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RETAIL MARKETING &

MANAGEMENT
PROJECT
ON
PANTLOON RETAIL (INDIA) LTD

Submitted By: To :
Sunil Gupta, Prof. Sham Sharma
EXE MBA,IIPM, IIPM , New Delhi.
New Delhi.
PANTALOON’S RETAIL STRATEGIES

ACKNOWLDGEMENT

I take this as an opportunity to express my sincere gratitude to Departmental Manager and floor
manager, “pantaloons” at Saket Mall in Delhi. Their guidance has always been of immense help
and support during the making of this project and also helped me a great deal in enhancing my
skills in the process.

I also thankful to all the employees of ‘Pantaloons’ who helped me in making my project, their
guidance carried me all through the preparation of this project.

I would like to thank to Prof. Sham Sharma for providing me the excellent opportunity of
working on this project and for guiding me all through the way. It gave me all immense pleasure
in embedding deep into the project and acquiring new knowledge on the way.

I would like to extend my heartfelt gratitude towards the various websites and the books i
referred to. Without them the project would not have been possible.

Sunil Gupta

EXE MBA , Marketing,

IIPM , New Delhi

2 |Sunil Gupta , EXE MBA , IIPM


PANTALOON’S RETAIL STRATEGIES

Contents

About
pantaloons....................................................................................................................
..................4

Store
location ........................................................................................................................
....................5

Retail
Meaning........................................................................................................................
...................5

Three Important Things About a Retail


store…….......................................................................................5

Placing of Products in the


outlet................................................................................................................5

Products
Offerings.......................................................................................................................
...............5

Company
Strategies.....................................................................................................................
...............8

Promotion
Strategy……………………………………............................................................................
...................8

Pricing
Strategy........................................................................................................................
....................8

3 |Sunil Gupta , EXE MBA , IIPM


PANTALOON’S RETAIL STRATEGIES

Position
Strategy……………………………………………………………………………………………………
……………………………….9

Building Customer
Loyalty..........................................................................................................................
.9

Conclusion..
…………………………………. ..........................................................................................
................10

References…………………………………. .........................................................................
..................................10

Pantaloon Retail (India) Limited

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PANTALOON’S RETAIL STRATEGIES

INTRODUCTION

The Pantaloon group ,a leading retailing group in India. In March 2006, the group renamed itself as the
'Future Group' and was further divided into six verticals - Future Retail, Future Brands, Future Space,
Future Capital, Future Media, and Future Logistics. Headquartered in Mumbai (Bombay), the company
operates over 7 million square feet of retail space, has over 1000 stores across 53 cities in India and
employs over 25,000 people.

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

MISSION: We shall be efficient, cost- conscious and committed to quality in whatever we do.

CORE VALUES: Rewrite rules. Retain values.

FOUNDER: Mr. Kishore Biyani

Website: www.pantaloon.com

Company Outlet:
Pantaloons :: Saket Mall

5 |Sunil Gupta , EXE MBA , IIPM


PANTALOON’S RETAIL STRATEGIES

Address : Select citywalk , Plot No. A-3 & P1B, District centre,Saket,Delhi-110065

Tel: 011-22309491

RETAIL MEANING:-
Retail comes from the French word retailer which refers to "cutting off, clip and divide" in terms of
tailoring (1365). It first was recorded as a noun with the meaning of a "sale in small quantities" in 1433
(French). It's literal meaning for retail was to "cut off, shred, paring".
Business of selling products and services to the public as the ultimate consumer. Retailing involves
selling many different products and services, either from a store location or in direct selling through
vending machines and in-home presentations, mail order, and so on.
First retailers in India include BATA, Pantaloon, Bombay Dyeing, Spencer’s, and Nilgiris. The current
Retail scenario is controlled by the likes of shoppers stop, Big Bazaars.
Three important things about a retail store
1) Location
2) Location
3) Location
PLACING OF PRODUCTS IN THE OUTLET
The Pantaloon outlet in Saket has two floors – ground and first floor.
The ground floor has women and kids wear. It also contains women and kids accessories. The women
wear is in the front of the ground floor, while the kids wear is in the back of the shop. The middle portion
of the shop in the ground floor has the women and kids accessories.
The first floor has men wear and accessories. The men wear is in the front and accessories at the back of
the floor.
The keeping of the products of the women and kids in the ground floor is only for convenience and also
due to the fact that women are more prone to shopping. Kids come to shop with their mother, and so they
can be attracted more by keeping the kids wear and accessories in the ground floor.

PRODUCTS OFFERINGS

Pantaloon is positioned as an entire family store and it


deals in men’s wear, ladies wear and kid’s wear. It
mainly focuses on its Private label programme because
the share of private label has increased over the previous
year and stands at nearly 75%. Below are some of the
company’s private labels:

MEN’S WEAR

➢ John Miller
➢ JM Sports

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PANTALOON’S RETAIL STRATEGIES

➢ Bare Denim

➢ Rig
➢ Ajile

➢ Lombard
➢ T-2000

➢ Bare Leisure
LADIES WEAR

➢ Honey
➢ Akkriti

➢ Annabelle
➢ Mix & Match

➢ Ajile
➢ Rig

KID’S WEAR

➢ Chalk

➢ Bare 7214

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PANTALOON’S RETAIL STRATEGIES

ACCESSORIES

➢ Cosmetics
➢ Stationary for kids
➢ Books & Magazines
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PANTALOON’S RETAIL STRATEGIES

COMPANY STRATEGIES
PROMOTIONAL STRATEGIES

1. Green Card is passport to a whole new world of exclusive benefits and privileges.
1. Instant discounts for every time you shop at Pantaloons.
2. Exclusive shopping days to get hold of latest merchandise.
Regular updates on collections and promos via catalogues, sms and email.

2. Pantaloon continued to be the title sponsor for femina miss India 07 pageant.

PRICING STRATEGY

They propose to provide branded products at 10% less than the Mrp and 20% off on the local
brands, which is similar to what has been carried out in
Big bazaar.
Keeping costs down is clearly the cornerstone of policy
at both chains. Pantaloon chief Biyani ensures cheaper
prices by keeping watch at every step.
Says Biyani: "We do three things -- buy directly from
the manufacturers so that the middle man is eliminated.
We buy in cash and get a cash discount, and manage our stocks turns so that we don't have
money stuck up. The benefits are passed on to the customers.”
POSITIONING STRATEGY

9 |Sunil Gupta , EXE MBA , IIPM


PANTALOON’S RETAIL STRATEGIES

Initially positioned as a family store, it finally veered towards becoming a fashion store with and
emphasis on youths and clear focus on ‘FRESH FASHION’. They are targeting youth and even
women, since they are the ones defining most purchasing decisions.

Building customer loyalty:-


The key to a successful business is a steady customer base. After all, successful businesses typically see
80 percent of their business come from 20 percent of their customers. Too many businesses neglect this
loyal customer base in pursuit of new customers. However, since the cost to attract new customers is
significantly more than to maintain your relationship with existing ones, your efforts toward building
customer loyalty will certainly payoff.
Here are ways that Pantaloons follow to build customer loyalty:
1. Communicate: Whether it is an email newsletter, monthly flier, a reminder card for a tune up, or a
holiday greeting card, reach out to your steady customers i.e. they offer green cards on purchasing of
Rs. 5000 or onwards with many discount schemes and inform the costumer about a special or extra
discounts through emails.
2. Employee Loyalty: Loyalty works from the top down. If you are loyal to your employees, they will feel
positively about their jobs and pass that loyalty along to your customers.
3. Employee Training: Train employees in the manner that you want them to interact with customers.
Empower employees to make decisions that benefit the customer i.e. they provide one month training to
their employees and give knowledge about fabrics in apparels and related products.
4. Customer Incentives: They give customers a reason to return to their business. For instance, because
children outgrow shoes quickly, so they offer a card that makes the tenth pair of shoes half price.
Likewise, a dentist may give a free cleaning to anyone who has seen him regularly for five years.
5. Be Flexible: They try to solve customer problems or complaints to the best of their ability. According
them excuses such as "That's our policy" ? will lose more customers then setting the store on fire.
Point-of-purchase (POP) Displays: They use POP displays by creating effective combination of
attractive store layout and displays to make the impulse purchase of costumers.

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PANTALOON’S RETAIL STRATEGIES

I.e. In apparel segment they put the clothes in display from dark color to light color in winters and vice
versa in summers to attract customers or to increase their sales
CONCLUSION
Pantaloon Retail (India) Ltd is a company where it strives for lifestyle and value through its products and
services. Through the study, it is observed that pantaloon can be said an organization where the P’s of
marketing is taken seriously for the maximum profitability through large range of products, promotional
activities for the company through newspapers , magazines , internet ,banners and posters and a solid
sales organization monitoring that the P’s are worked effectively. The store has been well maintained in
accordance with the latest demands of the consumers and through all these strategies Pantaloon ensures
repeated customer patronage.
References
www.pantaloon.com
http://www.fibre2fashion.com/news/company-news/pantaloon-retail-india/
It Happened in India – by Kishore Biyani & Dipayan Baishya
Consumer Behavior – Satish K Batra & S H H Kazmi

11 |Sunil Gupta , EXE MBA , IIPM