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Marketing Management 2

Field Visit : 4

Submitted To:
Banasree Mam

Submitted By:
Surabhi Tiwari
Tushar Sharma
Vaibhav Dhingra
Kunal Gulati
Vandana Hatwal

Contents

Channel Design
Promotional Mix
Target Audience
Above the line (ATL) & Below the line
(BTL)
Designing Message

Channel Design
A channel strategy
is a vendor's plan
for moving a
product or a
service through the
chain of commerce
to the end
customer.

Channel of design of
Pantaloons

Main
office

Branch
Office

Store
warehou
se

Retail
Outlet

Channel level used in


Pantaloons
For in-house brands:Manufacturi
ng

Retail
Outlet

Customers

For Non-Pantaloons Brands


Manufacturi
ng

Stock
warehouse
of
pantaloons

Retail outlet

Customers

Channel Conflicts
As they use simple channel for
distribution and there are no
intermediaries Hence, Channel
conflict is avoided.

Promotional Mix

Banner
Discount Schemes
Pamphlets
Society Specific Targets
Bill Boards
Tele-Calling

Calling Script
Good Morning Sir /Madam
I am calling from Pantaloons to invite you, our privileged greencard memberto our
exclusive Sale Preview on 19th and 20th December.
Get FLAT 30% OFF on each and every garment across all brands available in store
including non sale merchandise.
FLAT 30% OFF is on your favourite brands like Rangmanch, Byford, Bare, Peter England,
Van Heusen, Pepe, AND, BIBA, Global Desi and many more (refer list below)
For these two days the offer on these brands is available only at Pantaloons. Enjoy
Greencard discount over and above sale discount in terms of PAYBACK POINTS. Enjoy all
the benefits even without your greencard by sharing your mobile number at the cash
counter.
THE SALE PREVIEW is ONLY on 19h and 20th December. Please confirm that you would be
attending the preview.
Have a nice day!

Target Audience
Acc. To Economic
Status

Lower middle
Middle
Upper middle

Acc. To Area

Rajendra Nagar
Sahibabad
Lajpath Nagar
Shalimar Garden
Chandini Nagar
Loni

Above The Line


Marketing

Below The Line


Marketing

No marketing Budget as
allocated
Per month sales target
say in Dec. 7 to 8 lac
3 hoardings
5 Banners
Average Banner price :
20000-35000
More in some places: Rs.
150000

5000 pamphlets
distribution approx.
Store Staff goes for
distribution: Estimate
salary of Rs. 5000
Total calling
estimation 3000 to
4000 in budget

Designing Message
Outsource the Design
Works with different designers on
Quotation basis.

Some Questions
Q1. What is the most selling brand of
Pantaloons in WSM?
Ans. Alto Moda: Premium Brand for plus
size fashion which 60-70K per month.
Q2. What is the price range of Pantaloons
as compare to competitors?
Ans. Pantaloons price is higher as
compare to max store in WSM.

Questions (Contd..)
Q3. Which section is going in loss?
Ans. Now a days Ladies western
section is going in loss.
Q4. What is other problem that this
store is facing?
Ans. The store space in overall is less
due to which all the brands are not
available in here.

Fresh Face Hunt