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Project Report On

Contents
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

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, futurebazaar.com.

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.

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 evolve. 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 stories. 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 tomorrow.

Rewrite Rules. Retain Values.


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 development. 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 ambition. 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 successful.

Core Values
Indianness: confidence in ourselves. Leadership: to be a leader, both in thought and business. 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 information. Valuing and Nurturing Relationships: to build long term relationships. 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.

Introduction
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 brands 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.

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.

UNDERSTANDING THE LANGUAGE OF BRANDING


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. Brand Essence: This is the heart and soul of a brand a brands fundamental nature and quality. Usually stated in two to three words, a brands 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 category]. Brand Positioning: This is the way the brand is perceived within a given competitive set in the consumers 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 brands 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. 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 brands 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. 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 Insight

Through knowledge Of competitive set

Consumer benefits (By Segment) Ongoing Market Research

Functional Emotional Experimental Self Expressive

Cost of Entry Differentiating

Brand Design Target Customer Essence Promise Personality Positioning

Organizations core Competencies & Strategic intent

Organization Design Cust value chain Culture HR systems

Brand identity Standards & Systems

Integrated Marketing Product Packaging Pricing Distribution Point of Purchase Merchandising Advertising Promotion

Brand design manifested at each point of customer contact

Creating total brand Experience

Marketing Effectiveness Monitoring

Delivering Awareness Accessibility Value Emotinal Connection

Brand Equity Monitoring

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

Pantaloons

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 demography. Pantaloons Fresh Fashion stands out as a fashion trendsetter, on the lines of how fashion is followed internationally. The look and whats 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 display! 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 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 Kids.

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

1. ADIDAS 2. AKKRITI 3. ALL

4. BARE 5. BIBA 6. BLACK PANTHER

7. CONVERSE 8. Dio Rucci 9. GANUCHI 10. GINI N JONY 11. GIOVANI 12. HONEY 13. INDIAN TERRAIN 14. INDIGO NATION 15. JEALOUS 16. JM SPORT 17. JOCKEY 18. JOHN MILLER 19. LEE 20. LEE COOPER 21. LEONE 22. LILLIPUT 23. LOMBARD 24. MIX N MATCH 25. MONTE CARLO 26. MOUSTACHE 27. NINO MANTELLI 28. NO RULES 29. PEPE 30. PROVOGUE 31. RAYMOND 32. REEBOK 33. RIG 34. SCOTSVILLE 35. SCULLERS 36. SHAPES 37. SIERRASPORTS 38. SPALDING

39. SPEEDO 40. SPRING BOARD 41. SPYKAR 42. STORI 43. TANGERINE 44. TOLLY JOY 45. TOMMY HILFIGER 46. TRIUMPH 47. TUFF 48. TURTLE 49. UDARE 50. UMBRO 51. UMM 52. WILSON

Branding in Pantaloons

Future Group

Future Media

Future Retail

Future Brands

Future Logistics

Future Space

Future 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 team.

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.

HEAD OFFICE

South

North

West

East

Marketing Dept

All mails are CC to Area Manager And Zonal Head

SM/ ASM CSD/ DM

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 cant manage what you dont measure. This is true of Brand Equity as well. Any strong brand equity measurement systems will accomplish the following objectives: Measure the brands 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 Brands progress against goals. Provides direction on how to improve Brand Equity. Provide insight into the Brands positioning compared with the major competitors, including its strengths, weakness, opportunities and threats. Provide direction on how to reposition the brand for maximum effect. Specific brand equity measures There are specific measures that help in managing a brands 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 brand = (equals) the sales (per time period)