Enrolment no: 01661201713

Minor Project Report

Personality Development & Communication Skills –III (BBA-209)

BBA III Semester

STUDY OF MARKETING MIX OF PANTALOONS

Internal Guide: Submitted By:

Dr. Deepali Saluja Anirudh Mehta

Assistant Professor2013 -2016

Submitted To:

BanarasidasChandiwala Institute of Professional Studies, Dwarka, New Delhi

(Affiliated to Guru Gobind Singh Indraprastha University)

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DECLARATION

I hereby declare that this Minor Project Report titled A STUDY OF MARKETING MIX

OF PANTALOONS submitted by me to Banarsidas Chandiwala Institute of Professional

Studies, Dwarka is a bonafide work undertaken during the period from 20/07/2014 to

12/08/2014 by me and has not been submitted to any other University or Institution for the

award of any degree diploma / certificate or published any time before.

12/08//2014

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BONAFIDE CERTIFICATE

This is to certify that as per best of my belief the project entitled “A STUDY OF

MARKETING MIX OF PANTALOONS” is the bonafide research work carried out by

student of BBA, BCIPS, Dwarka, New Delhi, in partial fulfillment of the requirements for the

Minor Project Report of the Degree of Bachelor of Business Administration.

She has worked under my guidance.

Project Guide (Internal

Date: 12/08/2014

Counter signed by

Director:

Date:12/08/2014

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ACKNOWLEDGMENT

I would like to thank my Project Mentor Dr.Deepali Saluja for her immense guidance.

Valuable help and the opportunity provided to me to complete the project under her guidance.

I would like to thank all Faculty members of “Banarsidas Chandiwala Institute of

Professional studies” for guiding me and supporting me in the completion of project from

time to time.

Last but not the least, my gratitude to great almighty and my parents without whose

concerned and devoted support the project would not have been the way it is today.

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TABLE OF FIGURES

S.NO TOPIC PAGE NO.

1) Figure 1

2) Figure 2

3) Figure3

4) Figure4

5) Figure5

6) Figure6

7) Figure 7

8) Figure 8

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15

17

20

30

31 - 32

40

44

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TABLE OF CONTENTS

CONTENT PAGE NO.

Chapter 1- Purpose of the study:

1.1. Objective of the project report

1.2. Scope of the study

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8

Chapter 2- Introduction

2.1 About the organization

2.2 Form of ownership

2.3Nature of business

2.4Geographic area

10-13

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15

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Chapter 3- Company profile:

3.1. Organization structure

3.2. Vision & mission/core values

3.3. Products & services offered

3.4. Distribution network

3.5. SWOT analysis

3.6. Competitor information

3.7. Market share & growth rate

3.8. Key challenges/problems facing the organization

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21-25

25 - 26

26-28

29-38

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Chapter 4 – Relate the topic with the organisation 41 – 43

Chapter 5- Conclusion 46

Bibliography 47

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CHAPTER -1

PURPOSE OF THE STUDY

Chapter 1- Purpose of the study:

1.1. Objective of the project report

1.2.Scope of the study

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1.1 OBJECTIVES

To make aware of the marketing mix of pantaloons.

To know about the company.

To understand the concept of value retailing followed.

1.2SCOPE

This project report helps me to know about the Pantaloons organization.

This will help me to know more about the marketing strategies of the Pantaloons

Company.

This will also help others to get the properly maintained project on Pantaloons

company and to know about their marketing strategies

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CHAPTER 2

INTRODUCTION

Fig 1

Chapter 2- Introduction

2.1 About the organization

2.2 Form of ownership

2.3 2.3Nature of business

2.4 Geographic area

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2.1 ABOUT PANTALOONS

Pantaloons Retail (India) Limited is one of the leading retailers in India. Mr. Kishore Biyani,

is the founder and is famously known"King of Retail". Pantaloon has revolutionized the retail

fraternity. With its headquarter in Mumbai, Pantaloons operates multiple retail formats in

value and lifestyle segment. Pantaloons plans to increase its retail space to 30 million sq. ft.

by 2011. PRIL is sub-divided into:

Pantaloons

Big bazaar

Food Bazaar

Fashion Station

All

Blue sky

E-zone

Collection 1

Home town

Central Mall

2001 – India’s first hypermarket chain – Big bazaar is launched

2002 - Food bazaar, a supermarket chain is launched

2006 – Future group’s financial arm, Future capital holdings launches two real estate funds.

Spotlighting today's buoyant youth, Pantaloons, India's premium lifestyle apparel company

offers chic and trendy fashion to meet their ever-changing needs. Pantaloons reflects the

ideology of always keeping alive the 'newness factor' through fashion apparel and accessories

that are visually appealing and fashionably upbeat.

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The first Pantaloons store was launched amidst much fanfare in Gariahat, Kolkata in 1997.

Over the years, the brand has undergone several transitions and re-invented itself to bring

forth compelling trends and styles catering to the evolving fashion hub. Pantaloons stores

have an abundance of choices across categories that range from western to Indian wear,

formal to party wear and active wear for men, women and kids. To further add to the

customer's innumerable choices that reflect style, attitude, and comfort, Pantaloons has

extended its horizons to fashion accessories like fragrances, footwear, handbags, watches,

sunglasses and much more.With a chain of 83 fashion stores across 40 cities and towns,

Pantaloons is constantly extending its foot-prints into the rest of modern India.Pantaloons

which was previously controlled by the Future Group has now been taken over by Aditya

Birla Novo Limited ['ABNL']. ABNL is a part of the prestigious Aditya Birla Group, a $40

billion Indian multinational, operating in 36 countries across the globe with over 136,000

employees.

The Aditya Birla Group ranks high in the League of Fortune 500 Corporations of the world

with a strong mix of talented and capable personnel comprising 42 different nationalities,

who are credited with anchoring the organization and scripting one brilliant success story

after another. With all these advancements, Pantaloons is one of the fastest growing apparel

companies. And is poised to grow bigger and better...

 

MARKETING MIX

The Marketing mix of Pantaloons discusses the 7P’s of Pantaloons or the service marketing

mix of Pantaloons. Pantaloons is a leading retail chain in India.

1. Product:

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.

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

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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. -

2. Price:

Pantaloons India has brought a whole new revolution when it comes to pricing 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 storesacross

71 cities in India and 65 rural cities with taking over Aadhar. It plans to take up  floor space

of 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.

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 .

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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.

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2.2 FORM OF OWNERSHIP

Pantaloons is a public owned company with a large group of people managing it and

controlling it “THE ADITYA BIRLA GROUPS OF INDIA” .With a control and

management panel of people with it.

Pranab Barua, Managing Director of pantaloons , he is the one who is the brain behind this

one-stop store chain in India 

With its Management team :-

1) Shital Mehta, (CEO)

2) Manoj Kedia, (CFO)

Pranab Barua, Managing Director

Fig 2

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2.3NATURE OF BUSINESS

Pantaloons offers a range of opportunities, which are challenging, intellectually stimulating

and enriching. Success is the outcome of dedicated efforts of talented people, committed

towards making an impact – wherever, whenever…at all times.

The cordial environment makes the workplace ambience congenial and an enjoyable

experience, resulting in a group of happy and content employees who work with passion and

achieve great things everyday.

Employees are empowered to tailor their work around their lives while delivering quality

results at all times. Pantaloons hones the inherent skills of its employees by taking them

through a systematic process of learning and development. Each employee is offered an all

round growth path, based on the maxim: Together we can achieve the impossible dream.

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2.4 GEOGRAPHICAL LOCATION

The largest retailer in the Indian organized retail sector, Pantaloons Retail (India) Limited is a

chain of retail outlets all over the country. Pantaloons follows several formats of retail. A

pantaloon engages in retail operations with 83 stores in 40 different location in India. It is

increasing its operations in India by opening more stores and employes around 1000-

5000people.

Pantaloons stores are located in 40 different Indian cities and towns:

1)Delhi

2)Amritser

3)Bhopal

4)Delhi NCR

5)Chennai and many more.....

Fig 3

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CHAPTER 3

COMPANY PROFILE

Chapter 3- Company profile:

3.1. Organization structure

3.2. Vision & mission/core values

3.3. Products & services offered

3.4. Distribution network

3.5. SWOT analysis

3.6. Competitor information

3.7. Market share & growth

3.8. Key challenges/problems facing the organization

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3.1 ORGANISATIONAL STRUCTURE

Pantaloons Fashion & Retail Limited is an Indian premium clothing retail chain. The first

Pantaloons store was launched in Gariahat, Kolkata in 1997. As of November 2013, there are

76 Pantaloons stores in 44 cities. Pantaloons was previously controlled by the Future Group,

but has now been taken over by Aditya Birla Nuvo Limited (ABNL ). The first Pantaloons

store was launched in Gariahat, Kolkata in 1997.

Pantaloons currently has 76 fashion stores across 39 cities and plans are underway to

extend its footprint in the rest of India. Pantaloons’ retails products consists of various brands

across categories that range from western to ethnic wear, formal to party wear and active

wear for men, women and kids. Some of its flagship labels are in-house brands such as

Akkriti, Rangmanch, Trishaa, Honey, Annabelle, JM Sport, F Factor, Chalk, and Ajile.

Other than apparel, Pantaloons also offers an assortment of fashion accessories like

fragrances, footwear, handbags, watches, sunglasses etc.

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Fig 4

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3.2 VISION AND MISSION

VISION

“Group Vision Future Group shall deliver Everything, Everywhere, Everytime for

Every Indian Consumer in the most profitable manner.” . We will be the trendsetters in

evolving delivery formats, creating retail realty, making consumption affordable for all

customer segments - for classes and for masses. We shall infuse Indian brands with

confidence and renewed ambition. We shall be efficient, cost- conscious and committed to

quality in whatever we do. We shall ensure that our positive attitude, sincerity, humility and

united determination shall be the driving force to make us successful.

MISSION

“ To deliver superior value to our customers, shareholders, employees and society at large.”

”Our vision is to bring new innovated design ,concept of product ,bringing latest trend in

fashion and clothing to the appreal market.We offers an incredible and complete one-stop

shopping experience to its buyers through its vast collection more than 1000 prestigious

brands for the discerning fashionista. We focus on growth while continuing to create fresh

fashion. We are being recognised by our warm personalised service that completes the core

proposition of this trendy chain’’.

VALUES

--- Integrity --- Commitment --- Passion --- Seamlessness

--- Speed

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3.3 PRODUCT AND SERVICES

Pantaloons deal with a great varity of things like woman clothes , kids clothes ,man clothes

and accessosiors.

Woman clothes we have a variety of collection and brands in one-stop store. Like there are

1)Formals and Evening Wear

2)Ethnic Wear

3) Causal Wear

4)Active Wear

Kid’s clothes we have a variety of collection and brands in one-stop store like in boys they

have :

CHALK

Chalk offers the best in kids wear with a delightful collection of vibrant T-shirts, shirts and

shorts perfect for little boys between the age of 4 to 7 years.

For girls they have a variety of brands with a one-stop collection at a store:

1) CHALK GIRLS 2) AKKRITI KIDS

For mens clothes they have a variety of collection with many brands at one-stop store like:

1)Ethnic wear 2) Casual wear 3)Active wear 4)Evening wear

ETHNIC WEAR includes a varied collection of brands i.e.

AKKRITI WEAR

Akkriti is an ethnic wear brand with a contemporary touch for men who are style

conscious.An assortment of traditional and contemporary kurtas make sure they are dressed

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in their ethnic best.The eclectic vibe of colors, fabrics and designs make it a great option for

special occasions.

CASUAL WEAR

1)JM SPORTS

Sport is a leading T-shirt brand for men. The collection represents an aristocratic lineage

visible in the T-shirts that are vividly rendered in stripes.Every T-shirts makes for an

attractive casual day/evening wear when paired with denims and chinos.

ACTIVE WEAR

1) ARJILE WEAR

Ajile is sports lifestyle brand that imbibes a distinctively vibrant and casual look

catering to the youth.The brand offers a wide range of athletic apparels and  sports

casuals in the form of T-shirts, sweatshirts, dry fit T-shirt shorts

EVENING WEAR

1) F – FACTOR

F Factor is a men’s club wear brand with an exquisite range of flamboyant shirts, suits

and blazers.This assortment of apparel boasts of impressive silhouettes along with

stylish jackets and formal trousers.

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ACCESSORIES

Pantaloons is one of the stores in India which serves its costomers with not only a variety

of collection but also a full family outlet at a single store with many brands in clothes ,

accessories .

Like in accessories section they deal with a variety of stuff in a wide range and

collectionit at one-stop store.

1) Watches 2) Perfumes 3) Color Cosmetic 4)Sun Glasses 5)Handbags

6) Footwear 7) Jewellery

WATCHES

A good watch is the one that looks charming and brings out your personality at the same

time. Sporty, elegant, classy or luxurious; there's a watch for every occasionShop from an

assortment of watches from renowned international brands like Tommy Hilfiger, Esprit,

Kenneth Cole, Citizen and Timex, or Titan and Fastrack among other brands. It's the perfect

accessory to jazz up your look.

PERFUMES

Your favorite perfume can keep you smelling divine all through the day and lift your spirits

instantly. From fresh and dewy to masculine and musky, there's a fragrance for every mood

and every occasion.Select from a plethora of exotic fragrances from renowned international

brands like Davidoff, Azzaro, Calvin Klein, Diesel, DKNY, Esprit and many more. Find the

perfect perfume that reflects your personality at Pantaloons.

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COLOR COSMETIC

Let go of your beauty inhibitions and experiment with vibrant colors from neons to pastels

and everything in between.Find the must-have beauty products in your favorite shades from

top color cosmetic brands like Bourjois, Chambor, Deborah, Faces, Revlon, Maybelline,

Lakmé & more. With the right shade you can flaunt a fashionable look all day long.

FOOTWEAR

Sleek, vertiginously heeled, sporty or simply flat, shoes are the ultimate wardrobe staples.

Pick your favorite pair from a wide range of brands like Catwalk, Inc. 5, Red Tape,

Tresmode, Clarks and many more. Put your best foot forward with the latest footwear

collection from Pantaloons. 

HAND BAGS

Handbags are the perfect accessory that can add an interesting touch to any outfit. Choose

from a wide range of designs, colors and styles from brands like Lavie, Caprese, Fiorelli ,

Fastrack and more. Whether you are looking for an everyday bag or something a little more

special, come find a bag for every occasion at Pantaloons.

SUN GLASSES

Sunglasses are a year round accessory and epitome of cool. Whether it is to protect your

eyes or express your personal style, a pair of sunglasses can be the difference between being

ordinary and a knockout!Select from a wide range of designs and styles from popular brands

like Allen Solly, Polaroid, I Dee, Scott, Guess, Police and many more. Sophisticated,

glamorous and utilitarian; come find a pair that's a perfect for you.

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JEWELLERY

Accessories have the power to uplift an ensemble to sartorial heights. From statement

necklaces to delicate bracelets accessories can add an edge to any look.

Take a pick from fashion jewellery brands like Sia, Tribal Zone, Ivorytag & more and let

your accessories  speak volumes about your style.

3.4 Distributrion network

Pantaloon is one of the largest retail chains in India. The chain belongs to Pantaloon Retail

India Ltd (PRIL) which owns the Pantaloon brand and manufactured and markets Pantaloon

brands apparels.PRIL’s promoters, the Biyani family, have been in the textiles and garments

business since 1960s.

PRIL has two formats:

• Departments store chain (present format)

• Hyper market chain (emerging one)

The existing face –

THE DEPARTMENTAL STORE

Till now, PRIL has been basically a department store chain. Those in fact are the major

difference between PRIL and other large retail chains in the country. While the others are

mega store chains, or food retail chains, PRIL currently is a department store chain. PRIL has

in its fold a dozen located in cities like Mumbai, Hyderabad, Chennai, Nagpur, Calcutta,

Thane and Pune. In addition it has compact stores in 40 smaller towns spread the length of

the country.

The second major difference PRIL and other chains is that while the others tail all brands

available in the market, PRIL is essentially a private label retailer it markets mainly its own

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proprietary brands. Though confining to private label restricts the choice for the consumer,

and hence restricts the business scope, PRIL finds it easier to survive by being a private

retailer. By marketing its own private brands/products, PRIL is able to gather better margins

at the retailing end and also able to enjoy a better supply chain.

3.5 SWOT ANAYLSIS

STRENGTH

Pioneer in the industry, largest market share and capitalization.

Reputation for value for money(Competitive pricing), convenience and a wide range

of product all in one store

 Presence in major cities

 Highly Strategic human resource management and development. It invests time and

money in training people, and retaining them.

Most trusted and respected brand by the consumers

Being financially strong helps pantaloons retail India deal with any problems, ride

any dip in profits and out perform their rivals

 Development and Innovation are high at Pantaloons India with regards to it products

and consumer preferences and lifestyle changes which keep its ahead of it

competitors.

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WEAKNESS

Pantaloons does not function internationally, which has an effect on success, as they

do not reach consumers in overseas markets.

PRIL is the World’s largest grocery retailer and control of its empire, despite its IT

advantages, could leave it weak in some areas due to the huge span of control

Since Pantaloons Retail India Ltd sell products across many sectors, it may not have

the flexibility of some of its more focused competitors.

Each business line faces competition from specialty companies. Fashion segment,

Shoppers Stop, Trent, Lifestyle. In hypermarket-RPG (Spencer’s),Trent (Star India

Bazaar) In Food business, Reliance Fresh, Spinach, Food World

OPPORTUNITIES

Huge untapped market

(The Indian middle class is already 30 Crore & is projected to grow to over 60

Crore by 2010 making India one of the largest consumer markets of the world)

 Organized retail is only 3% of the total retailing market in India. It is estimated to

grow at the rate of 25-30% p.a. and reach INR 1, 00, 000 Crore by 2010.

 To take over, merge with, or form strategic alliances with other global retailers,

focusing on specific markets

 New locations and store types offer PRIL opportunities to exploit market

development.(Diversification into insurance , property, and variety of products

and stores)

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 Opportunities exist for PRIL to continue with its current strategy of large, super

centres.

 Rural Retailing

THREATS

Being number one means that you are the target of competition.(Extra competition

and new competitors entering the market could unsteady pantaloons retail India)

 A slow economy or financial slowdown could have a major impact on pantaloons

retail India business and profits.

 Consumer lifestyle changes could lead to less of a demand for pantaloons retail India

products/services

 Price wars between competitors, price cuts and so on could damage profits for

pantaloons retail India.

 The actions of a competitor could be a major threat against pantaloons retail India,

for instance, if they bring in new technology or increase their workforce to meet

demand

 Shopping Culture: Shopping culture has not developed in India as yet. Even now

malls are just a place to hang around with family and friends and largely confined to

window-shopping.

 If  unorganized retailers are put together, they are parallel to a large supermarket

with  little overheads, high degree of flexibility in merchandise, display, prices and

turnover.

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Fig 5

3.6 COMPETITORS OF PANTALOONS

Pantaloons have many competitors of its in the market .Some of them are discussed as below

1) Montacarlo 2) Cantabiles 3)Reliance Trend 4) Big bazaar 5)Louis philippe

CANTABIL

ABOUT

Cantabil  Retail India commenced its Journey in the Year 2000 with a brief collection of

men’s shirts and trousers. Slowly afterwards, within a short span of 9 years, it has

successfully carved a niche in the Indian Fashion Industry.

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Today, the company is better  recognized as “CANTABIL” – an unique Italian Brand known

for its unique, distinctive & ultra comfy clothing. Its range starts from the sophisticated

formalwear, Party-wear and ends at casuals & the ultracasual clothing.

The voyage started in the year 2000 with the inaugration of the first Cantabil store in New

Delhi. Supported by the persistent efforts of the young and  dynamic  professionals,  Cantabil

has extended its sales network to 279 exclusive retail stores across India.

ABOUT THE PRODUCT AND SERVICES

Cantabil is a Italian brand also providing with a variety of clothes to its costumers .It also has

both woman and mens collection in its stores. For men and women they have

jean ,trousers,t-shirts , formal shirts with a great deal of variety with them.

MEN’S WEAR

1)FORMAL SHIRT 2)DENIMTROUSER

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WOMEN’S WEAR

1) T-SHIRT 2) TROUSERS

Fig 6

MONTICARLO

ABOUT

Monte Carlo Fashion Ltd was incorporated on 01.07.2008 with the objective to take over the

readymade garments business of Oswal Woollen Mills Ltd. As per the orders of Honorable

Punjab and Haryana High Court the garment business of Oswal Woollen Mills was

transferred to Monte Carlo Fashion Ltd w.e.f 01.04.2011.

Our woollen products include sweaters and cardigans, whereas, our cotton knitted garments

include t-shirts and track suits. Our woven garments portfolio includes shirts, trousers, suits,

jackets and denims. Our woollen and cotton garments primarily cater to the premium and

mid-premium segments in the branded apparel industry. We also supply accessories including

belts, ties, inner wears, thermal wears and socks. Both the 'Monte Carlo' and 'Canterbury'

brands were launched by Oswal Woollen Mills Limited ("OWM"), one of our group

companies which were engaged in the textile industry including spinning of woollen and

cotton yarn, weaving denim fabric and manufacture of garments. However, with effect from

April 1, 2011, the woollen and cotton garments business of OWM under the brand 'Monte

Carlo' and 'Canterbury' were demerged into our clothes.

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Monte Carlo (French: Monte-Carlo or colloquially Monte-Carl, Monégasque: Monte-Carlu)

officially refers to an administrative area of the Principality of Monaco, specifically

the ward of Monte Carlo/Spélugues, where the Monte Carlo Casino is located. Informally the

name also refers to a larger district, the Monte Carlo Quarter (corresponding to the former

municipality of Monte Carlo), which besides Monte Carlo/Spélugues also includes the wards

of La Rousse/Saint Roman, Larvotto/Bas Moulins, and Saint Michel. The permanent

population of the ward of Monte Carlo is about 3,500, while that of the quarter is about

15,000. Monaco has four traditional quarters. From west to east they are: Fontvieille (the

newest),Monaco-Ville (the oldest), La Condamine, and Monte Carlo.

Monte Carlo (literally "Mount Charles") is situated on a prominent escarpment at the base of

the Maritime Alps along the French Riviera. Near the western end of the quarter is the world-

famous Place du Casino, the gambling center which has made Monte Carlo "an international

byword for the extravagant display and reckless dispersal of wealth".[1] It is also the location

of the Hôtel de Paris, the Café de Paris, and the Salle Garnier (the casino theatre which is the

home of the Opéra de Monte-Carlo).

The eastern part of the quarter includes the community of Larvotto with Monaco's only

public beach, as well as its new convention center (theGrimaldi Forum), and the Monte-Carlo

Bay Hotel & Resort. At the quarter's western border, one crosses into the French town

of Beausoleil(sometimes referred to as Monte-Carlo-Supérieur), and just 5 miles (8 km) to its

east is the western border of Italy.

ABOUT THE PRODUCT AND SERVICES

 Our woollen products include sweaters and cardigans, whereas, our cotton knitted garments

include t-shirts and track suits. Our woven garments portfolio includes shirts, trousers, suits,

jackets and denims. Our woollen and cotton garments primarily cater to the premium and

mid-premium segments in the branded apparel industry. We also supply accessories including

belts, ties, inner wears, thermal wears and socks.

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RELIANCE TREND

ABOUT

Reliance Retail Ltd. is a subsidiary company of Reliance Industries. Founded in 2006 and

based in Mumbai, it is the largest retailer in India in terms of revenue. Its retail outlets offer

foods, groceries, apparel and footwear, lifestyle and home improvement products, electronic

goods, and farm implements and inputs. The company’s outlets also provide , fruits and

flowers. It focuses on consumer goods, consumer durables, travel services, energy,

entertainment and leisure, and health and vegetablesell-being products, as well as on

educational products and services.

It has a total of 1,577 stores (as of March 2014) in India with an area of approx.9 million

square feet. Reliance Trend is a subsidiary company with its headquater at Reliance

Industries Limited, Nariman Point,Mumbai, India .It had a turnover of Rs. 108 billion

in the financial year 2012-13. Approx. 56 per cent of this revenue came from its 'value and

other' segment that operates grocery chains Reliance Fresh, Reliance Super and Reliance

Hyper.

Reliance Retail has announced revenues of Rs. 34.74 billion for the first quarter of 2013,

showing 53% jump from 2012. The company also reported operating profit of Rs.

700 million for the same quarter.Reliance reported quarterly profit of Rs. 106 Crore (for Oct

2013 - Dec 2013)

With

1) Mukesh Ambani( chairman)

2) Rob Cissell ( CEO)

3)Shawn Gray the (COO) of Reliance Trend of India.

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ABOUT THE PRODUCTS AND SERVICE

There are over 45 Subsidiaries & divisions of Reliance Retail. Following is the list of major

divisions:

1. Reliance Fresh - Retail outlets of fruits, vegetables & groceries. This division is yet to

become profitable.

2. Reliance Digital - Consumer Electronics retail stores. It had 139 stores in Mar 2013.

3. Reliance Jewels - Jewellery; It had revenues of approx. Rs. 8 billion in financial year

2012-13.

4. Reliance Time Out - Lifestyle store of Books, Music, Movies, Toys, Gaming,

Fragrances, Stationery.

5. Reliance Trends, Reliance Footprint and Reliance Living - Apparel and Clothing. It

had revenues of approx. Rs. 16 billion in financial year 2012-13.

BIG BAZZAR

ABOUT

BIG BAZZAR is a hyperchain store in India. It is being headed by the founder of the future

groups who is Mr. Kishore Biyani. Its headquater is at Mumbai, Maharashtra,

India.Mr.Biyani gave this store a concept of ‘’3-C THEORY’’.

According to Kishore Biyani's 3-C theory, Change and Confidence among the population is

leading to rise in Consumption, through better employment and income.The 50th Big Bazaar

store is launched in Kanpur.Partners with Futurebazaar.com to launch India's most popular

shopping portalInitiates the "Power of One" campaign to help raise funds for the Save The

Children India Fund.Pantaloon Retail wins the International Retailer of the Year at US-based

National Retail Federation convention in New York and Emerging Retailer of the Year

award at the World Retail Congress held in Barcelona.

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Big Bazaar has divided India into three segments:

India one: The Consuming class which includes upper middle and lower middle class

(14% of India's population).

India two: The Serving class which includes people like drivers, household helps, office

persons, liftmen, and washermen (55% of India's population) and

India three: The Struggling class (31% of India's population).

ABOUT THE PRODUCTS AND SERVICES

BIG BAZZAR has a great variety of products with special offers on specific days. On

specifics days big bazzar has a great deal of schemes and innovative ideas for its costumers.

WEDNESDAY BAZAAR

The concept of Wednesday Bazaar was promoted as 'Hafte Ka Sabse Sasta Din' (Cheapest

Day of the Week). Initiated in January 2007, the idea behind this scheme was to draw

customers to stores on Wednesdays, the day when consumer presence is usually less.

According to the chain, the aim of the concept was 'to give home makers the power to save

the most'.

MAHA BACHAT

The concept of 'Maha Bachat' (Mega Saving) was introduced in the year 2006 as a single day

campaign with promotional offers across the company outlets. Over the years, the concept

has grown to become a six-day biannual campaign. During the campaign, offers are given in

all the value formats including Big Bazaar, Food Bazaar, Electronic Bazaar, Furniture

Bazaar, Fashion bazaar.

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THE GREAT EXCHANGE OFFER

Introduced on 12 February 2009, 'The Great Exchange Offer' allows customers to exchange

their old goods for Big Bazaar coupons. The coupons can be redeemed later for buying brand

new goods from Big Bazaar outlets across the nation.

LOUIS PHILIPPE

ABOUT

Madura Fashion & Lifestyle, a division of Aditya Birla Nuvo Ltd. is one of India’s fastest

growing branded apparel companies and a premium lifestyle player in the retail sector. After

consolidating its market leadership with its own brands, it introduced some of the leading

international labels enabling Indian consumers to buy the most prestigious global fashion and

accessories within the country.

The company’s brand portfolio includes products that range from affordable and mass-market

to luxurious, high-end styles that cater to every age group, from children and youth to men

and women. Madura Fashion & Lifestyle is defined by its brands — Louis Philippe, Van

Heusen, Allen Solly, Peter England and the people that personify style, attitude, luxury and

comfort.

Madura Fashion & Lifestyle reaches its discerning customers through an extensive network

comprising 700 exclusive franchise stores, many department chains and over 2,000 premium

multi-brand trade outlets, both within and outside India.

The company’s lifestyle store, The Collective offers a unique blend of global fashion,

international trends and innovative customer services to customers in Bengaluru, Mumbai

and Delhi.

Planet Fashion, the apparel-retail arm of Madura Fashion & Lifestyle, housing the company’s

in-house and other brands, is the largest chain of stores of its kind in India.

Since 1989, the year of its launch in India, Louis Philippe has stood for excellence. The

unmistakable Louis Philippe Crest signals that not only has the wearer arrived, but has done 37

so by insisting on nothing less than excellence. A tradition that dates back to the 60’s when

the brand was first introduced in England, inspired by the golden age of King Louis Philippe

of France.

Louis Philippe’s relentless pursuit of excellence manifests itself in a collection that is always

evolving, the only constant being a commitment to perfection – be it the finest fabric money

can buy, or unmatched craftsmanship.

In 2008, Luxure was introduced in select stores across the country. An exclusive line for

those who appreciate the finer things of life, Luxure is quite simply a testament to the art of

excellence.

LP Louis Philippe was launched in 2007, bringing the essence of the brand to a whole new

generation. Following an inimitable aesthetic, this remarkable collection of stylish casual

wear is meant for young, passionate gentlemen.

ABOUT THE PRODUCTS AND SERVICES

LOUIS PHILIPPE is a brand that deals variety of collections i.e. mens

wear , , accessories ,shoes , bags etc.

MENS WEAR

Inspired by racing colours and styles, these polo shirts are perfect for those who love

adventure. Few fabrics age as beautifully as denims. They take on your character and attitude

with time. Our jeans are crafted with passion and excellence to reflect the wearer.

Rich colours woven to perfection for a classic ensemble. Infused with the vibrant colours of

the Mediterranean, these t-shirts are perfect for any occasion.

SHOES , BAGS , ACCESSORIES

Polish up your act with these brushoff-leather Derby shoes. This streamlined style will make

a refined addition to your formal wardrobe. Immaculately designed with great attention to

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detail. Ideal for those in pursuit of excellence. A fine leather belt with braided finish at the

tail to give it a unique look. For those who love to stand out in sharply silhouetted clothes.

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3.7 MARKET SHARE AND GROWTH OF PANTALOONS

The summary page of Pantaloons Fashion & Retail Ltd. captures the information on its Live

Stock Price and Volume, 52 Week High Low, Intraday and Historical Price Chart, Key

Ratios, F&O Quotes, Competitors, Comparative Analysis, Buy Sell Recommendations,

Company News and Announcements, Shareholding Pattern, Key Quarterly and Annual P&L

A/c items, and Community Prediction.

PANTALOONS FASHION & RETAIL – FINANCIAL

Q4 /2014 Ann2013

Total Income Cr. 411 1,348

EBIT Cr. -45 75

PAT Cr. -71 45

Fig 7

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3.8 KEY CHALLENDGES

India’s leading retailer, Pantaloon Retail (India) Limited, has seen rapid growth in its many

market segments and retail formats. But with more than 2,000 sites across India, the company

had difficulty tracking the financial information of each location. Pantaloon’s major

advantage over its competitors in the retail sector has been its unique understanding of the

Indian organized retail market with all its quirks, shortcomings and challenges. By creating a

retail business from the ground-up and expanding rapidly, Pantaloon has followed a Wal-

Mart-like pattern of growth. However, unlike Wal-Mart, it decided to experiment with as

many retail formats, product-mixes and brands as was possible in order to gain maximum

knowledge about the uncertain Indian mindset.

In fact, newer entrants in the organized retail market would learn the ways of the unique

Indian organized retail sector as well as find a way to combat Pantaloon’s dominant market

share in almost all forms of organized retail a daunting task.

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CHAPTER 4

RELATING THE TOPIC WITH THE ORGANISATION

Chapter 4- Relate the topic with the organization

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INTRODUCTION

The marketer mixes the prime colours (mix elements) in different quantities to deliver a

particular final colour. Every hand painted picture is original in some way, as is every

marketing mix. Target Market is the key. The offer you make to your customer can be altered

by varying the mix elements. So for a high profile brand, increase the focus on promotion and

desensitize the weight given to price. Another way to think about the marketing mix is to use

the image of an artist's palette. Marketing Mix.

Competition

Designing the right marketing mix

The most creative & challenging step in marketing is designing the right marketing mix The

marketing mix is the specific collection of actions & associated instruments employed by an

organisation to stimulate acceptance of its ideas, products & services Total Offer to the

Customer.

First, the firm chooses the product to meet the identified need of the target segment Second,

the right distribution channel is used to make the product available Third, the firm undertakes

eye catching promotion.

Fourth, the price platform is acceptable to the customer & firm 4Ps & 4Cs

Product- Customer /Consumer 

Price- Customer cost

Place- Convenience

Promotion- Communication

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Fig8

The main 4p’s of Pantaloons :

PLACE

Pantaloons is India’s one-stop store providing many brands and variety in products at one

store.Pantaloons is heading its retail stores in many states of India .It is having around 44

stores all over India with a sales turn over of 3 million .

PRICE

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

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

one such store which offers multiple brands and collection at a very reasonable prices. It does

lower its price according to the market demand of the commodity . For example : Recently

pantaloons had tried to increase its sale growth upto 35percent by lowering there prices to

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2007 .It expected such a strategy will provide a compelling entry –level price point to

consumer is competing retail chain.

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.

Pantaloons uses different means of promotio9nal activies for its promotion through different

offers to increases its sale and through pamphlets ,distribution of gift vouchers to the

costomers and many more.

PRODUCT

Pantaloons is a one-stop store with a variety of product available with it for all age group . It

not only provides with the clothes but also with a variety of range in handbags , sunglasses ,

footwear , asseccories , watchese etc. These products are available to the costomers in two

ways either on its retail stores or online shooping on its official website. Online shopping is

one of the most convinent way of shopping with lots of options and discount offers also.

45

CHAPTER -5

CONCLUSION

46

CONCLUSION

From the above project I had come to this conclusion that the idea that PANTALOONS is

tailored for the active, trendy and comfortable lifestyle of both teenagers and adults are

conclusive. Just like their competitor, Big Bazzar, Pantaloons provides excellent satisfactions

to consumers up to a certain extent because there are still some who would choose Big

Bazzar over Pantaloons. Pantaloons now like Big Bazzar , has a larger consumer base and

this in turn, will definitely increase profits for the company. In terms of price and collection

Pantaloons is serving its customers with the best quality so that they repeat the decision to

purchase again. Even with small discounts offered. Competition is stiff in the clothing sector

as many major companies are actively providing with good quality at reasonable prices, and

meeting consumer satisfactions. Pantaloons is also very vigilant and is actively improving

itself to improve its products and satisfy the consumers.

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BIBLIOGRAPHY

1)http://pantaloons.com/

26/07/2014 03:30PM

2)http://en.wikipedia.org/wiki/Pantaloons_Fashion_%26_Retail

25/07/2014 04:00 PM

3)http://www.marketing91.com/marketing-mix-pantaloons/

25/07/2014 04:30 PM

4)http://en.wikipedia.org/wiki/Cantabile

24/07/2014 01:30PM

5)http://en.wikipedia.org/wiki/Big_Bazaar

01/07/2014 01:42PM

6) http://www.louisphilippe.com/company/

02/07/2014 10:30PM

7)http://en.wikipedia.org/wiki/Reliance_Retail

02/07/2014 11:00PM

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