A

RESEARCH REPORT
ON

PANTALOONS
PREPARED BY
S AVANIYA R AKESH S.

CLASS
T.Y. B.B.A.

ACADEMIC YEAR
2007-08

ROLL NO: 56

COLLEGE
S HEER G YANYAGNA C OLLEGE O F S CIENCE AND
M ANAGEMENT

GUIDED BY
N AMITA TALSANIA

SUBMITTED TO
S AURASHTRA U NIVERSITY
 DECLARATION
I the undersigned Mr. Savaniya Rakesh S a student of T.Y
B.B.A. hereby declare that the project work presented in this report is
my own work and has been prepared by me. It has been carried out
under the supervision of Prof. Namita Talsania of Shree Gyanyagna
College of Science & Management in Rajkot.

This work has not been previously submitted to any other

university for any other examination.

Place: Rajkot

Date:

Signature

Rakesh S. Savaniya
 PREFACE

Quietly but swiftly, small towns in India are turning out to be a

marketer's dream come true. Consumerism is booming in small towns
accross; from mobile phones to cars; from credit cards to home loans;
form refrigerators and washing machines to home computers for a
welter of consumer products, increasingly the market that matters is
Small Towns of India.

A growing breed of middle class consumers in 40 small towns is

splurging on branded apparel, fashion jewellery, stylish and other
durables and non durable like never before. And savvy marketers have
been quick to spot the opportunity: everyone from upscale global
brands to their forged-in-India cousins is now rushing to get a piece of
that action.

Opportunities abound in this world. Either you reap the

whirlwind or restrain yourself from stepping into the twister of
choices. There is a cliched thin line between the two yet there are
some who grab the lady luck as well as coerce dame fortune to smile
at them.

Kishor Biyani has crafted a vibrant retails story with his shopping mall
‘PANTALOONS’ in a small town called India, relishing lifestyle with
beautiful timepieces.

As a part of my final academics in BBA it is compulsory to

undertake industrial training in a recognized institution.

I have selected "PANTALOONS" offering wide variety of

apparels and styling accessories and have also under taken survey on
"Consumer attitude towards branded and non branded products".

It has made me learn great facts and such information as to the

situations prevailing in reality at the conclusion of training

ACKNOWLEDGEMENT
 It is my pleasure to have an opportunity to show my gratitude
towards all those who have helped me in the successful preparation of
this project report.

My first gratitude moves towards the Manager of Pantaloons

Mr. Vibhy sharm and Mrss.Riddhi Mame who has kindly helped me
and supported me in collecting the information required for my project

Secondly, I would like to thank all the professors of my college

especially Prof. Namita Talsania and Prof. Sonal Nena who have
always been keen to guide me to frame this report successfully.

And last but not the least, I grab the opportunity of thanking all
the respondents who contributed their time in filling up the
questionnaire and my family members and friends and all other who
have helped me directly or indirectly in the successful completion of
my project.

Place: Rajkot
Date:

Student

(Rakesh S. Savaniya)

LOGO OF THE PANTALOONS

 INDEX
SR.NO. PARTICULARS PAGE.NO
1 PANTALOONS AN 9
OVERVIEW
2 CURENT SCANARIO 10
3 WHAT IS PANTALOONS 12
4 STORE PROFILE 13
5 A TAKE OFF 15
6 NEW CONCEPT 16
7 BRANDING INTRODCTION 17
8 BRAND PROFILE 19
9 CONTRIBUTION IN EVERY 20
CATEGORY
10 PREFRANCE OF BRAND 24
PRODCT
11 WHAT IS BRAND 25
12 BRAND POSITIONING 26
13 BRAND EQUITY 28
14 BRAND EQUITY TOOLS 29
15 MANAGING BRAND 31
EQUITY
16 BRAND BUILDING TOOLS 32
17 ADVANTAGIES OF 35
BRANDING
18 BRAND REPORT CARD 36
19 MAJOR PROMOTIONAL 38
ACTIVITY
20 STEPS UNDER TAKE TO 41
INCREASE THE MARKET
SHARE
21 CORE COMPANTANCES 42
22 ADVERTISING 45
METHODOLOGY
23 BRAND ASSETS 46
MANAGEMENT
24 CONSUMER ATTITUDE 48
DEFITE
25 RESERCH METHODOLOGY 50
26 SCOP OF STUDY 51
 27 SAMPAL SIZE 52
28 SAMPLING METHOD 53
29 DATA COLLECTION 54
METHOD
30 ANALYSIS AND 55
INTERPRETATION
31 QUESTIONER 56
32 SHOT ANALYSIS 81
33 CONCLUSION 83
34 SUGESSION 84
35 FUTURE PLAN 85
36 BIBLOGRAPHY 86

PANTALOONS AN
OVERVIEW
History

1987 - Company incorporated as Manz Wear Private Limited.

Launch of Pantaloons trouser, India’s first formal trouser brand

1991 - Launch of BARE, the Indian jeans brand.

1992 - Initial public offer (IPO) was made in the month of May

1994 - The Pantaloon Shoppe – exclusive menswear store in

franchisee format launched across the nation. The company starts
the distribution of branded garments through multi-brand retail outlets
across the nation

1995 - John Miller –Formal shirt brand launched

1997 - Pantaloons – India’s family store launched in Kolkata

2001 - Big Bazaar, ‘Is se sasta aur accha kahi nahin’ - India’s first
hypermarket chain launched
2002 - Food Bazaar, the supermarket chain is launched

2004 - Central – ‘Shop, Eat, Celebrate In The Heart Of Our City’ -

India’s first seamless mall is launched in Bangalore.

2005 - Fashion Station - the popular fashion chain is launched

aLL – ‘a little larger’ - exclusive stores for plus-size individuals is

launched

2006 - Future Capital Holdings, the company’s financial arm

launches real estate funds Kshitij and Horizon and private equity fund
Indivision.

CURRENT
SCENARIO
 Fashion is all about the now. Why, then should people not see a
fresh look every time they walk into a Pantaloons store? That is the
thought behind 'Fresh Fashion'. An idea that has captured the
imagination of young India. With a focus on the youth of today,
Pantaloons offers trendy and hip fashion that defines the hopes and
aspirations of this demography.

Pantaloons Fresh Fashion stands out as a fashion trendsetter, on

the lines of how fashion is followed internationally. The ‘look’ and
‘what’s in’ today for the season is sacrosanct.

Pantaloons takes its promise of 'fresh fashion' very seriously

making available to its customers the latest in fashion every week!

All Pantaloons stores reflect the new ideology -- Fresh Feeling,

Fresh Attitude, Fresh Fashion. The stores offer fresh collections and
are visually stimulating thanks to appealing interiors and attractive
product display!

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’.

Today, the fashion store extends to almost all the major

cities across the country. Pantaloons has established its presence with
stores not just in the metros, but also in smaller towns.
 Pantaloons stores have a wide variety of categories like
casualwear, ethnicwear, formalwear, partywear and sportswear for
Men, Women and Kids.

The garment section eaters to the need of men, women and

children and for every occasion formal casual office wears and sports.
It also offers top class collection in watches and fragrances. The
jewellery and accessories section ensure a complete look to go hand in
hand with the garment purchase. Designer level by in house designers.
They design men’s and ladies’ apparels like Ghaghara Cholis, Western
Outfits, Men’s traditional wear like Sherwani etc.

It has molded itself into a one stop store for the community of
Indian Catering to all segments the rich the not so rich pantaloons has
a product range to suit every budget.

Hence over a period of 18 months pantaloons has become the

single most sought after shopping mall both by consumer and
suppliers. Today it houses more than 100 brands such as Terrain, Nike,
Adidas, Allen Solly, Parx, Oobe, Tissot, Pierre Balmain, Swatch, Mont
Blanc, Titan, Hugo Boss, YSL, David off, Paco Rabbane, D & G,
Carolina Harrera, Barbie, Gini and Jony and other International
brands.

Never has the city of Rajkot seen such an array of brand names.
Never has the customer received such a wide choice in the lifestyle
segment as now at pantaloons.
 WHAT IS PANTALOONS?
Indian which has become the hub of Gujarat’s Saurashtra region
which is economically not very diversified has been a city mothering
traditional industries like wearing, handloom and handicraft.

Till the early nineties no major retailing happened in Saurashtra.

There was no platform that could invite national or international
brands. It was at this juncture that pantaloons identified the virgin
retail space which began as a small showroom in 1987 and
transformed into a mega showroom by 2006 with a total investment of
Rs.3236 Cr.

Currently, pantaloons is home to 150 major National and

International brands from indigonation Scullers and lhombard to
cosmetics brands like Lakme, street wear and Revlon. Location and
accessibility are the two prerequisites for the success of any shopping
centre.

Build over three storey, the ground floor displays jewellery,

purse, perfumes and leather accessories as well as kids’ and ladies’
traditional section. The first section stocks casual wear for women.the
second section stock casual wear for men.
 STORE PROFILE

Name pantaloons

Address “pantaloons” 150ft Ring Road

Rajkot Gujrat

Phone No. 0281-2332292

0281-2332293

Head Office Center one Sector 30A

Opp.Vashi Railway Station
Vashi Mumbai – 400705

E-mail Greenservice@pantaloons.com
Year of establishment 1987

Year of establishment IN
Rajkot 2006

Total investment Rs 3236 Cr.

Total floor area 15000sq. ft.

Manager of Pantaloons In
Rajkot Vibhay Sharma

Marketing Manager of
Pantaloons In Rajkot Riddhi Mame

Managing director Kishor Biyani

CEO of Future retai Rakesh Biyani

General manager Gopikishan Biyani

 Boosting the retail industry through its Endeavour pantaloons
has played a key role in changing the face of the city. Being a non-
metro and small business centre, it has not only created awareness
among consumers but also a sense of appreciation for quality
products.

A large number of Non Resident Indians visits pantaloons or

ethnic wear in the international environment they are accustomed to
adding an element of variety and choice, pantaloons has also enhanced
the tastes of the people of Indian.
 A TAKE OFF
Clearly a market ruler in the Indian retail space,Pantaloons’
turnover shot up by 55% last fiscal. Being the only mega place in the
whole of, Indian ‘Pantaloons today enjoys almost 30 % market share
in branded apparels and over 60% market share in branded Garments
and Accessories, with a customer entry of about 600 per day. It
attributes a major part of this success story to its ability to maintain
customer loyalty.

To hunt larger market the strategy is to maximize the display

area in the juncture as to offer more and more varieties to the delight
of the customers. The huge offering number of national and
international brands has given a great chance to step on to the global
scenario giving products matching Hi-Fi standards.

‘Pantaloons’ has been successful in catering the “Brand Need”

for the Indian at one-stop-juncture.
 NEW CONCEPTS

Merchandise

‘Pantaloons’ the first lifestyle store in the entire Indian region

stays open throughout the day, a departure from 1-4 closed
routine that people are used to.”

‘Pantaloons’ has always been innovator and trend setter in this

region. Being first in every aspect, ‘PANTALOONS’ self an
innovative concept for this region.

Proportionate mix of wanna be citizens of small towns,

Saurashtra Region market has always behaved typically. Even though
retail industry in this area has observed consistent growth in last three
years, it is still difficult to predict growth or acceptance for the new
approach or change strategy in this region. Economy of the entire
region is mainly based on the agriculture and agro-based products.
Monsoon can impact the entire economy. Retail trade is always first to
get affected and last to pick up.

It is imperative for the retail business to bring in innovations,

changes and approach to achieve success mark. ‘PANTALOONS’
endeavor in introducing new, refreshing concepts and changes.
Whether is on ambience or interior designing front; displays or
organizing merchandise: promotions or consumer services.

Some of the distinguished innovations are described here under :

The Ambience

PANTALOONS offer complete ambience to make shopping a

pleasure to consumers. The key attributes making complete ambience
are:
FACADE: Façade reveals the innovative cosmetic outlook of the
structure. Vintage façade attracts every passerby. Whether to shop or
to take stroll or to feel, people do get attracted to step in.

INTERIORS: The awesome interiors of the three distinguished section

of PANTALOONS makes everyone to feel out of the world. Even
regular shoppers in metro-cities gain the same feel. Every section
depicts a sense of demarcation towards merchandise catered. The
marble surfaced ground floor designed with glass counters are
displayed

with high end merchandise in perfumes, cosmetics and

jewellery.

Display and Decoration

Display of merchandise is organized in such a fashion that each

and every style is highlighted prominently. The change of ambience
on each and every occasion contributes walk-ins. The major festival or
occasions are NAVRATRI, DIWALI, CHRISTMAS,
JANAMASHTAMI, INDEPENDENCE DAY, MAKAR
SANKRANTI, DHULETI and events like mega sale and other sales.

Innovations in Systems and Service

Pantaloons have adopted best of the systems meeting the set

criteria of industry and at par with any mall of big city. Pantaloons
goes beyond the confined areas to provide extra services to their
customers.
BRAND
EQUITY
 BRANDING INTRODUCTION
Brand is a major issue in product strategy. As Russel Hanlin the
CEO of Sunkist Gnowers observed “An orange is an orange…….” Is
an orange unless that orange happens to be Sunkist a of 80% of
consumer know and trust. Well known brands command a price
premium. Japanese companies like Sony and Toyota have built a huge
brand loyal market. At the same time developing a branded product
requires a great deal of long term investment especially for advertising
promotion and packaging.
 BRAND PROFILE
The national and international brands had been serving the
metros and sub metros since years. The lack of correct platform has
been the main obstacle to enter this territory.

Pantaloons are known for several firsts that revolutionized the

retail industry in Rajkot. It was the first retailer to promote key brand
and now it endeavors to grow in 2006 which was a great boulevard for
the brands and their suppliers to break through the Saurashtra market.

Today the suppliers of Pantaloons and most of the brands take

pride of their being in the market at a very high magnitude. They have
never made them realize that Rajkot and Saurashtra is yet small to
adopt their big brands. Pantaloons stands out to be the first outlet for
the segments like garments and perfumes in the region of Indian The
recognition from the brands and its suppliers has made quite obvious
tha Pantaloon’s contribution in branded apparels and accessories has
been utmost of their growth in Indian.

On the other hand the efforts to promote those brands has

helped us to grow in the business and simultaneously accelerated the
growth of branded apparels, garments, perfumes and accessories
industry in this territory.
 CONTRIBUTION IN EVERY CATEGORY

 Branded Men’s Apparels Formal Causal Sports

Pantaloons has been only outlet in Rajkot and the largest amongst
others in Saurashtra for the brands

Rig utility clothing Bare leisure

Schaller Akkriti
Indigo nation All
Lombard Umm
Jone miller Urban yoga
Urbana Ajile
f- the factors JMsports
Lee-Cooper Lue phillip
Allon solly Peter englend
Van heasen Black bervie
Arrow Reid & Taylo

 Branded Women’s Apparels Formal Casual

With a limited market for the ladies formal wear no other retailer
indulge their service to cater the segment. The requirement of the
formal wear for ladies has been significantly fulfilled at this store. The
brands which options provides to its ladies clientele are

Rig utility clothing Akkriti

Schaller Ajile
Annabelle Urben yoga
All Jealous
Mix and match Umm
Rang lauch Bare demine
Trishaa Honey
Allon solly Levi’s
Looks Obbi
Sarkarmas
• Men’s Traditional/ Occasional Wears

Akkriti

 Women’s Traditional Wear

Akkriti Trishaa Mix N Match

Rang Munch All

 Branded Kids Apparels

Kids zone at options comprises of the most renowed brands which are
made available in metros only they are

Gini & Jony Bare7214 lilliput

Kid Studio G. J. Jeans Chalk Boys

Today all the suppliers have a great scope to penetrate their brands in
this territory
• Purse

Pantaloons started its purse section with a very limited range of

brands. The ample growth in sales encouraged them to immediately
expand the section adding more brands.

Today it leads to purse market of Saurashtra and takes pride to be the

only of its kind of authorized outlet to promote Swiss brands like

Pick me up Meiww– Just cool

 Perfumes

An extensive counter on the ground floor itself portrays their

contribution in promoting this segment
The international brands includes…

Hugo Boss Nike Adidas

Any customer of Saurashtra who would like to procure such brands

officially has only one options called “Options”

 Jewellery

Jazz Ola Sarah

Tribal

 Cosmetics body care and bath products

Lakme Revlon Streetwea

Lotus

• Formal Socks
Balenzia Jone Miller Ajile

• Accessories
Sahah Revlon Tribal Zone Jazz
 PREFERENCE TO BRAND PRODUCT
The following are the priorities given to the brand
features according to the customers.

Brand Features Rank

Brand Name 1
Color 5
Styling 3
Pricing 2
Fit 4
Indian Brands 9
Foreign Brands 8
Packing 10
Fabric 7
Salesman’s Recommendation 6

The above given ranks reveals that customers give first

preference to BRAND NAME and then pricing and on and on. This
shows how imp brand is to all customers, sellers, brand holders.
 WHAT IS BRAND?
A brand is a complex symbol that can convey upto 6 level of
meanings

1. Attribute - A brand brings to mind certain attributes which

influence the purchasing point decision.
2. Benefits – Attributes must be translated into functional and
emotional benefits.
3. Values – The brand also says something about producer values
4. Culture- The brand may represent a certain culture
5. Personality – A brand can project a certain personality.
6. User – The brand suggests the kinds of customer who buys or
uses the product

“What distinguishes a brand from its unbranded commodity

counterparts is the consumers’ perceptions and feelings about the
products attributes and how they perform. Ultimately a brand resides
in the minds of consumers”
- According to Kevin Keller

Similarly a brand can be well positioned by associating its name

with a desirable benefit. At the same time, promoting a brand on only
one single benefit can be risky. The strongest brands present more than
a rational appeal they back an emotional wallop.

Mare Gobe, The author of “Emotional Branding” argues that

successful brands must engage customers on a deeper level touching a
universal emotion.

If the brand evolves a strong set of beliefs and values, the

company must be careful not to stray from this.

Hence, Brand could be collectively concluded as a quite

difficult task for any company as it is concerned with the company’s
image and repo.
 BRAND POSITIONING
“Brand” is must more than a name, logo, colors, a tagline or a
symbol. These are marketing tool techniques. A brand is essentially a
marketer’s promise to deliver a specific set of features, benefits and
services consistently to the buyers. The marketer must establish a
mission for the brand and a vision of what the brand must be and do.
The marketer must think that he is offering a contract to the customer
regarding how the brand will perform. The brand contract must be
honest.

best the brand campaign will create name recognition, some

brand knowledge may be even some brand preference but an AD
campaign does not create brand building no matter how much the
company spends on advertising and publicity, BRAND BONDING
occurs when customers experience the company as delivering on its
benefit promise. The fact is that:

“Brands are not built by advertising but by the brand

experience.”

A brand idea will not take shape unless everyone in the

company lives the brand.
The following can be termed as crucial aspects for a firm to position
their brands in the new economy.

1. Companies should clarify the corporation’s basic values and

build the corporate brand.
2. Companies should use brand managers to carry out the tactical
work but the brands ultimate success will depend on everyone
in the company accepting and living the brand’s value
proposition.
3. Companies need to build up a more comprehensive brand
building plan as to create positive customer experiences at every
touch point events seminars, news, telephones, e-mails, person
to person contact.
4. Companies need to define the brand’s basic essence to be
delivered wherever it is sold. Local executives can be varied as
long as they deliver the feel of the brand.
5. Companies must use brand value proposition as the key driver
of the company’s strategy, operations, services and the product
development.
6. Companies must measure their brand building effectiveness not
by the old measures of awareness, recognition and recall but by
a more comprehensive set of measurers including customer
perceived value, customer satisfaction, customer share of
wallet, customer retention and customer advocacy.
 BRAND EQUITY

Brands vary in the amount of power and value they have in the
market place. At one extreme are brands that are not known by most
buyers. E.g. in ‘PANTALOONS’ most of the international brands are
unknown to the customer. So there is no preference for them. Then
there are brands which buyers have fairly high degree of brand
awareness e.g. brands like ‘Indigo Nation’ ‘Urbana’, ‘Peter England’
etc,. then there brands that enjoy a high degree of brand that command
a high degree of brand loyalty e.g. ‘Levi’s’, ‘Jockey’ ‘Nike’, Reebok,
‘Park Avenue’ etc.

Hence brand equity is defined as the brand assets linked to

brands name and symbol that add to a product or service.
 BRAND EQUITY TOOLS
Brand Equity Tools

Brand Perceived Brand Brand

Awareness Quality Associations Loyalty

Brand Awareness:

It is often undervalued asset awareness has been shown to affect

perceptions and even taste. People like to be familiar and are
prepared to use all sort of goods that are familiar to them e.g.-
people at Pantaloons come to by the well known brands like
Revlon, Lakme, Fa etc as there are the brands of which
customers are already well aware.

Perceived Quality:

It is a special type of association partly because it influences

brand associations in many context partly because it has been
empirically shown to affect profitability e.g. people every where
have the experience of using brands like Reid and Taylor,
Raymond, Vimal etc so they have a specific perceived quality
which is to be satisfied by the brand.

Brand Associations:

It can be anything that connects the customer to the brand. It

can include the imaginary product attribute, usage situations,
organizational associations, brand personality and symbols.
Much of brand management involves determining what
association to develop and then creating programmers that will
link the associations to brands. E.g. Highly reputed brands like
Scullers, Jone MIller, Lhomebard, Gili etc are available here at
Pantaloons at the premium base quality and price.
Brand Loyalty:

It’s the heart of any brand value. The concept here is based on
the building and strengthening the size of identity of each
loyalty segment. A brand with though small but intensely loyal
customer base can have significant equity e.g. the brand loyal
customers will surely knock at Pantaloons, rendering best of the
variety to these valued jems of customers.

Thus equity could be judged by the above stated four tools. The
presence of all these will create an efficient brand management system
and brand affectivity measure.

The advantages of brand equity are enumerated as follows

1) The company will have more trade leverage in bargaining with

distributors and retailers because customers expect them to
carry the brand.
2) The company can charge a higher price than its competitors
because the brand has higher perceived quality.
3) The company can more easily launch extensions because the
brand name carries high credibility.
4) The brand offers the company some defense against price
competition.
 MANAGING BRAND EQUITY
The brand needs to be carefully managed so that its equity does
not depreciate. This requires maintaining or improving brand
awareness, perceived quality and functionality and positive
association. These tasks require continuous Research & Development
investment, skillful advertising and excellent trade and consumer
service.

Some analysts see brand as outlasting a company’s specific

products and facilities. They see brands as the company’s major
enduring asset. Every powerful brand in reality represents a set of
loyal customers. Brand equity is a major contributor to customer
equity. The proper focus of marketing planning is to extend customer
lifetime value, with brand management serving as a major marketing
tool.

Unfortunately, many companies have mismanaged their brands

in the quest for ever increasing profits. It is hence easy to lose the
focus on brand.

In a nationwide study of company in a wide range of industries

only 43% indicated that they even measured brand equity where as
72% were confident enough in their brand equity to project that it
would last two years with no financial support and over two thirds of
the respondents had no formal long term brand strategy.

Hence, the above stated aspects reveal the significance of brand

management. It is important now to build a strong brand in the market
for the attainment of core competence. The following are the tools for
building brands.
 BRAND BUILDING TOOLS
A common misconception is that brands are basically built by
advertising. It is true that television advertising in its early days was
the most effective brand building tool. There were very few TV
stations and people watched the comedies and dramas and
advertisements with almost equal interests

But now the scenario has changed. Now viewers watch one of
the dozens of TV station and most of the viewers are zapping or
ignoring the commercials. In fact many more are simply not watching
TV because they are busy on their computer and engaged in
recreational activities. The marketers therefore have to turn down to
other tools for attracting attention to there bands. Among them the
most important are

Public Relations and Press Releases:

Brand can gain a lot of attention from well placed newspapers
and magazine stories not to mention appearing visually in
Hollywood films. It is a matter of pride for Pantaloons to have
been studied by
Business Today and Images BUSINESS
OF FASHION
appearing with great details in those magazines.

Sponsorship:
Brands are frequently promoted in sponsored events such as
world famous bicycle and car races Pantaloons has always been
keen to grab such sponsorship opportunities and performs it in
small / large celebrations in Rajkot. They often sponsor during
Navratri.

Clubs and Consumer Communities:

Brands can form the center of consumer community where there
is greater awareness and preference of brand.
Factory Visit:
The companies can invite the visitors to visit their factories to
spend a day or two there in as to become aware about quality of
management which highly strengthens the brand.

Trade Shows:
These represent a great opportunities to build brand awareness
knowledge and interest

Event Marketing:
Many automobile companies make an event out of introducing
their new car models Pantaloons have also undertook such
efforts while launching, adding newer brands to their large
brand offer list.

Public Facilities:
This is one of the consumer responsibility task ‘Consumer
Relationship Tasks also help building brand. Many
multinationals as well as large companies undertake such efforts
to facilitate the society and to help building greater lifestyle.

Social Cause Marketing:

Brand can achieve a following by donating money to charitable
causes .

High Value of Money:

Some brands create positive word of mouth by offering
exceptional value for the money. The brand performance
matters here at a higher extent e.g. Lux saop and Beauty Aids,
Garnier beauty accessories etc.

Founder’s or Celebrity Personality:

A colorful founder or a celebrity personality can create positive
affect for the brand here Mr. KIshorbhai who has been a person
of great values having firm name in the market stands as a
backbone of Pantaloons which assures the support in building
brand.
Mobile Phone Marketing:
Customers in future shall hear about brand on their wireless
mobile phones as m-commerce grows.

Many of these tools describe efforts to build brand through

“BRANDED EXPERIENCES” or “EXPERIENTAL
COMMUNICATIONS” terms used by Jack Morton company.
 ADVANTAGES OF BRANDING
Q. Why do sellers brand their products when doing so clearly
involves cost?
A. Because branding gives several advantages to the seller.

 The brand name makes it easier for the seller to process

orders and track down problems.
 The sellers brand name and trademark provide legal
protection of unique product features.
 Branding gives the seller the opportunity to attract a loyal
and profitable set of customers. Brand loyalty hence gives
sellers some protection from competition.
 Branding helps the seller segment markets. The products
under one brand could be formulated differently and aimed at
specific benefit seeking segments.
 Strong brands help build the corporate image making it
easier to launch new brands and gain acceptance by distributors
and customers.

Distributors and retailers want brand names because brands

make the product easier to handle, hold production to certain quality
standards strengthen buyer preferences and make it easier to identify
suppliers.

Whereas customers want brand names to help them identify

quality differences and shop more efficiently.

The most important thing after incurring expenses on branding

are to measure the brands. It shall be seen in the brand report card.
 BRAND REPORT CARD
The following interrogative aspect will help the seller to
measure up the brand

1) The brand excels at delivering the benefits consumers truly

desire. Do you focus relentlessly on maximizing your
customers’ product and service experiences?
2) The brand stays relevant. Are you in touch with your customers’
tastes, current market conditions and trends?
3) The pricing strategy is based on consumers’ perceptions of
value. Have you optimized price, cost and quality to meet or
exceed customers’ expectations?
4) The brand is properly positioned. Have you established
necessary and competitive points of parity with competitors?
Have you established desirable and deliverable points of
difference?
5) The brand is consistent. Are you sure that your marketing
programs are not sending conflicting messages and that they
have not done so over time?
6) The brand portfolio and hierarchy makes sense. Can the
corporate brand create a seamless umbrella for all the brands in
the portfolio? Do you have a brand hierarchy that is well
thought out and well understood?
7) The brand makes use of and coordinates a full repertoire of
marketing activities to build equity. Have you capitalized on the
unique options while ensuring that the meaning of the brand is
consistently represented?
8) The brand managers understand what the brand means to
consumers. Do you know what customers like and do not like
about your brand? Have you created detailed research driven
portraits of your target customers?
9) The brand is given proper sustained support. Are the successes
or failures of marketing programmers fully understood before
they are changed? Is the brand given sufficient Research &
Development support?
 10) The company monitors sources of brand equity. Have you
created a brand charter that defines the meaning and equity of
the brand and how it should be treated? Have you assigned
explicit responsibility for monitoring and preserving brand
equity?

The above given interrogative aspects help the seller to put

forward a strong brand and maintain it at the maximum extent.
 MAJOR PROMOTIONAL ACTIVITIES

Promotional activities are a must for every new as well as

established business. These entail great return in form of sales and at
times creation of Brand Image.

Promotional activities are till now proven to be the most

efficient tools for appreciating sales and attracting more and more
customers for trial and repeat purchases.

The attitude of customers depends upon the degree and

frequency of promotional activities carried out by the business people.
These do insist the customers to look at the product at once.

PANTALOONS, the one-stop shop Juncture of course

continuously is indulged into undertaking various promotional
activities. The following chart depicts the allocation of funds/making
expenses over different tools of promotions:

Advertisements

This is the most crucial part which makes IMAGES of the

business in the mind of customers. The commonly used
mediums of advertising utilized by PANTALOONS are as
follows…

Hoardings

This is the tool used most by PANTALOONS. One can easily

view the hoardings of ‘Pantaloons’ offering the locally designed
apparels to the international brands.

The hoardings are displayed on following prominent sites of the

city
 Mahila College Chowk
  Yagnik Road, Rajkot
 Under Bridge
 Ring Road
 Kalawad Road
 Trikonbag

The hoardings have been most utilized effective tools for

advertising. The hoardings mostly display the designed apparels
as well as branded apparels of international companies which
are offered at PANTALOONS.

Print Media

Local/Daily newspapers:
This is used generally at the times of festives and at the offering
of various schemes. The advertisements are published in the
local daily newspapers E.g. GUJRAT SAMACHAR

Local Magazines:
This tool is utilized to announce greater value schemes to insist
customers to at least visit PANTALOONS E.g. At times in the
case of addition of new stocks, newly designed apparels,etc. or
other discount coupons.

Regional Magazines
This tool is explored as to make consumers of surrounding
regions, aware about the availability of the peak brands at
Rajkot and to drag them towards it.

National Level Magazines

Less often used tool of advertisement is made when there are
some festive offers such as Diwali, Christmas,Navratri ,etc. It is
also used to attract the nationwide consumers, preferring
 branded products, especially the NRI’s who are having least
information about the areas of shopping.

Outdoor Advertisement

This is one of the most commonly used tool of advertising. It

includes TV advertisements including Cable advertisements,
Scrolling lines at the end of the screen.

Sponsorships

This is majorly done while

 Navrati
 Musical Programmes at Hemu Gadhvi
 Educational Progg.
 Direct mailers

Other Promotional Tools

The other promotional tools include distribution of brochures,

pamphlets, etc.

Call-center activities are also becoming popular those days.

Pantaloons also undertook it before a short span of time Eg.
While launching new brands of Garments.

Advertising Agencies

‘PANTALOONS’ ADVERTISING IS DEFINITELY BACKED

BY ADVERTISING AGENCIES like
 Drishty Communications
 Yogi Advertising
 Campaign Advertising
 Ascent Advertising
 STEPS UNDERTAKEN TO INCREASE THE MARKET
SHARE
o Emphasizing over promotional aspects.

o Taking intensive efforts to serve customers.

o Pampering customers’ demands slowly to turn down into

benefits.

o Introducing and implementing customer loyalty programmers

which are carried out for the benefits of the customers out of
store.

o Increase target oriented marketing activities, including direct

mailing, call center survey, asking their demand.

o Last march, direct/ door to door moving was done to collect

more and more information to know what people know about
options and brands.

o Offering schemes, discounts, offers and thereby increasing

sales.

o Involving themselves into much more marketing activities to

attract people.

o Evaluating shopping moods with ambience and decorations

which are synchronized by the festives.
 CORE COMPETENCE
 Metro type shopping atmosphere right from “Structure” of the
store (fascade).

 Ambience (the most different), display oriented having three

section . Special feature is that the display system is unique i.e. all
the varieties are displayed at a time without packaging in boxes and
bags.

 Great Varieties in Choices

 Offering Certain Services like

• Exchange (Conditions Apply)
• Delivery Services
• Green Card Scheams

Welcome to Pantaloons Green Card Program.

Your Green Card is your passport to a whole new world of

exclusive benefits and privileges.

Instant discounts* for every time you shop at Pantaloons.

Exclusive shopping days to get hold of latest merchandise.
Regular updates on collections and promos via catalogues, sms
and email.
Special invites to the most happening events.

Extended exchange periods and complimentary drops for

alterations

Exclusive billing counters and much more.

 *Categories valid for Green Card Discounts:

Apparel, perfumes & cosmetics, toys, Bluesky, aLL, Depot,

Planet Sports & accessories. Valid on categories within Pantaloons
only.

Also valid at standalone Bluesky and aLL stores.

1StarMembers
Gift Voucher worth Rs. 150 on enrolment

3StarMembers
5% discount on every purchase

5StarMembers
An exclusive 7.5% discount on every purchase

7StarMembers
A whopping 10% discount on every purchase
 Unique method of advertising using hoardings and
invitation cards.

 Location ideally located at Rajkot’s upcoming market,

Ring road on a core place, heart of city and most importantly
equidistant from all the places.
 ADVERTISING METHODOLOGY
o Determination of festivals during quarters.

o Formulation of schemes to be launched/ announced keeping in

view the brands already available.

o Formulating budgets for the quarters keeping in mind the

forthcoming festivals.

o Announcement of schemes and creating awareness.

PREPARATION OF BUDGET

Budget is formulated keeping in mind, the aim of the quarter,

the last season performance of quarter.

The budget is bifurcated into different quarters and financing is

done with the help of advertising agencies and then they execute it and
at the end of quarters, the customer care team evaluates the effect of
marketing activity productivity.
 BRAND ASSET MANAGEMENT
Customers come to know a brand through a range of contacts
and touch points; Personal observation and use, word of mouth,
meeting company personnel, telephone experience, seeing the web
page, receiving invoices and so on. Although print and broadcast
advertising have played a large role in building strong brands, the
above mentioned forces are now, playing an important role. Any of
these experiences can be positive or negative. The firm must put-in as
much quality in managing these experiences as it does in producing its
sale.

Companies must balance their communication expenditures

among the main communication media. These include the following
seven communication vehicles.

 Advertising
 Public relations
 Trade and sales promotion
 Consumer promotions
 Direct marketing
 Event marketing
 Internal employee communications

Companies are increasingly moving their ‘Brand Building

Budgets’ to public relations, direct marketing, event marketing and
employee training.

One of the most potent influences on brand perception is the

experience customers have with the company’s personnel. If the
telephone operator is curt, if the order taker is poorly informed, if the
accountant will not explain the invoice - the brand image is
compromised. Therefore, the company needs to train its people to be
customer - centered. Even better, the company should build pride in its
employees regarding their products and service so that their
enthusiasm will spill over the customers.
 Companies must go further and train and encourage their
distributors and dealers to serve their customers well. Poorly
trained personnel can ruin the best of efforts made by the company
to build a strong brand image.

This suggest that managing Brand Assets can no longer be

entrusted to brand managers because they do not have enough
power and scope to do all the things that are necessary to build and
enhance their brands. Their incentive system drives them to pursue
short term results whereas managing brands as assets calls for
longer term strategy and more inclusive team work.

Now a days, some companies are putting their branding in the

brand s of an entirely different company that can focus on Brand
Management and nothing else. Hence, there are bulks of companies
managing brands - not owning brands.
 CONSUMER ATTITUDE DRIFT
Brands vary in the amount of power and value they have in the
market place. At one extreme are brands that are not known by
most buyers. Then there are brands for which buyers have a fairly
high degree of BRAND AWARENESS. Then there are brands that
enjoy a high degree of brand preference. Finally, there are brand
that command a high degree of brand loyalty.

“The firm / company feels rest assured and can boast about their
brand management and the sure customer attitude and can be
happy after spending high amount on branding when a customer
walks in the store and if discovers that the specific brand preferred
by him is not available, he walks out”

This is the achievement of brand management the customers are

this brand loyal. David Aaker distinguished five levels of a
customer attitude towards a brand from lowest to highest.

Customer will change brands especially for price reasons

 No brand loyalty
E.g. – Scullers Trousers are preferred over Rig Utility Clothing
due to low price.
‘Indigo Nation’ ‘Jone Miller’ jeans are preferred over ‘Levis’ and
‘Numero’ due to price reason.

Customer is satisfied
 No reason to change the brand
The customers who prefer to use ‘Revlon’, ‘Lakme’, and ‘Garnier’
products are satisfied by its use and so there arises no reason to
change over to the another brand though abundantly available.

Customer is satisfied and would incurr costs by changing brand

E.g. a preference / attitude to use more new products / brands is
valid reasons for shifting towards another brands though it bears
costs.

Customer values the brand and sees it as a friend

Brand is the one which is preferred once and joined forever for the
brand loyal customers. They choose it at once but use it forever. It
is the one brand which is always going to be proffered by the
customer. The preference sustainment and shift/drift depends upon
the strength of brand or the percept value of brand in the mind of
customers.

Strong the brand image in the customer mind, higher the loyalty of
that customer.

Customer is devoted to the brand

The one phase comes in the brand lifecycle where it has gained
such a position where the customer is fully devoted to the brand.
He may incurr higher cost to continue the use of that particular
historic brand. This makes him avoid the usage of new launched
brands but is very helpful when the firm wants to launch new
product under the same brand name.

The most appropriate level of operation is the 5 th and 6th one where
BRAND has achieved a sustainable position in the mindset of the
customer and brand is in a commanding position to mold the
environmental changes in the favor of company / firm.

Brand equity is highly related to how many customers are in

classes 3, 4 or 5. It is also related to the degree of brand name
recognition, perceived brand quality, strong mental and emotional
associations and other assets such as patents, trademarks and
channel relationships.
MARKETIN
G
REASERCH
 RESEARCH METHODOLOGY
Objective of Study

The objective of study is to get further information about the

attitude of Rajkot customers towards the Mega Brand offers
Pantaloons. How people react to the brand, their preference and
willingness to make purchases of branded products. The various
factors like affordability, desire of purchasing ‘need’ element for
insisting a purchase, attitude towards the mega-store, etc.

The ability of brand managers to put forth their brands before

the customers and pampering their demands for branded products is
the most important aspect of this study.
 SCOPE OF STUDY
The scope of study was to understand the mindset of especially
indian customers to face the internationally popularly branded
products. How can they be dragged towards the purchase of branded
products?

The scope of study could be enlisted as below:

1. To discover factors persuading and influencing buying decision.

2. To find out their satisfaction level in the accordance with the

value paid by them.

3. How do customers prefer one brand over the other?

4. Whether they are aware about and ready for the ‘One Stop
Shop’ juncture PANTALOONS and vivid range of branded
products offered or not?

5. The reasons for purchase of branded products from

PANTALOONS.
 SAMPLE SIZE

This aspect refers to the question

How many people should be surveyed?

Sample could be defined as “Sample is a group of respondents

selected from the whole population under study.” Proper and optimum
size of sample should be selected to be a truly representative of
population. Because wrong, inadequate or excessive sample misleads
whole procedure of study and it is also very difficult to select proper
sample size.

I have conducted my survey on “CONSUMER ATTITUDE

TOWARDS BANDED AND NON-BRANDED PRODUCTS” with
special reference to brands offered at ‘PANTALOONS’, Rajkot and
selected 100 respondents which are truly representative for my
analysis and the conclusions arrived at by their responses are also
reliable.
 SAMPLING METHOD
The sampling method adopted by me while enacting the survey
is STRATIFIED CONVINIENCE SAMPLING. From the total
population of the preferred of branded products, a sample of 100 has
been chosen according to convenience.

The respondents are selected on the basis of their know

legibility, attitude, awareness about brand, visit at ‘PANTALOONS’
and knowledge of other, management related aspects. This includes
service people, professionals, students (management students,
undergraduates) etc. and major occupations.
 DATA COLLECTION METHOD
Data collection is the most important step in the research
process. This may include a number of errors which may lead to
futility of research. In the survey, the ‘data collection’ has been taken
special care.

Data can be collected by two methods

1. Primary Data
2. Secondary Data

For primary data collection, I had prepared questionnaires

which were kindly and duly filled up by the respondents. The
questionnaire contains questions like their preference of branded and
non-branded items, more popular brands, reasons for preference over
each, etc.

Secondary data collection is not so far required as the research

is done ‘Topic Oriented’ and it is difficult to make accessible topic-
suitable material. Although, I have referred a couple of magazines
having articles containing some data about PANTALOONS.
 ANALYSIS AND INTERPRETATION
Analysis and Interpretation is one of the most important steps in
the research procedure. The success or failure of research largely
depends on how successfully the analysis and interpretation is done.

To make data, meaningful, the data is classified according to

different variables to make it simplified. Following the previous step,
tabulation is done of the classified data. The main purpose of
tabulation is to know the frequency of response. It helps to develop
relationship between the data and also to compare. This whole process
of

Collection

Classification

Tabulation

is called analysis of data.

After the data is analyzed it needs to properly be interpreted.

This is a very crucial step, as, wrong / imperfect interpretation leads to
wrong conclusion and there by futility of Research ‘Interpretation’
means to get over the tabulation and give meaning to that analysed
data. And on the bases of the analysed data, determine the exact cause
and effect relationship between different variable which are a part of
Research Study.
QUESTIONNAI
R
Q - Gender:
Sr. No. Occupation Percentage
1 Male 60
2 Female 40

ANALYSIS

Turning out ration in case of gender is male 60% and female 40%.
Q - Occupation :

Sr. No. Occupation Percentage

1 Businessmen 12
2 Profession 30
3 Service 15
4 Any other 5
5 Students 38

ANALYSIS

The study clearly shows that the student persons which

accounted to 38% of the total sample is the clear indication that they
prefer more the branded products than the other groups with the least
difference. Profession accounted for 30% followed by service with
15% and businessmen/women 12% respectively. A remarkable low
5% of housewives prefer to purchase branded product .

Q - Income (Per Month):

Sr. NO Income Percentage
1 1000-10,000 60
2 11,000-20,000 20
3 21,000-30,000 12
4 31,000-40,000 2
5 41,000-50,000 2
6 Above-50,000 4

ANALYSIS

The study clearly shows that 60% of the respondents belong to

the first income group i.e. 1,000-10,000. Being favorably followed by
20% relevant income group 11,000-20,000 other income group
accounts to 2% 31,000 – 40,000 and 2% 41,000 – 50,000 and 4%
above 50,000.

Q - Material status

Sr.No. Material status Percentage

1 Married 46
2 Unmarried 54

ANALYSIS

Among the respondents the married respondents enumerated to

be 46% and unmarried respondents enumerated to be 54% .
Q - Have you ever visited ‘PANTALOONS’
Rajkot ?
Sr. no. Particulars percentage
1 Yes 100
2 No 0

ANALYSIS

The survey report shows that all the respondents i.e. 100% of
respondents they have to visit in ‘pantaloons’ Rajkot.
Q - Do you prefer the use of branded
products?

Sr. no. Particulars percentage

1 Yes 80
2 No 20

ANALYSIS

The survey report shows that all the respondents i.e. 100% of
respondents prefer to use branded products. This shows that upcoming
branded products can project a potential market.
Q - In which of the following is prefer branded
products?
Sr. no. Particulars percentage
1 Garments 40
2 Accessories 8
3 Underwear 7
4 Jewelers 10
5 Perfumes 9
6 cosmetics 11
7 Watch 7
8 Footwear 3
9 Gift articles 5

ANALYSIS

The most preferred branded products is covered under the head

of Garments products turning up to 40% being entailed by s being
Jewelers 10% being followed by at cosmetics 11% and Perfumes at
9% and Accessories 8% , Underwear at 7% and ‘Option’brand is
watch at 7% ,Footwear at 3% and Gift articles 5% of the total
respondents.
Q - If yes, why do you prefer them? (Reasons)

Sr. no. Particulars percentage

1 Durability 5.2
2 Style 20
3 Influenced throught celebrity 3
4 Design 17
5 Status 9.2
6 Fashion 14.50
7 Co lour 10
8 Quality 12
9 Varity 2.8
10 Service 0.8
11 schemes 5.5
ANALYSIS

The preference of use of branded products is sufficiently

supported with the expectation of style accounting of 20% followed
by expectation of Design accounting of 17%. That clearly projects the
quality consciousness among the respondent and thereby the consumer
representatives. The report clearly indicates the non preference of
Varity and Service to which they give least importance figuring about
2.8 and 0.8 % each in the research.
Q - Which specific brand do you prefer which
purchasing?
Garments

Male

Sr.No. Particulars Percentage

1 Rig utility clothing 2.22
2 Schaller 3
3 Indigo nation 5.80
4 Lombard 7.33
5 Jone miller 20.66
6 Urbana 2
7 F- The factor 9.55
8 Bare leisure 4.70
9 Akkriti 4.44
10 All 3
11 Umm 4
12 Urban yoga 0.9
13 Ajile 0.4
14 Allon solly 3
15 Van heasen 4
16 Arrow 1
17 Reid & Taylor 12
18 Lue phillip 2
19 Peter englend 11
20 Black bervi 0.3
ANALYSIS

Male members prefer jone miller who turn out to be 20.66%

and F- The factor out at 9.55%. These are competent to their
Competitors like ‘Option’ Reid & Taylor at 12% and Peter englendat
11%.

Lombard at 7.33%, Indigo nation at5.80 % the rest but

remarkable collectively form about 20% comprising the share of
Urban yoga and Ajile and Urbana ,Rig utility clothing , Schaller hich
are not popular at the extend to of former ones.

The ‘Options brand is Allon solly , Van heasen , Arrow ,Black

bervi are remartable coolletively form about 10% are not popular at
the extend to of former ones.
Q - Femal
Sr.No Particulars percentage
1 Rig utility clothing 2.66
2 Schaller 3
3 Annabelle 5
4 All 3
5 Mix N Match 13.33
6 Arha 10
7 Rang lauch 6
8 Trishaa 7
9 Akkriti 5
10 Ajile 4
11 Urben yoga 4.10
12 Jealous 5.66
13 Umm 7
14 Bare demine 2
15 Honey 1
16 109 F 0.25
17 Allen solly 3
18 Levi’s 11
19 Looks 2
20 Obbi 4
21 Sakarma 1
ANALYSIS

The female respondents prefer Mix N Match the most which

figures out to be 13.33% being followed by Arha at 10% the rest like
Looks, Umm and Trishaa contribute by 7%, and 7% Jealous 5.66%,
Rang lauch 6%respectively. This proves simple that there is
remarkable good preference of Mix N Match garments among women
brand conscious consumers.

The ‘Option’ female respondents prefer Levi’s the most popular

brand which firures out to be 11% being followed by Allen solly,
Obbi Looks ,Sakarma are not important to customer.
Q – Children
Sr.No Particulars percentage
1 Bare 7214 10
2 Lilliput 14
3 Gini & jany 43
4 Chark Boys 20
5 Kid Studio 13

ANALYSIS

The children’s respondents prefer Gini & jany the most which
figures out to be 43% being followed by Chark Boys 20% the rest like
Looks, Lilliput and Kid Studio contribute by 14%, and
13%,Bare7214Honey respectively. This proves simple that there is
remarkable good preference of Gini & jany garments among children
brand conscious consumers.
Q - Are you satisfied with brands of
‘PANTALOONS’?

Sr.No Particulars percentage

1 Yes 76
2 No 24

ANALYSIS

That is the clarify 100% of respondents that 76% of respondents

is satisfied with the brand of ‘pantaloons’, and 24% respondents is not
satisfied.
Q - Have you buy non branded clothes ?

Sr.No Particulars percentage

1 Yes 50
2 No 50

ANALYSIS

Exactly 50% of the respondents prefer non branded products

over branded ones and the rest 50% do not prefer it. This is quite in
resemblance to the type of customer whether innovative, switcher,
loyal customer etc.

.
Q - If yes, why?

Sr.No Particulars percentage

1 Low price 60
2 Varity 20
3 Schemes 20

ANALYSIS

If the 100% respondents 50% should have to purchased the non

branded cloths because the customer is highly important for the low
price ,no. of Varity and bundles of schemes are available. The
customer is first low price 60% and Varity and schemas are20%and
20% respectively.
Q - To what extend is price important for
purchase of branded products?

Sr.No Particulars percentage

1 Not at all 36
2 Moderrate 23
3 Highly important 41

ANALYSIS

Price is a dominating and decisive factor at the time of actual

purchasing of products. 41% of respondents are such for whom ‘Price’
is high important. Whereas 23% of the respondents show moderate
important significance of price as deciding factor while purchase of
branded products.
For 36% of respondents ‘Price’ is negligently important and here the
purchasing decision depends on the other factors.
The above ratio shows a good blending of potential customers and the
non potential but future prospective customers.
Q - What are the other convenience you will
prefer ?

Sr.No Particulars percentage

1 Jade blue 46
2 Option 16
3 Icons prozone mall 23
4 V-mart 15

ANALYSIS

That are show the respondents have to other convenience of

Jade blue being followed by 46% that is highly important. Than the
other option like shows icons prozone mall, Option and V- mart being
followed by 23% ,16% and less important is V-mart 15%.
Q - Which media of advertisement
‘PANTALOONS’ should prefer?

Sr.No Particulars percentage

1 Newspaper 35
2 Pamptets 5
3 T.V 20
4 Radio 10
5 Hoardings 26
6 Mouth & Mouth 4
ANALYSIS

With the increasing ‘Info-trend’ there is a burst of modes of

advertisements being opted by the marketers to attract the consumers’
attention by hook or crook.

35% of the respondents are influenced by the most common and costly
mode of advertisement i.e. newspapers being followed by 35% by
hoardings which have greater scope in Gujarat especially whereas
only 26% of respondents .the T.V being followed by 20% of
respondents.

There is again a remarkable contribution radio of at 10% of the

respondent where as pamptets poorly contributes 5%.

The negative remarkable aspect in this matter is that none of the

respondents get influenced by pamphlets. This proves further cut
down from the list of print media mode of advertisement.
Q - Which brand ambassador of
‘PANTALOONS’?

Sr.No Particulars percentage

1 Lara data 40
2 Boby deoal 24
3 Bipasa basu 26
4 Zahid khan 10

ANALYSIS

The current brand ambassador of Lara data and Boby deoal .The
past brand ambassador is Bioassay basso and Zahid khan .The
respondents point of view Lara data 40% and bipasa basu 26%of good
brand ambassador. other than the Boby deoal 26% and last the Zahid
khan 10%of the less response.
Q - Any another suggestion from you for
brand ambassador ?

Sr.No Particulars percentage

1 Yuvraj shingh 45
2 Rutvik rosan 55

ANALYSIS

That is clarify that the respondents are suggested other brand

ambassador of most of the respondents are suggest actor’s of Rutvik
rosan by 55% and famous cricketer of Yuvraj shing by 45%.
 SWOT
ANALYSIS
 SWOT ANALISIS

STRENGTH

o 15 years of experience in garment

retailing with most popular brands.

o The most prominent location on

150ft. Ring Road with an attractive fascade (front elevation).

o A very wide display area with

shop-in-shop concept helps to enhance each and every brand.

o Professionally trained staff to serve

the customers.

o Occassionally visited by the

consultants from Mumbai for staff training and guidance.

o Approximately 600 foot-falls on

daily basis including prominent personalities, business and
corporate class visitors of Saurashtra.

WEAKNESS

o The public perception about ‘high price for high quality’ shall
become an obstacle to increase the customer base.
o Lack of brand awareness among the Rajkot consumers and
other surrounding regions.

OPPORTUNITIES

o The increasing base of the customers preferring brands and their

increasing importance for increasing the ‘standard of living.’

o Entry of newer brands which are looking for bulk customer hunt
in the small towns
- According to some of the magazines

o Increasing market in small towns looking for good brands.only

shopping juncture offering a number of brands at one place.

o Its innovative customer service ending up to customer

awareness and preference.

THREATS
• The emergence and inception of shopping malls like
PANTALOONS and entries of great brands in ‘one shop stop’
business.

• He already established shops which offer only some brands are also
a competing threatful factor which make a share in their total brand
market share.

• The in affordability of the most of the customers as the

discreationary income here (in Saurashtra) is lower.
CONCLUSION
 CONCLUSION
Branding is a major issue in product strategy. A brand is a
complex symbol that can convey many levels of meaning. Branding is
expensive and time consuming and it can make or break a product.
The most valuable brands have a brand equity that is considered an
important company asset and that must be carefully managed.

In thinking about branding strategy, companies must decide

whether or not to brand: whether to produce manufacturer brands, or
distributor or private brand: which brand name to use: and whether to
use line extension, multibrands, new brands or co-brands.

The best brand name suggests something about the product’s

benefits: suggests product quality: are easy to pronounce, recognize
and remember are distinctive and do not carry negative meanings or
connotations in other countries or languages.
SUGGESTION
 SUGGESTIONS
1) The excessive utilization of money in the accessories like
lighting and other showroom furniture is proving to be
unproductive.

2) Rajkot consumers are less interested in posh-accessories for

garments and they may avoid the high brand purchase due to
high price which should be eliminated

3) Continuous announcements of different schemes will keep

the brand recall better in the minds of consumers.

4) Emphasising on other aspects such as increasing the product-

brand-offering will attract more consumers.

5) Giving cost benefits to regular customers will help build a

strong loyal customer base.

6) Emphasise on the modern marketing approach of

‘CUSTOMER RELATIONSHIP’ which will help the firm in
future.
FUTURE
PLANS
 3

FUTURE PLANS
Despite success, Kishorbhai Biyani believes that there is a lot
more to be done. He has great plans to make ‘Pantaloons’ a great
player in the retail industry.

The future plans of ‘Pantaloons’ include the launch of the

Customer Loyalty Programme, which will offer its members an
opportunity to collect points and avail of innumerable special benefits.
Also in pipeline is ‘home-shopping’ for special clientile.

Ensuring that the ‘Pantaloons’ group does its bit towards the
very society that has allowed to grow and succeed. He also plans to set
up a training institute for retail management, and hopes that this will
become the foremost of such institutions in the Saurashtra region.
BIBLIOGRAPHY
 BIBLIOGRAPHY

1) Marketing Management
By Philip Kotler

2) Business Today
A magazine, advanced in ‘Business Buzz’

3) Images
Business of Fashion

4) Marketing Management
Philip Kotler & Gary Armstrong