Study on Pantaloons as a Retail Outlet

1. Submitted By:
Soumit (17dm018)
Abhiroop Das (17dm021)

2. INTRODUCTION
• Pantaloons Fashion & Retail Limited is an Indian premium clothing retail chain.
• Tagline: In love with life, in love with fashion
• Founded in 1997 and headquarter is in Mumbai, Maharashtra.
• It is the subsidiaries of Aditya Birla Fashion & Retail Ltd.
• Pranab Barua is MD and Shital Mehta is CEO.
• Has over 3000 of stores across 73 cities in India and employs over 30,000 people.
• Pantaloons offers value for money with quality apparel in India

3. HISTORY
• The founder of pantaloons is Kishore Biyani.
• Originally incorporated as manz wear private limited on October ,1987 and afterwards
changed to Pantaloons fashion limited on july 1997.
• It is among the top retail companies listed in BSE(Bombay Stock Exchange) with
respect to assets, and in NSE(National Stock Exchange) with respect to market
capitalization.
• Pantaloons was initially a part of future groups.
• On May 2012, Future Group announced 50.1% stake sale of its fashion chain Pantaloons to
Aditya Birla Group in order to reduce its debt of around ₹80 billion (US$1.2 billion)

4. MARKETING MIX

5. PRODUCT
• It has about 4-5 product categories.
• It has about 100+ in house brands.
• It has also tie ups with other private
label and licensed brand more in
apparel and accessories.

7. BRANDS AT PANTALOONS
• PANTALOONS BRANDS:
 Agile
 UMM
 Bare Denim
 Bre 7to14
 Chalk
 Rig
 Mix n match
 All
 Honey
• NON PANTALOONS BRANDS:
 Biba
 109 F
 Remanika
 Spykar
 Lilliput
 Lee Cooper
 Indus League
 Peter England

8. PRICE
• Pricing decisions consistent with firm’s
marketing strategy and target market.
• They propose to provide branded
products at 10% less than the MRP and
20% off on the local brands.
• The types of pricing:-
o Seasonal pricing.
o Product bundling pricing.
o Promotional discounts.

9. PROMOTIONS
• They promote in house brands with some space with other brands.
• The Pantaloons Payback Greencard, which is a unique loyalty programs, has been
designed exclusively for Pantaloons' customers to enhance customer experience.
• Presently offered to over 4 million members, the programs entitles members to
discounts in terms of points and special privileges at all Pantaloons stores.
• All types of sales and discounts.
• Online and offline promotions.

11. PLACE
• Chain of stores mainly functioning in malls.
• Stores located nearer to the competitors.
• Product availability mainly depends on the city of operations.
• Pantaloons have Distribution collection center (DCC) in four major Metros of the country.
• It has about 100 stores all over India.
• They have also introduced online shopping.
• Exclusive stores for women and kids.
• In stores they keep 70% of their own brand and remaining 30% of other brands.

12. STP(SEGMENT, TARGETING,
POSITIONING
• Segment : People looing for good quality affordable apparel.
• Target Group: Middle and upper middle class urban families in India.
• Positioning : Pantaloons id a highly fashionable brand with affordable prices

13. COMPETITORS
• Pantaloons has the following competitors:
• Shoppers stop
• Vishal mega mart
• Westside
• Wills lifestyle
• Ecommerce websites
• Reliance trends
• Bharti Wal-Mart

14. BUSINESS STRATEGY
• Company’s vision is to offer Indian consumer’s needs in fashion, style and value across wearing
occasions in Apparel and Accessories, through strong brands and high-quality consumer
experience with the ultimate purpose of delivering superior value to all stakeholders.
• In pursuance of its vision and in line with the rapid development in the industry and consumer
landscape, Company has identified the following areas for strategic response and growth:
• Expand the portfolio through strategic entry in faster growing segments
• Drive digital transformation across key consumer touch points
• Continue to expand retail distribution
• Deepen consumer centricity
• Invest in cutting-edge design and merchandising capability