Pantaloons is a leading Indian retail brand owned by Aditya Birla Group. It has over 168 stores across India selling apparel, footwear, accessories and other products. Pantaloons targets the growing middle income segment in India. It uses segmentation strategies like demography, income, lifestyle to target different customer groups. The company aims to increase its market share through variety of products, affordable prices and proper promotion.

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GROUP-11
PGFA-1642 DEEPTI SHARMA
PGFA-1646 DIVYANSHI DAYALANI
PGFA-1651 RISHABH KUMAR
PGFA-1654 UTKARSH SINGH

2. RETAIL INDUSTRY
 Process of selling goods & services to Consumers.
 Organized (24%) and Unorganized (76%)retail.
 Accounts for 10 percent in GDP.
 Contributes 8 percent of total Employment.
 Growing at the rate of 16.7 percent.
 India ranks 5th largest retail destination globally.
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3. 3THE GREAT INDIA PLACE, NOIDA

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•Retail (service) industry.
•Owned by ADITYA BIRLA group.
•Founded in 1987, covers urban & semi – urban
India.
•Headquarters in Mumbai, Maharashtra, India.
•Initially known as ‘Manz Wear private limited’ .
•Deals in lifestyle segment.
•Number of stores , 168 and still growing.
•Managing Director: Pranab Barua
•Chief Executive Officer : Shital Mehta.

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VISION: We shall deliver Everything, Everywhere, Every time for
Every Indian Consumer in the most Profitable Manner.
MISION: Infuse Indian Brands with Confidence and Ambition .
Be Efficient, Cost Conscious and committed to
Quality.
In love with life
In love with fashion

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FEATURES:
•One Stop Shop for Customers.
•More than 200 In-house & Out-house brands.
•Quality Apparel.
•Value for Money.
•Innovative tactics to approach Customers.
MARKET SIZE:
•Market leader in the Retail Industry.
•Captures 43% of the Retail Industry.
•Organized retail sector growing at rate of 5% .
•Growing Middle Class Group.

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SHOPPERS
STOP
18%
LIFESTYLE
16%
PANTALOON
S
43%
GLOBUS
8%
MAX
9%
OTHERS
6%
MARKET SHARE
PY revenue : 1851 cr.
Turnover : 5.5 cr
Target : 5% hike in
revenue

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PESTEL ANALYSIS
POLITICAL FACTORS:
•Implementation of GST.
•Liberalized FDI policies.
ECONOMICAL FACTORS:
•Growth of service sector in GDP.
•Infrastructural growth i.e. ‘MAKE IN INDIA’.
SOCIO-CULTURAL FACTORS:
•Growing middle class group.
•Shift in taste & preferences of consumers

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TECHNOLOGICAL FACTORS:
•Growth in e – retailing.
•Extensive usage of Marketing analytics.
LEGAL FACTORS:
•Taxation policy of India.
•Excise duty of 12.5% imposed on apparels.
ENVIRONMENTAL FACTORS:
•Usage of eco-friendly shopping bags.
•Promotion through social media, rather using paper.

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STRENGTHS
•Well-established brand.
•Highly qualified
staff(6000+employees)
•Economic Pricing.
•Product range.
WEAKNESS
•Wide span of control.
•More complexity.
•Applications of IT.
•Employee retention.
OPPORTUNITIES
•Merge with Global
Brands.
•Growth in middle class
group.
•Increase in disposable
Income.
THREATS
•Being pioneer, extensive
competition.
•New entrants.
•International exposure of
competitors.
SWOT
ANALYSIS

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COMPETITORS

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SEGMENTATION

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GEOGRAPHICAL SEGMENTATION
Pantaloons has 168
stores in overall
India and they have
16 stores in Delhi
and Delhi NCR
region.

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DEMOGRAPHIC SEGMENTATION
A) INCOME

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MALE
FEMALE
GENDER
KIDS&
TEENA
GERS
YOUNG
STERS
ADULTS
AGE

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OCCUPATION
STUDENTS
BUSINESSMAN
PROFESSIONAL
PSU'S
PRIVATE SERVICE
HOUSEWIFE

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TARGETING

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Income (Occupation):
•Professional: Formal wear
Lower (Sales staff) T-shirts and jeans
Middle (Students) College formals
Upper (Manager) Corporate suit
•Income (Women : Professional and non-working)
Upper: Professional
Lower: Homemakers
•Income (Behavioral)
Price conscious people are purchasing as per their
purchasing power.

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POSITIONING

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MARKETING MIX
1)PRODUCT
2)PRICE
3)PLACE
4)PROMOTION

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PRODUCT
NON-
APPARELS
APPARELS
ETHNIC
WEAR
WESTERN
WEAR
footwea
r
handbag
s
watches
sunglass
es
cosmeti
cs
jeweller
y
PRODUCT

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IN HOUSE BRANDS
Ajile, candie’s , poppers,
alto moda, bare kids, chalk,
poppers, chirpi pie, indus
route.
OUT HOUSE BRANDS
Monte carlo, jealous 21, latin
quarters, rayban, fastrack,
caprese, lavie, baggit.

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•SEGMENTED PRICING
•DISCOUNT RPICING
•GEOGRAPHICAL PRICING
•PSYCHOLOGICAL PRICING
PRICING STRATEGIES

25. Mother
production
warehouse
(Mumbai)
Regional
warehouse
s
Northern
Southern
Eastern
western
City
warehouses
Particular
stores
End
user
Distribution channels

26. Communication strategy
ATL
(ABOVE THE LINE)
BTL
(BELOW THE LINE)
Newspaper
Radio
Television
Website
Social
networking
Events,
Pamphlets,
Messages
Mails

27. ATL (above the line) :

28. BTL (Below the line) :

29. Sales promotion :

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AREAS OF CONTROL
Cash control.
Inventory control.
Employee retention.
New customers retention.
Advertisement Budgets.

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The company aims to achieve more market share in the Indian market.
This can be accomplished by bringing variety in their existing products
available at an affordable prices.
The Pantaloons targets the increasing middle income group. Gradually,
More of the consumers have shown a drastic shift in their tastes and
preferences.
•Proper promotion should be done so that more people knows about the
sales season’s onset.
•To create more awareness, advertising campaign in the form of fashion
show can be organized.
•During sales, the brand offers discounts at variety of products.
Certain offers like gift with pay can be used to retain and attract
customers.

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•Better services in terms of logistics for
customer.
•There should be more billing counters as
during weekends there is more rush so as to
handle customers in a better way.
•Value added services can be improvised so
that customer avail those services and produce
positive feedback towards the brand.

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THANK YOU!