3. 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.
•
Pantaloons is 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.
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5. 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.
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6. MERCHANDISE ASSORTMENT
Pantaloons have applied the concept of category management in its dayto-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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7. MEN’S WEAR
PRODUCT OFFERINGS
• John Miller
•
•
•
•
•
•
•
JM Sports
Bare Denim
Rig
Ajile
Lombard
T-2000
Bare Leisure
LADIES WEAR
• Honey
• Akkriti
• Annabelle
• Mix & Match
• Ajile
• Rig
KID’S WEAR
• Chalk
• Bare 7214
ACCESSORIES
• Cosmetics
• Stationary for kids
• Books &
Magazines
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8. PRODUCT OFFERINGS CHART
Lombard
Knighthood
Aakriti
RIG
F Factor
UMM
Agile
Bare
T2006
JM Sports
Lee Copper
Annabelle
Honey
Agile
Pepe
John Miller
Urbaba
Scullers
Indigo Nation
Scullers
Jealous21
Bare
RIG
UMM
Lee Copper
Rang Manch
Trisha
Mix & Match
Aakriti
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10. 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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11. STORE LAYOUT AT DIFFERENT
LEVELS
•
•
•
•
•
•
•
Ground Level
Ladies Formal
Ladies Denim
Cosmetics and
Fragrances
Fine Jewellery
Blue Sky
(Sunglasses and
Watches)
Fashion
Accessories
Customer Service
Desk
First level
• Spring (Designer
wear for men and
women)Ladies Formal
• Ladies Ethnic
• Night ware and
Lingerie
• Kids Wear
• Infant Necessities
• Toys
• Footwear
• Ladies Wash Room
• Drinking Water
•
•
•
•
•
•
•
•
•
Second Level
Men’s Occasion’s
Wear
Men’s Formal
Men’s Ethnic
Denim Wear
Men’s Casuals
Active Wear ,
Sporting Goods
Teen Boys
Men’s Washroom
Drinking Water
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12. 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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13. STORE DESIGN
Interior Store design
Flooring and Ceiling
Graphics & Sign ages
Lighting
Music
Store security
Colour & Fragrance
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14. SPACE ALLOCATION AND UTILIZATION
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•
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Furniture and fixtures
Walk Ways and Entries
Sound type and density
Odour type and density
Visual merchandisingMerchandise Type and
Density
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15. 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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16. 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 &
Logistics function.
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17. 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 Turnover - Low Margin Category. 17
18. 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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19. 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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20. 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
purchases
10%
7.5%
5%
Gift Voucher of Rs.200/on new enrolment
Upgrade Enrolment
Upgrade Kit
Upgrade Kit
Upgrade Kit
Welcome Kit
Add-on Card to
Family Members
2
2
1
1
End of Season Sale
Preview
Yes
Yes
Yes
Yes
Green Channel
Yes
Yes
Yes
Yes
Green Drop
Yes
Yes
No
No
Green Exchange
90 days
60 days
60 days
60 days
Green Service Desk
Yes
Yes
Yes
Yes
Green offers &
Promotions
Yes
Yes
Yes
Yes
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22. 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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23. 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 P’s 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 P’s 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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