A STUDY ON COMPETITIVE ANALYSIS OF PANTALOONS

AT PANTALOONS, KANKURGACHI

VIDYASAGAR UNIVERSITY

Name: Tawfique Ahmed

Roll. No: MBA-I No. 170338

Institute: Bengal Institute of Business Studies

Registration No.: 00481 of 2017-2018

Company Name: Pantaloons

Industry Mentor: Ms. Dharitri Gauchan

This Project is submitted for the Partial Fulfilment of

Masters of Business Administration from Vidyasagar University

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 PREFACE

The research provides an opportunity to a student to demonstrate application of his/her knowledge,

skill and competencies required during the technical session. Research also helps the student to
devote his/her skill to analyse the problem to suggest alternative solutions, to evaluate them and
to provide feasible recommendations on the provided data. Satisfying our customers is an essential
to staying in business in this modern world of global competition. We must satisfy and even delight
our customers with the value of our products and services to gain their loyalty repeat business.

Customer satisfaction is therefore a primary goal of process improvements programs. So how

satisfied are our customers? One of the best ways to find out is to ask them using Customer
Satisfaction surveys. These surveys can provide management with the information they need to
determine their customer’s level of satisfaction with their products and with the services associated
with those products. Employees and the management of the store can use the survey information
to identify opportunities for ongoing process improvements and to monitor the impact of those
improvements. This paper includes details on designing our own customer satisfaction
questionnaire, tracking survey results and example reports that turn survey data into useful
information.

A dissatisfied customer will tell seven to twenty people about their negative experience. A satisfied
customer will only tell three to five people about their positive experiences. So retailer should
always think in that way to satisfy their customer and delighting them with the services which
competitors never think of.

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 ACKNOWLEDGEMENT

I would like to acknowledge with thanks the assistance received from some people in completing
the report.

I would like to thank to Meriza Khatun (Store HR), Sounak Halder (store SM), Ayan Ghosh (Store
DSM) Santanu Nag (Store ASM.), Mr. Vidur Kapoor (chairman of BIBS) and Prof. Deepak
Bhattcharyya (academic head, BIBS) for granting me permission to undertake the training in their
esteemed organization.

I cordially thank them for providing with needful information on the related topic They have
helped me to understand the objective of the company for giving this project. I sincerely thank
them for their kind assistance and project.

I would like to thank my company guide Mrs. Dharitri Gauchan (Management Trainee of ethnic’s
department) and all the rest of departmental manager and assistant departmental managers of
Pantaloons for the assistance and guidance at every step of my project and work. I would also like
to thank my faculty guide Prof. Aniruddha Banerjee (Marketing, BIBS). Without his assistance I
could not complete this project. I sincerely thank him for imparting his wisdom and giving me
feedback whenever I needed it.

………………………………………

Tawfique Ahmed

(Bengal Institute of Business Studies)

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 DECLERATION

I hereby declare that the study entitled “A STUDY ON COMPETITIVE ANALYSIS OF

PANTALOONS” in pantaloons Kankurgachi, is being submitted by me in the partial fulfilment of
the requirement for the award of MASTERS OF BUSINESS ADMINISTRATIONS. The study
was conducted at PANTALOONS FASHIN AND RETAIL LTD.

The matter embodied in this project report has not been submitted to any other University or
Institutions foe the award of degree. This project is my original work and it has not been presented
earlier in this manner. This information is purely of academic interest.

Signature

…………………………………

Tawfique Ahmed

(Bengal Institute of Business Studies)

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 TABLE OF CONTENT

SL. NO. DESCRIPTION PAGE NO.

1 INTRODUCTION 7
2 EXECUTIVE SUMMERY 8
3 MAJOR PLAYERS IN INDIAN RETAIL INDUSTRY 9-11
4 INDUSTRY PROFILE 12-19
5 COMPANY PROFILE 20-24
6 STORE PROFILE 25
7 MARKET SHARES 26
8 MANAGEMENT HIERARCHY IN RETAIL OUTLET 27
9 SWOT ANALYSIS 28-29
10 PESTEL ANALYSIS 30
12 DEPARTMENTS OF PANTALOONS FASHION 31-35
RETAIL LTD.
13 ETHNIC BRAND 36
14 ABOUT EXCLUSIVE ETHNIC BRANDS 37-39
15 STP OF PANTALOONS 40-43
16 MISSION HAPPINESS 44-45
17 PRODUCTS 46
18 DISTRIBUTION CHANNEL STRATEGY 47
19 PRICING STRATEGY 48
20 COMMUNICATION STRATEGY 49-50
21 BUDGET AND CONTROL 51
22 MAIN COMPETITORS OF PANTALOONS 52
23 COMPETITORS ANALYSIS 53-54
24 SITUATIONAL ANALYSIS 55
25 COMPARED ACCORDING TO THE INTEREST OF 56
PEOPLE OF INDIA
26 OBJECTIVE OF THE PROJECT 57
27 RESEARCH METHODOLOGY 58-59
28 DATA ANALYSIS 60-69
29 CONCLUSION 70
30 RECOMMENDATIONS 71
31 BIBLIOGRAPHY 72
32 APPENDIX 73-77

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 INTRODUCTION

The India Retail Industry is the largest among all the industries, accounting for over 10 per cent of
the country’s GDP and around 8 per cent of the employment. The Retail Industry in India has come
forth as one of the most dynamic and fast paced industries with several players entering the market.
But all of them have not yet tasted success because of the heavy initial investments that are required
to break even with other companies and compete with them. The India Retail Industry is gradually
inching its way towards becoming the next boom industry.

The Future

The Indian retail industry is expected to reach US$ 1.3 trillion by 2020 (IBEF,2012). The
promising sector that are likely to grow in near future include fashion and lifestyle, food and
grocery and electronics. With the approval of 100% FDI in the single-brand retail and 51% in
multi-brand retail, the sector is expected to project an even better growth in the future, but the
competition will also get a hike. Through this competition would benefit the consumers, it may
increase the problems for the unorganized retailers in India. The sector will no more be looking
for employees who are good in arranging shelves and attending customers; the future belongs to
those with leadership skills, detailed understanding of CRM and supply chain concepts and an
ability to communicate with the global customers. There is a greater interaction with the outside
world and therefore the future consumer will be highly aware and demanding. The retailers will
have to shift their focus from selling a product to delivering an individualized store experience.
Environmental concerns and corporate social responsibility will occupy a significant place in the
retailer’s decisions and the rural consumers would have better control on the market.

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 EXECUTIVE SUMMERY

Retail is the process of selling consumer goods or services to customers through multiple channels
of distribution to earn a profit. Retailers satisfy demand identified through a supply chain. The
term "retailer" is typically applied where a service provider fills the small orders of a large number
of individuals, who are end-users, rather than large orders of a small number
of wholesale, corporate or government clientele.

The concept of retail as entertainment came to India with the advent of Shopping malls. Shopping
malls emerged in the urban areas giving a world-class experience to the customers. Eventually
hypermarkets and supermarkets emerged. The evolution of the sector includes the continuous
improvement in the supply chain management, distribution channels, technology, back-end
operations, etc. this would finally lead to more of consolidation, mergers and acquisitions and huge
investments.

Retailing in India is growing and large number of big Indian players like Ambanis, Tatas, Birlas,
Sunil Bharti Mittal, K Raheja, RPG, Kishore Biyani and many more are competing with each other
and with the government’s positive node on liberalizing FDI norms for foreign players the
competition in Indian retail is going to be intense in the near future. This growing scenario in the
retail market will surely open the doors for opportunities in various aspects.

Over the period of time online retail has come into existence. Such as Amazon.com, Flipkart.com,
etc. are growing day by day.

As the current market stands, Retail industry in India is experiencing extreme competition, not
only from the unorganised sector, but both within the organised sector, as well as from the online
retail sector as well. This study intends to examine the competitive strategies various companies
are taking to move ahead of the competition and how far Pantaloons is succeeding in it.

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 MAJOR PLAYERS IN INDIAN RETAIL INDUSTRIES

 RELIANCE RETAIL LTD

The Reliance Group, founded by Dhirubhai H. Ambani, is India's largest private sector
enterprise, with businesses in the energy and materials value chain. The flagship company,
Reliance Industries Limited, is a Fortune Global 500 company and is the largest private
sector company in India.
Reliance Retail Ltd. is a subsidiary company of Reliance Industries. Founded in 2006 and
based in Mumbai, it is the largest retailer in India in terms of revenue. [4] Its retail outlets
offer foods, groceries, apparel and footwear, lifestyle and home improvement products,
electronic goods, and farm implements and inputs. The company’s outlets also provide
vegetables, fruits and flowers. It focuses on consumer goods, consumer durables, travel
services, energy, entertainment and leisure, and health and well-being products, as well as
on educational products and services.
It has a total of 3,383 stores as of June 2016 in India with an area of over 13 million square
feet across 210 cities.

 BIG BAZZAR
Big Bazaar is an Indian retail store that operates as a chain of hypermarkets, discount
department stores, and grocery stores. The retail chain was founded by Kishore Biyani
under his parent organization Future Group, which is known for having a significant
prominence in Indian retail and fashion sectors. Big Bazaar is also the parent chain of Food
Bazaar, Fashion at Big Bazaar (abbreviated as fbb) and eZone where at locations it houses
all under one roof, while it is sister chain of retail outlets like Brand Factory, Home Town,
Central, eZone, etc.
Founded in 2001, Big Bazaar is one of the oldest and largest hypermarkets chain of India,
housing about 250+ stores in over 115 cities and towns across the country.

 SHOPPER STOP

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 Shoppers Stop is an Indian retailing company promoted by the K Raheja Corp Group. It
began in 1991 with its first store in Andheri, Mumbai. Shoppers Stop Ltd has been awarded
"the Hall of Fame" and won "the Emerging Market Retailer of the Year Award", by the
World Retail Congress at Barcelona, on 10 April 2008.
Shoppers Stop is an Indian retailing company promoted by the K Raheja Corp Group. It
began in 1991 with its first store in Andheri, Mumbai. Shoppers Stop Ltd has been awarded
"the Hall of Fame" and won "the Emerging Market Retailer of the Year Award", by the
World Retail Congress at Barcelona, on 10 April 2008.Shoppers Stop is listed on the BSE
and National Stock Exchange- NSE. As of 2013, Shoppers Stop had 73 stores in India.
Shoppers Stop began by operating a chain of department stores under the name “Shoppers'
Stop” in India. Shoppers Stop has 83 stores across 38 cities in India. It retails clothing,
accessories, handbags, shoes, jewellery, fragrances, cosmetics, health and beauty products,
home furnishing and decor products. Shoppers Stop launched its e-store with delivery
across major cities in India in 2008 and released an app for smartphones in 2016. This
completed the first phase of its omni-channel strategy.

 SPENCER’S
Spencer’s Retail Limited, part of RP Sanjiv Goenka Group, is a multi-format retailer
providing a wide range of quality products across categories such as food, personal care,
fashion, home essentials, electrical and electronics to its key consumers. Specialty sections
such as Spencer’s Gourmet, Patisserie, Wine and Liquor, and the recently launched
Epicuisine section are some of the key differentiators in our hypermarket stores.
Spencer’s, being one of the earliest entrants into the retail space in India, introduced the
Indian consumer to the concept of organized retailing. The first ever hypermarket in India
was launched by Spencer’s in Hyderabad in 2000. Today, Spencer’s runs 120 stores,
including 37 Hyper stores in over 35 cities in India.
Spencer’s brand positioning – Makes Fine Living Affordable – embodies its philosophy of
delighting shoppers with the best products and services that enable a fine living at
reasonable prices, while providing them with a warm, friendly and educational retail
environment.

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 Spencer's Retail is a chain of retail stores headquartered in Kolkata, West Bengal having
presence in over 35 cities in India. Spencer's is based on the 'Food First' Format (it mainly
offers fresh and packaged food). Many outlets though sport multiple formats for retailing
food, apparel, fashion, electronics, lifestyle products, music and books. It is owned by RP-
Sanjiv Goenka Group.

 MAX FASHION
Max was launched in early 2004 in the Middle East. Over the past 11 years the brand has
grown to become the largest value fashion brand in the region. It currently has more than
300 stores across the across 16 countries viz. India, UAE, Saudi Arabia, Kuwait, Jordan,
Bahrain, Qatar, Oman, Turkey, Lebanon, Egypt, Yemen, Sudan, Nigeria, Libya and
Tanzania. Max inaugurated its first store in India in 2006.The business model includes a
very strong in-house private label working with an in-house team of designers. It plans to
open 30 new outlets in India annually.
Max is a fashion brand offering customers a one stop shop for clothing, accessories and
footwear needs for the entire family. Max, a part of $5 billion Dubai based Landmark
Group, has pioneered the concept of ‘value fashion’ in India. In 2014 it was India's fastest
growing fashion brand and in terms of size, it contributed one fourth of the Landmark
Group's revenue as of 2014.Max Fashion currently operates around 145 stores in the
country and it plans to open 50 more stores in 2016-17

 TATA TRENT
In 1998 Tata sold off their 50% stake in the cosmetic products company Lakmé to HLL for
Rs 200 crore (approx. 45 million US$), and created Trent from the money it made through
the sale. All shareholders of Lakmé were given different shares in Trent. Simone Tata, the
chairperson of Lakmé, went on to head Trent. The reason behind the sale was that Tata saw
a greater growth potential in retail, and believed that it would be much more difficult for
an Indian company to release new cosmetic products in a market that had opened up to
global companies.

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Trent is the retail hand of the Tata group. Started in 1998, Trent operates Westside, one of the

many growing retail chains in India based in Mumbai, Maharashtra, and Landmark, a bookstore
chain with brick and mortar stores in various locations of India

INDUSTRY PROFILE

A US $43 billion corporation, the Aditya Birla Group is in the League of Fortune 500. Anchored
by an extraordinary force of over 120,000 employees, belonging to 42 nationalities. Over 50 per
cent of its revenues flow from its overseas operations spanning 35 countries.

The Aditya Birla Group has been ranked fourth in the world and first in Asia Pacific in the 'Top
Companies for Leaders' study 2011, conducted by Aon Hewitt, Fortune Magazine and RBL (a
strategic HR and leadership advisory firm). The Group has topped the Nielsen's Corporate Image
Monitor 2014-15 and emerged as the 'No.1 Corporate', the 'Best in Class', for the third consecutive
year.

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 Type Private

Industry Conglomerate

Founded 1857

Founder Seth Shiv Narayan Birla

Headquarters Mumbai, Maharashtra, India

Area served Worldwide

Key people Kumar Mangalam Birla (Chairman)

Products Agribusiness
Carbon black
Cement
Chemicals
E-commerce
Ferro chem
Financial services
Mining
Retail
Telecommunications
Textile
Wind power
Trading solutions

Revenue US$ 43 billion (2017)

Number of 120,000 (2015)

employees

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 Website www.adityabirla.com

Aditya Birla Group - The Indian Scenario

In India, the Group holds a frontrunner position as:

• A premier branded garments player.
• The second largest player in viscose filament yarn.
• Among the first five mobile telephony players.
• Leading player in Life Insurance and Asset Management.
Aditya Birla Group – Beyond Business

A value-based, caring corporate citizen, the Aditya Birla Group inherently believes in the
trusteeship concept of management. Part of the Group’s profits is ploughed back into meaningful
welfare-driven initiatives that make a qualitative difference to the lives of marginalized people.
These activities are carried out under the aegis of the Aditya Birla Centre for Community
Initiatives and Rural Development, which is spearheaded by Mrs. Rajashree Birla.

In India

 The Aditya Birla Group runs 42 schools, which provide quality education to 45,000
children. Of these 18,000 students belong to the underprivileged segment.
 Merit scholarships are given to an additional 12,000 children from the interiors.
 The 18 hospitals run by the Aditya Birla Group tend to more than a million villagers.
 The idea of embedding CSR as a way of life in organizations has led to the setting up of
the FICCI – Aditya Birla CSR Centre for excellence in Delhi.

The Aditya Birla Group transcends the conventional barriers of business because we believe it is
our duty to facilitates inclusive growth.

Vision

To be a premium global conglomerate with a clear focus on each business. Aditya Birla Group’s
Mission is to deliver superior value to our customers, shareholders, employees and society at large.

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Values

 Integrity
Acting and taking decisions in a manner that is fair and honest. Following the highest
standards of professionalism and being recognized for doing so. Integrity for them means
not only financial and intellectual integrity, but encompasses all other forms as are
generally understood.
 Commitment
On the foundation of Integrity, doing all that is needed to deliver value to all stakeholders.
In the process, being accountable for our own actions and decisions, those of our team and
those on the part of the organization for which we are responsible.
 Passion
An energetic, intuitive zeal that arises from emotional engagement with the organization
that makes work joyful and inspires each one to give his or her best. A voluntary,
spontaneous and relentless pursuit of goals and objectives with the highest level of energy
and enthusiasm.
 Seamlessness
Thinking and working together across functional groups, hierarchies, businesses and
geographies. Leveraging diverse competencies and perspectives to garner the benefits of
synergy while promoting organizational unity through sharing and collaborative efforts.
 Speed
Responding to internal and external customers with a sense of urgency. Continuously
striving to finish before deadlines and choosing the best rhythm to optimize organizational
efficiencies.

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 ADITYA BIRLA GROUP COMPANIES

 Aditya Birla Chemicals (India) Limited

 Aditya Birla Chemicals (Thailand) Limited
 Aditya Birla Fashion And Retail Limited
 Aditya Birla Garsun Chemicals (Fang Chenggang) Limited
 Aditya Birla Retail Limited
 Aditya Birla Science And Technology Company Private Limited
 Alexandria Carbon Black (Birla Carbon)
 Av Group Nb Inc.
 Birla Jingwei Fibers Company Limited
 Birla Lao Pulp And Plantations Company Limited
 Cameroon Alumina Limited
 Columbian Chemicals Company (Birla Carbon)
 Dahej Harbor & Infrastructure Limited
 Domsjö Fabriker
 Essel Mining And Industries Limited
 Grasim Industries Limited
 Hindalco Industries Limited
 Hindalco - Almex Aerospace Limited
 Idea Cellular Limited
 Indo Phil Cotton Mills
 Indo Phil Textile Mills
 Indo Thai Synthetics
 Novelis Inc.
 Pan Century Surfactants Inc.
 Pt Elegant Textile Industry

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  Pt Indo Bharat Rayon
 Pt Indo Liberty Textiles
 Pt Indo Raya Kimia
 Pt Sunrise Bumi Textiles
 Ski Carbon Black (India) Private Limited (Birla Carbon)
 Swiss Singapore Overseas Enterprises Pte Limited
 Tanfac Industries Limited
 Terrace Bay Pulp Mill
 Thai Acrylic Fibre
 Thai Carbon Black (Birla Carbon)
 Thai Peroxide Company Limited
 Thai Rayon
 Ultratech Cement Lanka (Pvt.) Ltd.
 Ultratech Cement Limited
 Ultratech Subsidiaries
 Utkal Alumina International Limited

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 BRANDS BY ADITYA BIRLA GROUP

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 MAJOR PLAYERS IN INDIAN RETAIL INDUSTRIES

Mr. Kumar Mangalam Birla

Chairman of Aditya Birla Group
Mrs. Rajashree Birla
Chairperson, the Aditya Birla Centre for
Community initiatives and rural development
Mr. Debu Bhattacharya
Managing Director – Hindalco
Vice Chairman – Novelis
Mr. Ajay Srinivasan
Director, Financial Services

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 COMPANY PROFILE

Type : Public Company

Industry : Retail

Founded :1997

Headquarters : Mumbai, India

Area served : India

CEO : Shital Mehta (Jan 2013–)

Revenue : 2,552 crores INR (US$400 million, FY 16 - 17)

Number of locations: 86

Founded : 1997, India

Parent organization : Aditya Birla Group

Website : pantaloons.com

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PANTALOONS

Pantaloon Retail India Limited (PRIL) was incorporated on October 12,1987 as ‘Manz Wear’
Private Limited under the stewardship of Mr. Kishore Biyani. The Company was converted into
a Public Limited Company on September 20,1991 and on September 25,1992 the name was
changed to Pantaloon Fashions (India) Limited and the same time it went public.
Today it has approximately 14,000 shareholders. It changed its name to Pantaloons Retail (India)
Limited on 7th July 1999.
From a humble beginning in 1987, Pantaloon has today evolved as a leading manufacturer-
retailer in the country with 13 departmental stores and 5 hypermarkets operating across the
country. It has been a remarkable journey for PRIL as it evolved from a manufacturing to a
completely integrated player controlling the entire value chain.
It has been a pioneer in introducing the concept of Mega Retail Stores in India called 'Pantaloons'
for the entire family. It has diversified, and has come up with its new concept with Big Bazaar
and Food Bazaar. In an extremely price-sensitive market like India, the Pantaloons chain of
stores has been successful in maintaining the equilibrium between quality and price.
The company has aggressive growth plans to achieve scale of economy and take leadership
position in this evolving industry. PRIL's ability to evolve from smaller format into large format
retail stores is well proven. With aggressive growth plans the company has identified many
locations across the company to roll out stores in the future.
The company plans to increase the retail space under control from 2 lakhs in 02 to more than 1
million square feet over the next 3 years to emerge as a 'Godzilla' of the Indian Retail Industry.

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Brands
Pantaloons today retails over 200 licensed and international brands, including 24 exclusive brands.
The Pantaloons exclusive brand bouquet includes Ajile, Akkriti, Alto Moda, Annabelle, Bare
Denim, Byford, Candie’s New York, Chalk, Chirpie Pie, Honey, Izabel London, Poppers,
Rangmanch, Richard Parker SF Jeans, Trishaa, Urban Eagle; besides, it also features brands
licensed on a long- term basis: Bare, Rig, SF Jeans, Byford, JM Sports, Lombard and Candie’s
New York.

It also hosts Madura F&L's brands such as Louis Philippe, Van Heusen, Allen Solly, Peter England
and People in menswear; Van Heusen and Allen Solly in womenswear, and Allen Solly Junior. It
retails partner brands such as John Miller, Celio, Spykar, Levis and Lee Cooper in menswear;
Jealous 21, 109*F, AND, Chemistry and KRAUS in women's western wear; BIBA, Global Desi,
and W in women's ethnic wear; Barbie and Ginny & Jony in kids wear.

Marketing decision at pantaloons

Target market

The target market of pantaloons is the youth of today, youth is defined broadly by the company
from the kids to adults whoever considers themselves as young. As discussed above it believes in
fresh feeling. Fresh attitude, Fresh fashion.

Product assortment

Pantaloons offers trendy and hip fashion that defines the hope and aspirations of this demography.
It targets the ‘Indianness’ in the products as well. The store offers wide variety of categories like
casual wear, ethnic wear, formal wear and sportswear for men, woman and kids. Apart from
clothes, pantaloons offer products in the accessories category and also in the beauty products
segment.

Depth

The product assortment is broad and deep, there are many product categories and each has a lot of
variants in terms of size, fit and colour.

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Product

Pantaloons benefit because consumer perceive their store brands to have consistent and
comparable quality and availability in relation to branded products. Pantaloons provide more
assortments of private level brands to compete with supplier’s brands. They maintain a lot of
brands in the store. The store offers various famous external brands as well as a lot of private
brands. 80% of the revenue is generated by the private brands, this shows that pantaloons have
established its brands as stand alone. Now pantaloons are even considering of opening individual
stores for the famous private brands.

Internship programme

This project helped me to learn about customer handing process and to sell the goods to the
customer’s desired products. Throughout the project I observed customer expectation, choice,
experience regarding products. It also helped me to learn how to make customer loyal to pantaloons
store by issuing pantaloons green cards, Insignia and other different offers to the customer.

Vision and Mission

Company vision:

 Pantaloons shall deliver its products and reliable services everything, everywhere, every
time.
 Indian consumer is the most profitable manner.

Company’s Mission:

 We shall infuse Indian brands which confidence and renewed ambition.

 We shall be efficient, cost-conscious and committed to quality in whatever we do.
 We shall ensure that our positive attitude, sincerity, humility and united determination shall
be the driving force to make us more productive.

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Core values

 Indianans: confidence in ourselves.

 Leadership: to be a leader thought and efficient.
 Respect and Humanity: to respect every individual and be humble in our conduct.
 Introspection: leading to purposeful thinking.
 Openness: to be open and respective to new ideas, knowledge and information.
 Valuing and Nurturing Relationship: to be build long term relationship.

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% p.a.
 Growing Middle Class Group.

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 STORE PROFILE

Phool Bagan, Kankurgachi Pantaloons store is the biggest store in India.

Type : Public Company

Building : Shopping Mall

Established date : 17th March, 2007

Number of employees: 259 (PT- 106 and NPT- 153)

Address : 3/1A, Orchid Point, CIT Road, Upendra Chandra Banerjee

Road, Phool Bagan, Kankurgachi, Kolkata, West Bengal

700054

Opening hours : 11:00 AM – 10:00 PM (Everyday)

Parent organization : Aditya Birla Group

Website : www.abfrl.com

Contact number :03323649359

Email of HR : meriza.khatun@abfrl.adityabirla.com

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 MARKET SHARES

Globus
8%
Max
9%

Others
6%
Pantaloons
43%

Shoppers Stop
18%

Life Style
16%

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 MANAGEMENT HIERARCHY IN RETAIL OUTLET

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 SWOT ANALYSIS OF PANTALOONS

STRENGTHS
 Pioneer in the industry, largest market shares and capitalization.
 Reputation for value for money (Competitive pricing), convenience and a wide range
of products all in one store.
 Presence in major cities.
 Highly Strategic human resource management and development. It invests time and money
in training people, and retaining them.
 Most trusted and respected brand by the consumers.
 Being financially strong helps pantaloons retail India deal with any problems, ride any dip
in profits and out perform their rivals.
 Development and Innovation are high at Pantaloons India with regards to it products and
consumer preferences and lifestyle changes which keep its ahead of its competitors.

WEAKNESSES
 Pantaloons does not function internationally, which has an effect on success, as they do not
reach consumers in overseas markets.
 PRIL is the World’s largest grocery retailer and control of its empire, despite its IT
advantages, could leave it weak in some areas due to the huge span of control.
 Since Pantaloons Retail India Ltd sell products across many sectors, it may not have the
flexibility of some of its more focused competitors.
 Each business line faces competition from specialty companies. Fashion segment,
Shoppers Stop, Trent, Lifestyle. In hypermarket-RPG (Spencer’s),Trent (Star India
Bazaar) In Food business, Reliance Fresh, Spinach, Food World.

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OPPORTUNITES
 Huge untapped market (The Indian middle class is already 30 Crore & is projected to grow
to over 60 Crore by 2010 making India one of the largest consumer markets of the world).
 Organized retail is only 3% of the total retailing market in India. It is estimated to grow at
the rate of 25-30% p.a. and reach INR 1, 00, 000 Crore by 2010.
 To take over, merge with, or form strategic alliances with other global retailers, focusing
on specific markets.
 New locations and store types offer PRIL opportunities to exploit market development.
(Diversification into insurance , property, and variety of products and stores).
 Opportunities exist for PRIL to continue with its current strategy of large, super centers.
 Rural Retailing.

THREATS/CHALLENGES
 Being number one means that you are the target of competition (Extra competition and new
competitors entering the market could unsteady pantaloons retail India).
 A slow economy or financial slowdown could have a major impact on pantaloons retail
India business and profits.
 Consumer lifestyle changes could lead to less of a demand for pantaloons retail India
products/services,
 Price wars between competitors, price cuts and so on could damage profits for pantaloons
retail India.
 The actions of a competitor could be a major threat against pantaloons retail India, for
instance, if they bring in new technology or increase their workforce to meet demand,
 Shopping Culture: Shopping culture has not developed in India as yet. Even now malls are
just a place to hang around with family and friends and largely confined to window-
shopping.
 If unorganized retailers are put together, they are parallel to a large supermarket with little
overheads, high degree of flexibility in merchandise, display, prices and turnover.

29 | P a g e
 PESTEL ANALYSIS

Political factors:
 Implementation of GST.
 Liberalized FDI policies.

Economic 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.

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.

30 | P a g e
 DEPARTMENTS OF PANTALOONS RETAIL LTD.

There are following departments in Pantaloons Fashion Retail Ltd.

1. Design Department

2. Buying Department

3. Sourcing Department

4. Planning Department

5. Operation Departmet

6. VM Department

7. Marketing Department

8. Finance Department

9. Admin Department

10. HR Department

11. Garment Department

12. SCM Department

All the above departments work closely with each other to complete their task and achieve their
individual goals. Each department is interdependent with each other. The objective of these
departments is to accomplish mission and vision of the company.

31 | P a g e
Design Department

Department Start working after c incept brief which is done between buyers and designers, as soon
as they get Brand brief and Option Plan starts working on it then Designers have to give concept
presentation to the Buyers and the selected things go for the range development on the paper.
Fabric Intending, Teck Pack Closer, Fabric Inwards etc. happens before the final Range
Presentation in front of Buyers and other Zonal head.

Buying Department
Department does a number of activities apart from upcoming season plan. For the season plan
Buyers follow Season Calendar. In this Calendar Buyer share tentative number of OTB of
upcoming season to the Designers, then Concept Presentation happens, in this Buyers and
Designers are involve, Now Buyers give feedback and finalize the range on the basis of
Story/Mood/Concept/Colours/Silhouette then Design Intending starts after this Range Presentation
Starts by the Designers then Buyer decide the range on the basis of Price, colour, trend and make
strategies, according to the competitors then finally option made which has to go to the stores.
Apart from this Buyers have to track Sales, Budget vs. Achievement, Poor/Best performing styles,
Store units, Reordering, Inward/outward tracking etc.

Sourcing Department
It is management of a supply market to ensure access to adequate resources required for the long
term needs of the firm: understand market characteristics, identify relevant potential suppliers,
define a strategy for the firm, and set the objectives for any market shaping effort. Sourcing frames
the agreement with the suppliers involved in the strategy, without necessarily going into the details
of the contract. Sourcing teams include elements internal and external to the firm to reach their
objectives, to include the eventual optimization of specifications in coordination with engineering,
marketing, and / or research. Sourcing is the strategic management of external resources.
They have to figure out different vendors who can give them better value in terms of price,
production, lead time, shipment mode and other production aspect after the budget allocates for
range by other departments, coordinates with buying and design department.

32 | P a g e
Department work Start when Design team handover the CAD, Available Prints, Shopped Sample
then it goes for sampling for next to next season. Sourcing Department see the Production for next
season on the other hand. So the team handle two works simultaneously.

Planning Department
This department is making OTB plan, Option plan, allocation, offers, monitors day wise sells, end
of season sell, stock in warehouse and store. They also recommend buyer about which style is
hitting the shopping floor, mon tor sales, stock in warehouse and shop floor, sell through, offer
planning and do allocation of merchandise according to requirement of particular merchandise in
particular store. This is also known as Inventory Management and Distribution Management.
Planner are the backbone of any company if there over stock or stock out its planner responsibility
to control inventory and coordinate with other team like buying and also do meeting with other
senior people of company.

Operation Department
They work to make sure that employers' businesses run effectively, smoothly and professionally.
This includes all those who work in the organization from the management to an embay line
workers up to the guys loading and offloading trucks in manufacturing and r tail distribution
centres.

VM Department
This department coordinates with designer and buyer for the theme of season and then they make
visual of store accordingly. Their responsibility to change visual of all store at the same time, this
include display of merchandise and lighting. There are some elements that are involved in visual
merchandising are Window Displays, Interior Displays, Signs, Cosmetic Productions and other
Special Sales and Promotions. Team tries to combine these element and covey their idea to
customer.

Marketing Department
They basically communicate the value of product to the customers for that this department is
divided in three teams ATL (Above the Line), BTL (Below the Line) and LOYALTY. In ATL

33 | P a g e
they are covering large Geographical area by advertising from Radio, TV and National newspapers
and in BTL they are covering particular targeted area by organizing fashion events and shows. In
LOYALTY they are distributing Cards and coupons to customer first to check loyal customer and
then start analyse about loyal customer’s next need and offer it to customer on discount. It is one
of innovative department and generating new idea.

Finance Department
Major roles of the finance department are to identify appropriate financial information prior to
communicating this information to managers and decision-makers, in order that they may make
informed judgments and decisions. This department’s responsibility for organizing the financial
and accounting affairs including the preparation and presentation of appropriate accounts, and the
provision of financial information for manager.

Admin Department
They are managing and distributing information within office like greeting clients and employees,
answering the calls, maintaining files, record of expenditure, stationary, printing, housekeeping,
Administrative assistants are responsible for communicating with clients, outside vendors and staff
members on behalf of their employer. They greet customers, answer the phone, take messages and
set up meetings. This department is interrelated to HR department.

HR Department
Human resource management (HRM) in organizations designed to maximize employee
performance in service of their employer’s strategic objectives. In Pantaloons, HR is primarily
concerned with how people are managed within organizations, focusing on policies and systems.
HR department is responsible for a number of activities, including employee recruitment, training
and development, performance appraisal, and rewarding. Human resources assistants may process
and regularly update personnel, payroll and job applicant records.

Garment Technology Department

It is divided in three teams one is Construction /Fit Team, another is Testing team and last is
Inspection team. Construction team basically checking the size measurement and its grading,

34 | P a g e
testing team are doing chemical like crocking, bleeding, colour fastness to light etc. and physical
test like pilling, abrasion resistance etc. and inspection team is visiting manufacturing unit to see
the directed production, there also checking for complete garment which is done in last by Testing
team.

Supply Chain Department

It is the management of the flow of goods. It includes the movement and storage of raw materials,
work-in-process inventory, and finished goods from point of origin (Manufacturing Unit) to point
of consumption (Store).
Main function of supply chain management are as follows: 1) inventory management
2) distribution management 3) channel management 4) payment management 5) financial
management 6) supplier management 7) transportation management 8) Customer service
management. Some of their work is already done by planning team only Inventory Management
and Distribution Management. They closely work with planning department and interchange
information regarding stock delivery from supplier to warehouse and warehouse to store or if any
stock is available for inter store transfer or vendor has to direct supply to store SCM team take care
of this things.

35 | P a g e
 ETHNIC BRAND

PT BRANDS NPT BRANDS

GLOBAL DESI

RANGMANCH W

AURILIA

BIBA

TRISHAA DESI BELLE

FUSION BEATS

AKKRITI IRA SOLEIL

36 | P a g e
 ABOUT EXCLUSIVE PANTALOONS ETHNIC BRANDS

Rangmanch

For contemporary Indian women (28-35 years).

Rangmanch in Pantaloons caters to every day ethnic wear and festive wear category priced
competitively and has an international imagery.

Range comprises of:

 Kurta
 Bottom
 Dupattas.

Kurta starting price is Rs. 499/- and last price is Rs. 1,499/-.

Bottom starting price is Rs. 399/- and last price is Rs. 999/-.

Best deals of SP’18:

37 | P a g e
Trishaa

For elegant Indian women (20+ years).

Trishaa in Pantaloons caters to ethnic wear and occasion wear category, priced competitively and
has an international imagery.

Range comprises of:

 Churidar Kurta Dupatta

 Pants Kurta, Dresses
 Kurtas, Bottoms

Starting price is Rs. 1,299/- and last price is Rs. 2,999/-.

38 | P a g e
Akkriti

For modern young women (18-35 years).

Akkriti in Pantaloons caters to trendy young ethnic category, priced competitively and has an
international imagery.

Range comprises of

 Tops, Crop tops, Tunics

 Dresses and Skirts
 Palazzo and Leggings

Starting price of top is Rs. 499/- and last price is Rs. 1,599/-.

Starting price of bottom is Rs. 499/- and last price is Rs. 1,499/-.

39 | P a g e
 STP OF PANTALOONS

1. Segmentation
 Geographic segmentation

The first Pantaloons store was launched in Gariahat, Kolkata in 1997. As of May 2018, there are
200 Pantaloons stores in more than 80 cities. Pantaloons were previously controlled by the Future
Group, but has now been taken over by Aditya Birla Nuvo Limited (ABNL). Since its inception
Pantaloons have been one the leading trendsetter in the Indian organized retail sector. Ever
expanding base of operations. Retail outlets in every major cities and a large fore of loyal and
regular shoppers has helped Pantaloons to become the leading fashion retailer in eastern India.
Many retailers have entered the market and many are about to making Pantaloons journey even
tougher. Hence Pantaloons needs to take some important steps to overcome its problem area and
implement the suggestions before the existing and future retailers grab the opportunity making
Pantaloons existence even more challenging. Pantaloons is facing very tough competition from
Shoppers Stop, Lifestyle, Spencer’s, Big Bazaar who is fast coming up with new business models
and are establishing more stores in Kolkata. Pantaloons has to do more marketing and add products
in their line-up in order to draw new customers and retain regular ones.

40 | P a g e
In east zone, there are 58 stores of Pantaloons till date. Their address are as follows:
 Susanta Plaza, Habra
 Gt Road, Burdwan
 Malegaon, Guwahati
 P&M Mall, Jamshedpur
 Sentrum Mall, Krishna Nagar
 MI Plaza, Agartala
 Panthapadap Mall, Kolkata
 Chankya Ex Rd, Patna
 Galleria Mall, Bhubaneshwar
 Baruipur, Kolkata
 Lalkukhi Abasan, Baharampore
 Bajrang Tower, Bhagalpur
 Sahee, Bhubaneswar
 Bristi Apt, Srirampur, Hooghly0
 Chandannagar, Kolkata
 City Centre, Siliguri
 Commercial Point, Bhadark
 Shanti Enclave, Cuttack
 Mirzapur Chowk, Darbhanga
 Sriram Mall, Dhanbad
 Circular Road, Dimapur
 Durgapur
 Golden Mall, Silchar
 DT Tower, Guwahati
 Ulubari, Guwahati
 Rudraksh, Guwahati
 City Centre, Haldia
 Avani Revel, Howrah
 Ideal Residency, Kolkata
 Jalpaiguri

41 | P a g e
  City Centre, Bokaro, Jharkhand
 City Centre, Jhrasuguda
 Abs Mall, Jorhat
 Kachrapara, Kalyani
 Camac Street, Kolkata
 City Centre, Kolkata
 Diamond C, Kolkata
 Gariahat, Kolkata
 Kankurgachi, Kolkata
 Merrill Residency, Kolkata
 PS Residency, Kolkata
 South City Mall, Kolkata
 Sun City Mall, Barasat, Kolkata
 Salt Lake, Kolkata
 Axis Mall, Kolkata
 Living Grand, Gangtok
 Mahaparva Mall, Midnapur
 Vasundhara, Patna
 Eastern Mall, Ranchi
 Spring City, Ranchi
 Regal Plaza, Asansol
 Laitumukhrah, Shillong
 Sevoke R, Siliguri
 Vega, Siliguri
 Dobson, Kolkata
 Aurobinda Mall, Kolkata
 Garia Bazar, Kolkata
 Sodepur, Kolkata

42 | P a g e
  Demographic segmentation
a) Age
b) Occupation
c) Gender
d) Income
e) Religion

 Psychographic segmentation
Psychographic segmentation involves dividing your market into segments based upon different
personality traits, values, attitudes, interests, and lifestyles of consumers. This segmentation is
advantageous because it allows you to engage in product design and marketing in a focused
manner.

a) Fashion followers
b) Shopaholics
c) Trend setters
 Behavioral segmentation
a. Occasions
 Seasonal
 Holiday
 Special occasion
 Regular occasion
b. Benefits
 Quality
 Economy

2. Targeting
 Analyzing competitor on their resource and skills.
 Considering the company’s abilities.
 Becoming the abilities of the company and resources needed to enter a market.

3. Positioning
 A marketing strategy that aims to make brand occupy a distinct position, relative to
compositing brand, in the minds of customer.
 A process by which market try to create an image or identity in the customer mind for
their products.

43 | P a g e
 MISSION HAPPINESS

Sell is all about the customer. An initiative to increase the number of happy customer. A
mission to retain the customer of pantaloons. The more the number of satisfied customer the
more is the sell. It’s mission to make them purchase and leave satisfied. Customer can rate
pantaloons and give feedback for improvement. Customer can share their shopping
experiences. The customer should not be given any chance of complaining about the service.

Part of the program

 Listen
 Learn
 Act

Listen- What the customer are saying about their section?

Learn- To understand what is delighting the customer and where they are seeking improvement.

Act- Act is about to make simple improvements within your section, to delight every customer.
Always create a single action for the week based on discussion in huddle, MIS and customer
recordings and ensure your FAs remember it an implement during the course of the week.

Learnings

 The section in the store and the general layout.

 About the different variety and the S.K. U’s in the store.
 Different type of materials in the merchandise.
 About the store’s own label brands & NPT brands.
 Basic idea of explain the product in the store using the concepts of color blocking.
 Know about the cross merchandise.
 How to develop the interpersonal relationship with the colleague?
 How data can be analyzed. What type of data is needed to be analyzed? How data interpret.
How data is compared with the other stores in different days, different categories, different
division and brands.

44 | P a g e
  How we can improve our greeting rate, trial rate. How we satisfy our customer to retain
them. When the customer is delighted or not.
 How report is generated. How we can get data. How our project is related to merge sell and
customer satisfaction.

45 | P a g e
 PRODUCTS

46 | P a g e
 DISTRIBUTION CHANEL STRATEGY

Mother production warehouse

It is situated in Mumbai. Mother production warehouse is main centre of pantaloons, where

production happens fluently and after production it circulates to other regions.

Regional warehouse

Main production warehouse provides goods to regional warehouses. There are five regional
warehouses.

 Northern
 Southern
 Eastern
 Western
 central

City warehouse

From regional warehouses to goods shift towards city warehouses. Pantaloons has selected
their locations that are easily accessible to the target market in areas that are consistent with
the retailer’s positioning. Pantaloons locates its stores in almost 90% of malls in Delhi and
Delhi NCR region. Whether it is high end mall or smaller one. Moreover, they have women,
kids and men exclusive stores. They want to cover entire area of this region.

47 | P a g e
 PRICING STRATEGY

Value based pricing: This pricing uses buyer’s perception of value, not the seller’s cost as the key
to pricing. Value based pricing means that the marketer cannot design a product and a marketing
program and then set a price. In this, the pantaloons assess the customer needs and value
perceptions, based on primary and secondary research of data obtained of the customers. The
targeted value and price then drive the decisions about what costs can be incurred and the resulting
designs of products.

In pantaloons, the variety of products available to customers along with key features that is quality
of apparel strikes in the mind of consumers. Along with this, after sale services like alterations,
customer relationship management are also certain values given to customers. Pantaloons is also
well known for its good value pricing techniques. This means that brand offers right combination
of product quality and service at right time.

Product

 Mix pricing strategies

 Product line pricing- setting prices across the entire product line.
 Product bundle pricing – pricing bundles of products sold together.

Pricing strategies followed by Pantaloons

 Segment pricing: Middle class income group.

 Discount pricing: During festive and sale seasons.
 Geographical pricing: Fixed pricing based on standard rates.
 Psychological pricing: Quality products available at economical rates.

48 | P a g e
 COMMUNICATION STRATEGY

Advertising

Any paid form of non-personal presentation and promotion of services by an identified sponsor.
Advertising is divided into 2 parts as per area coverage.

ATL: (Above the line)

Advertising is where mass media is used to promote brands and reach out to target consumers.

Sources: Newspapers, Radio, Television

Websites: http://pantaloons.com/

http://www.abfrl.com/

https://www.facebook.com/pantaloons/

https://www.youtube.com/results?search_query=pantaloons

BTL (Below the line)

Sources

Events, pamphlets, messages and mails

Sales promotion

This is use to encourage the purchases of services through short term incentives

As pantaloons give some special discounts offers in festive seasons. They have winter offers for
10 days, 15 days, 20 days offers.

Public relation

Through various events and shows they are maintaining relationship with consumers. They
organize games in events and provide gifts to winners.

49 | P a g e
People

Managing Director: Pranab Barua

Chief Executive Officer: Shital Mehta.

TGIP store manager (our industry mentor): Attin Kumar

Process

Firstly, customer visits shopping store of pantaloons and select as per their choices.

Physical evidence

Pantaloons provide products, shopping bills, and shopping bags etc. as physical evidence.

50 | P a g e
 BUDGETS AND CONTROLS

Establishing a systematic set of procedures in a clothing store is necessary to prevent or minimize

inventory losses, cash pilferage, unnecessary expenses and other problems that will cause business
to lose assets and income. Such controls should stop employees, customers and suppliers from
committing theft or fraud. A good internal control system includes separation of duties, a well-
defined system of authorization, and clear areas of responsibility and accountability.

Areas for controls include

1. Cash control 2. Inventory control 3. Employee retention 4. New customers 5. Advertisement

Budgets

Action programmes

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 price. 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.

51 | P a g e
 MAIN COMPETITORS OF PANTALOONS

52 | P a g e
 COMPETITORS ANALYSIS

S.NO PRIVILIGES PANTALOONS SHOPPERS LIFESTYLE GLOBUS MAX

STOP

Landmark Landmark
1 NAME Green card First Citizen Rewards Friends Rewards

2 LEVELS 1 star classic moments Gold friends Gold

3 star silver edge platinum buddies platinum
best
5 star golden glow friends

3 CRITERIA 0-7999 100-9999 100-999 100-999 100-999

(Purchase 1000-
Rs.) 8000-19999 10000-39999 1000-75000 9999 >65999
as per levels 10000-
20000-39999 >40000 25000
>40000

4 @ 100
4 POINTS 2 @100 Rs 1 @ 100 Rs 2 @ 200 Rs Rs 2 @ 200 Rs
3% discount(12) 6 @ 100
(earned) 2 @ 50 Rs 4 @ 200 Rs Rs 2@ 200 Rs
5% discount(20) 8 @ 100
3 @ 34 Rs Rs
7% discount(28)

5 VALUE
(each point)
0.25 paisa 0.70 paisa 0.40 paisa

53 | P a g e
 SHOPPERS
S.NO SERVICES PANTALOONS STOP LIFESTYLE GLOBUS MAX

1 ALTERATIONS YES YES YES YES YES

2 PARKING NO YES NO YES(buddies) NO

reimbursement

3 EXCHANGE
PERIOD
members 90 days 20 days 30 days 30 days 30 days
non-members 30 days 14 days 30 days 30 days 30 days

4 GIFT WRAP YES NO YES NO NO

HOME YES YES YES YES

DELIVERY (within a (for golden (within a ( for
5 range) glow) range) buddies) NO

OUT OF STORE
6 OFFERS YES YES YES

END OF
SEASON
7 SALE YES YES YES YES YES

54 | P a g e
 SITUATIONAL ANALYSIS

Before we talk about anything let us see what Google has to say about Pantaloons regarding its
popularity as compared to Reliance trends.

As we can see that Google has shown that Pantaloons is more popular than its competitor Reliance
trends. Demand is more for pantaloons products in India.

55 | P a g e
 COMPARED ACCORDING TO THE INTEREST OF INDIANS

56 | P a g e
 OBJECTIVE OF THE PROJECT

 To study the Retail Industry and its internal competition.

 To analyze the steps Pantaloons is taking to overcome the industrial rivalry.
 To understand the relation between customer satisfaction and customer retention of
Pantaloons.
 To examine various steps most of the companies are taking to win against the online
retail industry.
 To study the competitive analysis with different outlets.
 To study the work flow of the store and the activities of the ethnic department.
 To study the growth rate of Pantaloons in-house goods.

57 | P a g e
 RESEARCH METHODOLOGY

It is necessary to adopt a particular method a complete a project successfully. The steps that have
been taken to complete this project. Are as follows:
 Research Approach: The approach adopted to complete this project was that of
“Segmentation of pantaloons and its competitors”. And the study secondary data is
collected from various newspapers, internet, books. The survey was done in pantaloons
retail Kolkata kakurganchi store.
 Research Design: Depending upon the objectives of the research the most suitable
marketing research design is “Exploratory research”. The purpose is to find out the
experience of customers while shopping in pantaloons.
 Data Collection: The information used in this project was through primary sources that
personally interacting the customer in the outlet and getting the first hand information and
secondary sources that personal interview and observation.
 Research instrument: The instrument that was chosen to conduct the market research was
that of” structured questionnaire”. This has been done because data obtained in structured
studies are easier to tabulated and interpret then data gathered in other ways. A list of
questionnaire was prepared which could give relevant information when answered by the
respondents.
 Target Segment: Customer.
 Sample Area: Pantaloons retail Kolkata kakurganchi store.
 Analyzing the collected data and reporting the finding: Finally, the data has been
collected was thoroughly analyzed and processed to obtain the required information.

Learnings

 Listen to the customer.

 Provide a fair solution.
 Resolve problem.
 Objective is to understand that good customer experience is giving customers a little more
than what they expect.

58 | P a g e
  I have tired gain knowledge about the customer, there psyche, behavior of customer in the
store, understand the need, requirement of customer. What other competitors are doing in
the market under the radius of store. Try to regain customers.
 Using various kinds of tactics to get customers it is important for a lifestyle retailer.
Pantaloons is one of the store in India which provides offers, quality products with
discounted offers and to make the store profitable it becomes important for them to
maintain that image by using various methods and research.

59 | P a g e
 DATA ANALYSIS

1. How frequently do you shop at retail stores?

a) Only during sales period
b) Only during festivals
c) At least once a week
d) At least once a month

19%

Only during sales period

42%
Only during festivals
At least once in a week
At least once in a month

30%

9%

Inference
The above pie chat depicts that 42% respondent’s shops at retail stores at least once in a month
followed by the respondents who shops at retail stores only during festivals which is 30%. 19%
respondent’s shops only during sales period and 9% of respondents shops at a retail store at least
once in a week.

60 | P a g e
2. What influences you the most to shop at retail stores?
a) Product quality
b) Store appearance and atmosphere
c) Promotions and offers
d) Price and terms of payment

Price and terms of

payment
4%
Promotions and
offers
20%

Stores appearance
and atmosphere
8%

Product quality
68%

Inference
The pie chart depicts that 68% of the respondents are influenced to shop at a retail store by product
quality which is the most. 20% respondents are influenced by Promotions and offers. 8% and 4%
respondents are influenced by the price & terms of payment and store appearance & atmosphere
respectively.

61 | P a g e
3. What influences you to visit at retail stores of your choice?
a) Billboards
b) Newspaper Advertisements
c) Television Advertisements
d) Friends & Family Reference

29%

26%
25%

20%

BILLBOARDS NEWSPAPER ADVERTISEMENT TELEVISION ADVERTISEMENT FRIENDS AND FAMILY

REFERENCE

Inference
The above chart depicts that 29% answerer are influenced by television advertisement, 26%
answerer are influenced by newspaper advertisement, 25% answerer are influenced by billboards
and 20% answerer are influenced by the reference of friends and family.

62 | P a g e
4. Where do you do your shopping mostly?
a) Organized Retail Stores
b) Local Markets
c) Online

Online
25%

Organized retail
stores
55%

Local markets
20%

Inference

The pie chart depicts that most of the respondent’s shops mostly from organized retail store
which is 55%. 20% respondents mostly shop at local markets because of their low income. And
25% respondents mostly make online shopping, some of the respondents said that now-a-days
they do not trust online markets because according to them the product which is delivered to
them is of poor quality and sometimes of different colours and design.
63 | P a g e
5. Kindly rate the following outlets on the basis of the given factors (1 being POOR and 5
being EXCELLENT)
Behavior of
Offers &
Location Cleanliness Variety Pricing the Staff
Discounts
Members
Pantaloons
Reliance
Trends
Shoppers
Shop
FBB
Max
Westside
Lifestyle

0
Location Cleanliness Variety Pricing Behaviour of the Offers and discounts
staff members

Pantaloons Reliance Trends Shoppers Stop FBB Max Westside Lifestyle

Inference

From the above chart, we can easily understand that Pantaloons is dominating other outlets in the
given factors. Most of the respondents has given 5 out of 5 to Pantaloons in all the factors.

64 | P a g e
6. How will you rate the product of Pantaloons?
a) Excellent
b) Good
c) Average
d) Poor

2%
17%

30%
Excellent
Good
Average
Poor

51%

Inference
The pie chart depicts that 51% respondents has ranked the product quality good followed by the
respondent who has ranked the product quality as average is 30%. 17% respondents have ranked
it as excellent and they love the product quality very much. Rest 2% has ranked it as poor
because according to them not every product is good, few products from basic of Rangmanch &
few products of Akkriti are of poor quality.

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7. Which in-house brand of ethnic do you like the most?
a) Rangmanch
b) Trishaa
c) Akkriti

Akkriti
30%
Rangmanch
49%
Trishaa
21%

Inference

The above pie chart depicts that respondents are liking Rangmanch the most which is 49%. 30%
respondents like Akkriti products. 21% respondents like Trishaa. Therefore, Pantaloons has to
take a step to promote Trishaa products. Respondents said that the design of Trishaa are not of
their choice and they are not getting any good party wears from Trishaa.

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8. In terms of Customer Loyalty Program Membership, which retail outlet is better?
a) Pantaloons
b) Shoppers Stop
c) Westside
d) Lifestyle
e) None

45%

32%

12%
8%

3%
Pantaloons Shoppers Stop Westside Lifestyle None

Inference

It is evident from the graph that Shoppers Stop is the closest competitor of Pantaloons with
regards to the Customer Loyalty Membership followed by Lifestyle and Westside. Therefore,
Pantaloons should add on some more benefits in order to increase its sale and customer retention.

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9. How will you rate the consistency in quality compared to other outlets?
a) Pantaloons
b) Shoppers Stop
c) Westside
d) Lifestyle

53%

29%

13%

5%

PANTALOONS SHOPPERS STOP WESTSIDE LIFESTYLE

Inference
The graph depicts that 53% of the respondents believe that Pantaloons maintain consistency in
quality as compared to Shoppers Stop with 29%, Westside with 5% and Lifestyle having 13%.
Therefore, it can be concluded that customers are happy with the apparel quality of Pantaloons
over others.

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10. How strongly will you recommend others to shop at Pantaloons?
a) Very Strongly
b) Strongly
c) May be
d) Never

Very strongly Strongly May be Never

1%

14%
26%

59%

Inference
The above chart depicts that 59% respondents are strongly recommending others to shop at
Pantaloons, 26% respondents are very strongly influencing others, 14% respondents are sometimes
recommending others and rest 1% respondents never recommended others to shop at Pantaloons.

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 OBSERVATIONS AND FINDINGS

 As a matter of fact, this on the training was fruitful for me as I learnt many management
skills practically during training period at Pantaloons. Right from the beginning of my
training I observed so many things which are the part of daily routine of Pantaloons
Kankurgachi. The store work smoothly as it is the chain of a well-known reputed
organization. The retail staff personnel are of helping nature as they supported and co-
operated me during training period and tried their level best to give me proper training of
the retail store. Though their lots of things to still it was good experience for me
 I have also learnt how to apply all the management skills in the real situation in any
organization. During me on Job training, however, I observed the following things at
Pantaloons, Kankurgachi.
 Everyday many people come to only for visit.
 Most of the employees and managers are hardworking, motivating, punctual and friendly
 All products including in-house or non-Pantaloons brands are very good.
 Customer service desk is too helpful and sincere to the customers.
 All products are new and attractive.
 Offers are very attractive and effect full.
 Green card system is another smart facility in Pantaloons.
 Mostly middle class people do shop here.
 Security systems are very good and very strict.
 Weekly stock filling is good for the store.
 Billing counters are very good.
 Many collections in watches, sunglasses, cosmetics, perfumes etc.
 Browser sand walls are decorated properly
 There are one meeting of store manager and Asst. store manager with employees in every
week.
 Communication between employees is good.
 Communication between HR and trainee is also good.

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 CONCLUSION

In the face of fierce competitive pressure, Pantaloons has recognized the value of organization
building own store as brand to reinforce their marketing positioning, to communicate quality as
well as value for money. They have developed a sustainable competitive advantage by translating
core values combining products, image and reputation into a coherent retail brand strategy.

The project specific study on the competitive analysis of Pantaloons. I came to conclude that
Pantaloons is raising day by day and becoming very popular among youngsters of our country.
Pantaloons is lacking behind in some factors like Loyalty program, Customer Service Desk, etc.
To overcome the problems, they must take appropriate measures to improve the performances of
and make it more efficient.

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 RECOMMENATIONS

The following suggestions could be made for the better performance of Pantaloons, Kankurgachi

 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 avails those services and produce
positive feedback towards the brand.
 Combine two consecutive size to make one with scope of alterations.
 A well planned, cost effective cause marketing campaign on social Media 3. Use of
purchase instigator.
 In-store promotion by installing style tips cut boards and posters with motivating messages.
 Review of everyday discounts/offers at signage whether they are updated properly or not.
 Signages should be displayed properly on the floor and near the entrance gate.
 More security gadgets and checks should be there to control thefts and employees working.
 Availability of products in each size should be at the floor.
 At least 5 cash counter should remain open every day to avoid crowd at cash counter.
 Increase the number of supporting staff (team members) on the floor to pay proper attention
to the customers.
 Interaction should be there between employees and customers.
 Sitting arrangement and drinking water facilities on the floor for customers should be
maintained regularly.
 The arrangement of merchandise should be proper on the floor.
 Back stock capacity should be more.
 Browsers and walls should be maintained end of every month
 Store announcement can help the customers for discounts and offers.

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 BIBLIOGRPHY

www.adityabirlagroup.com
www.google.com
www.wekipedia.com
www.aboutretail.com
www.scribd.com
www.pantaloons.com
Business World
Business Today
Times of India

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 APPENDIX

Name_________________________________________________________________

Age____________ Occupation _________________ Gender _________________

How frequently do you shop at retail stores?

Only during sales period
Only during festivals
At least once a week
At least once a month

What influences you the most to shop at retail stores?

Product quality
Store appearance and atmosphere
Promotions and offers
Price and terms of payment

What influences you to visit at retail stores of your choice?

Billboards
Newspaper Advertisements
Television Advertisements
Friends & Family Reference

Where do you do your shopping mostly?

Organised Retail Stores
Local Markets
Online

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Kindly rate the following outlets on the basis of the given factors (1 being POOR and 5
being EXCELLENT)

Behavior of
Offers &
Location Cleanliness Variety Pricing the Staff
Discounts
Members
Pantaloons
Reliance
Trends
Shoppers
Shop
FBB
Max
Westside
Lifestyle

How is your buying experience at Pantaloons?

Excellent
Good
Average
Poor

How will you rate the product of Pantaloons?

Excellent
Good
Average
Poor

How will you rate the ambience of Pantaloons?

Excellent
Good
Average
Poor

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How will you rate the variety of products of Pantaloons?
Excellent
Good
Average
Poor

Do you think you can find a better product somewhere else in same price range?
1. Yes
2. No

If yes, please specify where? ________________________

How will you rate the pricing of the products at Pantaloons?

Excellent
Good
Average
Poor

Which in-house brand of ethnic do you like the most?

Rangmanch
Trishaa
Akkriti

Were you told about our new offers and discounts?

Yes
No

In terms of customer loyalty program membership, which retail outlet is better?

Pantaloons
Shoppers Stop
Westside

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 Lifestyle
None

How will you rate the consistency in quality compared to other outlets?
Pantaloons
Shoppers Stop
Westside
Lifestyle

Do you shop from Pantaloons only?

Yes
No

How strongly will you recommend others to shop at Pantaloons?

Very Strongly
Strongly
May be
Never

Will you purchase again?

Yes
No
Not sure

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