RETAIL MANAGEMENT

PANTLOONS RETAIL (INDIA)

LTD

VIKAS MISAR 1
Retail Survey Conducted
at...
Pantaloons ::
Lower Parel ::
Mumbai
Phoenix Mills
Compound 462,
Senapati Bapat Marg,
Lower Parel (W)
Mumbai 400013
Maharashtra
3003 4848 / 3003
4800 2
 INTRODUCTION
Led by its flagship enterprise, Pantaloon Retail, the group
operates over 12 million square feet of retail space in over 71
cities and towns and 65 rural locations across India. The group
owns several leading formats including Pantaloons, Big Bazaar,
Food Bazaar, Home Town, eZone and Central.

Pantaloonsis among India's largest chains of fashion stores.

Pantaloons Fresh Fashion, with its focus on 'fresh look, feel and
attitude' offers, trendy and hip collections that are in sync with
the hopes and aspirations of discerning young and 'young-at-
heart' consumers.

Pantaloons Fresh Fashion stands out as a fashion trendsetter, on

the lines of how fashion is followed internationally. This 'fresh
fashion' destination allows customers to shop for the latest in
fashion apparel and accessories throughout the year in an
attractive and visually stimulating ambience.

Pantaloons Fresh Fashion stores have presence with stores not

just in Metros but also in smaller towns. All stores have a wide
variety of categories like casual wear, ethnic wear, formalwear,
party wear and sportswear for Men, Women and Kids. 3
Retail Format observed at
Pataloons

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 Store location
The location of a retail store occupies
an important place in retail strategy. It
not only conveys the image of the
store, but also influences the
merchandise mix and the interior
layout of the store. While the
merchandise mix can be changed and
prices can be adjusted, it is difficult to
change the decision on store location.

It is located in posh locality in the

centre of the city. Further the easy
availability of transport facilitates
makes the location really accessible for
shopping.

Pantaloons is situated very close to the

main road. Pantaloons being a three
floor building have great visibility. To
enhance the visibility pantaloons has
put its sign board on the top of the
building. 5
 MERCHANDISE
ASSORTMENT
Pantaloons have applied the concept of category
management in its 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.

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 PRODUCT OFFERINGS
MENS WEAR LADIES KIDS WEAR
WEAR Chalk
John Miller Honey Bare 7214
Akkriti
JM Sports Annabelle ACCESSORIES
Bare Denim Mix & Match Cosmetics
Rig
Ajile Stationary for
Ajile
Lombard Rig kids
T-2000 Books &
Bare Leisure Magazines

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 PRODUCT OFFERINGS
CHART

Lombard RIG Aakriti Annabelle Honey John Miller Pepe Scullers Jealous21 Rang Manch
Knighthood UMM F Factor Agile Urbaba Bare Trisha
Agile Scullers RIG Mix & Match
Bare Indigo Nation UMM Aakriti
T2006 Lee Copper
JM Sports
Lee Copper

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POPULAR BRANDS

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 STORE LAYOUT
Pantaloons follows a free form store layout. No particular format is
followed anything is placed anywhere but strategically. Pantaloons fall
under following categories- Departmental stores, Malls, E-retailers Here
when it comes to arranging the clothes, same type of clothes are put up
together in different sizes so that same clothes are available for every
size at one point only.

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 STORE LAYOUT AT
DIFFERENT LEVELS
Ground Level Second Level
First level
Ladies Formal Mens Occasions
Spring (Designer Wear
Ladies Denim wear for men and
Mens Formal
Cosmetics and women)Ladies
Fragrances Formal Mens Ethnic
Fine Jewellery Ladies Ethnic Denim Wear
Blue Sky Mens Casuals
Night ware and
(Sunglasses and Lingerie Active Wear ,
Watches) Sporting Goods
Kids Wear
Fashion Teen Boys
Infant Necessities
Accessories Mens Washroom
Toys
Customer Drinking Water
Footwear
Service Desk
Ladies Wash
Room
Drinking Water
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 STORE DESIGN
Exterior Store Design
The exterior appearance of a store silently announces
what customers can expect inside. Good exterior
visual merchandising attracts attention, creates
interest and invites the customer into the business.

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 STORE DESIGN
Interior Store design
Flooring and Ceiling Graphics & Sign ages
Lighting Music
Store security Colour & Fragrance

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 SPACE ALLOCATION AND
UTILIZATION
Furniture and fixtures
Walk Ways and Entries
Sound type and density
Odour type and density
Visual merchandising-
Merchandise Type and
Density

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 DISPLAY AREAS,
WALKWAYS & DOORS
Pantaloons stores have very attractive
display areas, in which they put the
dummies, accessories & all. They have
a broad walkway & doorways.

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Supply chain management
at
Pantaloons
Pantaloon Retail is
the first company
in the organized
retail sector in India
to win an
accredited ISO
Certificate
exclusively for its
Supply Chain &
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 PRICING
High turnover

Low Margin High Margin

Low turnover

Since Pantaloons provides products to a potentially large number

of customers at affordable prices, it falls in the High Turnover17-
Low Margin Category.
 PRICING
They propose to provide branded products
at 10% less than the MRP and 20% off on
the local brands, which is similar to what
has been carried out in Big bazaar.

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 CUSTOMER RELATIONSHIP
MANAGEMENT
To survive in the tough competition Pantaloon uses different strategies to attract customers and to retain
them.
Events

Fests

Loyalty programs

Gift Vouchers

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 LOYALTY PROGRAMS
Green Card is passport to a whole new world of exclusive benefits
and privileges.

Benifits 7 Star 5 Star 3 Star 1 Star

Discounts on all 10% 7.5% 5% Gift Voucher of
purchases Rs.200/- on new
enrolment

Upgrade Upgrade Kit Upgrade Kit Upgrade Kit Welcome Kit

Enrolment
Add-on Card to 2 2 1 1
Family Members
End of Season Yes Yes Yes Yes
Sale Preview
Green Channel Yes Yes Yes Yes
Green Drop Yes Yes No No
Green Exchange 90 days 60 days 60 days 60 days
Green Service Yes Yes Yes Yes
Desk
Green offers & Yes Yes Yes Yes
Promotions 20
PROMOTIONAL
STRATEGY
GIFT VOUCHERS

GREEN CARDS

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POSITIONING STRATEGY
Initially positioned as a family store, it finally veered
towards becoming a fashion store with and emphasis
on youths and clear focus on FRESH FASHION. They
are targeting youth and even women, since they are
the ones defining most purchasing decisions.

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 CONCLUSION
Pantaloon 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 pantaloon can be said an organization where
the Ps of marketing is taken seriously for the
maximum profitability through large range of
products, promotional activities for the company
and a solid sales organization monitoring that the
Ps are worked effectively. The store has been well
maintained in accordance with the latest demands
of the consumers and through all these strategies
Pantaloon ensures repeated customer patronage.

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 REFERENCES
www.pantaloon.com
http://www.fibre2fashion.com/news/c
ompany-news/pantaloon-retail-india/
It Happened in India by Kishore
Biyani & Dipayan Baishya
Consumer Behavior Satish K Batra
& S H H Kazmi

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THANK YOU

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