RETAIL MANAGEMENTPANTLOONS RETAIL (INDIA) LTD : RETAIL MANAGEMENTPANTLOONS RETAIL (INDIA) LTD VIKAS MISAR 1 Retail Survey Conducted at... : Retail Survey Conducted at... Pantaloons :: Lower Parel :: MumbaiPhoenix Mills Compound 462, Senapati Bapat Marg, Lower Parel (W)
Mumbai – 400013Maharashtra3003 4848 / 3003 4800 2 INTRODUCTION : INTRODUCTION Led by its flagship enterprise, Pantaloon Retail, the group operates over 12 million square feet of retail space in over 71 cities and towns and 65 rural locations across India. The group owns several leading formats including Pantaloons, Big Bazaar, Food Bazaar, Home Town, eZone and Central.
Pantaloons is among India's largest chains of fashion stores. Pantaloons Fresh Fashion, with its focus on 'fresh look, feel and attitude' offers, trendy and hip collections that are in sync with the hopes and aspirations of discerning young and 'young-at-heart' consumers.
Pantaloons Fresh Fashion stands out as a fashion trendsetter, on the lines of how fashion is followed internationally. This 'fresh fashion' destination allows customers to shop for the latest in fashion apparel and accessories throughout the year in an attractive and visually stimulating ambience.
Pantaloons Fresh Fashion stores have presence with stores not just in Metros but also in smaller towns. All stores have a wide variety of categories like casual wear, ethnic wear, formalwear, party wear and sportswear for Men, Women and Kids. 3 Retail Format observed at Pataloons : Retail Format observed at Pataloons 4 Store location : Store location The location of a retail store occupies an important place in retail strategy. It not only conveys the image of the store, but also influences the merchandise mix and the interior layout of the store. While the merchandise mix can be changed and prices can be adjusted, it is difficult to change the decision on store location.
It is located in posh locality in the centre of the city. Further the easy availability of transport facilitates makes the location really accessible for shopping.
Pantaloons is situated very close to the main road. Pantaloons being a three floor building have great visibility. To enhance the visibility pantaloons has put its sign board on the top of the building. 5 MERCHANDISE ASSORTMENT : MERCHANDISE ASSORTMENT Pantaloons have applied the concept of category management in its day-to-day merchandising function as against the traditional brand management merchandising practice followed by most retailers. Category managers look at sales and margins of each brand in a category. The whole idea of category management is to create products across length and breadth of a category at different price points, fabrics, design, shape, seasons, colour and size. 6 PRODUCT OFFERINGS : PRODUCT OFFERINGS MEN’S WEAR
Bare Leisure LADIES WEAR
Mix & Match
Rig KID’S WEAR
Stationary for kids
Books & Magazines 7 PRODUCT OFFERINGS CHART : PRODUCT OFFERINGS CHART Lombard
Lee Copper Aakriti
F Factor Annabelle Honey
Agile John Miller
Indigo Nation Pepe Scullers Jealous21
Lee Copper Rang Manch
Mix & Match
Aakriti 8 POPULAR BRANDS : POPULAR BRANDS 9 STORE LAYOUT : STORE LAYOUT Pantaloons follows a free form store layout. No particular format is followed anything is placed anywhere but strategically. Pantaloons fall under following categories- Departmental stores, Malls, E-retailers Here when it comes to arranging the clothes, same type of clothes are put up together in different sizes so that same clothes are available for every size at one point only. 10 STORE LAYOUT AT DIFFERENT LEVELS : STORE LAYOUT AT DIFFERENT LEVELS First level
Spring (Designer wear for men and women)Ladies Formal
Night ware and Lingerie
Ladies Wash Room
Drinking Water Ground Level
Cosmetics and Fragrances
Blue Sky (Sunglasses and Watches)
Customer Service Desk Second Level
Men’s Occasion’s Wear
Active Wear , Sporting Goods
Drinking Water 11 STORE DESIGN : STORE DESIGN Exterior Store Design
The exterior appearance of a store silently announces what customers can expect inside. Good exterior visual merchandising attracts attention, creates interest and invites the customer into the business. 12 STORE DESIGN : STORE DESIGN Interior Store design
Flooring and Ceiling Graphics & Sign ages
Store security Colour & Fragrance 13 SPACE ALLOCATION AND UTILIZATION : SPACE ALLOCATION AND UTILIZATION Furniture and fixtures
Walk Ways and Entries
Sound type and density
Odour type and density
Visual merchandising- Merchandise Type and Density 14 DISPLAY AREAS, WALKWAYS & DOORS : DISPLAY AREAS, WALKWAYS & DOORS Pantaloons stores have very attractive display areas, in which they put the dummies, accessories & all. They have a broad walkway & doorways. 15 Supply chain management atPantaloons : Supply chain management atPantaloons Pantaloon Retail is the first company in the organized retail sector in India to win an accredited ISO Certificate exclusively for its Supply Chain & Logistics function. 16 PRICING : PRICING Since Pantaloons provides products to a potentially large number of customers at affordable prices, it falls in the High Turnover - Low Margin Category. 17 PRICING : PRICING 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. 18 CUSTOMER RELATIONSHIP MANAGEMENT : CUSTOMER RELATIONSHIP MANAGEMENT To survive in the tough competition Pantaloon uses different strategies to attract customers and to retain them.
Gift Vouchers 19 LOYALTY PROGRAMS : LOYALTY PROGRAMS Green Card is passport to a whole new world of exclusive benefits and privileges. 20 Slide 21: PROMOTIONAL STRATEGY GIFT VOUCHERS GREEN CARDS 21 POSITIONING STRATEGY : POSITIONING STRATEGY 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. 22 CONCLUSION : 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 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. 23 REFERENCES : REFERENCES www.pantaloon.com
It Happened in India – by Kishore Biyani & Dipayan Baishya
Consumer Behavior – Satish K Batra & S H H Kazmi 24 Slide 25: THANK YOU 25