Pantaloons is a big-box specialty retail store located in Kalyan, Mumbai that sells a wide variety of clothing, accessories, and brands for men, women, and children. It uses a marketing mix strategy of competitive pricing, multiple placement options including a physical store and online shopping, and promotional activities like advertisements, signage, and regular discount schemes. Modern technologies used include a point-of-sale system, funds transfer at point-of-sale for cashless payments, mobile applications, and communication tools like email newsletters.

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Individual Retail Visit Report
OBSERVATIONS AND
ANALYSIS OF PANTALOONS
(METRO JUNCTION
MALL),KALYAN, THANE.

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AUTHOR : NIKHIL YADAV
PROGRAMME : MBA3
SEMESTER : 3rd Term
SUBJECT : RMS
PROFFESER : Mr. BibhasBasumatary
ASSIGNMENT TITLE : Observations and
Analysis of a Retail Store

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Table of Contents
Brand Philosophy………………………………………………………………………….4
Socio-Economic Importance of Pantaloons (Metro Junction Mall),
Kalyan, Mumbai…………………………………………………………………………….5
Identifying the Retail Type and its Product Categories…………………..7
Strategic Drivers of the Consumer Fashion Industry………………………9
Modern Technology deployed by Pantaloons……………………………….12
Marketing Mix Strategy applied by Pantaloons…………………………….14

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Brand Philosophy
‘Fresh Fashion’ is a Pantaloons promise. Pantaloons believes that if a
consumer comes to the store 4 to 6 times a year, hence its important
to keep the store always welcoming with something new. This
necessitates the continuous churning out of fresh designs on a 2-
monthly basis. In addition, the ‘capsule’ collection based on regional
festivals and preferences, adds to the freshness factor. The
Pantaloons design philosophy on Freshness factor is promoted
through the ‘Get the Look’ visuals in the store, also through ‘Fashion
Friday’, where Pantaloons celebrates a new look/trend every Friday
of the week.

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Socio-Economic Importance of Pantaloons (Metro Junction
Mall), Kalyan, Mumbai
With 9 stores in the city of Mumbai (Infiniti Retail Ltd., 2013) and still
growing at a fast pace Pantaloons is setting a benchmark for all the
retailers in the consumer who love wearing fashionable cloths. I have
chosen the Pantaloons store located in Kalyan as it is closer to my
college and has a very pressure free atmosphere.
To start off with, the Pantaloons in kalyan is inside the Metro
junction mall. They have few but big competitors around them. This
type of store has a few disadvantages which not work in the favour
of Pantaloons-kalyan.
They are:
1. Huge competition in close proximity.
2. Relatively high rental costs.
3. Small space compare to single stand store.
4. Reduction in costs is not possible, because it’s in a mall.
Now I come to advantages which pantaloons have in kalyan metro
junction mall.
The advantages that Pantaloons has:
 Attracting initial customers is very easy.
 Continuous and consistent traffic is in the mall so it’s a good
point for retailers.
 Low advertising expenses. Because one big banner tells that
there is a pantaloons shop in the mall.
 Cost such as outside lighting, security, ground maintenance,
trash collection is very low for pantaloons in kalyan.
 A store that is built, it’s on rent which saves the cost.

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 Planned business districts and planned shopping centres are
more popular amongst customers and this shop and mall is one
of them.
Pantaloons-kalyan boasts of having most of the clothing brands that
are not available in that particular area but it is available in the mall
because the competitors of pantaloons is SHOPERS STOP and some
few branded small shops. but because it has many brands on his side
it brings youth traffic in the store. With the youth population in
Mumbai being 7.6% out of 46% the store is bound to keep brands
that are liked and wanted by the young generation. India today has a
large middle class, a youth population which is happy spending. With
the basic necessities taken care of like price, fashion and trends,
there is a chance that the demand from the customers may increase
with regard to other products. With the growth in the Indian
economy and the increase in the salary of the people, the disposable
income increases that can be used by the people to buy new items at
higher frequency. A pantaloons has kept that in mind and strives to
keep the prices as low as they possibly can. Retail in India accounts
for over 10% of the country's GDP and 8.5% of the total employment.
It is estimated at US$ 280 billion with organised retailing forming a
miniscule of 5 % at US$ 14.2 billion. Low cost is not the only thing
that people are looking for today. Bundle offers, discounts, exchange
sales are also a great way to sell your product. Pantaloons target
these offers and bundles them along with the sale of selected goods.
Many people fall for the offer and buy the product. For example,
Pantaloons gave “BUY 2 GET 1 FREE”, “BUY THREE GET 2 FREE” and
many more. These offers entice customers to impulse buying
thinking the offer might get discontinued. Especially youngsters like
this kind of offers and they keep coming to shops again and again.

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Identifying the Retail Type and its Product/Service
Categories
After understanding the different retail types, it is very obvious when
I say that Pantaloons – The Fashion Megastore comes under the
category of a Big-Box Speciality Retail Store. All stores have a wide
variety of categories like casual wear, ethnic wear, formalwear, party
wear and sportswear for Men, Women and Kids. They offer it in a
way which makes them special. Most of the speciality stores use a
self-service approach but Pantaloons on the other hand has
customer assistance as well. They sale many brands like:
1. Rangmanch
2. Trishaa
3. Akkriti
4. Ajile
5. Lombard
6. RIG
7. Bare
8. Annabelle
9. Honey and Chalk
Also present are India's loved brands
1. Louis Philippe,
2. Van Heusen
3. Allen Solly
4. Peter England
Pantaloons falls under, the Product category. As the name suggests,
(Pantaloons – The fashion Megastore), Pantaloons falls under the
category of clothes and accessories. You will get clothes for men ,
women, kids and for every one and for all seasons either it is festival

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or any special function you will get clothes and accessories for that at
one place you will get everything you don’t need to go anywhere. It
is a big-box category. You get all this at lower price as well as at the
higher cost you don’t need to think about the budget you just need
enter in the shop and you will get whatever you want at your price.
Pantaloons hold its in-house brand as well as the other international
and domestic brands. The products are generally kept in the
warehouse so as to keep the store large and pressure free. The
inventory is updated automatically and good are received the next
day from the warehouse if a sale occurs. They follow the Just-in-Time
method where the stock is not accumulated in their store.
Service Category: Pantaloons, known for its Service Category has a
CSD (Customer Service Desk) which helps customers solve their
queries and problems. Another advantage that Pantaloons-kalyan
has is the shopping environment. They are honest when they say
their shop atmosphere is relaxed and pressure free. The shopping
experience is not a task. There are salesmen at all times but they do
not stand right beside you and make you uncomfortable. Rather they
help you resolve your problem about specific products with great
ease. They sell on customers request and not forcefully.
'Pantaloons' has been selected as the winner of the prestigious
“North-East Consumer Awards 2013” for the category ‘Most
Preferred Fashion Retail Destination of the Year’
The Indian Digital Media Awards 2013 (an exchange4media
group initiative) were held on 25th June at ITC Grand Central,
Mumbai amidst much fanfare. These Awards recognize,
celebrate and honour outstanding creativity and effectiveness
in the burgeoning digital media space of advertising and
marketing communications with specific emphasis on internet,
mobile, gaming, social media and the blogosphere.

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Strategic Drivers of the Consumer fashion Industry
With the economy in place today, a new revolution is taking place. It
is becoming highly difficult for the retailers to survive this
competition, on and off the web. Revolutionary thinking needs to be
possessed by the retailers to thrive in today’s world. There need to
be a few changes that have to be made by the retailer to sustain
himself. They are:
1. A focused approach to strategic planning.
2. Advanced marketing skills.
3. A stronger customer focus.
4. Enhanced exposure on the Internet.
There are a few drivers in the consumer fashion and accessories
industry which are and can be used by Pantaloons. They are
explained below:
 : With busier schedules and less time toCustomer Friendliness
shop retails must offer more convenience than ever before.
Retailers today have to offer more convenience and knowledge
to the customer. When a customer walks into a store which has
a pressure free environment and the staffs is customer friendly,
they tend to spend more time and money to shop. Therefore
having a customer friendly environment is the first step to a
retailer’s success.
 : The job of the retailer is to knowUnderstanding the Customer
what the customer wants and to provide the customer with the
product of his choice. The retailers should encourage their staff
to go the extra mile and personalize relations with the
customers by spending more time listening and understanding
the customer.

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 : It is essential that retailers keep educatingRetailer Education
themselves through training programs and seminars. With the
changing trend in lifestyle, a retailer is learning as much within
one year as they had in the past five years. They should start
going out and search for growth opportunities. More and more
retailers are attending seminars and meetings to keep up with
the latest marketing trends, sales skills and new strategies
within the dynamic consumer fashion industry.
 : Most of the buying deciKalyans today areStrong Visual Appeal
made at the point of purchase. Therefore, visual marketing has
become one of the most important factors to drive more sales.
A retailer should set up his store and advertisements with the
mind set of what the customer thinks. An effective
businessman should be aware of all the details that make up an
overall consistent and effective image of his business.
 : Pantaloons being a stand-alone store.Success Planning
Recognizing and acting on their competitive strength and
weakness. Understanding who their customers are and what
they want. Identifying and filling a viable niche in the
marketplace.
Pantaloons on the other hand has quite a lot of advantages in their
industry. The key growth drives that drive them to reach the peak
are:
1. : The demand for consumer goodsRise in Disposable Income
have increased with an increase in the disposable income of
the people and also from the double income families. The
middle-class sector is growing and the companies are ready to
woo them to buy their products.
2. : The consumers haveAvailability of newer variants of a product
been spoilt by giving them the power of choice. Consumers

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look for variation and the companies get a chance to portray
and sell their products.
3. : The consumer fashion industry is highly pricePrice Sensitivity
sensitive. The low end models sell due to their volume and low
pricing strategy for the lower range consumer. For the medium
and upper range customers - brand name, technology and
other features are important to sell.
4. : In today’s world, EMI hasAvailability of Finance Schemes
become very common where consumers pay a certain amount
at the point of purchase and the remaining payments are
spread over a time period depending on the consumer. This
gives the consumer access to expensive products.
5. : The unique style ofAdvertising and Brand Promotion
promoting and advertising for discounts, free gifts and
exchange offers helps Pantaloons distinguish itself from the
others.
6. : Festivals in India are in abundance. During thisFestive Seasons
season, retails come out with offers and discounts to cash in on
the festive mood. This period will always be one of the most
important growth drivers of the consumer fashion industry.

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Modern Technology deployed by Pantaloons
The evolution of technology within the retail and e-commerce space
is shaping how consumers behave and interact with brands and
savvy, smart retailers know that understanding shoppers’ behaviour
is key for success. These retailers realize they can utilize technology
to capitalise on consumer needs and customised offerings to help
significantly increase their bottom lines.
A pantaloons as a retailer follows a lot of modern trends to increase
customer satisfaction and save time on both ends (retailer and
customer). The modern technologies deployed by Pantaloons are
given below:
1. : A POS system is one in which a universalPoint-of-Sale System
product code (black and white stripes or barcode) is read by a
laser scanner connected to a computer. On scanning a product,
the computer records the sold items and displays the price of
the products to the customer. Eventually, an itemised bill is
generated and given to the customer as the receipt.
2. : An FTPOS system is one whichFunds Transfer at Point-of-Sale
facilitates cashless payments by the customers. An FTPOS

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terminal is connected to the retail store on one end and the
other end to multiple banks and credit card companies. This
system enables a customer to use credit and debit cards for
their purchases. It is convenient for the customer as it is
quicker and less open to fraud. The retailer is happy as he
receives his payment in his account immediately.
3. : Pantaloons does not have any loyalty orLoyalty Cards
membership cards.
4. : You can now shop withMobile Applications and Internet
Pantaloons online and from your mobile phone. The advantage
being – shopping on the move. The application and the website
are both easy to use and provide enough details about the
product that a customer wants.
5. : Whether it is an email newsletter, monthly flier,Communicate
a reminder card for a tune up, or a holiday greeting card, reach
out to your steady customers i.e. they offer green cards on
purchasing of Rs. 5000 or onwards with many discount
schemes and inform the costumer about a special or extra
discounts through emails.
6. : They give customers a reason to return toCustomer Incentives
their business. For instance, because children outgrow shoes
quickly, so they offer a card that makes the tenth pair of shoes
half price. Likewise, a dentist may give a free cleaning to
anyone who has seen him regularly for five years.
7. : They try to solve customer problems or complaintsBe Flexible
to the best of their ability.
8. : by creating effective combination of attractivePOP displays
store layout and displays to make the impulse purchase of
costumers.

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Marketing Mix Strategy applied by Pantaloons
Price
Place
Promotion
Product
The Retail Marketing Mix
 Product: A product is the most important in the retail
marketing mix strategy. Pantaloons deals with consumer’s
fashion and accessories. The products kept on display are
spaced out and gives easy to customers to access. All the
products are not kept on display but can be brought from
the store room or the warehouse on request. Details

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about the products are kept on the shelves/counters so
the customer can read and compare the products himself.
The breadth of the merchandise mix is high as Pantaloons
keeps a lot of brands in their stores. The SKU’s (stock
keeping units) are limited and are replenished from the
warehouse daily (just-in-time).
 Price: Pricing is an integral part of the retail marketing
mix. The customer profile and the target audience decide
the price policy of the retailer. Pantaloons-kalyan sells
their merchandise at the market price or less. Regular
discounts schemes are a part of Pantaloons. If a customer
compares the price of a product with another store and is
found cheaper, Pantaloons reduces the price to match the
other store with the consent of the manager.
 Place: Pantaloons takes full advantage of the fact that it is
a stand-alone store. With an additional advantage of
shopping online, Pantaloons targets the consumers sitting
at home as well.
 Promotion: Pantaloons creates a communication strategy
with their target audience in a way which keeps them
informed about various offers and schemes. Posters and
hoarding around the area (kalyan), sign boards to the
store, delivery vans with Pantaloons branding, multiple
advertisements in different types of media and many
more promotional strategies are used by Pantaloons.