Sie sind auf Seite 1von 49

| |  |

 
 




SEGMENTATION

SEGMENTATION
GEOGRAPHIC
SEGMENTATION

 




  

  
 !"#$% 
 &!!&!'' 
 !(!)| *$% 
@EMOGRAPHIC SEGMENTATION
: &
Ô |
+,
+##

-   !&;#!&
(

-
|)

 |
)!!./012234!!.105'223
!!.5'05223#.65423


(4.0'34 !.$05'3.5$057348&.'0'134!&.'7!9"3
THE BASE OF PANTALOONS @EMOGRAPHIC SEGMENTATION IS
AGE«

Ô #$0$7
Ô #'50'7
+(5%
+(' 5'
5$ (&5
(&5 &1
&5 +<%
+<
Ô #/0/7

+('
/
(&5'
&5
+<5$
RISING URBANIZATION
The level of urbanization in India is approximately 30%
and is expected to grow in near future.

The growth in the retail sector will be driven by


increased urbanization, as this is characterized by a rise
in income levels and better infrastructure facilities2

EASY AVAILABILITY OF CRE@IT


With changing consumer habits, the Indian consumers
are overcoming this inhibition. Moreover, the availability
of credit has become easier.

Many banks and lending institutions are providing


customers with specially designed and customized loan
schemes and trying tomake the overall loan procedure
fast and less complex2

FREQUENT USE OF PLASTIC CAR@S


INCOME
 GO FOR @URABLE
BRAN@S
 POPULAR BRAN@S  @URING EN@
 GENERALLY WAIT SALES SEASON
FOR SALES  FESTIVALS
SEASON
STATUS

 CONVENIENCE
 BRAN@ CONSCIOUS
 RANGE OF
MERCHAN@ISE  @ON¶T WAIT FOR
SALES
 HIGH
STAN@AR@S OF  FOR @AILY WEAR
HYGIENE  PREFER
 ATTRACTIVE SOPHISTICATE@
AMBIENCE OUTLETS
GEN@ER AN@ E@UCATION

) #&*!#
)!2 8&#) #&)#8
&!#((#=!
!2

#(&9() #)!
(9&5'>575'%>'%2

&!!8#)&!!9
4!"#!#2

!#() #)!
#()#(!!&)
?&"8#)*#2("9!#
!
PSYCHOGRAPHIC
SEGMENTATION


+ 


Ô+
+  
LIFESTYLE

The marketer gains a better understanding of consumers' lifestyles,

ehow the purchase of a product fits in with their lifestyles,

ewhat other products they might buy, and

ewhat types of advertising themes might appeal to them.


PERSONALITY

+  

+|  
ATTITU@E

REA@INESS

LOYALTY STATUS

USER STATUS

BENEFITS

OCCASION

BEHAVIOURAL SEGMENTATION
à 
BEHAVIOURAL SEGMENTATION

e -++ eBÔ+




e  -
0 @ 

.Ô +   
0C 
.Ô B 
0 + +
 



  +3 
.@0 A +3 0Ô |-  | 
 3

  
0
+A  
  0+A 
.B -0 -3
.@+

0  
  -+40 . + |
Ô +3 -3

2( A8 (! A8 -0


& (! -0 (!
+0+  + +(!
% 51 '%  D
|  0|  @  

  +  +
TARGETING
The first Pantaloons was opened in Gariahat in 1997. Over
the years, it has undergone several transitions. When it was
first launched, this store 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 µfresh fashion¶
+  2  
A  B

5
  +
|*+@   ++
' B -|
E +4 B -4E + - @ +
$ @+   +Ô  + 

/ + + E |

%  -+@  ++ 

  + @ + +  | 

D +
+@  

1 @+ -Ô | @   B

7 E + - ++ + E  +


5 @@ E +4B ,+4+@ + + +A

55 F  +A@+4- 0@+4++4E + | 

5' -+@  

5$ B +
  - |B |F| 

5/  ++ + Ô | @   |B -

5% + + @  ||, +

5 E +2+ +4E +4-+


+ -  ||
@ 

5D |*+@  B  

51 |*+  @    +

57 |*+@ |*+  @  


+      +- B

5 E +40+ +Ô |@ | --+ A*+

' E +40+ +Ô |@ |





$ -+@ 4Ô + 




/ -+@  | ++

% +
+@ 4E +4+ + A+

 F  +A-@ Ô + 572Ô

D Ô | @ Ô | -   


RESOURCES
Labour
The manpower information is useful in knowing the employee capacity,
which is proportional to the production capacity.

Financial Information
The financial status of the vendor is useful in knowing the capability of the
vendor to deliver the order, in adverse situations.

Names and Addresses of all Units used for Production

carrying expenses for the company will decrease, which depends on the
vendor unit location

.The criterion of selecting a vendor by the company is equipped with the


information needed for the proper delivering and distribution of the order
by the company.
IT System

IT system at Pantaloon stores is fully centralized; the report of daily sales


is being reported to head office in Germany

Bar Coding and Scanners: Point of sale systems use scanners and bar
coding to identify an item, use pre-stored data to calculate the cost and
generate the total bill for a client.

Payment: Payment through credit cards has become quite widespread and
this enables a fast and easy payment process

CRM Systems: @ata warehousing & mining technologies offer consumer


data and apply it to business.
|
A
A |
Õ Y  
       
  

|
+     2 Ô +  +
 |
 +
+ A- A-
.+G2(23

 |- D1 '$ $ 55D
+

+ 5' $% D 5'


+

@+ 7$ '/ $ 1$D


Ô+
 B + 5'' '1 % 51$
VALUE
PROPOSITION
+
  -+
Ô B

+ -+  |-A

F  +A
+


Ô --
- + A  


+ 


  
- 

 +

+
  
A+ F 
 -

A+
1 Star Members
(A&)2'

3 Star Members
%>!&"8&

5 Star Members
?&"D2%>!&"8&

7 Star Members
)#5>!&"8&
POSITIONING
1.Store location
eTraffic
eaccessibility of market
eVisibility
etotal number of stores and type of stores exist in that area
2. Store layout
estore design- store exterior and store interior
eLighting
eMusic
esecurity
3. space allocation and utilization
e furniture and fixtures
ewalk ways and entries
edisplay areas, walkways and doors
4. packaging
MARKETING MIX
PRO@UCT MIX OFFERE@

The kind of product mix to be offered by the retailer is another important


consideration.

As mentioned earlier the main product line of Pantaloons is men¶s and women¶s
clothing and other accessories comprising a vigilant mix of private as well as
other labels... Since Pantaloons provides products to a potentially large number
of customers at affordable prices, it falls in the High Turnover - Low Margin
Category
PRO@UCT

+#.!#)(

|*)
!)3
!( |*(

!!& |*

#) -)

( ")4+)

!0@ 98)

!) |*&
BRAN@S
$0- +
  -
.F 3
  -B 
PACKAGING WARRANTIES  0||B+

  Ô 
+

 - 70- +



   .F 3
||B+

+,Ô -+
 
  Ô -+

+| 
SIZE SERVICES ÔA +

|- |
 - @+
 
+ |
+A 
.B -3 -+
PRICE
e Buy directly from the manufacturers so that the middle man is eliminated.

eWe buy in cash and get a cash discount, and

eManage there stocks turns so that they don't have money stuck up. The
benefits are passed on to the customers.´Cash discounts (for buying goods
upfront in cash) on the other hand could range from 2 per cent to 10 per cent.

e Almost 70 per cent of the ready-to-wear products in the store are


manufactured by the group's own garment units. As a result it is able to offer
prices in ready-to-wear that are virtually 30 per cent cheaper than competitors.
They increase there margins by pushing their own in-house label
ePantaloons visual merchandising is creative, innovative and outstanding which
can be seen from its own in house private brands such as John Miller.

eThe new launched products are showed by prominent color back ground.

eWindow display is highly interactive for impulsive buyer.

ePrice range is average.

e40%discount allowance to employees working at pantaloons

CONT«.
PROMOTION

B
-+ - +|+

+ + 
+  -A+|+

+#8
SALES PROMOTION-IS A KEY INGREDIENT IN MARKETING CAMPAIGN
CONSIST OF A COLLECTION OF INCENTIVE TOOLS,MOSTLY SHORT-
TERM,DESIGN TO STIMULATE QUICKER OR GREATER PURCHASE OF
PARTICULAR PRODUCT ,SERVICES BY CONSUMERS OR THE TRADE

!#H

&!#4(&#&#Ô
"9!9!)#8982

#8#;9!!&9&!#2
#8#!()"!!(2
CONTs2

Pantaloons - Colors Of The Season


Campaign
REFRESHING

 (
&(
#!)
&(&&( 4#!9&2

!()&G&
!8I #
!&8&#(4 INNOCENT,CUTENESS,NAUGHTINESS
#!#((#!
9#8&)"9&4
("&&(
#!&&(#2

)9"9

ÔÔ SECRETIVE,TEMPESTUOUS
!2
Gift vouchers

-A+0 ÔÔ+  +  B 


MARQUEES
A special type of sign is used to display the name of the store. It is
used to announce a change in season, sale, a special event or a
promotion.
A+

 |   
| A+ |
+

@oodle collection, 3 Idiots walks the ramp


-9D4'7 .!3

++
Pantaloon forms JV with Talwalkars Fitness
 +
+
+ + 
E&74' .!3

Cast of 'Jail' visits Pantaloons Store


"9/4'7 .!3

!!#&((
Ô|!.
Ô|3'7)
&"!!&((

20 Femina Miss India contestants move closer to µLive the @ream¶


|5'4'7 .!3

Pantaloons launches µTashan¶ collection


|85'4'1 .!3

4!*!#(4&!0!&(?&"(
(!0J +  K
CONTI«.
Love Story 2050 defines µPantaloons¶ as a stylish fashion brand
E&8$4'1 .!3
)
|#|4 ))9&==)
?4(9!"M"+8'%*

µ@enim Exchange¶ offer for old trousers & jeans at Pantaloons


E&74'D .!3
L-?#L4?#(((!&!:

+&8222
Pantaloon Retail creates 'Ta Ra Rum Pum' themed merchandise
$4'D .!3

!&!!&):Ô4(
!#&((4
Bipasha & Zayed to endorse Pantaloons Fresh Fashion
&#&'%4' .!3

ÔÔ4(((Ô&&&4#!
B8)!4BB&!,8!49!9!222
'Krrish' marks entry of 'Super Hero' genre in India
E&5$4' .!3

!!.
3)Ô (4 (
"&!M|!*|&9222222
'Haldi Gulal Collection' by Pantaloons Fresh Fashion
|'4'D .!3
|  ,+


|
+

-@+



@+
PLACE
Tarapur is Pantaloon's central warehouse.

Whenever it procures merchandise from its suppliers, the entire process


had to undergo two to three steps before it reaches outlets

.At each step, considerable human intervention is required and barcode


readers had been installed at all merchandising locations.

Traceability & visibility of goods in the supply chain,

Lack of unique identity at each item level,

human intervention in processes leading to errors,

effort required for production cycle counting, and

tracking reverse logistics

were some of the issues at the apparel factory.