2011

PANTALOONS
Asu yo c so e p r e t no t e t d f u t mr ec pio n h mr ein sr t g sfo wdb ak t g t ae ie llo e y P N A O Nfo ba db ild g A T L O r r n u in

BY: SAURAV GOYAL A3906410283

A study of customer perception on the marketing strategies followed by PANTALOON for brand building

Faculty Guide: Miss Kareena Bhatia

Submitted By SAURAV GOYAL A3906410283 C - 43

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A study of customer perception on the marketing strategies followed by PANTALOON for brand building

By SAURAV GOYAL
A3906410283 (BBA 2010-13)

TABLE OF CONTENTS
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 ACKNOWLEDGEMENT LIST OF TABLES ABSTRACT/SUMMARY INTRODUCTION o Objectives o Limitations o Methodology ABOUT RETAIL INDUSTRY IN INDIA EVOLUTION AND TRENDS IN ORGANIZED RETAILING COMPANY HISTORY AND PROFILE o COMPANY HISTORY o COMPPANY PROFILE o MAJOR PLAYER IN RETAIL INDUSTRY o COMPANY STRATEGIES OVERALL REPORT OF PANTALOONS MAJOR MILESTONES ABOUT THE COMPANY LINE OF BUSINESS UNDERSTANDING THE LANGUAGE OF BRANDING
THEORITICAL BACKGROUND (ABOUT TOPIC )

EMPIRICAL ANALYSIS
CONCLUSION

ACKNOWLEDGEMENT
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At the outset, I thank my faculty supervisor Miss Kareena Bhatia for coordinating the project work and giving me necessary directions on doing this project to the best of my abilities. Heartfelt thanks to all the persons whose ideas, critical insights and suggestions have been valuable in the preparation of this report. I am grateful to my friends who have helped me in the successful completion of this Project.

SAURAV GOYAL A3906410283

LIST OF TABLE AND ILLUSTRATIONS

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1) Indian retail market 2) Retail formats available in India 3) Fastest growing retail formats in India 4) Fastest growing retail segment in India

ABSTRACT
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This report discuss about a customer perception and strategies used by retail companies. My topic is customer perception on strategy followed by pantaloon for brand building. To make a good brand image a company need to make a good strategy and all aspects of business that affected by that strategy. As we all know customer is the king of the market the have the right to go any where. A customer thinks very differently that called consumer behavior. A customer wants to get the full value of their money whatever he buys he wants full satisfaction from that product and if the company succeeds to satisfy their customer then the company can easily make their brand image. So the company need to make good strategy and first starts with 4ps of the company. Product, price, place, promotion these are the most important things to remember in mind. And the porters generic strategy cost leadership, product differentiation and focus these strategies help company to compete with its competitors.

INTRODUCTION
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Objective

To find out the different strategies used by the company to increase the sales. To find out how this strategies useful to company as well as customers. To find out customers satisfaction level. To get a right feedback from the existing customers.

Pantaloon to hive off Big Bazaar, Food Bazaar

Limitations

The sales person is busy in our routine work so they refuse to give information. Most of the sales person is not give the information to the customers want and needs. Some store information is confidential.
For Example: - Future plan, Accounting information.

Most of the time customers are saying that they are busy or I have no time.

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Methodology

1. The study involves the primary data which is collected through questionnaire, interview, and observation. 2. It involves use of secondary sources such as web and other research articles printed by various financial institutions and other journals and magazine. 3. It involves analysis and tabulation of data which is collected from customers is done by various means such as line graphs, pie charts and bar graphs. 4. The project involves the study of customers perception.

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ABOUT RETAIL INDUSTRY IN INDIA

Retail is India's largest industry. It accounts for over 10 per cent of the India's GDP and around 8 per cent of the employment. Retail sector is one of India's fastest growing sectors with a 5 per cent compounded annual growth rate. India's huge middle class base and its untapped retail industry are key attractions for global retail giants planning to enter newer markets. Driven by changing lifestyles, strong income growth and favorable demographic patterns, Indian retail is expected to grow 25 per cent annually. It is expected that retail in India could be worth US$ 175-200 billion by 2016. The organized retail industry in India had not evolved till the early 1990s. Until then, the industry was dominated by the un-organized sector. It was a sellers market, with a limited number of brands, and little choice available to customers. Lack of trained manpower, tax laws and government regulations all discouraged the growth of organized retailing in India during that period. Lack of consumer awareness and restrictions over entry of foreign players into the sector also contributed to the delay in the growth of organized retailing. Foundation for organized retail in India was laid by Kishore Biyani of Pantaloon Retails India Limited (PRIL). Following Pantaloon's successful venture a host of Indian business giants such as Reliance, Bharti, Birla and others are now entering into retail sector. A number of factors are driving India's retail market. These include: increase in the young working population, hefty pay-packets, nuclear families in urban areas, increasing workingwomen population, increase in disposable income and customer aspiration, increase in expenditure for luxury items, and low share of organized retailing. India's retail boom is manifested in sprawling shopping centers, multiplex- malls and huge complexes that offer shopping, entertainment and food all under one roof. But there is a flip side to the boom in the retail sector. It is feared that the entry of global business giants into organized retail would make redundant the neighborhood Karana stores resulting in dislocation in traditional economic structure. Also, the growth path for organized retail in India is not hurdle free. The taxation system still favors small retail business. With the intrinsic complexities of retailing such as rapid price changes, constant threat of product obsolescence and low margins there is always a threat that the venture may turn out to be a
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loss making one. A perfect business model for retail is still in evolutionary stage. Procurement is very vital cog in the retail wheel. The retailer has to fight issues like fragmented sourcing, unpredictable availability, unsorted food provisions and daily fluctuating prices as against consumer expectations of round-the-year steady prices, sorted and cleaned food and fresh stock at all times. Trained human resource for retail is another big challenge. The talent base is limited and with the entry of big giants there is a cat fight among them to retain this talent. This has resulted in big salary hikes at the level of upper and middle management and thereby eroding the profit margin of the business. All the companies have laid out ambitious expansion plans for themselves and they may be hampered due lack of requisite skilled manpower. But retail offers tremendous for the growth of Indian economy. If all the above challenges are tackled prudently there is a great potential that retail may offer employment opportunities to millions living in small town and cities and in the process distributing the benefits of economic boom and resulting in equitable growth.

PRESENT INDIAN RETAIL SCENARIO

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PRESENT INDIAN RETAIL SCENARIO

The retail industry is divided into organized and unorganized sectors. Over 12 million outlets operate in the country and only 4% of them being larger than 500 sq ft (46 m) in size. Organized retailing refers to trading activities undertaken by licensed retailers, that is, those who are registered for sales tax, income tax, etc. These include the corporate-backed hypermarkets and retail chains, and also the privately owned large retail businesses. Unorganized retailing, on the other hand, refers to the traditional formats of low-cost retailing, for example, the local kirana shops, owner manned general stores, paan/beedi shops, convenience stores, hand cart and pavement vendors, etc.

* Unorganized market: Rs. 583,000 cores

* Organized market: Rs.5, 000 cores * 5X growth in organized retailing between 2000-2005 * Over 4,000 new modern Outlets in the last 3 years * Over 5,000,000 sq. ft. of mall space under development * the top 3 modern retailers control over 750,000 sq. ft. of retail space * Over 400,000 shoppers walk through their doors every week * 47 global fortune companies & 25 of Asia's top 200 companies are retailers * Biggest player in India is Pantaloon Retail India Limited. Growth in organized retailing on par with expectations and projections of the last 5 Years: on course to touch Rs. 35,000 corers (US$ 7 Billion) or more by 2005-06The growth factors of the retail sector of Indian economy:

Increase in per capita income which in turn increases the household consumption Demographical changes and improvements in the standard of living Change in patterns of consumption and availability of low-cost consumer credit Improvements in infrastructure and enhanced availability of retail space
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Entry to various sources of financing

EVOLUTION AND TRENDS IN ORGANIZED RETAILING FORMATS AND RETAIL OUTLETS

Historical Indian retail market consisted of weekly markets, village fairs and melas and the 19th century gave birth to the retail outlets which took the form of convenience stores, Mom and Pop stores/ kirana stores. This helped the consumers on to stick to a particular store for their day to day requirements and also avail the credit purchasing facility. And in the 1980s people have seen the new formats like supermarket, departmental stores and discount stores entering into the Indian retail space. In less than a decade hypermarkets have gained all the applause of the retail market and stood above all the other formats by bringing in the concept of one stop shopping. This stood as an opening door for the new generation of the retail industry. And very soon the malls became the trend setters in the new millennium. This has coined the term of shoppertainment (shopping and entertainment) which can be attributed to the changing life styles of the people. Hypermarket: It is the largest format in Indian retail so far is a one stop shop for the modern Indian shopper. Merchandise: food grocery to clothing to spots goods to books to stationery. Space occupied: 50000 Square feet. and above. SKUs: 20000-30000. Example: Pantaloon retails Big Bazaar, RPGs Spencers (Giant), Vishal mega mart. Supermarket: A subdued version of a hypermarket. Merchandise: Almost similar to that of a hypermarket but in relatively smaller proposition. Space occupied: 5000 Sq. ft. or more. SKUs: Around 10000. Example: Nilgiris, Apna Bazaar, Trinethra/more. Convenience store: A subdued version of a supermarket.
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Merchandise: Groceries are predominantly sold. Space occupied: Around 500 Sq. ft. to 3000 Sq. ft. Example: stores located at the corners of the streets, Reliance Retails fresh Department store: A retail establishment which specializes in selling a wide range of products without a single prominent merchandise line and is usually a part of a retail chain. Merchandise: Apparel, household accessories, cosmetics, gifts etc. Space occupied: Around 10000 Sq. ft. 30000 Sq. ft. Example: Landmark Groups LifeStyle, Trent India Ltd.s Westside. Discount store: Standard merchandise sold at lower prices with lower margins and higher volumes. Merchandise: A variety of perishable/ non perishable goods. Example: Viswapriya Groups Subiksha, Piramals TruMart.

Specialty store: It consists of a narrow product line with deep assortment. Merchandise: Depends on the stores Example: Bata store deals only with footwear, RPGs Music World, Crossword.

MBOs: Multi Brand outlets, also known as Category Killers. These usually do well in busy market places and Metros. Merchandise: Offers several brads across a single product category.

Kirana stores: The smallest retail formats which are the highest in number (15 million approx.) in India. Merchandise: Mostly food and groceries. Space occupied: 50 sq ft and even smaller ones exist. Malls: The largest form of organized retailing today located mainly in metro cities, in proximity to urban outskirts. Merchandise: They lend an ideal shopping experience with an amalgamation of product, service and entertainment, all under a common roof.
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Space occupied: Ranges from 60,000 sq ft to 7, 00,000 sq ft.

In the above graph it shows that the in India the fastest growing retail segment is food and grocery because in India people spend more on eating. Then dressing because India is now turning to modern age and the people of modern age like to dress well and look well.

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In the above graph it shows that the there are many formats of retailing in India but the specialty store and supermarket is fastest growing formats in India.

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Key part of the general corporate strategy

A marketing strategy is most effective when it is an integral component of corporate strategy, defining how the organization will successfully engage customers, prospects, and competitors in the market arena. It is partially derived from broader corporate strategies, corporate missions, and corporate goals. As the customer constitutes the source of a company's revenue, marketing strategy is closely linked with sales. A key component of marketing strategy is often to keep marketing in line with a company's overarching mission statement. Basic theory: 1) Target Audience 2) Proposition/Key Element 3) Implementation

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COMPANY HISTORY
Pantaloon Retail
Pantaloon Retail (India) Limited is India's leading retailer that operates multiple retail formats in both the value and lifestyle segment. Pantaloon has ushered a retail revolution in India and its founder Kishore Biyani is known as India's "King of Retail". Pantaloon's headquarter is in Mumbai. The company currently operates over 5 million square feet of retail space and has plans to increase it to 30 million sq. ft by 2011. Pantaloon has plans to open over 3000 new stores by 2012. Pantaloon's origin can be traced to 1987 when the company was incorporated as Manz Wear Private Limited. The company launched Pantaloons trouser, India's first formal trouser brand. In 1992, Pantaloon launched its IPO. In 1994, The Pantaloon Shoppe - exclusive menswear store in franchisee format was launched across the country. Pantaloon started distribution of distribution of branded garments through multi-brand retail outlets across the nation. In 2001, Big Bazaar, India's first hypermarket chain was launched. In 2002, Food Bazaar, the supermarket chain was launched. In 2006, Future Capital Holdings, the company's financial arm launched real estate funds, "Kshitij" and "Horizon" and private equity fund "In division". The company is also planning forays into insurance and consumer

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COMPANY PROFILE
Pantaloon Retail (India) Limited is Indias leading retailer with gross sales of Rs. 2,019 crores for the financial year ending June 2006. The company operates across multiple segments including Food, Books & Music, Fashion, Telecom & IT, Home & Electronics, General Merchandise, Leisure & Entertainment, Wellness, Health & Beauty and E-tailing and that helps the company cater to every Indian customer. Some of the leading formats include, Pantaloons (department store), Central (seamless malls), Blue Sky (fashion accessories) and all (fashion apparel for plus-size individuals), Big Bazaar (hypermarket), Food Bazaar (supermarket), Fashion Station (popular fashion), Collection i (home furnishings), E-Zone (consumer electronics), Depot (books and music) and Shoe Factory (footwear). Company Name: Key People: Listed on: Stock Code: Fiscal Year Ending: Major Industry: Employees: 2010 Sales: Pantaloon Retail (India) Limited Kishore Biyani, MD & Group CEO Bombay Stock Exchange BOM: 523574 June Retailing and Dept. Store Chains 35,000 (June, 2009) 34,686,000,000

Corporate Headquarters: Pantaloon Retail (India) Limited Knowledge House, Shyam Nagar Off Jogeshwari-Vikhroli Link Road Jogeshwari (East), Mumbai 400 060 Tel: +91 22-6644 2200 Fax: +91 22-6644 2222
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Partner companies Pantaloon Industries Ltd. Home Solutions Retail (India) Ltd. Future Capital Holdings Converge M Retail (India) Ltd. Indus League Clothing Ltd. Galaxy Entertainment Corporate Ltd. Joint Ventures Companies Planet Retail Holdings Ltd. Foot mart Retail GJ Future Fashions CapitaLand Retail India ETAM Future Fashions India Pvt. Ltd. Background: Founded in 1987 as a garment manufacturing company, the company

forayed into modern retail in August 1997 with the launch of its first department store, Pantaloons in Kolkata. Listing: Pantaloon Retail is a listed company on the Bombay Stock Exchange (BSE,

Scrip Code: 523574) and National Stock Exchange (NSE, Symbol: PANTALOONR).

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OVERALL REPORT OF PANTALOONS:

The company posted an increase of 17.6% in turnover for its core retail business for the quarter ended March2011. The core retail business turnover increased from Rs.2,390.6cr in March2010 to Rs.2,811.9cr in March2011. This was backed by both increased store expansion and same store sales growth.The company added 0.68million squarefeet of retail space during the quarter, taking the total operational retail space to 14.85million square feet. For the quarter ended March2011, same store sales growth in lifestyle retail stood at 10.2% and 10.3% in value retailing business. Home business clocked 9.1% same store sales growth for the quarter. During the quarter, the company witnessed inflationary pressures across most categories that it operates in. Global trend ssuggest that non-food inflation especially pertaining and affecting the fashion category, seems to be at an all time high. While on one side, this is a boon for modern retail enabling higher value realizations per unit, the high input costs, especially of cotton and other fabrics, suggests that margin releases would be tightened. The imposition of additional excise duty on ready made garment manufacturers and branded apparel is also a concern. Globally, cotton prices surged by over 60% in the recent past due to unabated global demand, especially from China, which accounts for nearly half the worlds cotton consumption. To off set higher material costs, price hikes have been taken, but there is a lag in price increase and cost pressure. However, the company believes that an upward price revision around key categories, especially in fashion is inevitable, which would result in the ASPs increasing by about 16% from the current quarter, and hence being value accretive to the business. As the nation celebrated its 62nd Republic Day in the month of January,2011, 'SabseSaste5Din' with attractive price and value propositions across various product categories, attracted a whole new set of customers. The Groups other formats such as eZone and Home Town also participated during this period.

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Major Milestones

1987 Company incorporated as Manz Wear Private Limited. Launch of Pantaloons

trouser, Indias 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 Indias family store launched in Kolkata. 2001 Big Bazaar, Is se sasta aur accha kahi nahin - Indias first hypermarket chain

launched.
2002 Food Bazaar, the supermarket chain is launched. 2004 Central Shop, Eat, Celebrate in the Heart of Our City - Indias first seamless

mall is launched in Bangalore.

2005 Fashion Station - the popular fashion chain is launched 2006 Future Capital Holdings, the companys financial arm launches real estate funds

Kshitij and Horizon and private equity fund In division. Plans forays into insurance and consumer credit. Multiple retail formats including Collection i, Furniture Bazaar, Shoe Factory, EZone, Depot and futurebazaar.com are launched across the nation. Group enters into joint venture agreements with ETAM Group and Generali.

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ABOUT THE COMPANY

Pantaloon Retail (India) Limited, is Indias leading retailer that operates multiple retail formats in both the value and lifestyle segment of the Indian consumer market. Headquartered in Mumbai (Bombay), the company operates over 10,000,000 square feet (930,000 m2) of retail space, has over 1,000 stores across 61 cities in India and employs over 30,000 people. The companys leading formats include Pantaloons, a chain of fashion outlets, Big Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, a supermarket chain, blends the look, touch and feel of Indian bazaars with aspects of modern retail like choice, convenience and quality and Central, a chain of seamless destination malls. Some of its other formats include, Depot, Shoe Factory, Brand Factory, Blue Sky, aLL, Top 10 and Star and Sitara. The company also operates an online portal, futurebazaar.com. A subsdiary company, Home Solutions Retail (India) Limited, operates Home Town, a largeformat home solutions store, Collection i, selling home furniture products and E-Zone focussed on caterng to the consumer electronics segment. Pantaloon Retail was recently awarded the International Retailer of the Year 2007 by the USbased National Retail Federation (NRF) and the Emerging Market Retailer of the Year 2007 at the World Retail Congress held in Barcelona. Pantaloon Retail is the flagship company of Future Group, a business group catering to the entire Indian consumption space.

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Future Group
Future Group is one of the countrys leading business groups present in retail, asset management, consumer finance, insurance, retail media, retail spaces and logistics. Future Group is present in 61 cities and 65 rural locations. The groups flagship company, Pantaloon Retail (India) Limited operates over 10,000,000 square feet (930,000 m2) of retail space, has over 1,000 stores and employs over 30,000 people. Some of its leading retail formats include Pantaloons, Big Bazaar, Central, Food Bazaar, Home Town, eZone, Depot, Future Money and online retail format www.futurebazaar.com. Future Group companies includes, Future Capital Holdings, Future Generali India, Indus League Clothing and Galaxy Entertainment which manages Sports Bar, Brew Bar and Bowling Co. Future Capital Holdings, the groups financial arm, focuses on asset management and consumer credit. It manages assets worth over $1 billion that are being invested in developing retail real estate and consumer-related brands and hotels. The groups joint venture partners include Italian insurance major Generali, French retailer ETAM group, US-based stationary products retailer Staples Inc and UK-based Lee Cooper and India-based Talwalkars, Blue Foods and Liberty Shoes. Future Groups vision is to, Deliver Everything, Everywhere, Everytime to Every Indian Consumer in the most profitable manner. The group considers Indian-ness as a core value and its corporate credo is - Rewrite rules, Retain values.

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Lines of Business The company is present across several lines of business which have various formats (stores) operational under it. These include:

Food - Food Bazaar, Chamosa, Spoon, Brew Bar, Sports Bar & Sports Bar Express, Cafe Bollywood, Fashion - Pantaloons, Central, aLL, Brand Factory, Blue Sky, Top 10, Fashion Station, Big Bazaar, Lee Cooper (JV), General Merchandise - Big Bazaar, Shoe Factory, Navras, Electronics Bazaar, Furniture Bazaar, KB'S FAIR PRICE Electronics - eZone, Home Improvement - Home Town Furniture - Collection i, Furniture Bazaar, Home Bazaar E-tailing (Online Shopping) - www.futurebazaar.com Books & Music - Depot Leisure & Entertainment - Bowling Co., F123 Wellness - Star & Sitara, Tulsi Telecom & IT - Gen M, M Bazaar, M-Port, ConvergeM

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LINE OF BUSINESS

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Line of business of PRIL:

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Pantaloon Retail is the flagship company of Future Group. The lines of business of Future Group are:
E-commerce Pantaloon's website Futurebazaar.com has revolutionized the e-commerce business in India. It offers a wide range of products at affordable prices. It has been named as Best Indian Website 2007 in the Shopping category by PC World. Food In food business, the group offers a host of options. Food Bazaar - a chain of large supermarkets; Brew Bar - a beer bar; caf Bollywood - a national chain of eateries; Chamosa - a pan-Indian chain of snack counters, and Sports Bar - a bistro focused on the world of sports. Fashion The group offers a variety of options in fashion. Its brands include aLL, Blue Sky, Central, Etam, Fashion Station, Gini & Jony, Navaras, Pantaloons, and Top 10. Home & Electronics Options include: Collection is - a lifestyle furniture store; Electronics Bazaar - offers branded electronic goods and appliances; e-zone - trendiest electronics items; Furniture Bazaar - entire range of Home Furniture; Home Town - one stop destination for all the home needs.

Leisure & Entertainment Options are: Bowling Co. - state-of-the-art premium family entertainment centre, offering multiple, novel and unique leisure and entertainment options; F 123 - offers a wide range of gaming options ranging from bowling and pool to redemption and interactive video games to bumper cars.

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Wellness & Beauty Options are: Health Village - a state-of-the art spa and yoga centre; Star & Sitara: Beauty salon for men and women; Tulsi - provides access to the best allopathic, ayurvedic and homeopathic medicinal products; Turmeric - offers beauty products like color cosmetics, fragrances, herbal and specialty skin items, hair products and bath accessories. Books & Music Future Group's brand - "Depot" offers Books, CDs, and stationery items.

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SWOT ANALYSIS OF PRIL:

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MAJOR INDIAN RETAILERS

The low-intensity entry of the diversified Mahindra Group into retail is unique because it plans to focus on lifestyle products. The Mahindra group is the fourth large Indian business group to enter the business of retail after Reliance Industries Ltd, the Aditya Birla Group, and Bharti Enterprises Ltd. The other three groups are focusing either on perishables and groceries, or a range of products, or both. RPG Retail-Formats: Music World, Books & Beyond, Spencers Hyper, Spencers Super, Daily & Fresh Pantaloon Retail-Formats: Big Bazaar, Food Bazaar, Pantaloons, Central, Fashion Station, Brand Factory, Depot, aLL, E-Zone etc. The Tata Group-Formats: Westside, Star India Bazaar, Steel junction, Landmark, and Titan Industries with World of Titans showrooms, Tanishq outlets, Chroma. K Raheja Corp Group-Formats: Shoppers Stop, Crossword, Hyper City, In orbit Lifestyle International-Lifestyle, Home Centre, Max, Fun City and International Franchise brand stores. Pyramid Retail-Formats: Pyramid Megastore, TruMart Nilgiris-Formats: Nilgiri's supermarket chain Subhiksha-Formats: Subhiksha supermarket pharmacy and telecom discount chain. Trinethra- Formats: Fabmall supermarket chain and Fabcity hypermarket chain Vishal Retail Group-Formats: Vishal Mega Mart BPCL-Formats: In & Out Reliance Retail-Formats: Reliance Fresh Reliance ADAG Retail-Format: Reliance World German Metro Cash & Carry Shoprite Holdings-Formats: Shoprite Hyper
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UNDERSTANDING THE LANGUAGE OF BRANDING

It is important to establish a common brand management vocabulary in you organization. Establishing this common vocabulary will ensure that people can communicate with fewer misunderstanding. There are different terms used to describe positioning the brand. Terms ranged from essence and promise to position and unique value proposition.

Brand: The American Marketing Association describes a brand as name, term, symbol or design, or a combination of them intended to identify the goods and service of one seller or group of sellers and to differentiate them from those of competition. Brand Essence: This is the heart and soul of a brand a brands fundamental nature and quality. Usually stated in two to three words, a brands essence is the one constant across product categories and throughout the world. Brand Promise: A brand promise is often stated as: Only [brand name] delivers [benefit] in [product or service category]. Sometimes, with corporate brands, it is stated as: [Brand name] is the (trusted/quality/innovative) leader in [benefit] in the [product or service category]. Brand Positioning: This is the way the brand is perceived within a given competitive set in the consumers mind. Brand Personality: This refers to adjectives that describe the brand (such as fun, kind, sexy, safe, sincere, sophisticated, cheerful, old fashioned, reliable, progressive). How consumers perceive a brands personality is often discovered through qualitative research, by asking people to describe the brand as if it were a person or a animal. Brand Association: This refers to anything a consumer associates with the brand in his/her mind. Brand Equity: This is the commercial value of all associations and expected (positive and negative) that people have of an organization and its products and services due to all experiences of, communications with, and perception of the brand over time.

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Brand Image: This is the totality of perceptions resulting from all experience with and knowledge of the brand. Brand image is how consumers perceive the brand.

Brand Identity: This refers to a combination of visual, auditory, and other sensory components that create recognition, represent the brand promise, provide differentiation, create communications synergy, and are proprietary.

Brand Architecture (or Brand Structure): It is how an organization organizes the various named entities within its portfolio. In fact, brand/ sub brands is the type of architecture most often used.

Trade Dress: This describes the aesthetic elements that provide legal protection for a brands identity.

Brand Portfolio: This is the mix of brands and sub brands owned by an organization.

Corporate Brand: This is the brand bearing the company name. It is always the highest in a brand hierarchy.

Master Brand: This is the dominant, highest level brand in a brand hierarchy. Corporate Brands are master brands. Parent brand may or may not be master brands.

Parent Brand: This is the brand that is extended into more than one category. It may or may not be the same as the corporate brand.

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Sub Brand: This is a new brand that is combined with a parent or corporate brand in the brand identity system.

Endorsed Brand: This is the primary name the consumer is intended to use to refer to a product. It is a brand that is endorsed by the parent or corporate brand in the brand identity system.

Brand Extension: This refers to the introduction of an existing brand into a new product category or market segment.

The Brand Management Process

Profound consumer

Through knowledge

Consumer benefits Ongoin g Market (By Segment)

Functional Emotional Experimental Self Expressive

Cost of Entry Differentiating

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Brand Design Target Customer Essence Promise Personality Positioning Brand identity Standards & Organization Design Cust value chain Culture HR systems Systems

Organizations core Competencies & Strategic intent

Integrated Marketing Product Packaging Pricing Distribution Point of Purchase Merchandising Advertising Promotion

Brand design manifested at each point of customer contact

Creating total brand Experience

Marketing Effectiveness

Delivering Awareness Accessibility Value Emotinal Connection

Brand Equity Monitoring

Resulting in Decreased price sensitivity Increased consumer loyalty Increased Market share Increased stock price &

Pantaloons Fresh Fashion

Celebrate the Fresh Look, Fresh Feel & Fresh Attitude at Pantaloons Fresh Fashion!

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

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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 whats in today for the season is sacrosanct. Pantaloons take 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 have 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.

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Branding in Pantaloons

Future Group

Futur e Media

Future Retail

Futur e Brand

Future Logistic s

Future Space

Future Capital

Big Bazaar

Pantaloo ns

Pantaloon the brand of Future Retail is managed from the corporate Head Office (HO) which is situated in Mumbai. The responsibility of brand development and brand audit is also managed by the marketing team.

Brand Ambassadors: The decision of selecting the brand ambassadors is also in the hands of the Marketing Team. Currently the brand ambassadors of Pantaloon are Bipasha Basu and Zayad Khan.

National campaigns and Schemes: All the national campaigns, schemes and tie ups are managed by the corporate marketing team.

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Communication Process between the HO and the Zonal Office.

HEAD OFFICE

South

North

West

East

Marketin g

All mails are CC to Area Manager And

SM/ ASM

Responsibility of Zonal Office:

Outdoor media planning and execution. Currently there are 24 permanent sites. Projection of Brands in the stores and VM coordination Designing of pamphlets and brochures Custodian of Brands at local level In - store Marketing Events and activities management to enhance the brand image Local tie ups and promotion Customer loyalty program management

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BRAND RESEARCH PROCESS IN PANTALOONS

Brand research: Brand Asset Research Brand Association Measurement Other Brand Extension Research

Other useful Research Approaches Customer Service Testing The Zaltman Metaphor Elicitation Technique Brand Dimensioning Resonance Projective Techniques

New Logo Research

Logo imagery Logo recognition Logo recall Logo preference

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BRAND AUDIT
Brand equity measurement

It is necessary to Measure the performance of Brand. You cant manage what you dont measure. This is true of Brand Equity as well. Any strong brand equity measurement systems will accomplish the following objectives:

Measure the brands equity across a variety of dimensions at different points in the over time. Provide diagnostic information on the reasons for the changes in Brand Equity. Gauge and evaluate the Brands progress against goals. Provides direction on how to improve Brand Equity. Provide insight into the Brands positioning compared with the major competitors, including its strengths, weakness, opportunities and threats. Provide direction on how to reposition the brand for maximum effect.

Specific brand equity measures There are specific measures that help in managing a brands equity: Brand awareness Brand performance

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MARKET STRATEGY
Market strategy is defined as an action plan for influencing customer choices and obtaining a market share. Market strategy should entice customers to buy the product or service. Market strategy encompasses customer perception of the relationship between price and quality. Is the quality of the product or service worth the price? Is the price too low for the quality the customer desires? Is the price higher than the customer's perception of quality? Market research identifies the price and quality relationship customers perceive to be important. Remember, customer perception is the bottom line. Market strategy also includes the distribution channels for the product, pricing and terms of sale, promotion and advertising plan, marketing budgets, inventory selection and management, visual merchandising, customer relations and an evaluation of the marketing strategy. The marketing plan provides information on what the market will be (retail, wholesale) and what specific customer groups will be targeted, what will be sold, where it will be sold, and how wide the area of distribution will be. Ideally, market segments with a potential for high sales, profits, growth and a minimum of competition are the most attractive. A marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. A marketing strategy should be centre around the key concept that customer satisfaction is the main goal.

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Following strategies adopted by the organization.

1. A strong quality of the product and customer satisfaction: Customers always believe in good quality product. In my survey I found that in percentage term more people is quality conscious and not price conscious. Customer satisfaction is very important part of the organization that at any cost they have to fulfill. 2. A growing relationship with customer and customer retention: Nowadays a good relation with customer is very important for organization. Sale is totally depending on the relation with the customers. Customer's retention is also a major aspect for growing business. It means keep the old customer and try to make new customer. 3. Focus on competitors activity: Every organization should must be careful about it's competitors step, because they can disturb the growing sales process of the organization. 4. A growing emphasis on global thinking and local marketing planning: Companies are increasing by pursuing market beyond their borders. When they enter other countries they must follow the tradition of that country and also they make plan for local market that which type of product has more demand and how can it run in the market. 5. Promotional Strategy: Under the market strategy promotional idea is very important. Organization provides some schemes or rebates to retailers or consumers. They make advertisement according to convenient of the people and the feature of the product. So on the basis of marketing strategy a organization runs in the market. It is several types of which makes helpful to increase sales and turnover of the organization. 6. Growth through private labels: A striking characteristic of Pantaloons has been the strength of its private label programme. In Pantaloons 70% of apparel sales come from own labels. John Miller, Ajile. Scottsville, Lombard, Annabelle, Honey, Bare are some of the successful brands created by the company.

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MARKETING MIX STRATEGY PRODUCT

Variety

Quality Design Features Brand name Services Warranty

PRICE List price Discount Allowances Payment period Credit term

PROMOTION Advertising Public relation Sales forces Direct marketing

PLACE Channel Coverage Location Assortment Inventory Transport

The service marketing mix of Pantaloons A leading retail store

1. Product: E-commerce: Pantaloons websiteFuturebazaar.com has revolutionized the e-commerce business in India. It offers a wide range of products at affordable prices. Food: In food business, the group offers a host of options. Food Bazaar a chain of large supermarkets; Brew Bar a beer bar; caf Bollywood a national chain of eateries; Shamosa a pan-Indian chain of snack counters, and Sports Bar a bistro focused on the world of sports. Fashion: The group offers a variety of options in fashion. Its brands include aLL, Blue Sky, Central, Etam, Fashion Station, Gini & Jony, Navaras, Pantaloons, and Top 10. Home & Electronics: Options include: Collection i a lifestyle furniture store; Electronics Bazaar offers branded electronic goods and appliances; e-zone trendiest electronics items; Furniture Bazaar entire range of Home Furniture; Home Town one stop destination for all the home needs. General Merchandise : Options Include: Big Bazaar , Shoe Factory, Brand Factory, Navaras, KBs Fair Price , Central, Blue Sky Leisure & Entertainment: Options are: Bowling Co. state-of-the-art premium family entertainment centre, offering multiple, novel and unique leisure and entertainment options; F 123 - offers a wide range of gaming options ranging from bowling and pool to redemption and interactive video games to bumper cars. Wellness & Beauty: Options are: Health Village a state-of-the art spa and yoga centre;Star & Sitara: Beauty salon for men and women; Tulsi - provides access to the best allopathic, ayurvedic and homeopathic medicinal products; Turmeric - offers beauty products like colour cosmetics, fragrances, herbal and specialty skin items, hair products and bath accessories. Books & Music: Future Groups brand Depot offers Books, CDs, and stationery items. 2. Price: 1.
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Pantaloons India has brought a whole new revolution when it comes to pricing strategies, which is evident through the success of its Big Bazaar and Food Bazaar outlets. 3. Place: The company operates over 12 million square feet of retail space, has over 1000 stores across 71 cities in India and 65 rural cities with taking over Aadhar(). It plans to take up floor space of 30 million square feet by 2011.It has plans to open over 3000 new stores by 2010. It is targeting the Tier-2 and 3 cities which has a huge unleashed potential. 4. Promotion: They use magazines, newspapers, television, radios , hoardings, internet etc for promoting the brand . They have joint ventures and alliances with many companies to promote the brand. Seasonal Discounts , Sales Discounts during Festivals are offered to attract consumers. 5. People: At the senior management level, the group hired high profile executives from reputed organizations like Goldman Sachs , Coca-Cola India, PRIL also tied up with a few management schools to create a management talent pool for the lower levels. Best Employers in India (Rank 14th) in the Hewitt Best Employers 2007 survey. The company follows a multi-format retail strategy that captures almost the entire consumption basket of Indian customers. 6. Processes: Pantaloons Retail has implemented SAP with an investment of $10 Million in keeping pace with the technology and it is currently in the process of setting up a SAP consultancy software. SAP will be helpful in building robust transaction management system and 7. Physical Evidence: It has a huge list of awards, recognition in its kitty like Most Admired Fashion Group Of The Year, Most Admired Food & Grocery Retailer Of The Year , Most Admired Food Court , Most Admired Retailer of the Year, ,Most Admired Food & Grocery Retailer of the Year Supermarket It is the pioneer in the retail industry and it believes in developing strong insights on Indian consumers and building businesses based on Indian ideas, as espoused in the groups core value of Indianness. The groups corporate credo is, Rewrite rules, Retain values.

PRICING AND REVENUE GENERATION In Pantaloon Retail(India) Limited.

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While pricing of products is relevant to customer anywhere, Indian consumers are remarkably more price conscious (Business Today,1988). Pricing is the only marketing mix that brings funds(revenue). Production of service involves relatively higher ratio of fixed costs to variable costs (Lovelock, Wirtz and Keh, 2001). Thus, the cost based pricing formula commonly used in manufacturing in which relevant component, markup added, is rarely appropriate to a service provider. Cost based pricing is even less favoured as the tracking and identification of service production cost elements get more difficult. A major component of service cost is employee time. The value of human time particularly of professionals is hard to calculate or estimate. Cost based pricing in service thus, is potential threat to relationship building with customers. PRIL has the system of SIS(Shop in shop). In the SIS approach, company earns money from the brand not owned by them by providing the facility and space as fixed monthly rent plus certain percentage over the sold amount after a particular amount. It has adopted pricing strategies based on the patronage and relationships which are more suited to services than the cost, margins and competitive parity based pricing techniques. SISs available in pantaloon Kakurgachi are Bodline, One mobile. The pricing objectives are implemented in PRIL through the following sequence of steps at the hospital:

Since pricing is the main tool of revenue generation in a subsidy-free Company, it is worthwhile to map how the PRIL earns. In terms of overall revenue generation pattern, the Store closely corresponds to its counterparts. The first source of revenue to the hospital is from the Shoppers coming to the shop. However, interestingly, approximately, 50% of the
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revenue from a green card holder is earned. Thus the second source of revenue to the hospital is from selling Non pantaloon brands like Biba, Anabelle, 109F etc as a selling percentage.

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THEORETICAL BACKGROUND
Unique Customer Perception (UCP)
Marketing is a domain which is dynamic i.e. involves change, an important phenomenon not to be overlooked. We have come across a term Unique Selling Proposition(USP) which companies feel as a constant factor . Every organization is an open system of management which means change is inevitable and is associated with environmental factors. Companies need to focus not only on USP of their products but also on the Unique Customer Perception (UCP) of the final end users. The prop of marketing is based on the need identification and the USP's are prepared based on the identified needs. If the needs are wrongly identified then even the USP's which are unique to the product would not serve the purpose. USP identifies a product/service from its competitors while UCP is the perception or picture a customer develops from all types of promotional inputs from the company about their product or service. It is often seen that some brands do extremely well compared to other brands having the same resources. The reason for the brands not to do well is probably the communications which does not reflect the customers perception. So it is not the USP but UCP that plays an important role .This has lead to the concept - Customer Perception is the Rule and not Customer Satisfaction. Remember that a customer always buys a product or service with a lot of expectations which he has derived from the promotional inputs of the company or other sources including wordof- mouth. So a customer would be satisfied when Performance is equal to Expectation while would not be satisfied when Performance does not match with Expectations. Now this expectation is what has been derived from perception. Perception is not good or bad, right or wrong, it is just the way someone judges an experience based on their value system of what they believe should happen. Since people are unique, each of their perceptions are unique .On the other hand each situation is a "point of contact" with an employee that will tell the customer a "truth" about the company's idea of customer service. Each situation will create expectations of what the next experience will probably be like.

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Companies spend considerable amount on advertisement and in this world of competitive advantage advertisement has to be repetitive in nature. Brand hammering results in brand recall which is a costly affair. So companies need to understand the Unique Customer Perception to facilitate advertising and Sales Promotional (ASP) efforts towards a better bargain. The cost incurred on advertisement is huge i.e. if we refer to the 5 M's of advertising, Money is a budgetary constrain for an ideal advertising campaign. Thus UCP has to be rightly analyzed for better results by the company to match performance and expectation.

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EMPIRICAL ANALYSIS

Pantaloon Retail is investing in new business lines, which would catalyze consumption within the company's retail stores. In line with this strategy, the company has invested in different new businesses such as capital, consumer finance, brands, and media, through joint ventures with various companies across the world. Pantaloon is planning to strengthen its business in India through openings new stores in all retail formats, technology up gradation to maintain a cost effective inventory management and better customer service. Pantaloon operates in three segments of the retail value chain: wholesale (procurement of stocks), operations and distribution (warehousing and transportation) and sales (physical store operations, online sales and other channels). The company does not have a presence in two other sections of the retail value chain: raw materials and manufacturing. Pantaloon has entered several joint ventures to add new and branded products in its portfolio. The company offers office products through a joint venture with Staples, and telecom equipments through an alliance with Axiom Telecom. Such alliances would help it attain international appeal and enhance the customer shopping experience The company is planning to launch more several brands across categories in the near future including kid's wear, innerwear, sportswear and possibly home textiles. Pantaloon's production facilities are concentrated on trousers, shirts and jeans. The company has stores in nearly 30 cities across the country, constituting over 2.7 million square feet of retail space. The company has also signed close to 10 million sq. ft. of retail space to be operational by end 2008, which represents 20-30 % of all modern retail space coming up in the next three years. Over 200 million footfalls are expected in our stores by 2011-12.

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1.

Interpretation of the above chart : The graph given below shows that the most of the
people like to buy their product at the beginning of the month and they like to buy their products once in a month.

2.

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Interpretation of the above chart : From the survey I found that the more people like
to buy their product from pantaloon retail because they know the brand very well.

3.

Interpretation of the above chart : In the present scenario the customers likes to
spend money because it shows the living status in the society.
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4.

Interpretation of the above chart: From the graph given above it shows that the 62% of the people think that the location of the store is perfect because its in the main market area and any one can come easily.

5.

Assortment of the product is very important so that customer can get their
product easily.

Yes 30

No 10

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Interpretation of the above chart: In my research I found out that 75% say that assortment of product is very important so that customer can get their product easily.

6.

People think that the quality of the product is good.

Price 30%

Quality 35%

Service 22.5%

After sale service 12.5%

Interpretation of the above chart : In my research I found out that 35% of the people
find that quality of the product is good.

7. This is one of the best strategy adopted by the pantaloon that they provide free home delivery if a customer purchase over Rs 500.

Yes

No
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30

10

Interpretation of the above chart : In my research I found out that 75% of people find that this is one of the the best strategy adopted by the pantaloon that they provide free home delivery if a customer purchase over Rs 500.

8. CUSTOMERS SATISFACTION TABLE

No. customers Very Satisfied 40 10

Satisfied 25

Very Dissatisfied 0

Dissatisfied 5

Interpretation of the above table: In my research I analyze the more no. of customers are satisfied and some customers are very satisfied and less no. of customers are dissatisfied.
0% 13% 25% VERY SATISFIED SATISFIED VERY DISSATISFIED DISSATISFIED 62%

P ALOONCUS ANT TOMERSS TIS ACTION A F

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Interpretation of the above table: In my research I analyze the more no. of customers are satisfied and some customers are very satisfied and less no. of customers are dissatisfied.

9. In customer perception Pantaloon Company used by the marketing strategy is Good for the customers or Not

No. of Customers 40

Yes 34

No 6

Custom Perception ers

NO

YES

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Interpreatation of the above chart :- During the period of research I analyzed that the maximum customers think Pantaloon Company used by the marketing strategy is good for the customers and very less customers think it is not good.

10.

News paper 30%

Radio 20%

Television 50%

Interpretation of the above chart : In my research I found out that promotional strategy used by the pantaloon this is also a strategy used by the company to make a brand they use all the tools of advertising like news papers, radio, internet, television and banners. Thats why

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people know them very well and they have a positive perception about the pantaloon retail India limited.

FINDINGS
Interpretaion of the above charts : 1. The graph given below shows that the most of the people like to buy their product at the beginning of the month and they like to buy their products once in a month. 2. From the survey I found that the more people like to buy their product from pantaloon retail because they know the brand very well.

3. From the survey I found that the more people like to buy their product from pantaloon retail because they know the brand very well.

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4. : From the graph given above it shows that the 62% of the people think that the location of the store is perfect because its in the main market area and any one can come easily. 5. In my research I found out that 75% say that assortment of product is very important so that customer can get their product easily. 6. In my research I found out that 35% of the people find that quality of the product is good. 7. In my research I found out that 75% of people find that this is one of the the best strategy adopted by the pantaloon that they provide free home delivery if a customer purchase over Rs 500. 8. In my research I analyze the more no. of customers are satisfied and some customers are very satisfied and less no. of customers are dissatisfied. 9. During the period of research I analyzed that the maximum customers think Pantaloon Company used by the marketing strategy is good for the customers and very less customers think it is not good. 10. In my research I found out that promotional strategy used by the pantaloon this is also a strategy used by the company to make a brand they use all the tools of advertising like news papers, radio, internet, television and banners. Thats why people know them very well and they have a positive perception about the pantaloon retail India limited.

CONCLUSION
I conclude that the Pantaloon Company is the big company. And its marketing strategy is very effective. They know very well how to attract the customers. As per they are using the strategy many customers give preference to the Pantaloon Company. And they also have a good brand name their promotion strategy is good they know how to retain a customer and how to make a loyal customer and they believe to make a loyal customer because they know one loyal customer can make many customer.

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They also maintain a clean floors and nice staff who always ready to help you because a good behavior is also a reason for increase in sales. If they do not behave properly with the customer so that can be a big loss for the company. They also maintain a good relationship with their customer they dont want to disappoint any customer that is why they provide a good service to customer. The Pantaloon Company is providing to the good services, after sales service, quality product, reasonable price, etc. thats why pantaloon customers satisfied level is high.

BIBLIOGRAPHY

www.pantaloon.com www.datamonitar.com www.fibre2fashion.com www.corporateinformation.com www.google.com

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