Sie sind auf Seite 1von 49

MARKETING MANAGEMENT

FRESH LOOK
FRESH FEEL
FRESH ATTITUDE

SEGMENTATION

SEGMENTATION

GEOGRAPHIC
SEGMENTATION
GEOGRAPHIC

CITY

POPULATION

metropolitan cities

more than 60 lakhs

developing cities

more than 35 lakhs

student oriented

around 22 lakhs

cities identified with MNCs

more than 35 lakhs

DEMOGRAPHIC SEGMENTATION
nuclear

joint

FAMILY
FAMILY
SIZE
SIZE
EDUCATION
EDUCATION

School going
Graduate/postgraduate
professional

GENDER
GENDER
Men
Menn nwomen
women
INCOME
INCOME
Lower
Lowermiddle(40000-80000p.a.),
middle(40000-80000p.a.),middle(80000-120000p.a.)
middle(80000-120000p.a.)
Upper
Uppermiddle(120000-160000p.a.)
middle(120000-160000p.a.)high(>160,0000p.a)
high(>160,0000p.a)
AGE
AGE
Infants,(0-2),kids(3-12)teens(13-19),youth(20-28),adult(29
Infants,(0-2),kids(3-12)teens(13-19),youth(20-28),adult(29and
andabove)
above)

THE BASE OF PANTALOONS DEMOGRAPHIC SEGMENTATION IS


AGE

For Age 30-39


For Age 21-29
Satisfaction
20
Interest
13
Confusion
1
Enthusiasm
10
Selection & time 6

Satisfaction
15
Interest
12
Confusion
10
Enthusiasm
8
Selection & time 5
For Age 40-49
Satisfaction
20
Interest
04
Confusion
12
Enthusiasm
1
Selection & time 13

RISING URBANIZATION

The level of urbanization in India is approximately


and is expected to grow in near future.

30%

The growth in the retail sector will be driven by


increased urbanization, as this is characterized by a rise
in income levels and better infrastructure facilities.
EASY AVAILABILITY OF CREDIT

With changing consumer habits, the Indian consumers


are overcoming this inhibition. Moreover, the availability
of credit has become easier.
Many banks and lending institutions are providing
customers with specially designed and customized loan
schemes and trying tomake the overall loan procedure
fast and less complex.
FREQUENT USE OF PLASTIC CARDS

INCOME
GO FOR DURABLE
BRANDS
POPULAR BRANDS
GENERALLY WAIT
FOR SALES
SEASON

DURING END
SALES SEASON
FESTIVALS

STATUS
CONVENIENCE
RANGE OF
MERCHANDISE
HIGH
STANDARDS OF
HYGIENE
ATTRACTIVE
AMBIENCE

BRAND CONSCIOUS
DONT WAIT FOR
SALES
FOR DAILY WEAR
PREFER
SOPHISTICATED
OUTLETS

GENDER AND EDUCATION

The working populations share in India is the highest in the


world. A young working population with high propensity to
consume holds significant promise for organized retail in
India.
The percentage of number of working women in India has
risen from about 12% in 1961 to almost 25% in 2005.
This has resulted in steady growth in household disposable
income, driving retail spending.
The increased percentage of working women has also led to
the opening of new retailing formats and products which are
exclusively catering to the womens segment. favorable demographic
and income

PSYCHOGRAPHIC
SEGMENTATION

PSYCHOGRAPHIC

LIFESTYLE

PERSONALITY

LIFESTYLE

The marketer gains a better understanding of consumers' lifestyles,


how the purchase of a product fits in with their lifestyles,
what other products they might buy, and
what types of advertising themes might appeal to them.

PERSONALITY

PERSONALITY

APPAREL SEGMENTATION

ATTITUDE
READINESS
LOYALTY STATUS
USER STATUS
BENEFITS
OCCASION

BEHAVIOURAL SEGMENTATION

BEHAVIOURAL SEGMENTATION

ATTITUDE
-ENTHUSIASTIC
(NEW-ARRIVALS)
-POSITIVE
(BRAND-ORIENTED)

READINESS
-AWARE
(FASHION
CONCIOUS)
-INFORMED
(NEWSPAPERREADERS,INTERNETFREAKERS)

BENEFITS
-QUALITY
(FABRIC
N
MATERIAL)
-SERVICE
(CUSTOMER
HANDLING)

No.of
customers

Very
satisfied

satisfied

Very
DisSatisfied

Dissatisfied

50

18

25

USER-STATUS

c
oc

ion
s
a

MONTH 6-MON WEEK

YEAR

LOYALITY STATUS

TARGETING

The first Pantaloons was opened in Gariahat in 1997. Over


the years, it has undergone several transitions. When it was
first launched, this store mostly sold external brands.
Gradually, it started retailing a mix of external brands while
at the same time introduced its own private brands. Initially
positioned as a family store, it finally veered towards
becoming a fashion store with an emphasis on 'youth' and
clear focus on fresh fashion

SERIAL NO.

CATEGORY

1
MENS WEAR
2

PRIVATE LABEL
PANTALOONS
TROUSERS
BARE DENIM

JEANS,GABARDINE,JACKETS AND NIGHTWEARS


3

WESTERN CLOTHES FOR YOUNG GIRLS

HONEY

SHIRTS

JOHN MILLER

LADIES WEAR

SRISHTI

ELEGANT SALWAR SUITS

RANG MANCH

SPORTS WEAR

AGILE

WESTERN AND FORMAL WEAR

ANNABELLE

JEANS AND ACCESSORIES

JEALOUS

10

WINTER WEAR JACKETS,BLAZERS,SWEATERS

SCOTSVILLE

11

EXCLUSIVE WESTERN,INDO-WESTERN,SKIRTS,JEANS

REMANIKA

12

KIDS WEAR

CHALK

13

BUYING SEPARATE AND COMBINING

MIX N MATCH

14

CLASSIC ENGLISH FORMAL WEAR

LOMBARD

15

STICHING SALWAR KAMMEZ

TRISHAA

16

JEANS.SHIIRTS,JACKETS,TRENDY SPORTS AND ULTILITY


WEAR

UMM

17

MENS WEAR

URBAN YOGA

18

MENS ETHNIC WEAR

GHAGROOS

19

MENS N WOMENS ETHNIC WEAR

AKRITI

SERIAL NO

CATEGORY

LICENCSED LABEL

JEANS,T-SHIRTS FOR MEN N WOMEN AND KIDS

LEVIS

JEANS,T-SHIRTS FOR MEN N WOMEN

PEPE

KIDS WEAR,INFANTS

LILLIPUT

KIDS WEAR

CATMOSS

SPORTS WEAR,JACKETS,SHOES

CONVERSE

EXCLUSIVE TRENDY WEAR FOR GIRLS

109.F

FORMAL WEAR FOR MEN

INDIGO NATION

RESOURCES

Labour
The manpower information is useful in knowing the employee capacity,
which is proportional to the production capacity.
Financial Information
The financial status of the vendor is useful in knowing the capability of the
vendor to deliver the order, in adverse situations.
Names and Addresses of all Units used for Production
carrying expenses for the company will decrease, which depends on the
vendor unit location
.The criterion of selecting a vendor by the company is equipped with the
information needed for the proper delivering and distribution of the order
by the company.

IT System
IT system at Pantaloon stores is fully centralized; the report of daily sales is
being reported to head office in Germany
Bar Coding and Scanners: Point of sale systems use scanners and bar
coding to identify an item, use pre-stored data to calculate the cost and
generate the total bill for a client.
Payment: Payment through credit cards has become quite widespread and
this enables a fast and easy payment process
CRM Systems: Data warehousing & mining technologies offer consumer
data and apply it to business.

COMPETITIVE
ENVIRONMENT
As retail is a growing sector there are many market players
in the field.

COMPANIES

TOTAL
OUTLETS

NO.OF CITIES
COVERED

RETAIL SPACE
COVERED
(Sq.ft.)

EMPLOYEES

PYRAMID

78

23

300

11700

SHOPPERS
STOP

120

35

700

12000

WILLS
LIFESYLE

93

24

300

8370

GLOBUS

122

28

500

18300

VALUE
PROPOSITION
SPECIAL DESK
FOR BILLING
INSTANT DISCOUNT

EXCLUSIVE
SHOPPING
DAYS

HOME DELIVERY

PARKING REFUNDED
VALUE
PROPOSITION

ONLINE
PURCHASING

REGULAR UPDATE

SPECIAL
INVITES IN
HAPPEING EVENTS

EXCHANGE PERIOD

1 Star Members
Gift Voucher worth Rs. 200 on enrolment

3 Star Members
5% discount on every purchase

5 Star Members
An exclusive 7.5% discount on every purchase

7 Star Members
A whopping 10% discount on every purchase

POSITIONING

1.Store location
Traffic
accessibility of market
Visibility
total number of stores and type of stores exist in that area
2. Store layout
store design- store exterior and store interior
Lighting
Music
security
3. space allocation and utilization
furniture and fixtures
walk ways and entries
display areas, walkways and doors
4. packaging

MARKETING MIX

PRODUCT MIX OFFERED

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


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

PRODUCT

Spring (designer wear for


men and women)

Mens occasion wear

Ladies formal

Mens formal

Ladies ethnic and casuals

Mens ethnic

Nightwear

Denim wear

Infant necessities

Active wear, Sports wear

Indo-Western

Teen boys wear

Kids wear

Mens casuals

BRANDS

GREEN COLOURED
RECYCLED BAG

PACKAGING

WARRANTIES

THANKYOU FOR
SHOPPING AND
PANTALOON

90-DAYS
(EXCHANGE)
MEMBERS

0 SIZE FOR KIDS


SMALL
MEDIUM

30-DAYS
(EXCHANGE)
NON-MEMBERS

PLAY PEN AREA FOR KIDS


SIZE

SERVICES

GIFT VOUCHERS
N
LUCKY DRAWS

LARGE
ALL (BRAND)

CUSTOMER
SERVICE
DESK

PRICE

Buy directly from the manufacturers so that the middle man is eliminated.
We buy in cash and get a cash discount, and
Manage there stocks turns so that they don't have money stuck up. The
benefits are passed on to the customers.Cash discounts (for buying goods
upfront in cash) on the other hand could range from 2 per cent to 10 per cent.
Almost 70 per cent of the ready-to-wear products in the store are
manufactured by the group's own garment units. As a result it is able to offer
prices in ready-to-wear that are virtually 30 per cent cheaper than competitors.
They increase there margins by pushing their own in-house label

Pantaloons visual merchandising is creative, innovative and outstanding which


can be seen from its own in house private brands such as John Miller.
The new launched products are showed by prominent color back ground.
Window display is highly interactive for impulsive buyer.
Price range is average.
40%discount allowance to employees working at pantaloons

CONT.

PROMOTION
N
S
T
N
E WS
V
E HO
S

HOARDINGS

SEASON
SALE

SHI
R
O
S
SPON

CELEBRITY
ENDORSEMENTS

ADVERTISEMENTS

Promotion Strategy
SALES PROMOTION-IS A KEY INGREDIENT IN MARKETING CAMPAIGN
CONSIST OF A COLLECTION OF INCENTIVE TOOLS,MOSTLY SHORTTERM,DESIGN TO STIMULATE QUICKER OR GREATER PURCHASE OF
PARTICULAR PRODUCT ,SERVICES BY CONSUMERS OR THE TRADE
Hoardings:
Pantaloon puts its hoarding at prime locations, featuring the upcoming Fashion
events or its brand ambassadors who are generally eminent celebrity.
Category manager plans promotions / brand or product building schemes. The
category manager identifies slow movers and also disposal plan for the same.

CONT.
Pantaloons - Colors Of The Season
Campaign
Pantaloons has taken the concept of
colours as its inspiration for its
campaign and will paint this season in
colourful hues of pink, green and blue.
Each color stands for its own unique
identity; pink representing the innocent
and cuteness yet naughtiness factor,
green standing for a refreshing and
bright you while the secretive blue, the
all time favourite colour for the
soothing and tempestuous feeling.

REFRESHING

INNOCENT,CUTENESS,NAUGHTINESS

The entire collection will be available


at all Pantaloons Fresh Fashion stores SECRETIVE,TEMPESTUOUS
across India.

Gift vouchers
ADVERTISING-OFFERS A REASON TO BUY

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

EVENTS
PROMOTIONAL
CAMPAIGNS

MOVIES

Doodle collection, 3 Idiots walks the ramp


December 07, 2009 (India)

SPONSORSHIP

Pantaloon forms JV with Talwalkars Fitness


June 09, 2006 (India)

PRESS
RELEASE

Cast of 'Jail' visits Pantaloons Store


November 04, 2009 (India)
The talented and glamorous finalists of Pantaloons Femina Miss India (PFMI) 2009 were
unveiled amidst much fanfare
20 Femina Miss India contestants move closer to Live the Dream
March 12, 2009 (India)
Pantaloons launches Tashan collection
May 12, 2008 (India)
Pantaloons, Indias leading fashion retailer, announced the pan-India launch of exclusive line of
film merchandise -TASHAN Collection

CONTI.
Love Story 2050 defines Pantaloons as a stylish fashion brand
July 03, 2008 (India)
The new Pantaloons store at Mega Mall, Oshiwara was abuzz with
excitement, as stars from the soon to be released movie Love Story 2050
Denim Exchange offer for old trousers & jeans at Pantaloons
June 09, 2007 (India)
"Denim Exchange", the exchange offer for old trousers and jeans is on at Pantaloons
Stores across the country. ..
Pantaloon Retail creates 'Ta Ra Rum Pum' themed merchandise
April 30, 2007 (India)
Pantaloon Retail Limited announced that it has tied up with Yash Raj Films, for
merchandising opportunities for their film,
Bipasha & Zayed to endorse Pantaloons Fresh Fashion
August 25, 2006 (India)
Pantaloons Fresh Fashion, the fashion retail format of the Future Group, has signed on
Bollywood stars, Bipasha Basu and Zayed Khan, as its brand ambassodars ...
'Krrish' marks entry of 'Super Hero' genre in India
June 13, 2006 (India)
Pantaloon Retail India Limited (PRIL) in association with Filmkraft, the makers of the
movie Krrish launched the Krrish Merchandise in Mumbai. ... ..
'Haldi Gulal Collection' by Pantaloons Fresh Fashion
March 02, 2007 (India)

IO
RAD NET
ER OUTH
T
N
I
FM
O
ORD

MAGAZINES

PRINTED IN NEWS PAPER

PAMPHLETS

PLACE

Tarapur is Pantaloon's central warehouse.


Whenever it procures merchandise from its suppliers, the entire process
had to undergo two to three steps before it reaches outlets
.At each step, considerable human intervention is required and barcode
readers had been installed at all merchandising locations.
Traceability & visibility of goods in the supply chain,
Lack of unique identity at each item level,
human intervention in processes leading to errors,
effort required for production cycle counting, and
tracking reverse logistics
were some of the issues at the apparel factory.