Doranda College

(A Constituent Unit of Ranchi University & NAAC Accredited)

Bachelor of Business Administration

Submitted to
MR. SHADAB AHMED

A Project Report
On
“Market Segmentation”
Submitted By
NAME : SHARDA KUMARI
Session : 2018-2021
Roll no. : 18BC8670117
Reg no. : 1870117
 CERTIFICATE OF APPROVAL

This is certify that SHARDA KUMARI bearing the

Roll number 18BC8670117, SESSION:2018-21 has
successfully completed the project on “MARKET
SEGMENTATION” from under the guidance of Mr.
SHADAB AHMED. The project report is submitted to
the Doranda College, Ranchi in partial fulfilment of
the requirements for award of Bachelor in Business
Administration (BBA) during session 2018-2021.

Project guide HOD

Internal examiner External examiner

 DECLARATION

I SHARDA KUMARI student of BBA 3rd year, SESSION 2018-21,

hereby declare that I have done the project on “MARKET
SEGMENTATION” in partial fulfillment of the requirement for the
award of Bachelor of Business Administration, is the outcome of the
original study undertaken by me and it has not been submitted to
any other university or institution for the award of any degree or
diploma.

DATE:
PLACE: EXAM ROLL NO:
 ACKNOWLEDGEMENT

A good starts lead to a fine end. The ideal way to begin documenting
this project work would be extend my earnest gratitude to everyone
who has encourage, motivated and guided to make a fine effort for
successful completion of this project.
I would like to express my special thanks to my principal Dr .V. S.
Tiwari as well as our Mr. SHADAB AMHED who gave me golden
opportunity to do the wonderful project on the topic “MARKET
SEGMENTATION”.
I am very thankful to Mr. SHADAB AMHED, faculty of Business
Management for guiding me throughout the project. My sincere
gratitude to the college management for extending their co-operation
for successful completion of my project.
A final word of thanks goes to my parents, friends and everyone else
who made this project possible. Your contribution have been most
appreciated.
 PREFACE

As a part of the BBA curriculum and in order to gain practical

knowledge in the field of the management. We are required to
make a report on “MARKET SEGMENTATION”. The basic
objective behind this project report is to get knowledge
about different tools of marketing in MARKET SEGMENTATI
system.
The market segmentation process in every organization and
with the help of various tools of sales forecasting the
organization is able to use available capital ineffective way.
In this project report we have included various concepts, effects
and implication regarding customer satisfaction.
Doing this project report helped us to enhance our knowledge
and experience of various strategies that can applied in
development of project. This project is the stepping stone for our
carrier.
 BONAFIDE CERTIFICATE

This is to certify that the training report, entitled “MERKET

SEGMENTATION” submitted to Doranda College, Ranchi
University, Ranchi in partial fulfilment of the requirement for the
award of degree of Bachelor of Business Administration (BBA-
2018-2021 ) is a record of independent original research work
done by NALIN KUMAR during 2 nd December 2019 to 12th
February, 2020

Ranchi and is has not formed on the basis for the reward of
any degree or diploma or associate-ship or fellowship or
other similar title to any candidate or any other university.
I am satisfied with the contents of the project report and I do
maintain that, he has undertaken the dissertation work
systematically and meticulously and the whole responsibility
underlines with me.

SIGNATURE
 CONTENT
S.NO. Topics PageNo.

1 Certificate Of Approval 2

2 Declaration 3

3 Acknowledgement 4

4 Preface 5

5 Bonafide Certificate 6

6 Market Segmentation 8-9

7 Objectives 10

8 Importance of project 11

9 SWOT Analysis 12-13

9 Introduction to Retail Industry 14-18

10 Evolution of Pantaloons 19-21

11 About Future Group 22-27

12 Growth of Pantaloons 28-34

13 Format of Operation 35-41

14 Retail Strategy 42-44

15 Process & support function 45-50

16 Future Growth Plan of the Company 51-53

17 Sales Promotion 54-57

18 Competitors of Pantaloons 58-63

19 Comparison with Pantaloons 64-66

20 Conclusion 67-68

21 Bibliography 69

22 THANK YOU 70
 Market Segmentation

Segmentation According to Armstrong and Kotler (2006) m

arket segmentation is a process of
subdividing a market into buyers’ district group with
different characteristics, need or
behavior that required marketing programs or separate
products. Market segmentation isa consumer-oriented
process and can be applied to almost any type of market.
Marketsegmentation assumes that different segments
require different marketing programs, asdiverse customers
are usually targeted through different offers, prices,
promotions,distributions or some combination of marketing
variables.

Human Nature gain greater market share in the industry by

paying close attentionto its market segment. It uses
demographics segmentation in terms of gender,
income,age and ethnic background. It uses psychographics
segmentation in terms ofconsumerpersonality traits,
values, attitudes, interests, and lifestyles. Also,
behavioralsegmentation in terms of buying patterns of
customers like usage frequency, brandloyalty, benefits
needed, during any occasion and many more.
MARKETING MANAGEMENT

PANTALOONS
FRESH LOOK FRESH
FEEL FRESH ATTITUDE
OBJECTIVE OF PROJECT
 IMPORTANCE OF PROJECT

The project in the organisation is very important for a student who is

undergoing such course. This course is not the answer for all the
problems, which arises in the practical fields. There is no certain formula
for any particular problems, but the aim of this study is to develop the
ability to decision making. A perfect decision at the perfect time itself
helps an organisation to run simultaneously.
The training in an organisation provides an idea that how decisions are
taken impactfully when any problem comes to an executive. So, the way
of problem solving, decision making and knowledge of different types of
marketing activities give much importance to the project.
Introduction of Retail Industry:-

Retail consists of the sale of goods or merchandise from a

fixed location, such as a department store, boutique or
kiosk, or by mail, in small or individual lots for direct
consumption by the purchaser. Retailing may include
subordinated services, such as delivery. Purchasers may
be individuals or businesses. In commerce, a "retailer"
buys goods or products in large quantities from
manufacturers or importers, either directly or through a
wholesaler, and then sells smaller quantities to the end-
user. Retail establishments are often called shops or
stores. Retailers are at the end of the supply chain.
Manufacturing marketers see the process of retailing as a
necessary part of their overall distribution strategy. The
term "retailer" is also applied where a service provider
services the needs of a large number of individuals, such
as a public utility, like electric power.

Shops may be on residential streets, shopping streets with

few or no houses or in a shopping mall. Shopping streets
may be for pedestrians only. Sometimes a shopping street
has a partial or full roof to protect customers from
precipitation. Online retailing, a type of electronic commerce
used for business-to-consumer (B2C) transactions and
mail order, are forms of non-shop retailing.

Shopping generally refers to the act of buying products.

Sometimes this is done to obtain necessities such as food
and clothing; sometimes it is done as a recreational activity.
Recreational shopping often involves window shopping (just
looking, not buying) and browsing and does not always
result in a purchase.
 SWOT ANALYSIS OF PANTALOONS
Pioneer in the industry, largest market share and capitalization.
” Reputation for value for money(Competitive pricing), convenience
and a wide range of products all in one store
” Presence in major cities
” Highly Strategic human resource management and development. It
invests time and money in training people, and retaining them.
” Most trusted and respected brand by the consumers
” Being financially strong helps pantaloons retail India deal with any
problems, ride any dip in profits and out perform their rivals
” Development and Innovation are high at Pantaloons India with
regards to it products and consumer preferences and lifestyle changes
which keep its ahead of it competitors.
Weakness in the SWOT analysis of Pantaloons

” Pantaloons does not function internationally, which has an effect on

success, as they do not reach consumers in overseas markets.
” PRIL is the World’s largest grocery retailer and control of its
empire, despite its IT advantages, could leave it weak in some areas
due to the huge ” Since Pantaloons Retail India Ltd sell products
across many sectors, it may not have the flexibility of some of its
” Each business line faces competition from specialty companies.
Fashion segment, Shoppers Stop, Trent, Lifestyle. In hypermarket-
RPG (Spencer’s),Trent (Star India Bazaar) In Food business, Reliance
Fresh, Spinach, Food World

Opportunities in the SWOT analysis of Pantaloons ” (The Indian

middle class is already 30 Crore & is projected to grow to over 60
Crore by 2010 making India one of the largest consumer markets of
theworld)” Organized retail is only 3% of the total retailing market in
India. It is estimated to grow at the rate of 25-30% p.a. and reach INR
, New locations and store types offer PRIL opportunities to
exploit market development.(Diversification into insurance , property,
and variety of products
 Retailing is the world’s largest private
industry
Retail is the world’s largest private industry with global
retail sales of roughly USD 8 trillion. Retailing is also one of
the biggest contributors to the Gross Domestic Product
(GDP) of most countries and also one of the biggest
employers. (Source CII McKinsey Report titled “Retailing
in India, the Emerging Revolution”)

In India, however, the retail sector has seen a high level of

fragmentation with a large share held by unorganized
players.

Indian Retail Industry

India has a large number of retail enterprises. With close to
12 million retail outlets India has one of the highest retail
densities in the world. In terms of the structure, the industry
is fragmented and predominantly consists of independent,
owner-managed ket s
Young population with high disposable income

India has the lowest median age of 24, for its over 1,000
million strong population, among the other highly populous
countries (Source: KSA Technopak) Thus India has the
largest ‘young’ population in terms of sheer size and we
believe this young segment is the major driver of
consumption as they have the ability (disposable income)
and willingness (consumer confidence) to spend. Most of
such upwardly mobile consumers have little personal time
and they seek greater variety and availability of items under
a single roof and give highest preference to convenience,
which is the basic proposition of modern retailing formats.
The brand-conscious young population forms the largest
segment of demand for the majority of retailers.
Changing age demographics in India

(1) Availability of brands and merchandise Consumerism

and brand proliferation has been anotherenabler for organized
retailing in India. Most of the world’sleading brands are
now present in India. Brands likeL’Oreal, Espirit,
Louis Vuitton, Marks & Spencer, TommyHilfiger, Louis
Philippe, Levis, Pepe, Lee, Arrow, Dockers,Red Tape,
Clarence, Hugo Boss, Tiffany, Bulgari, Ecco,
Chambor, Revlon, Philips, Corel, Magpie, Nike, Reebok,Parker,
Ray Ban, Lego, Mattel are now present in India.

(2) Media Proliferation

Another factor that accelerated the concept of organized
retail is media proliferation. The resultant exposure to
advertisements and brand promotions across product
categories has led to a growing consumer spending
acrossa wide range of product categories.
(3) Availability of quality real estate
Availability of quality real estate has been one of the main
constraints for development of organized retail in India. In
the past, negative yield on leased property, lack of bank
funding and the unorganized property market resulted in
dearth of quality retail space in the country. The spread
between yield on property and the financing cost has
turned positive with the fall in interest rates. Attractive
yields on investments have resulted in sharp increase in
property development.

In addition, the various States governments have taken

proactive steps to release large tracts of land for
commercial development. Growth of property funds and
permission for Real Estate Investment Trusts (REITs) to
be set up will further help create a secondary market for
real estate in the country.

(4) Enhanced Funding Options

Supply side changes such as consumer finance help in
shaping a markets buying power. Consumer credit,
especially through credit cards, has been growing
healthily year on year. Financial card usage in India has
witnessed tremendous growth with volume transactions
experiencing greatest growth.

(5) Implementation of VAT to reduce cost and

complexity
Differential sales tax rates across states and the
incidence of multi point local levies added to costs and
complexity, and have hampered aggregation of sourcing.
The implementation of Value Added Tax (VAT) is also
expected to narrow down the cost advantage that
unorganized retailers enjoy over the organized ones.
 EVOLUTION
PANTALOONS
Evolution of Pantaloons:-
The Company was incorporated on October 12, 1987 as
Manz Wear Private Limited. The Company was converted
into a public limited company on September 20, 1991 and on
September 25, 1992 the name was changed to Pantaloons
Fashions (India) Limited and in the same year the Company
made an initial public offering. We later changed our name
to Pantaloons Retail (India) Limited on July 7 1999.
The Equity Shares of the Company
were first listed on BSE, DSE and ASE, on July 30,
1992. Thereafter, the Equity Shares were listed on the NSE
on February 20, 2001. The company started his operations by
selling branded garments under Pantaloons, Bare and John
Miller brands. They set up our first menswear Pantaloons
Shoppe Outlet in 1993.
Objects of our Company our objects as contained in
our Memorandum of Association include:
✓ To carry on the business of manufacturing, buying, selling,
exchanging, altering, importing, exporting, distributing or
otherwise dealing in ready made garments an hosiery made of
cotton, silk, rayon, wool, nylon, man- made fabrics, polyester,
canvas, jute, leather, any other fabric coated with any chemical or
not, or other preparation and other fabricTo carry on the business of
manufacturing, processing, dyeing, bleaching, buying, selling,
exchanging, importing, exporting or otherwise dealing in yarns and
textiles made of cotton, silk, rayon, wool, nylon, man-made fibres,
polyester,canvas or any other substances.
✓ To carry on trade or retail business in India through retail formats
and including but not limited to hyper markets, super markets, mega
stores/discount stores, cash & carry, departmental stores, shoppers
plaza, direct to home, phone order and mail order, catalogue,
through internet and other forms and multi level channels for all
products an services, dealing in all kinds of goods, materials and
items including but not limited to food & provisions, household
goods, consumer durables, jewellery, home improvement products,
foot wears, lug gages, books & stationery, health care and beauty
products, toys and music, computers & accessories, telecom
products, agri input products, furniture & furnishings, automobile &
accessories, and acquiring and running food, service and
entertainment centers including but not limited to multiplexes,
cinemas, gaming centres, amusement parks, restaurants and food
courts and acquiring of land or building on lease or freehold or any
commercial or industrial or residential building for running and
management of retail business and to acquire flats, offices and retail
spaces for carrying on retail business and to sell them, lease or
sublet them and to undertake and execute civil, mechanical,
electrical and structural works contracts and sub contracts in all their
respective branches to carry on retailing business.
 About FutureGroup

Future group:-
Future Group, led by its founder and Group CEO, Mr.
Kishore Biyani, is one of India’s leading business houses
with multiple businesses spanning across the consumption
space. While retail forms the core business activity of Future
Group, group subsidiaries are present in consumer finance,
capital, insurance, leisure and entertainment, brand
development, retail real estate development, retail media and
logistics.

Led by its flagship enterprise, Pantaloons Retail, the group

operates over 16 million square feet of retail space in
73 cities and towns and 65 rural locations across India.
Headquartered in Mumbai (Bombay), Pantaloons Retail
employs around 30,000 people and is listed on the
Indian
stock exchanges. The company follows a multi-format retail
strategy that captures almost the entire consumption basket
of Indian customers. In the lifestyle segment, the group
operates Pantaloons, a fashion retail chain and Central, a
chain of seamless malls. In the value segment, its marquee
brand, Big Bazaar is a hypermarket format that combines the
look, touch and feel of Indian bazaars with the choice and
convenience of modern retail.

The group’s specialty retail formats include supermarket

chain - Food Bazaar, sportswear retailer - Planet Sports,
electronics retailer - eZone, home improvement chain -Home
Town and rural retail chain - Aadhaar, among others. It also
operates popular shopping portal -
www.futurebazaar.com.

Future Group believes in developing strong insights on

Indian consumers and building businesses based on Indian
ideas, as espoused in the group’s core value of ‘Indianness.’
The group’s corporate credo is, ‘Rewrite rules, Retain
values.’
Future Groups Includes-

➢ Future Retail- Covering all retail business.

➢ Future Capital- covering consumers finance,
insurance and advisory services.
➢ Future brands- covering all brands owned and
managed by company.
➢ Future space- which includes development and
management of real states.
➢ Future logistics- which manages supply chain and
distribution.
➢ Future media- which develops and manages retail
media spaces.
Future Group Manifesto:-
“Future” – the word which signifies optimism, growth,
achievement, strength, beauty, rewards and perfection.
Future encourages us to explore areas yet unexplored, write
rules yet unwritten; create new opportunities and new
successes. To strive for a glorious future brings to us our
strength, our ability to learn, unlearn and re-learn our ability
to evolve.

Future Group will not wait for the Future to unfold itself but
create future scenarios in the consumer space and
facilitate consumption because consumption is development.
Thereby, we will effect socio-economic development for our
customers, employees, shareholders, associates and
partners.

Our customers will not just get what they need, but also get them
where, how and when they need.

We will not just post satisfactory results, we will write

success stories.

We will not just operate efficiently in the Indian economy,

wewill evolve it.

We will not just spot trends; we will set trends by marrying

our understanding of the Indian consumer to their needs of
tomorrow.

It is this understanding that has helped us succeed. And it

is this that will help us succeed in the Future. We shall
keep relearning. And in this process, do just one thing.
Rewrite Rules, Retain Values:-
Group Vision
Future Group shall deliver Everything, Everywhere, Every
time for Every Indian Consumer in the most profitable
manner.

Group Mission
We share the vision and belief that our customers and
stakeholders shall be served only by creating and executing
future scenarios in the consumption space leading to
economic development.

We will be the trendsetters in evolving delivery formats,

creating retail realty, making consumption affordable for all
customer segments – for classes and for masses.

We shall infuse Indian brands with confidence and renewed

ambition.

We shall be efficient, cost- conscious and committed to

quality in whatever we do.

We shall ensure that our positive attitude, sincerity, humility

and united determination shall be the driving force to make
us successful.

Core Values
✓ Indianness: confidence in ourselves.
✓ Leadership: to be a leader, both in thought and
business.
✓ Respect & Humility: to respect every individual and be
humble in our conduct.
✓ Introspection: leading to purposeful thinking.
✓ Openness: to be open and receptive to new ideas,knowledge
and information.
✓ Valuing and Nurturing Relationships: to build long term
relationships.
✓ Simplicity & Positivity: Simplicity and positivity in our
thought, business and action.
✓ Adaptability: to be flexible and adaptable, to meet
challenges.
✓ Flow: to respect and understand the universal laws ofnature.
Growth of pantaloons-
Pantaloons Retail (India) Limited, is India’s leading retailer
that operates multiple retail formats in both the value and
lifestyle segment of the Indian consumer
market. Headquartered in Mumbai (Bombay), the company
operates over 16 million square feet of retail space, has over
1000 stores across 73 cities in India and employs over
30,000 people.

The company’s 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 Brand Factory, Blue Sky, aLL,
Top 10 and Star and Sitara. The company also operates an
online portal, futurebazaar.com.

Future Value Retail Limited is a wholly owned subsidiary of

Pantaloons Retail (India) Limited. This entity has been created
keeping in mind the growth and the current size of the company’s
value retail business, led by its format divisions, Big Bazaar and
Food Bazaar.

The company operates 148 Big Bazaar stores, 169 Food

Bazaar stores, among other formats, in over 70 cities
across the country, covering an operational retail space of
over 6 million square feet. As a focussed entity driving
the growth of the group's value retail business, Future
Value Retail Limited will continue to deliver more value
to its customers, supply partners, stakeholders and
communities across the country and shape the growth of
modern retail inIndia.

A subsidiary company, Home Solutions Retail (India)

Limited, operates Home Town, a large-format home
solutions store, Collection i, selling home furniture products
and e-Zone focused on catering to the consumer
electronics segment.

Pantaloons Retail is the flagship company of Future Group, a

business group catering to the entire Indian consumption
space.
Why Pantaloons Retail India Ltd. ?
Pantaloons Retail is not just an organization - it is an
institution, a Centre of learning & development. We believe
that knowledge is the only weapon at our disposal and our
quest for it is focused, systematic and unwavering.
At Pantaloons Retail, we take pride in challenging
conventions and thinking out of the box, in travelling on the
road less traveled. Our corporate doctrine ‘Rewrite Rules,
Retain Values’ is derived from this spirit.

Over the years, the company has accelerated growth

through its ability to lead change. A number of its pioneering
concepts have now emerged as industry standards. For
instance, the company integrated backwards into garment
manufacturing even as it expanded its retail presence at the
front end, well before any other Indian retail company
attempted this. It was the first to introduce the concept of
the retail departmental store for the entire family through
Pantaloons in 1997. The company was the first to launch a
hypermarket in India with Big Bazaar, a large discount store
that it commissioned in Kolkata in October 2001. And the
company introduced the country to the Food Bazaar, a
unique 'bazaar' within a hypermarket, which was launched in
July 2002 in Mumbai. Embracing our leadership value, the
company launched aLL in July 2005 in Mumbai, making
us the first retailer in India to open a fashion store for plus
size men and women.
 Today pantaloons are the fastest growing retail company in
India. The number of stores is going to increase many folds
year on year along with the new formats coming up.

The way we work is distinctly "Pantaloons". Our courage to

dream and to turn our dreams into reality - that change
people’s lives, is our biggest advantage. Pantaloons is an
invitation to join a place where there are no boundaries to
what you can achieve. It means never having to stop asking
questions; it means never having to stop raising the bar. It is
an opportunity to take risks, and it is this passion that makes
our dreams a reality.
Come enter a world where we promise you good days and
bad days, but never a dull moment!

Our Culture-
Passion for Retail is why we are here.

At Pantaloons Retail, Empowerment is what you acquire

and Freedom at Work is what you get. We believe our
most valuable assets are our People. Young in spirit,
adventurous in action, with an average age of 27 years, our
skilled & qualified professionals work in an environment
where changeis the only constant.

Powered by the desire to create path-breaking practices and

held together by values, work in this people intensive
industry is driven by softer issues. In our world, making a
difference to Customers’ lives is a Passion and
performance is the key that makes it possible. Out of the Box
thinking has become a way of life at Pantaloons Retail and
living with the change, a habit.
Leadership is a value that is followed by one and all at
Pantaloons Retail. Leadership is the quality that motivates us
to never stop learning, stretching to reach the nextchallenge,
knowing that we will be rewarded along the way. In the
quest of creating an Indian model of retailing, Pantaloons
Retail has taken initiatives to launch many retail formats that
have come to serve as a benchmark in the industry. Believing
in leadership has given us the optimism to change and be
successful at it. We do not predict the future,

At Pantaloons Retail you will get an opportunity to handle

multiple responsibilities, and therein, the grooming to play
larger role in the future. Work is a unique mix of preserving
our core Indian values and yet providing customers with a
service, on par with international standards.

At Pantaloons you will work with some of the brightest

people from different spheres of industry. We believe it’s
aplace where you can live your dreams and pursue a career
that reflects your skills and passions.

The Indian retail industry is the fifth largest in the world.

Comprising of organized and unorganized sectors, India
retail industry is one of the fastest growing industries in
India, especially over the last few years. Though initially, the
retail industry in India was mostly unorganized, however
with the change of tastes and preferences of the consumers,
the industry is getting more popular these days and getting
organized as well. With growing market demand, the
industry is expected to grow at a pace of 25-30% annually.
Board of Directors-
➢ Mr. Kishore Biyani, Managing Director.

Kishore Biyani is the Managing Director of Pantaloons

Retail (India) Limited and the Group Chief Executive
Officer of Future Group.

➢ Mr. Gopikishan Biyani, Director

Gopikishan Biyani, is a commerce graduate and has

more than twenty years of experience in the textile
business.
➢ Mr. Rakesh Biyani, Whole time Director

Rakesh Biyani, is a commerce graduate and has been

actively involved in category management; retail stores
operations, IT and exports. He has been instrumental in
the implementation of the various new retail formats.

➢ Mr. Vijay Biyani, Wholetime Director

Vijay Biyani has more than twenty years of

experience in manufacturing, textiles and retail industry
and has been actively involved in the financial, audit
and corporate governance related issues within the
company.

➢ Mr. Kailash Bhatia, Wholetime Director

He has over 28 years of valuable experience in the

fashion business and has worked with some of the well
known companies like Arvind Mills and Weekender.

➢ Mr. Vijay Kumar Chopra, Independent Director

V.K. Chopra is a fellow member of The Institute of

Chartered Accountants of India (ICAI) by profession
and is a Certified Associate of Indian Institute of
Bankers (CAIIB). His banking career spans over 31
years and he has served senior management positions
in Central Bank of India, Oriental Bank of Commerce,
SIDBI
 Format ofOperation
Format of operation-

Lifestyle
Retailing

MeLA

Pantaloons is one of India’s largest organized modern-

format retailers and have been promoted by Kishore
Biyani.
From our beginning in 1987, the organization have today
evolved as one of the leading manufacturer-retailer and are
among the pioneers in setting up a nation-wide chain
of large format stores in India. They believe that the various
initiatives taken by them have played a key role in
enhancing the standards of retail in the country. They are
an entrepreneur driven, professionally managed retailer
focused on meeting the customer requirements for a large
component of their spend across fashion, food, general
merchandise, home in both value and lifestyle segments.
Pantaloons have also entered into partnerships/joint
ventures to expand their offerings from home to apparel to
household products to durables etc. they believe our focus
on customers supported by systems and processes and a
committed work force are the key factors that have
contributed to the organizations success and will help us
scale up as we embark on our strategic growth plan.

The business has grown from one store in Kolkota in 1997,

occupying an area of 8,000 Sq. ft to 72 stores, apart from
our 22 factory outlets located in multiple cities
occupying an aggregate area of 2107608 Sq. ft. Pantaloons
focus on the Lifestyle segment through 14 Pantaloons
stores, 3 Central Malls, 2 aLL stores, 2 Fashion Station and
1 MeLa store. In the Value segment, they cater to the
masses through our 21 Big Bazaar and 30 Food Bazaar
outlets.

They believe that managing customer expectation by

offering them all the requirements for their entire family
under one roof is the key to being a successful retailer, and
hence have built our business model around ‘Family focus’
rather than ‘individual focus’. Pantaloons believe
addressing the family attracts more customers into the
store.
household expenditure, as a logical extension they
launched their new format Food Bazaar. They have
introduced the concept of seamless malls in India through
their new format ‘Central’. Recently they have launched
new retail formats; aLL, Fashion Station and MeLa.

Pantaloons-‘Fresh Fashions’
Started in 1997 through one 8,000 square feet store in
Kolkata, Pantaloons is the first organized departmental
store format targeting the Indian middle class and upper
class customers across age and gender. The focus is largely
on apparels and accessories and covers the entire family.
They offer a wide variety of product range including
trousers, shirts, casual wear, western and ethnic wear for
women, children’s clothes, accessories, jewellery. They
also provide a combination of private label and third Party
Label.
Private Labels-“Pantaloons” is life style retailing format.
The objective is to offer differentiated products not
available elsewhere. The focus is on Private Label products
and fashion at affordable prices. The antecedent of the
Company lie in garment and fabric manufacturing and
trading, this ability to understand the apparel business
has translated into active and strong Private Label
offering contributing to 77% of our total apparel
revenuesin Pantaloons in FY 2005.
Few of our Initial Private Labels includes;
Private label Year of launch Category
Pantaloon trousers 1987 Mens Wear
Bare Jeans 1991 Jeans, shirts, knit wear,
gaberdines, jackets and other
accessories
John Miller 1995 Shirts
Shrishti 1998 Ladies wear
Scotsville 1999 Winter wear- sweaters,
cardigans and blazers
Annabelle 1999 Ladies western wear
Ajile 2000 Sports wear

The other Private Label in the apparel segment

includes RIG, Euforia, JM Sport , Akkritti, Ghagroos,
Arabesque, Honey, Chalk, F, Lombard.

An intensive Private Label offering requires a proactive

and innovative design team. To fulfill this objective a
Design Studio was created at Mumbai. They have a design
team comprising of 35 members, all qualified graduates
form National Institute of Fashion Technology (NIFT),
National Institute of Design (NID), Nottingham Trent
University, UK (NTU) and other institutes. The team has a
combination of senior designers and new recruits
providing a mix of experience and youth. In addition to
conceptualizing designs for apparels, the team also designs
and develops logos, labels and tags. Presence of a
dedicated design team has resulted in faster introduction of
new Private Labels as well as ensures that all existing
Private Labels undergo frequent refurbishment.
The organization has brought to India, Underground Music
Movement (UMM) a brand licensed from Moda &
Musica SEM of Italy. They have exclusive retail license
for international brands like Popeye and Disney. They have
acquired 49% of the equity share capital in Planet Sports
Private Limited. Planet Sports, through its wholly owned
subsidiary Supreme Trade Links Private Limited which is
the sole franchisee of the UK-based Marks and Spencer in
India. Planet Sports also holds exclusive distribution
licensing rights for brands like Wilson, Speedo. It has six
Mark and Spencer and 25 Planet Sports stores in India.
Big Bazaar- ‘Isse Sasta aur accha kahin nahin’
On October 12, 2001, they launched ‘Big Bazaar’ as the
offering in the value retailing segment. By removing
inefficiencies from the distribution chain they are able to
unleash attractive savings which are passed on to the
consumer. Big Bazaar is India’s first hypermarket in the
discount store format. Big Bazaar provides more than
2,00,000 items- food, grocery, utensils, kitchen needs,
home needs, bath needs, toys, stationery, electronics and
white goods which are sold at a discount to the maximum
retail price. Price is the principal value proposition at these
stores.
A big driver at Big Bazaar is the product variety. This is
achieved by selling a wide range of products and
through the “Shop-in-Shop” format. As a result, a typical
Big Bazaar comprises shops that stock medicines,
opticalaccessories, camera rolls, bakery products, dry fruits,
crockery, glassware, health and beauty products, ladies
accessories, electronics, infant necessities, watches, clocks,
Food Bazaar- ‘Wholesale prices
The organization ventured into food retailing with Food
Bazaar in April 2002. It began as a part of Big Bazaar and
now operates as standalone outlets in addition to being
part of Big Bazaar. Food Bazaar provides a wide product
range from fresh fruits and vegetables to FMCG
products and ready-to-cook products. It stocks about 8,000
to 12,000 SKUs per location. Food Bazaar’s core concept
is to create a blend of a typical Indian market and
International supermarket atmosphere with the objective of
giving the customer all the advantages of Quality, Range
and Price associated with large format stores. Food
Bazaar offers the Indian consumers convenience,
cleanliness and hygiene through pre-packed commodities
while retaining Indian’s preference of "See- Touch- Feel"
created by displaying products in the open at competitive
prices. Food Bazaar also provides home delivery services
to the customers.

Central- ‘Shop, Eat, Celebrate’ In the heart of the

city’
Central is the second offering under the lifestyle format.
Central is a seamless mall. The concept of seamless mall is
relatively new to India and Central is a pioneer of this
format. The design of the mall does away with in-
between
walls and Shop-in-Shops thus offering customer’s
unobstructed shopping experience.
MeLa
MeLa marks the entry into the home solutions market
through our subsidiary Home Solutions Retail (India)
Limited. With a record number of houses being bought
annually in India and the organized retailing being largely
absent in this segment, home solutions is a logical
expansion of the retail business. Under this business, they
cater to the value and lifestyle segment through existing
and new formats. MeLa provides a complete range of home
furnishings, besides also offering a range of services
that
Pantaloons’ RetailStrategy Pantaloons’

Pantaloons intend to maintain and enhance their position

asa leading retail entity through continued focus on the
Indian market and investing further in their competitive
strengths to grow their business. The key elements of
Pantaloons business strategy include:Increasing offerings
to meet a higher portion of the consumer spend
Pantaloons intend enhancing there share of the customers’
monthly spend by launching new formats or adding
categories to their existing product range. They intend to
implement this by launching such formats directly or by
way of strategic tie ups in areas where they have the
opportunity to tie up with an appropriate partner.

❖ Increasing penetration in existing cities and

expanding their reach across the country
Increasing their penetration in existing cities with a larger
number of stores, increasingly of larger size, will enable
us to penetrate into new catchment areas within these cities
and optimize their infrastructure.
Enhancing they reach to cover additional cities; will enable
them to reach out to a larger population. This will help to
provide a platform to domestic and international brands
wanting to reach out to domestic consumers with the same
profile as their customers.
 ❖ Enhancing merchandise width by adding
product categories
Consumer’s tastes are shifting and the propensity to
spend on new categories of merchandise is increasing
along withneeds for new services.

Pantaloons’ focus will be to add on such new categories in

their stores along with developing existing categories to
increase their share of the spend of not only existing
customers, but also acquire new customers.
 ❖ Introducing new brands and developing more
Private Labels to offer a better depth in each
category
Pantaloons continuously focus on enhancing the depth and
width of their merchandise. Their Private Label and private
brands initiative is part of such focus and offers us a
differentiating factor as compared to their competition at
the same time helps us enhance margins.
They had a tie up with Popeye and Disney wherein they are
their exclusive retail licensee for India. They continue to
evaluate such opportunities for tie ups with national and
international brands, which can be introduced in India
through their stores.

❖ Utilising economies of scale as they grow in size

and expand their reach
Pantaloons believe that their existing corporate
infrastructure and software systems have been designed
for a higher scale of operations than their current size, and
can help them grow with out the need to significantly
increase costs.

They are having in place their distribution and logistics

infrastructure, which can handle larger business
volumes at marginal addition to costs. Higher business
volumes will also improve their negotiating powers and
help us get further economies of scale in their buying with
opportunities of incremental margins.
 Processes and support functions

(1) Category Management: Pantaloons have employed the

concept of category management in our day-to-day merchandising
function as against the traditional brand management
merchandising practice followed by most retailers. Category
managers look at sales and margins of each brand in a category.
The whole idea of category management is to create products
across length and breadth of a category at different price points,
fabrics, design, shape, seasons, colour and size.

Functions under category management can be

broken into:
Merchandising
• The Category manager develop a merchandising strategy for
the category taking into consideration customer profile,
classification, resource structure, vendors, fashion trends, items
and price points. The category manager visit stores regularly to
checkassortments of merchandise displays, stock levels and
 old season merchandise, consult with team leaders
and sales people on problems and suggestions.

Sourcing / Purchasing
• The category manager controls quantities to be purchased as
per the sales forecast. The purchasing is done based on
range plan made for the season and re-orders been placed
based on sales and stock levels. The Category Manager
reviews the actual sales versus planned sales and source the
material based on feedback from storefront.

Logistics
• Category manager ensure that goods are dispatched in right
quantities and at right time to reach stores with sufficient time
in hand to promptly cater to customer demands.

Promotions
• Category manager plans promotions / brand or product
building schemes. The category manager identifies slow
movers and also disposal plan for the same.

(2) Visual Merchandising-

In modern retail, we believe that visual merchandising is
key to encourage a customer to purchase the products.
Visual merchandising involves store window, store
directories, in- posters, unit top poster / visual, placement of
products, highlighting products in the store. Pantaloons use
visual merchandising skills to present their merchandise
at its best, in order to appeal to the customer. This is a
critical in store activity with their visual merchandising
team deciding on the theme as well as the manner in
which the
merchandise is proposed to be displayed across their
storesnation wide.

(3) Supply Chain management-

Availability of products at the right time and at affordable
cost is of utmost importance in retail business. Supply
Chain management ensures this. The diverse requirements
of different retail formats in which they operate requires a
model which is flexible enough to meet the diverse
requirement of their various formats; incase of Pantaloons-
the time to market is of paramount importance whereas for
Big Bazaar – the cost to market is crucial. Keeping this in
mind, we have created their own supply chain and logistics
model. The Supply Chain function involves vendor
management, quality assurance and transportation.

Vendor management assumes critical importance in retail

business where one has to deal with multiple products. They
have in place a robust vendor management system.
Vendors are identified all over the country and strategic
relationships are developed. A transparent vendor rating
system rates each vendor across a variety of parameters.
Regular interaction and rating system ensures that the
vendor remain in sync with the Company’s goals and
targets. Improvement in communication with vendor and
vendor development initiatives like standardization of norms
for size and fits, and implementation of a vendor
rationalization program enable them to increase the
number of “A” rated vendors by over 80 %. The Supply
chain department has been awarded the ISO 9001:2000
certificate by Det Norske Veritas.
Pantaloons’ Corporate Functions

1. Information Technology
2. Human Resources
3. Retail Information System
4. Internal Controls
5. Measurement of Customer Satisfaction

1. Information Technology
A key element of the corporate functions is the Information
Technology strategy and set up. They are in the process of
revamping their systems to address the growing demands
of the customer and to have a seamless flow of activities.

The IT vision is to address multiple aspects like

connectivity, infrastructure, security, real time information
and tools for financial management amongst others. The IT
strategy has been framed keeping in mind the growth in
formats, chains, product categories and locations.

The most rudimentary issue is that of connectivity, it means

ensuring seamless flow of data to the head office from
regional offices, zonal centre, stores and warehouses. All
locations are connected through company wide virtual
private network, stock and sales data from each store is
consolidated on a daily basis allowing close monitoring and
quick decision-making.
They believe that service is the core philosophy and
people are the most important resources. The organization
attempt has always been to create an environment where
the employees feel pride of being called ‘Pantaloonians’.

Human Resource philosophy is driven through our ‘The

Pantaloons People Management System’.

The Pantaloons People Management System Pantaloons

People management system is built on 5 pillarsof people based
growth:
➢ Culture Building.
➢ Performance Management through Balanced Score
Card.
➢ People Processes.
➢ Management Processes.
➢ Leadership Excellence.

Organization Structure
The organization is headed by our Managing Director. The
employees follow an inverse pyramid structure; as a result
decisions are taken closest to the point of customer action.
Sales executive are encouraged to think customer first.
They are empowered to run their respective departments
like ‘small business owners’.

Inverse Pyramid Structure

HR Manager
Department Manager
-organizational
Store Mgr., Buyers, planning
Merchadise Mrg, -systems building
RM, GM -Performance mgmt.
-Personal enhancement
-Competency mapping
Board & building
-Compensation policy

Performance Management: Appraisal, Rewards and

Recognition
The organization’s Compensation philosophy is ‘Pay for
Performance, promote for potential’ and is designed to
meet the following key objectives:

✓ Attract and Retail Qualified Employees

✓ Externally Competitive
✓ Performance based pay
✓ Internally Equitable
Future Growth Plan ofthe
Company
Future Growth of plan of the Pantaloons-

The retail industry in India is currently growing at a great

pace and is expected to go up to US$ 833 billion by the
year 2013. It is further expected to reach US$ 1.3 trillion
by the year 2018 at a CAGR of 10%. As the country has
got a high growth rates, the consumer spending has also
gone up and is also expected to go up further in the future.
In the last four year, the consumer spending in India
climbed up to 75%. As a result, the India retail industry is
expected to grow further in the future days. By the year
2013, the organized sector is also expected to grow at a
CAGR of 40%.

Future Group announces its plan to double the number of its

flagship multi-brand ‘Pantaloons’ stores in the next
three- four years. The expansion of new stores would embark
on an image makeover for the apparel and accessories chain
to target youngsters. Group Company Pantaloons Retail
India,
which opened its 50th store spread across 31,109 sq ft
in New Delhi, plans to add another 50 Pantaloons stores
across metros and smaller cities. Such landmark expansion
plan of the retail chain would be a new sunshine opportunity
for the signage companies dealing with in-store displays and
others.

The retail business is expected to end 2010

with revenues of Rs 14,000 crore, followed by the FMCG
and consumer durables entity with Rs 1,800-2,000 crore
and the fashion venture with Rs. 2,000-2,200 crore,
according to theFuture Group’s own projections.
Once the restructuring is complete, there could be a second
round of changes, though this depends on the success of the
group’s talks with a foreign retailer for a JV. If they indeed
succeed, Pantaloons Retail will spin off two of its biggest
revenue grossers in retail—Big Bazaar and Food Bazaar,
into a new entity, to be called Future Value Retail. The two
formats constitute over 55% of the turnover of the country’s
biggest retailer.

Pantaloon Retail is currently believed to be in talks with

Carrefour, the world’s second-largest French supermarket
group, for a JV in India.

Besides Big Bazaar, Future runs formats such as Food

Bazaar, KB’s Fair Price shops, Pantaloons, Central, Home
Town, eZone, Aadhaar and Brand Factory. Group officials
said sales from their own private FMCG brands are
comparable to a mid-rung Indian FMCG company.

Future is launching private brands in categories like

toothpaste, soap, dairy, detergent, beverages and shampoo,
among others. The group sells consumer electronic products
under the Koryo brand name. The group’s fashion brands
include John Miller, Bare, Indigo Nation, Urbana, Scullers,
Rig,Ajile, DJ&C, Knighthood and Annabelle.
 Sales Promotion

Sales Promotion
Sales promotion is different promotion, Sales promotion
refers to those marketing activities other than personal
selling, advertisement and publicity, which stimulate
consumer purchasing and dealer effectiveness, such as
displays, shows and expositions, demonstrations and
various non-recurrent selling efforts not in the ordinary
routine. Its purpose is to increase the desire of salesman,
distributors and dealers to sell a certain brand and to make
consumers more eager to buy that brand. This includes
sales activities which supplement both personal selling and
advertising.

Sales promotion is only a part of promotion. Promotion

includes sales promotion, advertising, personal selling
etc. Promotion helps to make all other marketing activities
more effective and efficient, but sales promotion helps only
to sales activity. Sales promotion may be done with the help
of tools like displays, exhibitions, free sample coupons,
premium etc. Sales promotion acts as a link between
advertisement and personal selling.

To sum up, promotion is to make the demand inelastic, while

there is change in the price. So promotion must stimulate the
consumers to buy more.

Effects of Promotion

➢ The present day market is very competitive due to the large

number of rivals and substitutes. With the help of promotion
producer must create product differentiation in the minds of
consumers.
➢ Promotion is very essential to communicate the use of the
product and the nature of the product to consumers and
middlemen.
 ➢ Now days most of the consumers market their products in
wider area and the consumers are also very large in number. In
such cases personal selling alone cannot be used and so all the
steps for promotion are to be followed.
➢ During the periods of depression it is essential to maintain at
least some minimum market. Therefore it is very essential to
use promotion.

Major tools used in Promotion –

❖ Free Samples.
❖ Premium or Bonus Offer.
❖ Exchange Schemes
❖ Price-off offer
❖ Coupons
❖ Fairs and Exhibitions
❖ Trading Stamps
❖ Scratch and win offer
❖ Money Back Offer.

Objectives of Sales Promotion-

i) To compare usage across exclusive and multi brand outlets.
ii) To explore rationale behind such activities by
examining consumer behavior.
iii) To pose challenges ahead.
iv) To attract new customers and retain the existing ones.
Methodology used by Pantaloons-
✓ Tie-ups with major Hotels, Restaurants and Pubs (e.g.
Sayaji Grand, Princess Palace, Rajdhani, E=MC2) of
Indore in Balter System through Standee and Tent
cards.
✓ Promoting sale activity through tie up with major
organizations like- AirTel, Satyam Multiplex,
Gitanjali Jewels, Talwalkers Gym, Barista,
Baskin and Robbins, US pizza, Ziva, E-Zone,
INOX Multiplex, Tanishq, and etc.
✓ Promoting through distribution of discount vouchers of
hotels and redeemable vouchers forGitanjali Jewels of Rs.
500, 1000 and 2000 while shopping with pantaloons.
✓ Pantaloons also attract customers through organizing
event management like Femina MISS INDIA contest in
the store.
✓ Promoting Through Mall Branding at TreasureIsland.
✓ Promoting through ARAMEX courier packets on the
pasting of Pantaloons sandwiches label of offer and
Pantaloons’ T-shirts distribution to staff members on
road show.
✓ Promoting Sales through Hording at Pause areas and
Road poll Kiosk sandwiches in highly pose area of Indore
like- Vijay Nagar Square, Tower square, MG road,
Annapurna, Airport road etc..
✓ Providing corporate discount voucher to all major
corporates in Indore.
✓ Promoting through SMS blast to more than 10 lakh
Indore Customer database.
✓ Promoting in major societies of Indore like Saket Nagar,
Manorama Ganj, AB road and etc. through No Parking
sandwiches and Leaflets and Posters.
✓ Promoting Sale through organizing contests like-
Competitors of Pantaloons
Major Competitors of Pantaloons-
❖ Vishal Retail
Vishal Retail is a leading retail company involved in the
business of manufacturing and retailing of readymade
garments (apparels), non-apparels and FMCG products.
The company is expanding its operations at a rapid pace
and focuses on tier II and III cities in the country.
Its manufacturing facilities are located in Gurgaon,
Haryana, Dehradun and Manesar, with a capacity of 5,000
garment pieces per day in each unit. The company was a
pioneer in discount retailing and had opened India’s first
hypermarket in Delhi. The company has about 135
showrooms in 87 cities and 20 states in India.

❖ TATA TRENT Limited

TRENT Limited is among one of the major retailers in
India, operating a chain of retail stores under the brand
name W estside . The Westside stores offer
apparels, cosmetics, perfumes, handbags, footwear,
household accessories, lingerie and gifts for men,
women and kids. The company has about 31 Westside
stores located in major Indian cities including Mumbai,
Bangalore, Hyderabad, Jaipur, Chennai, Pune, Delhi,
Noida and others. Trent also operates discount
hypermarkets under the brand name Star Bazaar. Star
Bazaar offers a wide range of consumer products
including staple foods, beverages, health and
beauty products, vegetables, fruits, dairy products,
 consumer electronics and household items at reasonable
and economical prices. The company’s subsidiaries
include Trent Brands Ltd, Fiora Services Limited, Satnam
Developers and Finance Private Ltd and Nahar Theatres
Private Ltd. Trent holds about 79% stake in Landmark
Limited, a retailer of books, toys, stationery and music.
As of March 31, 2008, Landmark Limited had 18 stores.

❖ Reliance Retail Limited

Reliance Retail has plans to cover 1,500 cities and towns
across India with 5,500 outlets in formats such as
convenience stores, supermarkets, specialty stores and
hypermarkets. The company plans to have 14 verticals
while putting more focus on food. It has planned
investments of USD5.5-6.0bn (USD2.5bn equity).
Investment of USD750 mn has already been cleared by
the board. The company expects revenues of USD20-
bn and total retail space of 100 mn sq ft by 2010.
Also, the company plans to employ 500,000 people.
Reliance Retail will form a joint venture with leading
European supply chain specialist Wincanton for its food
and grocery and hypermarket businesses. The company
will open 50- 60 'i-stores' in the next 18 months and plans
to open 150 Reliance Digital stores by 2011-12.

❖ Globus
Launched in January 1998, Globus is part of the Rajan
Raheja group. The company opened its first store at
Indore in 1999, followed by the launch of its second
store in Chennai (T-Nagar). Soon to follow was another
store in Chennai located in Adyar. The flagship store in
Mumbai opened on 1st November 2001 followed by a
swanky new outlet in New Delhi in South Extension Part-
2.The sixth & seventh stores opened in Bangalore in
Koramangala & Richmond Road respectively. The eighth
store opened in Ghaziabad at Shipra Mall and was
followed by the ninth at Kalaghoda in Mumbai; tenth in
Thane and eleventh in Ghaziabad. The twelfth, thirteenth,
fourteenth stores opened in Kanpur, Ahmedabad and
Lucknow respectively. Recently Globus has opened its
Store in Indore, Aurangabad and the journey continues...

Globus Stores Pvt. Ltd. was formed to contribute to the

revolution sweeping the Indian retail industry. Globus
promises to bring about a perceptible change in the way
apparel and lifestyle retailing is carried out.

Towards this end, we have brought in modern

international technology and made heavy investments
in investing and acquiring the best, tried and tested
processes and procedures of operation.
 Globus combines state-of-the-art international
information technology, the highest quality of human
resources and sustained financial commitment to realize
its long term vision. We are rapidly expanding and our
target is to have an additional 100 fashion stores by the
end of 2012.
❖ Central

Launched in May'04 at Bangalore, Central is a showcase,

seamless mall and the first of its kind in India. The
thought behind this pioneering concept was to give
customers an unobstructed and a pure shopping
experience and to ensure the best brands in the Indian
market are made available to the discerning Indian
customer.

Central offers everything for the urban aspirational

shopper to shop, eat and celebrate. Located in the heart
of the city, Central believes its customers should not have
to travel long distances to reach us; instead we must be
present where customers frequently visit.

Central houses over 300 brands across categories,

such as apparel, footwear and accessories for women,
men, children and infants, apart from a whole range of
Music, Books, Coffee Shops, Food Courts, Super Markets
(Food Bazaar), Fine Dining Restaurants, Pubs and
Discotheques. The mall also has a separate section for
services such as Travel, Finance, Investment, Insurance,
Concert/Cinema Ticket Booking, Bill Payments and other
miscellaneous services. In addition, Central houses
Central Square, a dedicated space for product launches,
impromptu events, daring displays, exciting shows, and
art exhibitions. Central is an integral part of the city and
in the long run a City should become part of CENTRAL!
In a short span of its existence Central has revolutionized
and redefined the shopping experience in India. At
Central, customers no longer only shop, they get SHOP-
ATAINED!

We invite you to experience this irresistible retail

destination at Bangalore, Hyderabad and Pune cities.
 Comparison with Pantaloons
Store profile and information on Sales PromotionActivities

Store Pantalo Central Reliance Globus Westsid

Name ons Tr. e
Format Multibrand Multibrand Multibrand Exclusive Exclusive
Type Brand Tata
Brand
Positionin Family Family Store Family store Style & Style &
g Store Affordabili Affordabili
ty ty
Floor Size 18000 sq 150000 sq ft 60000 sq ft 20000 sq 40000 sq
ft ft ft

Location MG. Road, AB Road, AB Road, Race

Indore pose YN Road, Indore Indore Course
locality Indore Road,
Indore
Categories Apparel & Apparel & Apparel & Stylish Stylized
accessories accessories accessories Cloths for clothes,
for for for men & footwear &
men, men, women men, women & accessories
women & & children, women & accessories
children apparels & children,
# of skus 45000 100000 60000 NA NA

# of 20-25 50-60 35-45 8-15 NA

Suppliers

Avg. 1800 2000-2500 1500 800-1000 199-1500

billing per
Customer
Average 800- 400-800 on 650-800 on 200-400 100-150
Footfalls 1000on weekday & weekdays & on on
weekday 1000-1200 on 1000-1200 weekdays weekdays
& 1500- weekends on & 500-700 & 200-400
2500 on weekends on on
weekends weekends weekends
 Sales Promotions

End of Yes Yes Yes Yes Yes

Season

Festive Yes Yes Yes No Yes

Promotio
ns e.g.
Diwali,
Christmas

Loyalty Yes No Yes Yes Yes

Card
Program
me

Special Yes Yes Yes No Yes

Promotio
n (events)

Joint No No No No No
Promotio
n

Media Hording, Hording, Hording, In In store, Print,

Used Print, Print, store, Hording Hording, In
Electronic, Electronic, electronic store
In In
store(SMS, store(SMS,
Email) Email)
Promotio Price off, Price off, Price off, Discounts, Cause
n Type Exchange contests, contests, Combo Related,
offer, Free combo combo offers gift
Gifts, offer, offer, vouchers,
Discounts discounts discounts discounts,
combo
offers
Evolutio Sales, Sales, Sales, Sales, Sales,
n of Quarterly Quarterly Quarterly Average Bill Quarterly
Promotio Profit Profit Profit Size, Profit
n Conversion
From the above table which gives comparative picture of
various sales promotion activities and manner of
announcement, evaluation etc., it is clear that all five stores
engage in end of season sale. Thus stock clearance seems
to be very important objective for apparel retailer in using
end of season sale twice in a year where in discount given is
upto 50% of the MRP(Maximum retail price).

Two stores, both mulitbrand and exclusive use loyalty cards

to reward loyal users and encourage them to visit the store
often and buy more by offering wide range for men, women
and children. Some store also offer home furnishings,
accessories and footwear, thereby providing convenience for
one stop shopping. Examining the various terms and
conditions of loyalty programme revealed that some
rewards were quite complex and confusing. The conditions
to be fulfilled are not very clear to a card member. For
example, if any other promotions are prevalent then
purchase made during those promotions would entitle
forthe card reward points or not was not very clear.

All the stores used in store media to announce promotions.

However use of mass media and electronic media varied
across the sample under study. Use of only in store media
would restrict the announcement to those who walk into the
store. It can be assume that only loyal/ frequent visitor
would know about the offers. Whereas variety of media used
Conclusion –

Pantaloons Retail (India) Ltd is a company where it

strives for lifestyle and value through its products and
services. Through the study, it is observed that Pantaloons
can be said an organization where the P’s of marketing is
taken seriously for the maximum profitability through
large range of products, promotional activities for the
company through newspapers , magazines , internet
,banners and posters and a solid sales organization
monitoring that the P’s are worked effectively. The store
has been well maintained in accordance with the latest
demands of the consumers and through all these
strategies. Pantaloons ensures repeated customer
patronage.
Bibliography-

Marketing Management – Philip Kotler

www.pantaloonretail.in

http://en.wikipedia.org/wiki/Pantaloon

www.pantaloon.com

www.future-group.com

www.riedelresearch.com/.../34_Pantaloon%20Retail%20India
%20Ltd%2004Sep2008