Submitted by: Amruta Bhatt-07

Presentation on merchandizing and

customer retention at Pantaloons

Objective

• “To study the various facets of the retail business sector and to bridge the theoretical knowledge of marketing with practical application”

Internship Details

• Pantaloon Retail (India) Limited- Rajkot(Retail industry)

16th April 2009 — 16th June 2009 (2 months)

My area of training :To Help in Organizing events and

fests. To generate ideas for Add-on

Attractions. To Tie-up with various institutes and

organizations.

Internship Details cont..

• To study the routine workings of store, like Green card workings and other on floor activities like:

Aspects of MerchandisingWeekly Analysis of Sales in terms of Targets,

Green Card contributions, Bill size and section targets.

In store Announcements and marketing of events.

Weekly meets and green card Target checks.

Retail industry in India

• Indian retail industry is one of the largest industries in India, with an employment rate of around 8% and contributing around 10% to the country's GDP. Retail industry in India is expected to rise 25% yearly being driven by strong income growth, changing lifestyles, and favorable demographic patterns.

Introduction to Pantaloons

• Pantaloon Retail (India) Limited, is India’s 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 12 million square feet of retail space, has over 1000 stores across 71 cities in India and employs over 30,000 people

Brands at Pantaloons

Pantaloons brands• Agile• UMM• Bare Denim• Bare 7to14• Chalk• Rig• Mix n match• All• Honey

Non-Pantaloons Brands• Biba• 109 F• Remanika• Spykar• Lilliput• Lee Cooper• Indus league

Merchandising….

• “Activity of promoting the sale of goods, especially by their presentation in retail outlets.”

• Visual merchandising is the art of implementing effective design ideas to increase store traffic and sales.

Objectives of merchandising

• A desire to attract customers to a place of business in order to sell the merchandise.

• It is offered to the customer through interior and exterior presentation.

• It helps create positive customer image.

• It helps to increase sales. • It encourages impulse buying.

STORE EXTERIORS

• Types of exterior presentationsExterior signsMarqueesBannersWalk ways and entries.

Store interiors

Element of store interiors• Atmosphere• Lights• Music• Color• Fragrance• Furniture and fixtures

Layout Planning

• Flooring

• Ceilings

Some other observations ON PANTALOONS

• Pantaloons visual merchandising is creative, innovative and outstanding which can be seen from its own in-house private brands such as John Miller.

• All the merchandise is placed at both 360 degree and 180 degrees.

• The new launched products are showed by prominent color back ground.

• Window display is highly interactive for impulsive buyer.

Supply chain management at Pantaloons

• 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.

Customer Retention

• To survive in the tough competition all retail outlets use different strategies to attract customers and to retain them

EventsFestsLoyalty programs

Events

• Toys for Joys• Mother’s Day• Awesome Threesome

Toys for Joys

• Donate old or new toys at Pantaloons.• Get discount coupon worth Rs.50. Toys for joys-Marketing plan• Give out leaflets at different hobby centers and

other places where Kids assemble.• In store announcements.• Put out banners at those places.• Organized a drawing competition.• Media publicity through Big FM• Ice breaking sessions with kids through games.

Mother's Day Celebration

The IDEA!! • To make their day special by

surprising them at Pantaloons.• Kids were asked to bring their mums

at Pantaloons. They were welcome by a rose, their favorite song, message from their kids, games, cake cutting…FUN!!

The Event Flow

• Well-come to the Mothers by a Rose & her favorite song

• A heart whelming Message from their Kids• Dumb Charades – How much do they

understand each other??• Treasure Hunt – Pantaloon brand knowledge• The winners walked away with a Free Spa

Treatment voucher from Lady Touch Beauty salon.

Rajkot Store Celebrates its 3rd Anniversary—Awesome Threesome

• To associate the 3rd Anniversary of pantaloons Rajkot with an event, we presented an awesome threesome contest

• A personality & style contest.• Where in people were asked to

participate in groups of threes.

Coverage

• The same was taken live on BIG 92.74 FM – our radio partner

• It was also covered by rajkotcityguide.com – our web partner.

Fests

• Pantaloons celebrate various types of fests in order to boost sales and retain customers. The two fests that took place in May and June are:

Denim ReunionFormal Fest

My Responsibilities and participation in the event

• Brain storming for Ideas • To Get Tie-ups• To market the Fest to the customers

shopping• To follow-up

Denim Reunion

In store theme activities• Click your pick – Get your photo

super imposed on faces of music icons!

• Confession box – Own up to your naughtiest deeds on camera. Most interesting confessions will be screened in store

• Denim Quiz – Participate in an exciting video quiz on denims

Denim reunion cont..

In store Value ad• Tattoo – Tattoo artist in store to

design tattoos• Do-your-denim counter – style up

your denim and accessorize it like old times at the counter

 Formal Fest

Store Add-ons• Get a new hair-do by an expert for

free on purchase of formals.• Get modeling Photographs clicked

for free on purchase of formals.

Loyalty Program

Benefits 7 star 5 star 3 star 1 star

Discounts on all

subsequent Purchases 10% 7.5% 5%

Gift Voucher worth Rs.

200/- on new

enrolment

Upgrade Enrolment Upgrade Kit Upgrade Kit Upgrade Kit Welcome Kit

Add-on Card to Family

Members2 2 1 1

End of Season Sale

Preview Yes Yes Yes Yes

Green Channel Yes Yes Yes Yes

Green Drop Yes - around the year

Yes - around the year

except End of Season

Sale

No No

Green Exchange 90 days 60 days 60 days 60 days

Green Service Desk Yes Yes Yes Yes

Green offers &

PromotionsYes Yes Yes Yes

Conclusions

• Shopping in India has witnessed a revolution with the changes in the consumer buying behavior and the whole format of shopping altered. It is expected that by 2010, India may have 600 new shopping centers.

• Pantaloons Tops the Pyramid of Indian Retail with its Brilliant Consumer centered approach and Marketing.

Conclusions

• Other then marketing, operations management, supply chain management and Human resource department at pantaloons are also very well managed and play an important role in its growth and success

• To compete in this sector one needs to have up-to-date market information for planning and decision-making. The second most important requirement is to manage costs widely in order to earn at least normal profits in face of stiff competition.

Conclusions

• Modern retail faces political obstacles in India because of fears that millions of small shopkeepers could lose their jobs in the fragmented but fast-growing industry that is forecasted to double in size by 2015 from an estimated $350bn.

Bibliography

• www.managementparadise.com• www.uwidonews.com• www.pantaloon.com• www.business-standard.com• www.baldurdash.org• www.corpoalert.com

Thank You.