RETAIL MANAGEMENTRETAIL MANAGEMENT

PANTLOONS RETAIL (INDIA) LTDPANTLOONS RETAIL (INDIA) LTD

V I K A S M I S A RV I K A S M I S A R 1

Retail Survey Conducted at... Retail Survey Conducted at...

Pantaloons :: Lower Pantaloons :: Lower

ParelParel :: Mumbai:: MumbaiParelParel :: Mumbai:: Mumbai

Phoenix Mills Phoenix Mills

Compound 462, Compound 462,

SenapatiSenapati BapatBapat MargMarg, ,

Lower Lower ParelParel (W) (W) Lower Lower ParelParel (W) (W)

Mumbai Mumbai –– 400013400013

MaharashtraMaharashtra

3003 4848 / 3003 48003003 4848 / 3003 48002

INTRODUCTIONINTRODUCTION•• Led by its flagship enterprise,Led by its flagship enterprise, Pantaloon RetailPantaloon Retail, the group operates over , the group operates over

12 million square feet of retail space in over 71 cities and towns and 65 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 rural locations across India. The group owns several leading formats including Pantaloons, Big Bazaar, Food Bazaar, Home Town, including Pantaloons, Big Bazaar, Food Bazaar, Home Town, eZoneeZone and and Central.Central.Central.Central.

•• PantaloonsPantaloons is among India's largest chains of fashion stores. Pantaloons is among India's largest chains of fashion stores. Pantaloons Fresh Fashion, with its focus on 'fresh look, feel and attitude' offers, trendy 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 and hip collections that are in sync with the hopes and aspirations of discerning young and 'youngdiscerning young and 'young--atat--heart' consumers.heart' consumers.

•• PantaloonsPantaloons Fresh Fashion stands out as a fashion trendsetter, on the lines Fresh Fashion stands out as a fashion trendsetter, on the lines of how fashion is followed internationally. This 'fresh fashion' destination of how fashion is followed internationally. This 'fresh fashion' destination of how fashion is followed internationally. This 'fresh fashion' destination of how fashion is followed internationally. This 'fresh fashion' destination allows customers to shop for the latest in fashion apparel and accessories allows customers to shop for the latest in fashion apparel and accessories throughout the year in an attractive and visually stimulating ambience.throughout the year in an attractive and visually stimulating ambience.

•• PantaloonsPantaloons Fresh Fashion stores have presence with stores not just in Fresh Fashion stores have presence with stores not just in Metros but also in smaller towns. All stores have a wide variety of Metros but also in smaller towns. All stores have a wide variety of categories like casual wear, ethnic wear, formalwear, party wear and categories like casual wear, ethnic wear, formalwear, party wear and sportswear for Men, Women and Kids.sportswear for Men, Women and Kids.

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Retail Format observed at Retail Format observed at PataloonsPataloons

Customer Customer

ServiceService

Retail Retail

StrategyStrategy

Merchandise Merchandise

AssortmentAssortment

Store Store

Design & Design &

DisplayDisplay

LocationLocation

CommuniCommuni

cationcation MixMix

PricingPricing

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Store locationStore location•• The location of a retail store occupies an The location of a retail store occupies an

important place in retail strategy. It not important place in retail strategy. It not only conveys the image of the store, but only conveys the image of the store, but also influences the merchandise mix and also influences the merchandise mix and the interior layout of the store. While the the interior layout of the store. While the the interior layout of the store. While the the interior layout of the store. While the merchandise mix can be changed and merchandise mix can be changed and prices can be adjusted, it is difficult to prices can be adjusted, it is difficult to change the decision on store location.change the decision on store location.

•• It is located in posh locality in the It is located in posh locality in the centre centre of the city. Further the easy availability of of the city. Further the easy availability of transport facilitates makes the location transport facilitates makes the location really accessible for shopping. really accessible for shopping. really accessible for shopping. really accessible for shopping.

•• Pantaloons is situated very close to the Pantaloons is situated very close to the main road. Pantaloons being a three floor main road. Pantaloons being a three floor building have great visibility. To enhance building have great visibility. To enhance the visibility pantaloons has put its sign the visibility pantaloons has put its sign board on the top of the building. board on the top of the building.

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MERCHANDISE ASSORTMENTMERCHANDISE ASSORTMENT

Pantaloons have applied the concept of category management in its dayPantaloons have applied the concept of category management in its day--

toto--day merchandising function as against the traditional brand day merchandising function as against the traditional brand

management merchandising practice followed by most retailers. management merchandising practice followed by most retailers. management merchandising practice followed by most retailers. management merchandising practice followed by most retailers.

Category managers look at sales and margins of each brand in a Category managers look at sales and margins of each brand in a

category. The whole idea of category management is to create products category. The whole idea of category management is to create products

across length and breadth of a category at different price points, fabrics, across length and breadth of a category at different price points, fabrics,

design, shape, seasons, colour and size. design, shape, seasons, colour and size.

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PRODUCT OFFERINGSPRODUCT OFFERINGS

MEN’S WEAR MEN’S WEAR

• John Miller John Miller

LADIES WEARLADIES WEAR

•• HoneyHoney

KID’S WEARKID’S WEAR

•• ChalkChalk• John Miller John Miller

•• JM SportsJM Sports

•• Bare DenimBare Denim

•• RigRig

•• AjileAjile

•• LombardLombard

•• HoneyHoney

•• AkkritiAkkriti

•• AnnabelleAnnabelle

•• Mix & MatchMix & Match

•• AjileAjile

•• RigRig

•• ChalkChalk

•• Bare 7214Bare 7214

ACCESSORIESACCESSORIES

•• CosmeticsCosmetics

•• Stationary for kidsStationary for kids

•• TT--20002000

•• Bare LeisureBare Leisure

•• Books & Books &

MagazinesMagazines

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PRODUCT OFFERINGS PRODUCT OFFERINGS CHARTCHART

..

PlantoonPlantoonBrandsBrands

Men’sMen’s

FormalsFormals CasualsCasuals EthnicEthnic

Women’sWomen’s

FormalsFormals CasualsCasuals

Non Non PlantoonPlantoonBrandsBrands

Men’sMen’s

FormalsFormals CasualsCasuals

Women’sWomen’s

FormalsFormals CasualsCasuals EthnicEthnic

LombardLombard

KnighthoodKnighthoodRIGRIG

UMMUMM

AgileAgile

BareBare

T2006T2006

JM SportsJM Sports

Lee CopperLee Copper

AakritiAakriti

F FactorF FactorAnnabelleAnnabelle HoneyHoney

AgileAgile

John MillerJohn Miller

UrbabaUrbaba

ScullersScullers

Indigo NationIndigo Nation

PepePepe ScullersScullers Jealous21Jealous21

BareBare

RIGRIG

UMMUMM

Lee CopperLee Copper

Rang Rang ManchManch

TrishaTrisha

Mix & MatchMix & Match

AakritiAakriti

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POPULAR BRANDSPOPULAR BRANDS

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STORE LAYOUTSTORE LAYOUTPantaloons Pantaloons follows a free form store layout. No particular format is followed follows a free form store layout. No particular format is followed

anything is placed anywhere but strategically. Pantaloons fall under following anything is placed anywhere but strategically. Pantaloons fall under following

categoriescategories-- Departmental stores, Malls, EDepartmental stores, Malls, E--retailers Here when it comes to retailers Here when it comes to

arranging the clothes, same type of clothes are put up together in different sizes 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.so that same clothes are available for every size at one point only.

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STORE STORE LAYOUT AT DIFFERENT LAYOUT AT DIFFERENT

LEVELSLEVELSFirst level First level

•• Spring Spring (Designer (Designer

wear for men and wear for men and

Ground Level Ground Level

•• Ladies Formal Ladies Formal

Ladies Denim Ladies Denim

Second Level Second Level

•• Men’s Occasion’s Men’s Occasion’s

Wear Wear wear for men and wear for men and

women)Ladies Formal women)Ladies Formal

•• Ladies Ladies Ethnic Ethnic

•• Night Night ware and ware and

Lingerie Lingerie

•• Kids Kids Wear Wear

•• Infant Infant Necessities Necessities

•• Ladies Denim Ladies Denim

•• Cosmetics and Cosmetics and

Fragrances Fragrances

•• Fine JewelleryFine Jewellery

•• Blue Sky Blue Sky

(Sunglasses and (Sunglasses and

Watches) Watches)

Wear Wear

•• Men’s Formal Men’s Formal

•• Men’s Ethnic Men’s Ethnic

•• Denim Wear Denim Wear

•• Men’s Casuals Men’s Casuals

•• Active Wear , Active Wear ,

Sporting Goods Sporting Goods •• Infant Infant Necessities Necessities

•• Toys Toys

•• Footwear Footwear

•• Ladies Ladies Wash Room Wash Room

•• Drinking Drinking Water Water

Watches) Watches)

•• Fashion Fashion

Accessories Accessories

•• Customer Service Customer Service

DeskDesk

Sporting Goods Sporting Goods

•• Teen Boys Teen Boys

•• Men’s Washroom Men’s Washroom

•• Drinking WaterDrinking Water

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STORE DESIGNSTORE DESIGN

Exterior Store Exterior Store DesignDesign

The exterior appearance of a store silently announces what The exterior appearance of a store silently announces what

customers can expect inside. Good exterior visual customers can expect inside. Good exterior visual customers can expect inside. Good exterior visual customers can expect inside. Good exterior visual

merchandising attracts attention, creates interest and merchandising attracts attention, creates interest and

invites the customer into the invites the customer into the business.business.

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STORE DESIGNSTORE DESIGNInterior Store Interior Store designdesign

Flooring and Ceiling Flooring and Ceiling Graphics & Sign agesGraphics & Sign ages

Lighting Lighting Music Music Lighting Lighting Music Music

Store Store securitysecurity Colour & FragranceColour & Fragrance

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SPACE ALLOCATION AND UTILIZATION SPACE ALLOCATION AND UTILIZATION

•• Furniture and Furniture and fixturesfixtures•• Furniture and Furniture and fixturesfixtures

•• Walk Ways and Walk Ways and EntriesEntries

•• Sound type and Sound type and densitydensity

•• Odour Odour type and type and densitydensity

•• Visual merchandisingVisual merchandising--•• Visual merchandisingVisual merchandising--

Merchandise Merchandise Type and Type and

DensityDensity

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DISPLAY AREAS, WALKWAYS & DOORSDISPLAY AREAS, WALKWAYS & DOORS

Pantaloons Pantaloons stores have very attractive stores have very attractive display display

areasareas, in which they put the dummies, , in which they put the dummies, areasareas, in which they put the dummies, , in which they put the dummies,

accessories & all. They have a broad walkway & accessories & all. They have a broad walkway &

doorways.doorways.

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Supply chain management atSupply chain management at

PantaloonsPantaloons

Pantaloon Pantaloon Retail is the Retail is the Pantaloon Pantaloon Retail is the Retail is the

first first company in company in the the

organized retail sector organized retail sector

in India in India to win an to win an

accredited accredited ISO ISO accredited accredited ISO ISO

Certificate Certificate exclusively exclusively

for its for its Supply Chain Supply Chain & &

Logistics function.Logistics function.

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PRICINGPRICING

High turnoverHigh turnover

High MarginHigh MarginLow MarginLow Margin

Low turnoverLow turnover

Since Pantaloons provides products to a potentially large number of customers at Since Pantaloons provides products to a potentially large number of customers at

affordable prices, it falls in the High Turnover affordable prices, it falls in the High Turnover -- Low Margin Category.Low Margin Category.17

PRICINGPRICING

They They propose to provide branded products at propose to provide branded products at

10% less than the 10% less than the MRP MRP and 20% off on the and 20% off on the 10% less than the 10% less than the MRP MRP and 20% off on the and 20% off on the

local brands, which is similar to what has been local brands, which is similar to what has been

carried out in Big bazaar.carried out in Big bazaar.

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CUSTOMER RELATIONSHIP MANAGEMENTCUSTOMER RELATIONSHIP MANAGEMENT

To To survive in the tough survive in the tough competition Pantaloon competition Pantaloon

uses different strategies uses different strategies to attract to attract customers customers

and to and to retain retain them.them.

–– EventsEvents

–– FestsFests

–– Loyalty programsLoyalty programs

–– Gift VouchersGift Vouchers19

LOYALTY PROGRAMSLOYALTY PROGRAMSGreen Card is passport to a whole new world of exclusive Green Card is passport to a whole new world of exclusive

benefits and privileges.benefits and privileges.

Benifits 7 Star 5 Star 3 Star 1 Star

Discounts on all 10% 7.5% 5% Gift Voucher of Rs.200/-Discounts on all

purchases10% 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 Members2 2 1 1

End of Season Sale

PreviewYes 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 &

PromotionsYes Yes Yes Yes

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PROMOTIONAL STRATEGYPROMOTIONAL STRATEGYGIFT VOUCHERS GIFT VOUCHERS

GREEN CARDS GREEN CARDS

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POSITIONING POSITIONING STRATEGYSTRATEGYInitially Initially positioned as a family store, it finally veered towards positioned as a family store, it finally veered towards

becoming a fashion store with and emphasis on youths and becoming a fashion store with and emphasis on youths and

clear focus on ‘FRESH FASHION’. They are targeting youth and clear focus on ‘FRESH FASHION’. They are targeting youth and

even women, since they are the ones defining most even women, since they are the ones defining most even women, since they are the ones defining most even women, since they are the ones defining most

purchasing decisions.purchasing decisions.

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CONCLUSIONCONCLUSION

Pantaloon Retail (India) Ltd is a company where it strives for Pantaloon Retail (India) Ltd is a company where it strives for

lifestyle and value through its products and services. lifestyle and value through its products and services.

Through the study, it is observed that pantaloon can be Through the study, it is observed that pantaloon can be Through the study, it is observed that pantaloon can be Through the study, it is observed that pantaloon can be

said an organization where the P’s of marketing is taken said an organization where the P’s of marketing is taken

seriously for the maximum profitability through large seriously for the maximum profitability through large

range of products, promotional activities for the range of products, promotional activities for the

company company and and a solid sales organization monitoring that a solid sales organization monitoring that

the P’s are worked effectively. the P’s are worked effectively. The The store has been well store has been well

maintained in accordance with the latest demands of the maintained in accordance with the latest demands of the maintained in accordance with the latest demands of the maintained in accordance with the latest demands of the

consumers and through all these strategies Pantaloon consumers and through all these strategies Pantaloon

ensures repeated customer patronage.ensures repeated customer patronage.

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REFERENCESREFERENCES

• www.pantaloon.com

• http://www.fibre2fashion.com/news/compan• http://www.fibre2fashion.com/news/compan

y-news/pantaloon-retail-india/

• It Happened in India – by Kishore Biyani &

Dipayan Baishya

• Consumer Behavior – Satish K Batra & S H H• Consumer Behavior – Satish K Batra & S H H

Kazmi

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THANK YOUTHANK YOU

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