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Project Report

Submitted by:
Rahul Dutt Avasthy – 8
Ankit Jain - 23
Rajat Lauria – 33
Sidharth Malik – 36
Gaurav Saxena - 49

Pantaloons: Brand Management SIMSR


We would like to express my gratitude to all those who gave us the

possibility to complete this project. We want to thank the Department of
Marketing of Pantaloon Retail India Limited for giving us permission to
commence this project in the first instance, to do the necessary research
work and to use departmental data. Most important we thank Mrs
Bhagyalaxmi for mentoring us throughout.

We are deeply indebted to my supervisor Mr. Nirmalya Ghosh (Assistant

Manager, Marketing) and Ms Ishita Sengupta (senior executive,
Marketing) whose help, stimulating suggestions and encouragement
helped us in all the time of research for and writing of this project.

Pantaloons: Brand Management SIMSR


 Sector (Submission 1)

 Company Profile

 Future Group

 Rewrite Rules. Retain Values

 Introduction

 Understanding the Language of Branding

 The Brand Management Process

 Pantaloons : Fresh Fashion

 Brands at Pantaloons

 Branding in Pantaloons

 Communication the HO and the Zonal Office

 Brand Research Process in Pantaloon

 Brand Audit

Pantaloons: Brand Management SIMSR

Sector: Retail
Company: Pantaloon Retail (India) Limited
Competitors: Shoppers Stop, Reliance Trends and Lifestyle.
Why Retail?
Traditionally, the retail industry in India comprised of large, medium and small
grocery stores and drug stores which could be categorized as unorganized
retailing. Most of the organized retailing in India had recently started and was
mainly concentrated in metropolitan cities.
Indian retail market is the fifth largest retail destination globally. The share of retail
trade in the country's gross domestic product (GDP) was between 8–10 per cent in
2007. It is currently around 12 per cent, and is likely to reach 22 per cent by 2010.
Foreign direct investment (FDI) inflows as on January 2009, in single-brand retail
trading, stood at approx. US$ 25.18 million, according to the Department of
Industrial Policy and Promotion (DIPP).
As a democratic country with high growth rates, consumer spending has risen
sharply as the youth population (more than 33 percent of the country is below the
age of 15) has seen a significant increase in its disposable income. Consumer
spending rose an impressive 75 per cent in the past four years alone. Organised
retail, which accounts for almost 5 per cent of the market, is expected to grow at a
CAGR of 40 per cent from US$ 20 billion in 2007 to US$ 107 billion by 2013.
It is important to study the brand which is a store of all brands. The retail market in
India is highly competitive and with major players such as Walmart and Tesco
entering the industry it is set to grow even further. It is thus important to see how
well, which player in the organised retail industry manages to pull consumers in
their stores. Especially in the Retail Industry there is more focus on repeated sales
and sustaining the customers for a long time.

Why Pantaloon?
Pantaloon Retail (India) Limited, is India’s leading retailer that operates multiple
retail formats in both the value and lifestyle segment of the Indian consumer
market. Headquartered in Mumbai, the company operates over 12,000,000 square
feet (1,100,000 m2) of retail space, has over 1,000 stores across 71 cities in India

Pantaloons: Brand Management SIMSR

and employs over 30,000 people. Pantaloon Retail was awarded the International
Retailer of the Year 2007 by the US-based National Retail Federation (NRF) and
the Emerging Market Retailer of the Year 2007 at the World Retail Congress held
in Barcelona. Pantaloon Retail is the flagship company of Future Group, a
business group catering to the entire Indian consumption space.

Company Profile

Pantaloon Retail (India) Limited, is India's leading retail company with

presence across multiple lines of businesses. The company owns and
manages multiple retail formats that cater to a wide cross-section of the
Indian society and is able to capture almost the entire consumption
basket of the Indian consumer. Headquartered in Mumbai, the company
operates through 5 million square feet of retail space, has over 331
stores across 40 cities in India and employs over 17,000 people. The
company registered a turnover of Rs 2,019 crore for FY 2005-06.

Pantaloon Retail forayed into modern retail in 1997 with the launching of
fashion retail chain, Pantaloons in Kolkata. In 2001, it launched Big
Bazaar, a hypermarket chain that combines the look and feel of Indian
bazaars, with aspects of modern retail, like choice, convenience and
hygiene. This was followed by Food Bazaar, food and grocery chain and
launch Central, a first of its kind seamless mall located in the heart of
major Indian cities. Some of it's other formats include, Collection i (home
improvement products), E-Zone (consumer electronics), Depot (books,
music, gifts and stationary), aLL (fashion apparel for plus-size
individuals), Shoe Factory (footwear) and Blue Sky (fashion accessories).
It has recently launched its etailing venture,

Pantaloons: Brand Management SIMSR

The group's subsidiary companies include, Home Solutions Retail India
Ltd, Pantaloon Industries Ltd, Galaxy Entertainment and Indus League
Clothing. The group also has joint venture companies with a number of
partners including French retailer Etam group, Lee Cooper, Manipal
Healthcare, Talwalkar's, Gini & Jony and Liberty Shoes. Planet Retail, a
group company owns the franchisee of international brands like Marks &
Spencer, Debenhams, Next and Guess in India.

Future Group

Pantaloon Retail is the flagship enterprise of the Future Group, which is

positioned to cater to the entire Indian consumption space. The Future
Group operates through six verticals: Future Retail (encompassing all
retail businesses), Future Capital (financial products and services),
Future Brands (management of all brands owned or managed by group
companies), Future Space (management of retail real estate), Future
Logistics (management of supply chain and distribution) and Future
Media (development and management of retail media).

Future Capital Holdings, the group's financial arm, focuses on asset

management and consumer finance. It manages two real estate
investment funds (Horizon and Kshitij) and consumer-related private
equity fund, Indivision. It also plans to get into insurance, consumer
credit and other consumer-related financial products and services in the
near future.

Future Group's vision is to, "Deliver Everything, Everywhere, Everytime

to Every Indian Consumer in the most profitable manner." One of the
core values at Future Group is, 'Indianess' and its corporate credo is -
Rewrite rules, Retain values.

Pantaloons: Brand Management SIMSR

Future Group Manifesto

“Future” – the word which signifies optimism, growth, achievement,

strength, beauty, rewards and perfection. Future encourages us to
explore areas yet unexplored, write rules yet unwritten; create new
opportunities and new successes. To strive for a glorious future brings to
us our strength, our ability to learn, unlearn and re-learn, our ability to

We, in Future Group, will not wait for the Future to unfold itself but
create future scenarios in the consumer space and facilitate
consumption because consumption is development. Thereby, we will
effect socio-economic development for our customers, employees,
shareholders, associates and partners.

Our customers will not just get what they need, but also get
them where, how and when they need.

We will not just post satisfactory results, we will write success


We will not just operate efficiently in the Indian economy, we

will evolve it.

We will not just spot trends, we will set trends by marrying our
understanding of the Indian consumer to their needs of

Rewrite Rules. Retain Values.

Pantaloons: Brand Management SIMSR

Group Vision

Future Group shall deliver Everything, Everywhere, Every time for Every
Indian Consumer in the most profitable manner.

Group Mission

1. We share the vision and belief that our customers and

stakeholders shall be served only by creating and executing future
scenarios in the consumption space leading to economic

2. We will be the trendsetters in evolving delivery formats, creating

retail realty, making consumption affordable for all customer
segments – for classes and for masses.

3. We shall infuse Indian brands with confidence and renewed


4. We shall be efficient, cost- conscious and committed to quality in

whatever we do.

5. We shall ensure that our positive attitude, sincerity, humility and

united determination shall be the driving force to make us

Core Values

• Indianness: confidence in ourselves.

• Leadership: to be a leader, both in thought and business.

Pantaloons: Brand Management SIMSR

• Respect & Humility: to respect every individual and be humble in
our conduct.
• Introspection: leading to purposeful thinking.
• Openness: to be open and receptive to new ideas, knowledge and
• Valuing and Nurturing Relationships: to build long term
• Simplicity & Positivity: Simplicity and positivity in our thought,
business and action.
• Adaptability: to be flexible and adaptable, to meet challenges.
• Flow: to respect and understand the universal laws of nature.


The brand is increasingly becoming the key source of differentiation that

guides customer purchase choice. It is the focal point around which an
organization defines how it will uniquely deliver the value to the
customer for a profit-effectively embodying the “Heart and Soul” of the
organization. The brand’s promise is delivered through its products,
services, and consumer communication- the total relationship and
experience. If the brand is well conceived and consistently delivered
through all business processes and customer contacts, the organization
will grow prosper.

Not too long ago, marketers at consumer product companies seemed to

be the only ones interested in talking about Brand Management and
Branding. But these days, all kinds of organizations are recognizing the
importance of branding.

Pantaloons: Brand Management SIMSR

Branding also becomes a critical issue for business that spun off from
parent company and as more and more companies merge or acquire
one another. The brand identity of the new combined enterprise
becomes a critical decision. Organizations have discovered the Brand
are perhaps their most important assets for a number of reasons.

The Brand Equity creates a relationship and a strong bond which grows
over time. It is often so strong that it compensates for performance
flaws: an out-of-stock situation, Poor customer service, a product that
falls apart, inconvenient store hours, a higher than average price, and so
on. In the end, you want to deliver good quality and good value,
innovation, relevant differentiation, Convenience and accessibility with
your Brand. However, we must never forget that ‘building brand
equity is like building a close friendship’. It requires a consistent
relationship over time, Trust, and an emotional connection.


It is important to establish a common brand management vocabulary in

you organization. Establishing this common vocabulary will ensure that
people can communicate with fewer misunderstanding. There are
different terms used to describe positioning the brand. Terms ranged
from ‘essence’ and ‘promise’ to ‘position’ and ‘unique value proposition.

Brand: The American Marketing Association describes a brand as

‘name, term, symbol or design, or a combination of them intended to
identify the goods and service of one seller or group of sellers and to
differentiate them from those of competition’.

Pantaloons: Brand Management SIMSR

Brand Essence: This is the heart and soul of a brand – a brand’s
fundamental nature and quality. Usually stated in two to three words, a
brand’s essence is the one constant across product categories and
throughout the world.

Brand Promise: A brand promise is often stated as: Only [brand name]
delivers [benefit] in [product or service category]. Sometimes, with
corporate brands, it is stated as: [Brand name] is the
(trusted/quality/innovative) leader in [benefit] in the [product or service

Brand Positioning: This is the way the brand is perceived within a

given competitive set in the consumer’s mind.

Brand Personality: This refers to adjectives that describe the brand

(such as fun, kind, sexy, safe, sincere, sophisticated, cheerful, old
fashioned, reliable, progressive). How consumers perceive a brand’s
personality is often discovered through qualitative research, by asking
people to describe the brand as if it were a person or a animal.

Brand Association: This refers to anything a consumer associates with

the brand in his/her mind.

Brand Equity: This is the commercial value of all associations and

expected (positive and negative) that people have of an organization
and its products and services due to all experiences of, communications
with, and perception of the brand over time.

Brand Image: This is the totality of perceptions resulting from all

experience with and knowledge of the brand. Brand image is how
consumers perceive the brand.

Pantaloons: Brand Management SIMSR

Brand Identity: This refers to a combination of visual, auditory, and
other sensory components that create recognition, represent the brand
promise, provide differentiation, create communications synergy, and
are proprietary.

Brand Architecture (or Brand Structure): It is how an organization

organizes the various named entities within its portfolio. In fact, brand/
sub – brands is the type of architecture most often used.

Trade Dress: This describes the aesthetic elements that provide legal
protection for a brand’s identity.

Brand Portfolio: This is the mix of brands and sub – brands owned by
an organization.

Corporate Brand: This is the brand bearing the company name. It is

always the highest in a brand hierarchy.

Master Brand: This is the dominant, highest level brand in a brand

hierarchy. Corporate Brands are master brands. Parent brand may or
may not be master brands.

Parent Brand: This is the brand that is extended into more than one
category. It may or may not be the same as the corporate brand.

Sub – Brand: This is a new brand that is combined with a parent or

corporate brand in the brand identity system.

Endorsed Brand: This is the primary name the consumer is intended to

use to refer to a product. It is a brand that is endorsed by the parent or
corporate brand in the brand identity system.

Pantaloons: Brand Management SIMSR

Brand Extension: This refers to the introduction of an existing brand
into a new product category or market segment.

The Brand Management Process

Profound consumer Through knowledge

Insight Of competitive set

Market Consumer benefits
Research (By Segment)

• Functional
• Emotional • Cost of Entry
• Experimental • Differentiating
• Self Expressive

Brand Design
Target Customer Organization’s core
Essence Competencies &
Promise Strategic intent

Brand identity
Standards &
Systems Integrated Marketing
Organization Design Product
Cust value chain Packaging
Culture Pricing
HR systems Distribution
Point of Purchase

Brand design manifested at each point of customer contact

Creating total brand Experience Marketing

• Awareness
• Accessibility
Brand Equity • Value
Monitoring • Emotinal Connection

Pantaloons: Brand Management SIMSR

Resulting in
• Decreased price sensitivity
• Increased consumer loyalty
• Increased Market share
• Increased stock price & shareholder

Fresh Fashion

Celebrate the Fresh Look, Fresh Feel & Fresh Attitude at Pantaloons
Fresh Fashion!

Fashion is all about the now. Why, then should people not see a fresh
look every time they walk into a Pantaloons store? That is the thought
behind 'Fresh Fashion'. An idea that has captured the imagination of
young India. With a focus on the youth of today, Pantaloons offers
trendy and hip fashion that defines the hopes and aspirations of this

Pantaloons Fresh Fashion stands out as a fashion trendsetter, on the

lines of how fashion is followed internationally. The ‘look’ and ‘what’s in’
today for the season is sacrosanct.

Pantaloons take its promise of 'fresh fashion' very seriously making

available to its customers the latest in fashion every week!

All Pantaloons stores reflect the new ideology -- Fresh Feeling, Fresh
Attitude, Fresh Fashion. The stores offer fresh collections and are
visually stimulating thanks to appealing interiors and attractive product

The first Pantaloons was opened in Gariahat in 1997. Over the years, it
has undergone several transitions. When it was first launched, this store

Pantaloons: Brand Management SIMSR

mostly sold external brands. Gradually, it started retailing a mix of
external brands while at the same time introduced its own private
brands. Initially positioned as a family store, it finally veered towards
becoming a fashion store with an emphasis on 'youth' and clear focus on
‘fresh fashion’.

Today, the fashion store extends to almost all the major cities across the
country. Pantaloons have established its presence with stores not just in
the metros, but also in smaller towns.

Pantaloons stores have a wide variety of categories like casualwear,

ethnicwear, formalwear, partywear and sportswear for Men, Women and

Brands at Pantaloons

These are the few famous brands which are available at Pantaloons:


8. Dio Rucci 17. JM SPORT
9. F 18. JOCKEY

Pantaloons: Brand Management SIMSR

20. LEE 52. UMM
30. PEPE
34. RIG
48. TUFF

Pantaloons: Brand Management SIMSR

Branding in Pantaloons

Future Group

Future Future Future Future Future Future

Media Retail Brands Logistics Space Capital

Big Bazaar Pantaloons

Pantaloon the brand of Future Retail is managed from the corporate

Head Office (HO) which is situated in Mumbai. The responsibility of
brand development and brand audit is also managed by the marketing

Brand Ambassadors: The decision of selecting the brand ambassadors

is also in the hands of the Marketing Team. Currently the brand
ambassadors of Pantaloon are Bipasha Basu and Zayad Khan.

National campaigns and Schemes: All the national campaigns,

schemes and tie ups are managed by the corporate marketing team.

Communication Process between the HO and the Zonal Office.


South North West East

Dept All mails
are CC to
And Zonal

Responsibility of Zonal Office:

 Outdoor media planning and execution. Currently there are 24

permanent sites.

 Projection of Brands in the stores and VM coordination

 Designing of pamphlets and brochures

 Custodian of Brands at local level

 In - store Marketing
 Events and activities management to enhance the brand image

 Local tie ups and promotion

 Customer loyalty program management

Brand research:

• Brand Asset Research

• Brand Association Measurement
• Other Brand Extension Research

Other useful Research Approaches

• Customer Service Testing

• The Zaltman Metaphor Elicitation Technique
• Brand Dimensioning
• Resonance
• Projective Techniques

New Logo Research

• Logo imagery
• Logo recognition
• Logo recall
• Logo preference

Brand equity measurement

It is necessary to Measure the performance of Brand. ‘You can’t
manage what you don’t measure.’ This is true of Brand Equity as
well. Any strong brand equity measurement systems will accomplish
the following objectives:

• Measure the brand’s equity across a variety of dimensions at

different points in the over time.
• Provide diagnostic information on the reasons for the changes
in Brand Equity.
• Gauge and evaluate the Brand’s progress against goals.
• Provides direction on how to improve Brand Equity.
• Provide insight into the Brand’s positioning compared with the
major competitors, including its strengths, weakness,
opportunities and threats.
• Provide direction on how to reposition the brand for maximum

Specific brand equity measures

There are specific measures that help in managing a brand’s equity:

• Brand awareness
• Brand performance
• Brand usage
• Brand accessibility
• Brand value
• Brand relevant differentiation
• Brand emotional connection
• Brand loyalty
• Brand vitality
• Brand consideration set
• Brand personality

Measuring Marketing ROI

The total customer base (number of people)

X (multiplied times) the average number of purchase transaction per
person (per time period)
X (multiplied times) the average unit sales per transaction
X (multiplied times) the average sales price per unit
X (multiplied times) the percent of those transactions received by the
= (equals) the sales (per time period)

Multibrand apparel outlets

• Average time before last visit to a multibrand apparel outlet =
34.735 days
• Awareness stands at:
• 100% for Shopperstop, Westside & Pantaloons
• 88.57% for Lifestyle
• 65.71% for Reliance Retail

More than half of the respondent like to shop at Shopper Stop,

followed by westside.
Maximum respondent prefer Pantaloons due to its Price
Options and Variety
Respondent were nearly equally divided through slightly
favoring that Pantaloons focuses on Private label more

77% of respondent feels Pantaloon caters to Middle Income


69% of respondent feels that Females shop more at Pantaloons

60% of respondent feels that people who shops at Pantaloon
are Outdoor Oriented
31% of respondent feels that people shops at Pantaloon on
special occasion
Majority of the respondents will not miss Pantaloon if it were
to close down

Regression analysis keeping the overall satisfaction in mind


Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 3.529 .088 40.332 .000
REGR factor score
.238 .089 .422 2.674 .012
1 for analysis 1
REGR factor score
.128 .089 .227 1.437 .161
2 for analysis 1
a. Dependent Variable: Overall_satisfaction

Regression Equation
Overall satisfaction = 3.529 + 0.238 (Loyalty) + 0.128
(Perception of Loyalty)
Cluster Analysis