes more profitable.
 50% of the customers has that a good brand image or appointing a
known ambassadors make the company more profitable.
 20% of the customers has said that a good brand, ambassadors and
the good investment doesn’t matter in case of profitability of the
company.