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BRAND MANAGEMENT
PRESENTATION

PRESENTED BY:
PRACHI AGRAWAL
JENNIFER VIOLA REBBA
ISHAN SHINGNE
VIDUSHI SHARMA
JAGADISH PRASAD YADAV
Updated ishan final pantaloons
Company Profile
 Flagship

company of Future group
 MD and CEO- Mr. Kishore Biyani
 It has over 1000 stores
 Across 71 cities in India
 Employees over 35,000 people
 Headquarter in Mumbai
History







Incorporated on 12 october,1987 under the
name of Manz Wear Private Limited
On 20 September 1991, it was converted into
a Public Limited Company under the name of
Manz Wear Limited
On 25 September 1991, name changed to
Pantaloon Fashions (India) Limited
In 1992 company launched pantaloon
trousers,shirts,denims,sleep suits and other
ready made garments
Cont…
 1995

,it launched “John Miller” shirts
 1998, it launched “Shrishti” salwaar
kameez
 1999, name changed to Pantaloon Retail
(India) Ltd.
Brands at pantaloons
Pantaloons brands
AJile
UMM
Bare Denim
Chalk
Rig
Trishaa

Non-Pantaloons brands
Biba
Remanika
SpyKar
Lilliput
Lee Cooper
109F
Strategies







Increasing penetration by leveraging supply
chain, distribution and logistics network
Procurement from low-cost production
centers outside India
Increasing customer satisfaction and base of
loyal customers
Continue to upgrade information technology
systems and processes
Continue to train employees and seek
entrepreneurship from employees
Brand equity pyramid
Consumer Brand
resonance

Consumer
Judgments

Brand
Performance
Brand
salience

Customized
product mix
depending on
regional customer
behavior &
preference
Reducing knowledge
gap, delivery gap ,
measure service
performance,
branded items

Quality product at
competitive prices

Good service
experience with
store associates,
variety ,
convenience

Consumer
feelings

Not much rush , soothing
music ,private labels kept
in front

Brand
Imagery

Strong understanding of value retail,targetting middle class
Brand Architecture


Pantaloons is the house of brands which is in to apparels
and accessories



Targets mass market



Keep a track on latest fashion



Premium Brands like Peter England, Spyker, Van Huesen,
Lee Cooper ,Levi’s are also sold by pantaloons



Acquired by Aditya birla group which already created
good brand image in consumers mind



Shadow Endorser..
Portfolio Roles
 Linchpin

Ajile, F factor, Chalk, Akkriti etc



 Silver


Brands

bullet

Annebelle
Portfolio Structure
Youth

Male

Female

Kids
Portfolio Graphics
Logo

Colour

Meaning
Pink is a feminine
colour
Colour that represent
males
Black is the colour of
sophistication and
Red is for Men
Benefits
 One

stop purchasing solution
 Covers maximum verity of well known brands of
apparels and accessories that covers most of the
socio economic groups of the society
 Gives platform to the customer where he can
easily differentiate between products of different
brands and choose best out of it.
COMPETITORS ANALYSIS
MARKET SHARE: 16 TRILLION
CAGR OF RETAIL: 12.5%
ORGANISED RETAIL: 5%
MAJOR COMPETITORS:
•
•
•
•

WESTSIDE
GLOBUS
SHOPPERS STOP
LIFESTYLE
REVENUE
7000

6019

6000
5000
4000

3010

3000

2000
1000
0

2165
REVENUE

912

220
STORES
1200
1000

1000
800
600
400
200
0

74

STORE
35

61

75
CITIES
100
90
80
70
60
50
40
30
20
10
0

95

42
24

27

19

CITIES
CAGR
16
14
12

13.9%

11%
9.2%

10
8
6
4
2
0

Series 1
SWOT
ANALYSIS
Strength


“ Pioneer in the industry, largest market share and capitalization



It is India’s largest retailer having 1000 stores across 72 cities in India.



“ Reputation for value for money, convenience and a wide range of products all

in one store


Balanced value and lifestyle portfolio



Logistics network and backward integration will improve margin



“ Presence in major cities”



It is always updated with changing consumer preferences- fresh fashion for
every one.



“ 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

Weakness
“

Pantaloons does not function internationally, which has an
effect on success, as they do not reach consumers in overseas
markets.

 “Consumers

from premium target group perceive it as low
quality brand.
Opportunities


“



Soon Pantaloons is planning to convert from a family store to luxury store



“ To take over, merge with, or form strategic alliances with other global

Huge untapped market .

retailers, focusing on specific markets



Increase in footfalls by increasing ATL – TV commercial promotions



India is fast emerging as retail hub for top brands as government allowed FDI
in single brand and multi brand retail.



Organized retail is only 4.5 % of total Indian retail industry.
Threats


Being number one means that you are the target of competition.(Extra
competition and new competitors entering the market could unsteady
pantaloons retail India)



“ Consumer lifestyle changes could lead to less of a demand for pantaloons
retail India products/services





“ The actions of a competitor could be a major threat against pantaloons retail

India, for instance, if they bring in new technology or increase their workforce
to meet demand


“ Shopping Culture: Shopping culture has not developed in India as yet. Even
now malls are just a place to hang around with family and friends and largely

confined to window-shopping.



Strong competition from unorganized retail sector in India.
Online shopping is emerging trend in consumers due to convenience
Factors driving growth are










Emergence of nuclear families
Falling real estate prices
Growing trend of double-income households
Increase in disposable income and customer
aspiration
Increase in expenditure for luxury items
Large working population
Low share of organized retailing
Growing liberalization of the FDI policy in the
past decade
Points of parity
 Points

of parity-are those elements that are considered
mandatory for a brand to be considered a legitimate competitor in
its specific category.



It is what makes consumer consider your
brand, along with your competitors.
•Store

space
•Lifts, stairs, escalator
•Trial rooms
•Proper lighting
•Staff
• schemes
•Billing counters
•Other software
Billing Section
• Every Floor
has a
separate
billing
section .

• Background
music is
vibrant and
youthful
Escalators and lifts
Escalators within
Pantaloons
makes it easy for
customers to go
from floor to floor
.
Advertisements

 In

the parking area

 On

the mall
escalators
POINTS OF
DIFFERENTIATION
(POD)
Updated ishan final pantaloons
Updated ishan final pantaloons
Updated ishan final pantaloons
Updated ishan final pantaloons
Sponsor events
which are
watched by the
youth like the
Pantaloons Femina
Miss India
which
they relate to or is
liked by the
youth.
Pantaloons is the
first company to
promote their
products through
movies like :
3 Idiots
Kya kool hai hum
na tum jaano na
hum jail
•

It has
also
increased its
advertisement
expenditure
budget from
20crores to Rs 40
crores during IPL
season.



•

They even
collaborated with
Jet airways .
People with jet
privilages can
enjoy the green
Social Work

“ Khushiyan pehnao “
Recommendations
•Promotions
•Numerous
•Music•Kid
•In

– Announcements- Very High

Brands – Clutter – Display

Stimulant to purchase

zone Cafe

store ATM

•Stock
•Rural

keeping levels – often
Retailing

•Tie-up

with banks like CITY BANK
Play zone for kids
In house stylist
 Team

up with a noncompeting business in
your area to offer a
package promotion.
Books Section
Updated ishan final pantaloons

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Updated ishan final pantaloons

  • 1. BRAND MANAGEMENT PRESENTATION PRESENTED BY: PRACHI AGRAWAL JENNIFER VIOLA REBBA ISHAN SHINGNE VIDUSHI SHARMA JAGADISH PRASAD YADAV
  • 3. Company Profile  Flagship company of Future group  MD and CEO- Mr. Kishore Biyani  It has over 1000 stores  Across 71 cities in India  Employees over 35,000 people  Headquarter in Mumbai
  • 4. History     Incorporated on 12 october,1987 under the name of Manz Wear Private Limited On 20 September 1991, it was converted into a Public Limited Company under the name of Manz Wear Limited On 25 September 1991, name changed to Pantaloon Fashions (India) Limited In 1992 company launched pantaloon trousers,shirts,denims,sleep suits and other ready made garments
  • 5. Cont…  1995 ,it launched “John Miller” shirts  1998, it launched “Shrishti” salwaar kameez  1999, name changed to Pantaloon Retail (India) Ltd.
  • 6. Brands at pantaloons Pantaloons brands AJile UMM Bare Denim Chalk Rig Trishaa Non-Pantaloons brands Biba Remanika SpyKar Lilliput Lee Cooper 109F
  • 7. Strategies      Increasing penetration by leveraging supply chain, distribution and logistics network Procurement from low-cost production centers outside India Increasing customer satisfaction and base of loyal customers Continue to upgrade information technology systems and processes Continue to train employees and seek entrepreneurship from employees
  • 8. Brand equity pyramid Consumer Brand resonance Consumer Judgments Brand Performance Brand salience Customized product mix depending on regional customer behavior & preference Reducing knowledge gap, delivery gap , measure service performance, branded items Quality product at competitive prices Good service experience with store associates, variety , convenience Consumer feelings Not much rush , soothing music ,private labels kept in front Brand Imagery Strong understanding of value retail,targetting middle class
  • 9. Brand Architecture  Pantaloons is the house of brands which is in to apparels and accessories  Targets mass market  Keep a track on latest fashion  Premium Brands like Peter England, Spyker, Van Huesen, Lee Cooper ,Levi’s are also sold by pantaloons  Acquired by Aditya birla group which already created good brand image in consumers mind  Shadow Endorser..
  • 10. Portfolio Roles  Linchpin Ajile, F factor, Chalk, Akkriti etc   Silver  Brands bullet Annebelle
  • 12. Portfolio Graphics Logo Colour Meaning Pink is a feminine colour Colour that represent males Black is the colour of sophistication and Red is for Men
  • 13. Benefits  One stop purchasing solution  Covers maximum verity of well known brands of apparels and accessories that covers most of the socio economic groups of the society  Gives platform to the customer where he can easily differentiate between products of different brands and choose best out of it.
  • 14. COMPETITORS ANALYSIS MARKET SHARE: 16 TRILLION CAGR OF RETAIL: 12.5% ORGANISED RETAIL: 5% MAJOR COMPETITORS: • • • • WESTSIDE GLOBUS SHOPPERS STOP LIFESTYLE
  • 20. Strength  “ Pioneer in the industry, largest market share and capitalization  It is India’s largest retailer having 1000 stores across 72 cities in India.  “ Reputation for value for money, convenience and a wide range of products all in one store  Balanced value and lifestyle portfolio  Logistics network and backward integration will improve margin  “ Presence in major cities”  It is always updated with changing consumer preferences- fresh fashion for every one.  “ 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

  • 21. Weakness “ Pantaloons does not function internationally, which has an effect on success, as they do not reach consumers in overseas markets.  “Consumers from premium target group perceive it as low quality brand.
  • 22. Opportunities  “  Soon Pantaloons is planning to convert from a family store to luxury store  “ To take over, merge with, or form strategic alliances with other global Huge untapped market . retailers, focusing on specific markets
  Increase in footfalls by increasing ATL – TV commercial promotions  India is fast emerging as retail hub for top brands as government allowed FDI in single brand and multi brand retail.  Organized retail is only 4.5 % of total Indian retail industry.
  • 23. Threats  Being number one means that you are the target of competition.(Extra competition and new competitors entering the market could unsteady pantaloons retail India)  “ Consumer lifestyle changes could lead to less of a demand for pantaloons retail India products/services

  “ The actions of a competitor could be a major threat against pantaloons retail India, for instance, if they bring in new technology or increase their workforce to meet demand  “ Shopping Culture: Shopping culture has not developed in India as yet. Even now malls are just a place to hang around with family and friends and largely confined to window-shopping.   Strong competition from unorganized retail sector in India. Online shopping is emerging trend in consumers due to convenience
  • 24. Factors driving growth are         Emergence of nuclear families Falling real estate prices Growing trend of double-income households Increase in disposable income and customer aspiration Increase in expenditure for luxury items Large working population Low share of organized retailing Growing liberalization of the FDI policy in the past decade
  • 25. Points of parity  Points of parity-are those elements that are considered mandatory for a brand to be considered a legitimate competitor in its specific category.  It is what makes consumer consider your brand, along with your competitors.
  • 26. •Store space •Lifts, stairs, escalator •Trial rooms •Proper lighting •Staff • schemes •Billing counters •Other software
  • 27. Billing Section • Every Floor has a separate billing section . • Background music is vibrant and youthful
  • 28. Escalators and lifts Escalators within Pantaloons makes it easy for customers to go from floor to floor .
  • 29. Advertisements  In the parking area  On the mall escalators
  • 35. Sponsor events which are watched by the youth like the Pantaloons Femina Miss India which they relate to or is liked by the youth.
  • 36. Pantaloons is the first company to promote their products through movies like : 3 Idiots Kya kool hai hum na tum jaano na hum jail
  • 37. • It has also
increased its advertisement expenditure budget from 20crores to Rs 40 crores during IPL season. 
 • They even collaborated with Jet airways . People with jet privilages can enjoy the green
  • 39. Recommendations •Promotions •Numerous •Music•Kid •In – Announcements- Very High Brands – Clutter – Display Stimulant to purchase zone Cafe store ATM •Stock •Rural keeping levels – often Retailing •Tie-up with banks like CITY BANK
  • 42.  Team up with a noncompeting business in your area to offer a package promotion.