22371354 management thesis of customer perception on pantaloon

8/6/2019 22371354 Management Thesis of Customer Perception on Pantaloon

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PANTALOONSAstudy of customer perception on the

marketing strategies followed by

PANTALOONfor brand building

2011

BY:SAURAV GOYAL

A3906410283


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A study of customer perception on the

marketing strategies followed by PANTALOON

for brand building

Faculty Guide: Submitted By

Miss Kareena Bhatia SAURAV GOYAL

A3906410283

C - 43

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A study of customer perception on the

marketing strategies followed by PANTALOON

for brand building

By

SAURAV GOYAL

A3906410283

(BBA 2010-13)

TABLE OF CONTENTS

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ACKNOWLEDGEMENT

LIST OF TABLES

ABSTRACT/SUMMARY

INTRODUCTION

o Objectives

o Limitations

o Methodology

ABOUT RETAIL INDUSTRY IN INDIA

EVOLUTION AND TRENDS IN ORGANIZED RETAILING

COMPANY HISTORY AND PROFILE

o COMPANY HISTORY

o COMPPANY PROFILE

o MAJOR PLAYER IN RETAIL INDUSTRY

o COMPANY STRATEGIES

OVERALL REPORT OF PANTALOONS

MAJOR MILESTONES

ABOUT THE COMPANY

LINE OF BUSINESS

UNDERSTANDING THE LANGUAGE OF BRANDING

THEORITICAL BACKGROUND (ABOUT TOPIC )

EMPIRICAL ANALYSIS

CONCLUSION

ACKNOWLEDGEMENT

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At the outset, I thank my faculty supervisor Miss Kareena Bhatia for

coordinating the project work and giving me necessary directions on doing this

project to the best of my abilities. Heartfelt thanks to all the persons whose

ideas, critical insights and suggestions have been valuable in the preparation of

this report. I am grateful to my friends who have helped me in the successful

completion of this Project.

SAURAV GOYALA3906410283

LIST OF TABLE AND ILLUSTRATIONS

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1) Indian retail market

2) Retail formats available in India

3) Fastest growing retail formats in India

4) Fastest growing retail segment in India

ABSTRACT

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This report discuss about a customer perception and strategies used by retail companies.

My topic is customer perception on strategy followed by pantaloon for brand building. To

make a good brand image a company need to make a good strategy and all aspects of

business that affected by that strategy. As we all know customer is the king of the market the

have the right to go any where.

A customer thinks very differently that called consumer behavior. A customer wants to get

the full value of their money whatever he buys he wants full satisfaction from that product

and if the company succeeds to satisfy their customer then the company can easily make their

brand image.

So the company need to make good strategy and first starts with 4ps of the company.

Product, price, place, promotion these are the most important things to remember in mind.

And the porters generic strategy cost leadership, product differentiation and focus these

strategies help company to compete with its competitors.

INTRODUCTION

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Objective

To find out the different strategies used by the company to increase the sales.

To find out how this strategies useful to company as well as customers.

To find out customers satisfaction level.

To get a right feedback from the existing customers.

Pantaloon to hive off Big Bazaar, Food Bazaar

Limitations

The sales person is busy in our routine work so they refuse to give information.

Most of the sales person is not give the information to the customers want and needs.

Some store information is confidential.

For Example: - Future plan, Accounting information.

Most of the time customers are saying that they are busy or I have no time.

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Methodology

1. The study involves the primary data which is collected through questionnaire,

interview, and observation.

2. It involves use of secondary sources such as web and other research articles

printed by various financial institutions and other journals and magazine.

3. It involves analysis and tabulation of data which is collected from customers is

done by various means such as line graphs, pie charts and bar graphs.

4. The project involves the study of customers perception.

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ABOUT RETAIL INDUSTRY IN INDIA

Retail is India's largest industry. It accounts for over 10 per cent of the India's GDP and

around 8 per cent of the employment. Retail sector is one of India's fastest growing sectors

with a 5 per cent compounded annual growth rate. India's huge middle class base and its

untapped retail industry are key attractions for global retail giants planning to enter newer

markets. Driven by changing lifestyles, strong income growth and favorable demographic

patterns, Indian retail is expected to grow 25 per cent annually. It is expected that retail in

India could be worth US$ 175-200 billion by 2016.

The organized retail industry in India had not evolved till the early 1990s. Until then, the

industry was dominated by the un-organized sector. It was a sellers market, with a limited

number of brands, and little choice available to customers. Lack of trained manpower, tax

laws and government regulations all discouraged the growth of organized retailing in India

during that period. Lack of consumer awareness and restrictions over entry of foreign players

into the sector also contributed to the delay in the growth of organized retailing. Foundation

for organized retail in India was laid by Kishore Biyani of Pantaloon Retails India Limited

(PRIL). Following Pantaloon's successful venture a host of Indian business giants such as

Reliance, Bharti, Birla and others are now entering into retail sector.

A number of factors are driving India's retail market. These include: increase in the young

working population, hefty pay-packets, nuclear families in urban areas, increasing working-

women population, increase in disposable income and customer aspiration, increase in

expenditure for luxury items, and low share of organized retailing. India's retail boom is

manifested in sprawling shopping centers, multiplex- malls and huge complexes that offer

shopping, entertainment and food all under one roof.

But there is a flip side to the boom in the retail sector. It is feared that the entry of global

business giants into organized retail would make redundant the neighborhood Karana stores

resulting in dislocation in traditional economic structure. Also, the growth path for organized

retail in India is not hurdle free. The taxation system still favors small retail business. With

the intrinsic complexities of retailing such as rapid price changes, constant threat of product

obsolescence and low margins there is always a threat that the venture may turn out to be a

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loss making one.

A perfect business model for retail is still in evolutionary stage. Procurement is very vital cog

in the retail wheel. The retailer has to fight issues like fragmented sourcing, unpredictable

availability, unsorted food provisions and daily fluctuating prices as against consumer

expectations of round-the-year steady prices, sorted and cleaned food and fresh stock at all

times.

Trained human resource for retail is another big challenge. The talent base is limited and with

the entry of big giants there is a cat fight among them to retain this talent. This has resulted in

big salary hikes at the level of upper and middle management and thereby eroding the profit

margin of the business. All the companies have laid out ambitious expansion plans for

themselves and they may be hampered due lack of requisite skilled manpower.

But retail offers tremendous for the growth of Indian economy. If all the above challenges are

tackled prudently there is a great potential that retail may offer employment opportunities to

millions living in small town and cities and in the process distributing the benefits of

economic boom and resulting in equitable growth.

PRESENT INDIAN RETAIL SCENARIO

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PRESENT INDIAN RETAIL SCENARIO

The retail industry is divided into organized and unorganized sectors. Over 12 million outlets

operate in the country and only 4% of them being larger than 500 sq ft (46 m) in size.

Organized retailing refers to trading activities undertaken by licensed retailers, that is, those

who are registered for sales tax, income tax, etc. These include the corporate-backed

hypermarkets and retail chains, and also the privately owned large retail businesses.

Unorganized retailing, on the other hand, refers to the traditional formats of low-costretailing, for example, the local kirana shops, owner manned general stores, paan/beedi

shops, convenience stores, hand cart and pavement vendors, etc.

* Unorganized market: Rs. 583,000 cores

* Organized market: Rs.5, 000 cores

* 5X growth in organized retailing between 2000-2005

* Over 4,000 new modern Outlets in the last 3 years

* Over 5,000,000 sq. ft. of mall space under development

* the top 3 modern retailers control over 750,000 sq. ft. of retail space

* Over 400,000 shoppers walk through their doors every week

* 47 global fortune companies & 25 of Asia's top 200 companies are retailers

* Biggest player in India is Pantaloon Retail India Limited.

Growth in organized retailing on par with expectations and projections of the last 5 Years: on

course to touch Rs. 35,000 corers (US$ 7 Billion) or more by 2005-06The growth factors of

the retail sector of Indian economy:

Increase in per capita income which in turn increases the household consumption

Demographical changes and improvements in the standard of living

Change in patterns of consumption and availability of low-cost consumer credit Improvements in infrastructure and enhanced availability of retail space

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Entry to various sources of financing

EVOLUTION AND TRENDS IN ORGANIZED

RETAILING

FORMATS AND RETAIL OUTLETS

Historical Indian retail market consisted of weekly markets, village fairs and melas

and the 19th century gave birth to the retail outlets which took the form of convenience stores,

Mom and Pop stores/ kirana stores. This helped the consumers on to stick to a particular store

for their day to day requirements and also avail the credit purchasing facility. And in the

1980s people have seen the new formats like supermarket, departmental stores and discount

stores entering into the Indian retail space. In less than a decade hypermarkets have gained

all the applause of the retail market and stood above all the other formats by bringing in the

concept of one stop shopping. This stood as an opening door for the new generation of the

retail industry. And very soon the malls became the trend setters in the new millennium.

This has coined the term of shoppertainment (shopping and entertainment) which

can be attributed to the changing life styles of the people.

Hypermarket: It is the largest format in Indian retail so far is a one stop shop for the modern

Indian shopper.

Merchandise: food grocery to clothing to spots goods to books to stationery.

Space occupied: 50000 Square feet. and above.

SKUs: 20000-30000.

Example: Pantaloon retails Big Bazaar, RPGs Spencers (Giant), Vishal mega mart.

Supermarket: A subdued version of a hypermarket.

Merchandise: Almost similar to that of a hypermarket but in relatively smaller proposition.

Space occupied: 5000 Sq. ft. or more.

SKUs: Around 10000.

Example: Nilgiris, Apna Bazaar, Trinethra/more.

Convenience store: A subdued version of a supermarket.

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Merchandise: Groceries are predominantly sold.

Space occupied: Around 500 Sq. ft. to 3000 Sq. ft.

Example: stores located at the corners of the streets, Reliance Retails fresh

Department store: A retail establishment which specializes in selling a wide range of

products without a single prominent merchandise line and is usually a part of a retail chain.

Merchandise: Apparel, household accessories, cosmetics, gifts etc.

Space occupied: Around 10000 Sq. ft. 30000 Sq. ft.

Example: Landmark Groups LifeStyle, Trent India Ltd.s Westside.

Discount store: Standard merchandise sold at lower prices with lower margins and higher

volumes.

Merchandise: A variety of perishable/ non perishable goods.

Example: Viswapriya Groups Subiksha, Piramals TruMart.

Specialty store: It consists of a narrow product line with deep assortment.

Merchandise: Depends on the stores

Example: Bata store deals only with footwear, RPGs Music World, Crossword.

MBOs: Multi Brand outlets, also known as Category Killers. These usually do well in busy

market places and Metros.

Merchandise: Offers several brads across a single product category.

Kirana stores: The smallest retail formats which are the highest in number (15 million

approx.) in India.

Merchandise: Mostly food and groceries.

Space occupied: 50 sq ft and even smaller ones exist.

Malls: The largest form of organized retailing today located mainly in metro cities, in

proximity to urban outskirts.

Merchandise: They lend an ideal shopping experience with an amalgamation of product,service and entertainment, all under a common roof.

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Space occupied: Ranges from 60,000 sq ft to 7, 00,000 sq ft.

In the above graph it shows that the in India the fastest growing retail segment is food and

grocery because in India people spend more on eating. Then dressing because India is now

turning to modern age and the people of modern age like to dress well and look well.

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In the above graph it shows that the there are many formats of retailing in India

but the specialty store and supermarket is fastest growing formats in India.

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Key part of the general corporate strategy

A marketing strategy is most effective when it is an integral component of corporate strategy,

defining how the organization will successfully engage customers, prospects, and competitorsin the market arena. It is partially derived from broader corporate strategies, corporate

missions, and corporate goals. As the customer constitutes the source of a company's

revenue, marketing strategy is closely linked with sales. A key component of marketing

strategy is often to keep marketing in line with a company's overarching mission statement.

Basic theory: 1) Target Audience

2) Proposition/Key Element

3) Implementation

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COMPANY HISTORY

Pantaloon Retail

Pantaloon Retail (India) Limited is India's leading retailer that operates multiple retail

formats in both the value and lifestyle segment. Pantaloon has ushered a retail revolution in

India and its founder Kishore Biyani is known as India's "King of Retail". Pantaloon's

headquarter is in Mumbai. The company currently operates over 5 million square feet of

retail space and has plans to increase it to 30 million sq. ft by 2011. Pantaloon has plans to

open over 3000 new stores by 2012.

Pantaloon's origin can be traced to 1987 when the company was incorporated as Manz Wear

Private Limited. The company launched Pantaloons trouser, India's first formal trouser brand.

In 1992, Pantaloon launched its IPO. In 1994, The Pantaloon Shoppe - exclusive menswear

store in franchisee format was launched across the country. Pantaloon started distribution of

distribution of branded garments through multi-brand retail outlets across the nation. In 2001,

Big Bazaar, India's first hypermarket chain was launched. In 2002, Food Bazaar, the

supermarket chain was launched. In 2006, Future Capital Holdings, the company's financial

arm launched real estate funds, "Kshitij" and "Horizon" and private equity fund "In division".

The company is also planning forays into insurance and consumer

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COMPANY PROFILE

Pantaloon Retail (India) Limited is Indias leading retailer with gross sales of

Rs. 2,019 crores for the financial year ending June 2006. The company operates acrossmultiple segments including Food, Books & Music, Fashion, Telecom & IT, Home &

Electronics, General Merchandise, Leisure & Entertainment, Wellness, Health & Beauty and

E-tailing and that helps the company cater to every Indian customer.

Some of the leading formats include, Pantaloons (department store), Central (seamless malls),

Blue Sky (fashion accessories) and all (fashion apparel for plus-size individuals), Big Bazaar

(hypermarket), Food Bazaar (supermarket), Fashion Station (popular fashion), Collection i

(home furnishings), E-Zone (consumer electronics), Depot (books and music) and Shoe

Factory (footwear).

Company Name: Pantaloon Retail (India) Limited

Key People: - Kishore Biyani, MD & Group CEO

Listed on: Bombay Stock Exchange

Stock Code: BOM: 523574

Fiscal Year Ending: June

Major Industry: Retailing and Dept. Store Chains

Employees: 35,000 (June, 2009)

2010 Sales: 34,686,000,000

Corporate Headquarters: Pantaloon Retail (India) Limited

Knowledge House, Shyam Nagar

Off Jogeshwari-Vikhroli Link Road

Jogeshwari (East), Mumbai 400 060

Tel: +91 22-6644 2200

Fax: +91 22-6644 2222

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Partner companies

Pantaloon Industries Ltd.

Home Solutions Retail (India) Ltd.

Future Capital Holdings

Converge M Retail (India) Ltd.

Indus League Clothing Ltd.

Galaxy Entertainment Corporate Ltd.

Joint Ventures Companies

Planet Retail Holdings Ltd.

Foot mart Retail

GJ Future Fashions

CapitaLand Retail India

ETAM Future Fashions India Pvt. Ltd.

Background: Founded in 1987 as a garment manufacturing company, the company

forayed into modern retail in August 1997 with the launch of its first department store,

Pantaloons in Kolkata.

Listing: Pantaloon Retail is a listed company on the Bombay Stock Exchange (BSE,

Scrip Code: 523574) and National Stock Exchange (NSE, Symbol: PANTALOONR).

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OVERALL REPORT OF PANTALOONS:

The company posted an increase of 17.6% in turnover for its core retail business for thequarter ended March2011. The core retail business turnover increased from Rs.2,390.6cr inMarch2010 to Rs.2,811.9cr in March2011. This was backed by both increased storeexpansion and same store sales growth.The company added 0.68million squarefeet of retailspace during the quarter, taking the total operational retail space to 14.85million square feet.For the quarter ended March2011, same store sales growth in lifestyle retail stood at 10.2%and 10.3% in value retailing business. Home business clocked 9.1% same store sales growth

for the quarter. During the quarter, the company witnessed inflationary pressures across mostcategories that it operates in. Global trend ssuggest that non-food inflation especially

pertaining and affecting the fashion category, seems to be at an all time high. While on oneside, this is a boon for modern retail enabling higher value realizations per unit, the high inputcosts, especially of cotton and other fabrics, suggests that margin releases would be tightened.The imposition of additional excise duty on ready made garment manufacturers and brandedapparel is also a concern. Globally, cotton prices surged by over 60% in the recent past due tounabated global demand, especially from China, which accounts for nearly half the worldscotton consumption. To off set higher material costs, price hikes have been taken, but there isa lag in price increase and cost pressure.

However, the company believes that an upward price revision around key categories,especially in fashion is inevitable, which would result in the ASPs increasing by about

16% from the current quarter, and hence being value accretive to the business.As thenation celebrated its 62nd Republic Day in the month of January,2011, 'SabseSaste5Din' withattractive price and value propositions across various product categories, attracted a wholenew set of customers. The Groups other formats such as eZone and Home Town also

participated during this period.

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Major Milestones

1987 Company incorporated as Manz Wear Private Limited. Launch of Pantaloons

trouser, Indias first formal trouser brand.

1991 Launch of BARE, the Indian jeans brand.

1992 Initial public offer (IPO) was made in the month of May.

1994 The Pantaloon Shoppe exclusive menswear store in franchisee format

launched across the nation. The company starts the distribution of branded garments

through multi-brand retail outlets across the nation.

1995 John Miller Formal shirt brand launched.

1997 Pantaloons Indias family store launched in Kolkata.

2001 Big Bazaar, Is se sasta aur accha kahi nahin - Indias first hypermarket chain

launched.

2002 Food Bazaar, the supermarket chain is launched.

2004 Central Shop, Eat, Celebrate in the Heart of Our City - Indias first seamless

mall is launched in Bangalore.

2005 Fashion Station - the popular fashion chain is launched

2006 Future Capital Holdings, the companys financial arm launches real estate funds

Kshitij and Horizon and private equity fund In division. Plans forays into insurance

and consumer credit. Multiple retail formats including Collection i, Furniture Bazaar,

Shoe Factory, EZone, Depot

and futurebazaar.com are launched across the nation. Group enters into joint venture

agreements with ETAM Group and Generali.

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ABOUT THE COMPANY

Pantaloon Retail (India) Limited, is Indias leading retailer that operates multiple retail

formats in both the value and lifestyle segment of the Indian consumer market.

Headquartered in Mumbai (Bombay), the company operates over 10,000,000 square feet

(930,000 m2) of retail space, has over 1,000 stores across 61 cities in India and employs over

30,000 people.

The companys leading formats include Pantaloons, a chain of fashion outlets, Big Bazaar, a

uniquely Indian hypermarket chain, Food Bazaar, a supermarket chain, blends the look, touch

and feel of Indian bazaars with aspects of modern retail like choice, convenience and quality

and Central, a chain of seamless destination malls. Some of its other formats include, Depot,

Shoe Factory, Brand Factory, Blue Sky, aLL, Top 10 and Star and Sitara. The company also

operates an online portal, futurebazaar.com.

A subsdiary company, Home Solutions Retail (India) Limited, operates Home Town, a large-

format home solutions store, Collection i, selling home furniture products and E-Zone

focussed on caterng to the consumer electronics segment.

Pantaloon Retail was recently awarded the International Retailer of the Year 2007 by the US-

based National Retail Federation (NRF) and the Emerging Market Retailer of the Year 2007

at the World Retail Congress held in Barcelona.

Pantaloon Retail is the flagship company of Future Group, a business group catering to the

entire Indian consumption space.

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Future Group

Future Group is one of the countrys leading business groups present in retail, asset

management, consumer finance, insurance, retail media, retail spaces and logistics. Future

Group is present in 61 cities and 65 rural locations. The groups flagship company, Pantaloon

Retail (India) Limited operates over 10,000,000 square feet (930,000 m2) of retail space, has

over 1,000 stores and employs over 30,000 people. Some of its leading retail formats include

Pantaloons, Big Bazaar, Central, Food Bazaar, Home Town, eZone, Depot, Future Money

and online retail format www.futurebazaar.com.

Future Group companies includes, Future Capital Holdings, Future Generali India, Indus

League Clothing and Galaxy Entertainment which manages Sports Bar, Brew Bar and

Bowling Co. Future Capital Holdings, the groups financial arm, focuses on asset

management and consumer credit. It manages assets worth over $1 billion that are being

invested in developing retail real estate and consumer-related brands and hotels.

The groups joint venture partners include Italian insurance major Generali, French retailer

ETAM group, US-based stationary products retailer Staples Inc and UK-based Lee Cooper

and India-based Talwalkars, Blue Foods and Liberty Shoes.

Future Groups vision is to, Deliver Everything, Everywhere, Everytime to Every Indian

Consumer in the most profitable manner. The group considers Indian-ness as a core value

and its corporate credo is - Rewrite rules, Retain values.

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Lines of Business

The company is present across several lines of business which have various formats (stores)

operational under it. These include:

Food - Food Bazaar, Chamosa, Spoon, Brew Bar, Sports Bar & Sports Bar Express,

Cafe Bollywood,

Fashion - Pantaloons, Central, aLL, Brand Factory, Blue Sky, Top 10, Fashion

Station, Big Bazaar, Lee Cooper (JV),

General Merchandise - Big Bazaar, Shoe Factory, Navras, Electronics Bazaar,

Furniture Bazaar, KB'S FAIR PRICE

Electronics - eZone, Home Improvement - Home Town

Furniture - Collection i, Furniture Bazaar, Home Bazaar

E-tailing (Online Shopping) - www.futurebazaar.com

Books & Music - Depot

Leisure & Entertainment - Bowling Co., F123

Wellness - Star & Sitara, Tulsi

Telecom & IT - Gen M, M Bazaar, M-Port, ConvergeM

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http://en.wikipedia.org/wiki/Pantaloonshttp://en.wikipedia.org/wiki/Big_Bazaarhttp://en.wikipedia.org/wiki/Big_Bazaarhttp://en.wikipedia.org/wiki/Pantaloons


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LINE OF BUSINESS

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Line of business of PRIL:

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Pantaloon Retail is the flagship company of Future Group.

The lines of business of Future Group are:

E-commerce

Pantaloon's website Futurebazaar.com has revolutionized the e-commerce business in India.

It offers a wide range of products at affordable prices. It has been named as Best Indian

Website 2007 in the Shopping category by PC World.

Food

In food business, the group offers a host of options. Food Bazaar - a chain of large

supermarkets; Brew Bar - a beer bar; caf Bollywood - a national chain of eateries; Chamosa

- a pan-Indian chain of snack counters, and Sports Bar - a bistro focused on the world of

sports.

Fashion

The group offers a variety of options in fashion. Its brands include aLL, Blue Sky, Central,Etam, Fashion Station, Gini & Jony, Navaras, Pantaloons, and Top 10.

Home & Electronics

Options include: Collection is - a lifestyle furniture store; Electronics Bazaar - offers branded

electronic goods and appliances; e-zone - trendiest electronics items; Furniture Bazaar - entire

range of Home Furniture; Home Town - one stop destination for all the home needs.

Leisure & Entertainment

Options are: Bowling Co. - state-of-the-art premium family entertainment centre, offering

multiple, novel and unique leisure and entertainment options; F 123 - offers a wide range of

gaming options ranging from bowling and pool to redemption and interactive video games to

bumper cars.

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Wellness & Beauty

Options are: Health Village - a state-of-the art spa and yoga centre; Star & Sitara: Beauty

salon for men and women; Tulsi - provides access to the best allopathic, ayurvedic and

homeopathic medicinal products; Turmeric - offers beauty products like color cosmetics,

fragrances, herbal and specialty skin items, hair products and bath accessories.

Books & Music

Future Group's brand - "Depot" offers Books, CDs, and stationery items.

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SWOT ANALYSIS OF PRIL:

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MAJOR INDIAN RETAILERS

The low-intensity entry of the diversified Mahindra Group into retail is unique

because it plans to focus on lifestyle products. The Mahindra group is the fourth large Indian

business group to enter the business of retail after Reliance Industries Ltd, the Aditya Birla

Group, and Bharti Enterprises Ltd. The other three groups are focusing either on perishables

and groceries, or a range of products, or both.

RPG Retail-Formats: Music World, Books & Beyond, Spencers Hyper, Spencers Super,

Daily & Fresh

PantaloonRetail-Formats: Big Bazaar, Food Bazaar, Pantaloons, Central, Fashion Station,

Brand Factory, Depot, aLL, E-Zone etc.

The Tata Group-Formats: Westside, Star India Bazaar, Steel junction, Landmark, and Titan

Industries with World of Titans showrooms, Tanishq outlets, Chroma.

K Raheja Corp Group-Formats: Shoppers Stop, Crossword, Hyper City, In orbit

Lifestyle International-Lifestyle, Home Centre, Max, Fun City and International Franchise

brand stores.

Pyramid Retail-Formats: Pyramid Megastore, TruMart

Nilgiris-Formats: Nilgiri's supermarket chain

Subhiksha-Formats: Subhiksha supermarket pharmacy and telecom discount chain.

Trinethra- Formats: Fabmall supermarket chain and Fabcity hypermarket chain

Vishal Retail Group-Formats: Vishal Mega Mart

BPCL-Formats: In & Out

Reliance Retail-Formats: Reliance Fresh

Reliance ADAG Retail-Format: Reliance World

German Metro Cash & Carry

Shoprite Holdings-Formats: Shoprite Hyper

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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.

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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.

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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

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Profound

consumer

Through

knowled e

Consumer

benefits

Functional

Emotional

Experimental

Self Cost of Entry

Differentiating

Ongoing


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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

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Brand Design

Target CustomerEssencePromisePersonality

Positioning

Organizations core

Competencies &

Strategic intent

Brand identity

Standards &

Systems

Integrated Marketing

ProductPackagingPricingDistributionPoint of PurchaseMerchandisingAdvertisingPromotion

Organization Design

Cust value chainCultureHR systems

Brand design manifested at each point of customer

contact

Marketing

Effectiveness

Creating total brand Experience

Delivering

Awareness

Accessibility Value

Emotinal Connection

Resulting in

Decreased price sensitivity Increased consumer loyalty

Increased Market share

Increased stock price &

Brand Equity

Monitoring


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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.

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Branding in Pantaloons

Future Group

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.

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Futur

eFuture

Retail

Futur

e

Future

Capital

Future

Logistic

Future

Space

Big Pantaloo


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Communication Process between the HO and the Zonal Office.

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

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HEAD

South North EastWest

Marketin

g

SM/ ASM

All mails

are CC to

Area

Manager


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BRAND RESEARCH

PROCESS IN PANTALOONS

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

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BRAND AUDIT

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

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MARKET STRATEGY

Market strategy is defined as an action plan for influencing customer choices and obtaining a

market share. Market strategy should entice customers to buy the product or service. Marketstrategy encompasses customer perception of the relationship between price and quality. Is

the quality of the product or service worth the price? Is the price too low for the quality the

customer desires? Is the price higher than the customer's perception of quality? Market

research identifies the price and quality relationship customers perceive to be important.

Remember, customer perception is the bottom line.

Market strategy also includes the distribution channels for the product, pricing and terms of

sale, promotion and advertising plan, marketing budgets, inventory selection and

management, visual merchandising, customer relations and an evaluation of the marketing

strategy.

The marketing plan provides information on what the market will be (retail, wholesale) and

what specific customer groups will be targeted, what will be sold, where it will be sold, and

how wide the area of distribution will be.

Ideally, market segments with a potential for high sales, profits, growth and a minimum of

competition are the most attractive.

A marketing strategy is a process that can allow an organization to concentrate its limited

resources on the greatest opportunities to increase sales and achieve a sustainable competitive

advantage. A marketing strategy should be centre around the key concept that customer

satisfaction is the main goal.

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Following strategies adopted by the organization.

1. A strong quality of the product and customer satisfaction:

Customers always believe in good quality product. In my survey I found that inpercentage term more people is quality conscious and not price conscious. Customer

satisfaction is very important part of the organization that at any cost they have tofulfill.

2. A growing relationship with customer and customer retention:

Nowadays a good relation with customer is very important for organization. Sale istotally depending on the relation with the customers. Customer's retention is also amajor aspect for growing business. It means keep the old customer and try to makenew customer.

3. Focus on competitors activity:

Every organization should must be careful about it's competitors step, because theycan disturb the growing sales process of the organization.

4. A growing emphasis on global thinking and local marketing planning:

Companies are increasing by pursuing market beyond their borders. When they enterother countries they must follow the tradition of that country and also they make planfor local market that which type of product has more demand and how can it run inthe market.

5. Promotional Strategy:

Under the market strategy promotional idea is very important. Organization providessome schemes or rebates to retailers or consumers. They make advertisementaccording to convenient of the people and the feature of the product. So on the basisof marketing strategy a organization runs in the market. It is several types of which

makes helpful to increase sales and turnover of the organization.

6. Growth through private labels: A striking characteristic of Pantaloons has been thestrength of its private label programme. In Pantaloons 70% of apparel sales comefrom own labels. John Miller, Ajile. Scottsville, Lombard, Annabelle, Honey, Bareare some of the successful brands created by the company.

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MARKETING MIX STRATEGY

PRODUCT PRICE PROMOTION PLACEVariety List price Advertising ChannelQuality Discount Public relation CoverageDesign Allowances Sales forces LocationFeatures Payment period Direct

marketing

Assortment

Brand name Credit term InventoryServices TransportWarranty

The service marketing mix of Pantaloons A leading retail store

1. Product:

E-commerce: Pantaloons websiteFuturebazaar.com has revolutionized the e-commerce

business in India. It offers a wide range of products at affordable prices.

Food: In food business, the group offers a host of options.

Food Bazaar a chain of large supermarkets;Brew Bar a beer bar; caf Bollywood a

national chain of eateries; Shamosa a pan-Indian chain of snack counters, and SportsBar

a bistro focused on the world of sports.

Fashion: The group offers a variety of options in fashion. Its brands include aLL, Blue Sky,

Central, Etam, Fashion Station, Gini & Jony, Navaras, Pantaloons, and Top 10.

Home & Electronics: Options include: Collection i a lifestyle furniture store;Electronics

Bazaar offers branded electronic goods and appliances; e-zone trendiest electronics

items;Furniture Bazaar entire range of Home Furniture;Home Town one stop

destination for all the home needs.

General Merchandise : Options Include:Big Bazaar, Shoe Factory, Brand Factory, Navaras,

KBs Fair Price , Central, Blue Sky

Leisure & Entertainment: Options are: Bowling Co. state-of-the-art premium family

entertainment centre, offering multiple, novel and unique leisure and entertainment options;

F 123 - offers a wide range of gaming options ranging from bowling and pool to redemption

and interactive video games to bumper cars.

Wellness & Beauty: Options are:Health Village a state-of-the art spa and yoga centre;Star

& Sitara: Beauty salon for men and women; Tulsi - provides access to the best allopathic,

ayurvedic and homeopathic medicinal products; Turmeric - offers beauty products like colour

cosmetics, fragrances, herbal and specialty skin items, hair products and bath accessories.

Books & Music: Future Groups brand Depot offers Books, CDs, and stationery items.

2. Price:

1.

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Pantaloons India has brought a whole new revolution when it comes topricing strategies,

which is evident through the success of its Big Bazaar and Food Bazaar outlets.

3. Place:

The company operates over 12 million square feet of retail space, has over 1000 stores across

71 cities in India and 65 rural cities with taking over Aadhar(). It plans to take up floor spaceof 30 million square feet by 2011.It has plans to open over 3000 new stores by 2010. It is

targeting the Tier-2 and 3 cities which has a huge unleashed potential.

4. Promotion:

They use magazines, newspapers, television, radios , hoardings, internet etc for promoting the

brand . They have joint ventures and alliances with many companies to promote the brand.

Seasonal Discounts , Sales Discounts during Festivals are offered to attract consumers.

5. People:

At the senior management level, the group hired high profile executives from reputed

organizations like Goldman Sachs , Coca-Cola India, PRIL also tied up with a few

management schools to create a management talent pool for the lower levels.

Best Employers in India (Rank 14th) in the Hewitt Best Employers 2007 survey.

The company follows a multi-format retail strategy that captures almost the entire

consumption basket of Indian customers.

6. Processes:

Pantaloons Retail has implemented SAP with an investment of $10 Million in keeping pace

with the technology and it is currently in the process of setting up a SAP consultancy

software. SAP will be helpful in building robust transaction management system and

7. Physical Evidence:

It has a huge list of awards, recognition in its kitty like Most Admired Fashion Group Of The

Year, Most Admired Food & Grocery Retailer Of The Year , Most Admired Food Court ,

Most Admired Retailer of the Year, ,Most Admired Food & Grocery Retailer of the Year

Supermarket

It is the pioneer in the retail industry and it believes in developing strong insights on Indian

consumers and building businesses based on Indian ideas, as espoused in the groups core

value of Indianness. The groups corporate credo is, Rewrite rules, Retain values.

PRICING AND REVENUE GENERATION

In Pantaloon Retail(India) Limited.

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While pricing of products is relevant to customer anywhere, Indian consumers are

remarkably more price conscious (Business Today,1988). Pricing is the only marketing mix

that brings funds(revenue). Production of service involves relatively higher ratio of fixedcosts to variable costs (Lovelock, Wirtz and Keh, 2001). Thus, the cost based pricing formula

commonly used in manufacturing in which relevant component, markup added, is rarely

appropriate to a service provider. Cost based pricing is even less favoured as the tracking and

identification of service production cost elements get more difficult. A major component of

service cost is employee time. The value of human time particularly of professionals is

hard to calculate or estimate. Cost based pricing in service thus, is potential threat to

relationship building with customers.

PRIL has the system ofSIS(Shop in shop). In the SIS approach, company earns money from

the brand not owned by them by providing the facility and space as fixed monthly rent pluscertain percentage over the sold amount after a particular amount. It has adopted pricing

strategies based on the patronage and relationships which are more suited to services than

the cost, margins and competitive parity based pricing techniques. SISs available in

pantaloon Kakurgachi are Bodline, One mobile.

The pricing objectives are implemented in PRIL through the following sequence of steps

at the hospital:

Since pricing is the main tool of revenue generation in a subsidy-free Company, it is

worthwhile to map how the PRIL earns. In terms ofoverall revenue generation pattern,

the Store closely corresponds to its counterparts. The first source of revenue to the hospital

is from the Shoppers coming to the shop. However, interestingly, approximately, 50% of the

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revenue from a green card holder is earned. Thus the second source of revenue to the

hospital is from selling Non pantaloon brands like Biba, Anabelle, 109F etc as a selling

percentage.

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THEORETICAL BACKGROUND

Unique Customer Perception (UCP)

Marketing is a domain which is dynamic i.e. involves change, an important phenomenon not

to be overlooked. We have come across a term Unique Selling Proposition(USP) which

companies feel as a constant factor . Every organization is an open system of management

which means change is inevitable and is associated with environmental factors. Companies

need to focus not only on USP of their products but also on the Unique Customer

Perception (UCP) of the final end users.

The prop of marketing is based on the need identification and the USP's are prepared based

on the identified needs. If the needs are wrongly identified then even the USP's which are

unique to the product would not serve the purpose. USP identifies a product/service from its

competitors while UCP is the perception or picture a customer develops from all types of

promotional inputs from the company about their product or service. It is often seen that

some brands do extremely well compared to other brands having the same resources. The

reason for the brands not to do well is probably the communications which does not reflect

the customers perception. So it is not the USP but UCP that plays an important role .This has

lead to the concept - Customer Perception is the Rule and not Customer Satisfaction.

Remember that a customer always buys a product or service with a lot of expectations which

he has derived from the promotional inputs of the company or other sources including word-

of- mouth. So a customer would be satisfied when Performance is equal to

Expectation while would not be satisfied when Performance does not match with

Expectations. Now this expectation is what has been derived from perception.

Perception is not good or bad, right or wrong, it is just the way someone judges an experience

based on their value system of what they believe should happen. Since people are unique,

each of their perceptions are unique .On the other hand each situation is a "point of contact"

with an employee that will tell the customer a "truth" about the company's idea of customer

service. Each situation will create expectations of what the next experience will probably be

like.

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Companies spend considerable amount on advertisement and in this world of competitive

advantage advertisement has to be repetitive in nature. Brand hammering results in brand

recall which is a costly affair. So companies need to understand the Unique Customer

Perception to facilitate advertising and Sales Promotional (ASP) efforts towards a better

bargain. The cost incurred on advertisement is huge i.e. if we refer to the 5 M's of advertising,

Money is a budgetary constrain for an ideal advertising campaign. Thus UCP has to be

rightly analyzed for better results by the company to match performance and expectation.

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EMPIRICAL ANALYSIS

Pantaloon Retail is investing in new business lines, which would catalyze consumption

within the company's retail stores. In line with this strategy, the company has invested in

different new businesses such as capital, consumer finance, brands, and media, through joint

ventures with various companies across the world.

Pantaloon is planning to strengthen its business in India through openings new stores in all

retail formats, technology up gradation to maintain a cost effective inventory management

and better customer service.

Pantaloon operates in three segments of the retail value chain: wholesale (procurement of

stocks), operations and distribution (warehousing and transportation) and sales (physical store

operations, online sales and other channels). The company does not have a presence in two

other sections of the retail value chain: raw materials and manufacturing.

Pantaloon has entered several joint ventures to add new and branded products in its portfolio.

The company offers office products through a joint venture with Staples, and telecom

equipments through an alliance with Axiom Telecom. Such alliances would help it attain

international appeal and enhance the customer shopping experience

The company is planning to launch more several brands across categories in the near future

including kid's wear, innerwear, sportswear and possibly home textiles. Pantaloon's

production facilities are concentrated on trousers, shirts and jeans.

The company has stores in nearly 30 cities across the country, constituting over 2.7 million

square feet of retail space. The company has also signed close to 10 million sq. ft. of retail

space to be operational by end 2008, which represents 20-30 % of all modern retail space

coming up in the next three years. Over 200 million footfalls are expected in our stores by

2011-12.

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1.

Interpretation of the above chart : The graph given below shows that the most of the

people like to buy their product at the beginning of the month and they like to buy their

products once in a month.

2.

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Interpretation of the above chart : From the survey I found that the more people like

to buy their product from pantaloon retail because they know the brand very well.

3.

Interpretation of the above chart : In the present scenario the customers likes tospend money because it shows the living status in the society.

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4.

Interpretation of the above chart:From the graph given above it shows that the 62% of

the people think that the location of the store is perfect because its in the main market area

and any one can come easily.

5. Assortment of the product is very important so that customer can get their

product easily.

Yes No30 10

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Interpretation of the above chart: In my research I found out that 75% say that assortment

of product is very important so that customer can get their product easily.

6. People think that the quality of the product is good.

Price Quality Service After sale service

30% 35% 22.5% 12.5%

Interpretation of the above chart : In my research I found out that 35% of the people

find that quality of the product is good.

7. This is one of the best strategy adopted by the pantaloon that they provide free

home delivery if a customer purchase over Rs 500.

Yes No

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30 10

Interpretation of the above chart : In my research I found out that 75% of people find that

this is one of the the best strategy adopted by the pantaloon that they provide free home

delivery if a customer purchase over Rs 500.

8. CUSTOMERS SATISFACTION TABLE

No. customers Very Satisfied SatisfiedVery

DissatisfiedDissatisfied

40 10 25 0 5

Interpretation of the above table: In my research I analyze the more no. of customers are

satisfied and some customers are very satisfied and less no. of customers are dissatisfied.

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25%

62%

0% 13%

PANTALOON CUSTOMERS SATISFACTION

VERY SATISFIED

SATISFIED

VERY DISSATISFIED

DISSATISFIED


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Interpretation of the above table: In my research I analyze the more no. of customers are

satisfied and some customers are very satisfied and less no. of customers are dissatisfied.

9. In customer perception Pantaloon Company used by the marketing strategy is

Good for the customers or Not

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No. of

CustomersYes No

40 34 6

YES

NO

Customers Perception


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Interpreatation of the above chart :- During the period of research I analyzed

that the maximum customers think Pantaloon Company used by the marketing strategy is

good for the customers and very less customers think it is not good.

10.

News paper Radio Television30% 20% 50%

Interpretation of the above chart : In my research I found out that promotional strategy

used by the pantaloon this is also a strategy used by the company to make a brand they use all

the tools of advertising like news papers, radio, internet, television and banners. Thats why

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people know them very well and they have a positive perception about the pantaloon retail

India limited.

FINDINGS

Interpretaion of the above charts :

1.The graph given below shows that the most of the people like to buy their product at thebeginning of the month and they like to buy their products once in a month.

2. From the survey I found that the more people like to buy their product from pantaloon

retail because they know the brand very well.

3. From the survey I found that the more people like to buy their product from pantaloon

retail because they know the brand very well.

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4. : From the graph given above it shows that the 62% of the people think that the location of

the store is perfect because its in the main market area and any one can come easily.

5. In my research I found out that 75% say that assortment of product is very important so

that customer can get their product easily.

6. In my research I found out that 35% of the people find that quality of the product is good.

7. In my research I found out that 75% of people find that this is one of the the best strategy

adopted by the pantaloon that they provide free home delivery if a customer purchase over Rs

500.

8. In my research I analyze the more no. of customers are satisfied and some customers are

very satisfied and less no. of customers are dissatisfied.

9. During the period of research I analyzed that the maximum customers think Pantaloon

Company used by the marketing strategy is good for the customers and very less customers

think it is not good.

10. In my research I found out that promotional strategy used by the pantaloon this is also a

strategy used by the company to make a brand they use all the tools of advertising like news

papers, radio, internet, television and banners. Thats why people know them very well and

they have a positive perception about the pantaloon retail India limited.

CONCLUSION

I conclude that the Pantaloon Company is the big company. And its marketing strategy is

very effective. They know very well how to attract the customers. As per they are using the

strategy many customers give preference to the Pantaloon Company. And they also have a

good brand name their promotion strategy is good they know how to retain a customer and

how to make a loyal customer and they believe to make a loyal customer because they know

one loyal customer can make many customer.

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They also maintain a clean floors and nice staff who always ready to help you because a good

behavior is also a reason for increase in sales. If they do not behave properly with the

customer so that can be a big loss for the company.

They also maintain a good relationship with their customer they dont want to disappoint any

customer that is why they provide a good service to customer.

The Pantaloon Company is providing to the good services, after sales service, quality

product, reasonable price, etc. thats why pantaloon customers satisfied level is high.

BIBLIOGRAPHY

www.pantaloon.com

www.datamonitar.com

www.fibre2fashion.com

www.corporateinformation.com

www.google.com

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