Pantaloons wants to market itself as a fashion retailer. It plans to do this by partnering with designers to create affordable prete lines and promote students from design institutes. This will help them regularly offer new fashion collections. Pantaloons will advertise these collections through local fashion shows on weekends at its stores, featuring local models and customers. Photos from these shows will be used in targeted advertising on local media like billboards, radio, and regional TV channels. This integrated marketing and advertising plan aims to drive foot traffic, engage customers, and allow Pantaloons to command a premium price rather than offering discounts.

1. Concept note on marketing Pantaloons as a Fashion Retailerfor the Dream Career ContestA brief Understanding of Fashion (UF) Vis a Vis ApparelsIt is the current popular trend.Usually there is a designer involved.It changes frequently for e.g. seasons/ occasions etc.Showcased by top models to make it aspirational.Commands premium over general goods.

2. Marketing Plana) Strategically pantaloons have decided to sell fashion garments.b) It is assumed that quality of the garments is top class.So the task1) Find and promote designers.OPTIONSIn a recent interview Sabyasachi Mukherjee was heard seeking large corporates to join hands with him for a affordable prêt line.Similar deals with famous designers can be explored.Students of various design Institutes can be promoted at very affordable tie ups.Hire in house designers.2) If you have any or a combination of above, then point a & b in (UF) above is covered.3) Then it becomes easier to market the garments with fresh collections at regular intervals. It also arises curiosity, triggers footfalls leading to conversions. It covers point c in (UF) above.

3. Advertising PlanIf the marketing plan is followed, then advertising becomes focused, specific and targeted.a) Point d in (UF) is covered by organizing fashion shows at low cost at regular intervals at local stores on weekends with the following variations: (NOTE: Space to conduct such shows at stores can be arranged with innovative ideas)Local models.Customers are encouraged to pose as our models and the best dressed are rewarded. They can also be provided with a CD containing their photographs and permission to use their photos for promotions can be obtained.Inviting local school/ college students on holidays and follow the same process in II above.b) Above activity gives enough visuals and content for advertising messages to be used at regular intervals at low cost and high involvement of the TG.c) Instead of using very high cost print medium, local low cost media like OOH, Radio, regional GEC channels, internet, mobile marketing, national youth oriented channels and news channels etc. can be very effectively used with much more targeted reach, frequency and exposure.continued

4. Advertising Plan continuedd) The above activity generates positive word of mouth, huge footfall by voluntary participation, engagement and rewarding of the TG and above all creates ambience for cross selling across categories.e) All activities are in store and in a totally clutter free environment with a captive and involved TG. It also takes care of regional differences in preference and style.f) The message and the media used is also very specific and targeted.g) The combined marketing and advertising plan is well spread throughout the year and brings the much needed variety to the otherwise bland sales plan.h) Above all instead of loss arising due to discounting, it lets us command premium, my last point e in (UF) above.Thank You