Its a project of Pantaloons on Competitor analysis

1. Winter Internship Project
on
A Study of
“Competitors Analysis in Retail Industry”
Name- ANNU KUMARI
ROLL-DM16E02
Institute- Pune Institute Of Business Management
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2. Sectorial Analysis
 GDP contribution 10 %
 Employment contribution 8%
 Retail market is growing 12% every year
 Retail industry in the single-brand segment has received
Foreign Direct Investment (FDI)
 Big Players- Aditya Birla Retail
Shoppers Stop Limited
Future Retail
United Colors of Benetton India
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3. Pantaloons
 Sales in 2016-17 Rs.50 Crore (Store Level)
 First Pantaloons Store Opened in Gariahat, Kolkata in 1917
 Acquires by ADITYA BIRLA GROUP in 2012
 India’s Premium Lifestyle apparel company
 123+ Stores in 86+ cities and towns
 Head Quarter Mumbai, Maharashtra
 5300+ employees all over India
 Key people: Chairman-ADITYA BIRLA GROUP- Mr. Kumar Mangalam Birla
Pranab Barua (Managing Director)
Shital Mehta (CEO)
S. Visvanathan (CFO)
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4. Pantaloons Brand
Pantaloons Brand
 Honey, Ajile, Candies, Annabelle
 F-Factor, Lombard, Byford
 RIG, Ajile, SF, BARE denim
 Trisha, Akkriti, Rang Manch
Non-Pantaloons Brand
 W, BIBA
 Lee-Cooper, Cellio
 Peter England, VenHusen
 109 F, Zink Londan
 Allen Solly, Barbi
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5. Marketing Strategies
 Special offers
 Green Card
 Attractive Pricing
 Communicating Benefits
 Wash Care
 Brand Image
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6. SWOT ANALYSIS
STRENGTH
I. India's largest retailer 1000 store across
70cities
II. Largest retailer by means of market
capitalization & revenue
III. High no. of purchase orders
IV. Always updated
V. popular brand
VI. Highly strategic HRM
WEAKNESS
I. Absence of skilled labour force compared to
world std.
II. Consumers from premium target group
perceives it as low quality brand
THREAT
I. Strong competition from unorganized retail
sector in India.
II. Government policies are not well defined in
emerging markets
III. Online shopping is emerging trend in
consumers due to convenience
OPPORTUNITY
I. Increase in footfalls by increasing ATL – TV
commercial promotions
II .India is fast emerging as retail hub for top
brands as government allowed FDI in single
brand and multi brand retail
III. Organized retail is only 4.5 % of total
Indian retail industry
SWOT

7. Pantaloons
Competition Analysis
PANTALOONS

8. • Template 1 – Sales & KPI performance
• Template 2 – Competition activity details
Competition Report Template

9. Competition Sales Report –JAN
(For the week 43)
City
Name
Format Name Location
Size
(Sq.ft)
Sales
(Lakhs)
SSPD Walk-ins Promo/ Offers
Ranchi Pantaloons
Ranchi(Eastern
Mall)
32481 61.7 27.1 13466
EOSS Flat 50%
OFF
Ranchi
Reliance trends Main
road
Main Road 18000 47.5 37.6 18253
EOSS Flat 50%
OFF
Ranchi Big Bazar (FBB)
Main road ,near
over bridge ,kadru
more
37000
2.10 (Cr) 81.0 69821
EOSS
Sabse sasta din
Ranchi Max
Main road,kadru
chowk
17000 25.8 21.6 6311
EOSS Upto
50% OFF

10. • Template 1 – Sales performance
• Template 2 – Competition activity details
Competition Report Template

11. <Pantaloons >, <Big Bazaar> - <> (1/2)
City Name Ranchi
Competition Name Fashion at Big Bazaar
Competition Store Locations
Main road near
kadru ranchi
Activity Details AW 16
Details of Competition Activity:
1. Campaign Name: FBB Super 60 Sale
2. Duration :2 JAN,17 - 15 JAN 2017
3. OFFER :Upto 60% OFF
Pantaloons Store
Locations
Pantaloons Eastern Mall
,Ranchi
Details of Pantaloons Activity :
1. Campaign Name :EOSS
2. Duration: : 21st JAN 2017 TO 25th JAN 2017
Offer/ Activity: Flat 50% OFF ON PURCHASE OF THREE
GARMENT
.

12. <FBB>, <PANTALOONS> - <Print Add> (2/2)
Pictures of Competition Activity

13. <Pantaloons>, <Reliance Trends> - <EOSS AW16> (1/2)
City Name RANCHI
Competition Name RELIANCE Trends
Competition Store
Locations
Main road & Purulia Road,
Ranchi
Pantaloons Store
Locations
Pantaloons, Eastern Mall
Ranchi
Activity Details AW 16
Details of Competition Activity:
1. Campaign Name: EOSS
2. Duration: 16TH DEC 2016 TO 29TH OF JAN 2017
3. Offer/ Activity: Flat 50% OFF
Details of Pantaloons Activity :
1. Campaign Name :EOSS
2. Duration: : 21st JAN 2017 TO 25th JAN 2017
3. Offer/ Activity: Flat 50% OFF ON PURCHASE OF THREE
GARMENT
.

14. <Pantaloons>, <Reliance> - <Mall Branding>
(2/2)
Pictures of Competition Activity Pictures of Pantaloons Activity

15. <Pantaloons><MAX> - <Activity name> (1/2)
City Name <Ranchi>
Competition Name <MAX>
Competition Store
Locations
Main road near kadru ranchi Pantaloons Store
Locations
Pantaloons Eastern Mall,
Ranchi
Activity Details AW 16
Details of Pantaloons Activity :
1. Campaign Name :EOSS
2. Duration: 21st JAN 2017 TO 22nd JAN 2017
Details of Competition Activity:
1. Campaign Name: EOSS
2. Duration:24TH DEC TO 25th JAN 2017
Offer/Activity Details : Upto 50% OFF
Details of Pantaloons Activity :
1. Campaign Name :EOSS
2. Duration: : 21st JAN 2017 TO 25th JAN 2017
Offer/ Activity: Flat 50% OFF ON PURCHASE OF THREE GARMENT
.

16. <Pantaloons>, <MAX> - <Mall Branding> (2/2)
Pictur
es of
Comp
etition
Activit
y Pictures of Pantaloons ActivityPictures of Pantaloons Activity

17. RESEARCH METHODOLOGY
 DATA COLLECTION
 Primary Data
 With the help of Questionnaires
 Personal Interaction
 SAMPLE SIZE- 100 Respondents
 questioner.pdf
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18. Research Problem
 Customer analysis identifies why customers buy from the competitors ?
 Research objectives :-
1. Primary objectives :-
 To understand the buying behavior at Pantaloons
 To identify performance of store operations
 To analyze how the companies competing in a related product/market
2. Secondary objective
 To find out the reason of dissatisfaction
 To understand the competitive analysis provides a wealth of information on the
competition’s weaknesses to exploit
 To find out which means of communication play a vital role in perusal customer
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19. OBSERVATIONS &
FINDINGS
 Its immediate competitor is Reliance Trends, Max & fbb.
 One positive sign for Pantaloons is that it has become the choice for upper middle class
people in Ranchi
 There is always a communication gap between store and Customers
 Grooming check is not done all the time.
 Compared to other pantaloons CSD is well maintained. ( Visually)
 Overall if we consider then this all will effect the store sales, So better if we fix it fast
 Tagging standards are not maintained.
 Gestures like “Namaste” are always missing from the floor staff.
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20. Recommendations and Suggestions
 Try to improve communication and greetings with the customers
 Try to educate the customers about types of product and its offers
 Try to put a English language communicator near every entrance to help Foreign
customers
 Should educate Fashion Assistants for better communication with the customers.
 Customers expect a better variety of products in Pantaloons so that it can satisfy customers
from all the sections of society.
 The ground staff should have the basic ability to speak in English
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