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ASSIGNMENT OF RETAIL MANAGEMENT
ON
PANTALOONS
Submitted to:-
Ms. Shikha Gupta
Asst. Professor
NIFT, Jodhpur
Submitted by:-
Ram Deo Bharti
MFM (2012-14)
NATIONAL INSTITUTE OF FASHION TECHNOLOGY
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CONTENTS
1. History
2. Study of Pantaloons store
3. Pantaloons brands
4. Retail mix-
Product
Price
Place
Promotion
Presentation People
Process
5. Store layout
6. Store operations
7. References
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HISTORY OF PANTALOONS
Pantaloon Retail (India) Limited, is a large Indian retailer, which is part of
the Future Group, and operates multiple retail formats in both the value and
lifestyle segment of the Indian consumer market. Headquartered in Mumbai, thecompany has over 1,000 stores across 71 cities in India and employs over 30,000
people, and as of 2010, it was the country's largest listed retailer by market
capitalization and revenue.
With effect from 1 January 2010 the company separated its discount store business,
which includes the Big Bazaar hypermarket and the Food Bazaar supermarket
businesses, into Future Value Retail Ltd., its wholly owned subsidiary, so that the
company may be listed independently.
The companys brands include Pantaloons, a chain of fashion outlets, Big Bazaar, a
hypermarket chain and Food Bazaar, a supermarket chain. Some of the company's
other regional brands include, Depot, Shoe Factory, Brand Factory, Blue Sky, all,
Top 10 and Star and Sitara.
A subsidiary company, Home Solutions Retail (India) Limited, operates Home
Town, a large-format home solutions store, Collection i, selling home furniture
products and E-Zone focused on catering to the consumer electronics segment.
Originally incorporated as Mens Wear Private Limited on October 12, 1987.The
Companys name was changed to Mens Wear Limited on September 20, 1991,
further to Pantaloon. Fashions (India) Limited on September 25, 1992 and to
Pantaloon Retail (India) Limited on July 7 1999.
Importance of Store Location
Store location is the most important P in Retailing.
Locating the retail store in the right place was once considered to beadequate for success.
While retailer can change his merchandise mix, adjust prices, improvecommunication with consumers and offer better service, once thestore comes into existence, it is fairly difficult to change the location.
It may result in the loss of customers and employees.
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Trade Area Analysis
A trade area is the geographic are that generates the majority ofthe
customers for the store.
Knowing the boundaries of the trade area helps the retailer estimate the
number of potential customers that may come to the store.
Understanding the trade area also gives key inputs to the retailer for the
promotional and communication strategies to be adopted by him.
A trade area typically contains three parts
Primary, secondary, and fringe area.
Primary trading area covers between 50 to 80 % of the storescustomers.
Secondary area covers contains the additional 15 to 25% of the stores
customer.
And remaining is covered by fringe area
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Study of Pantaloons Select City Walk Store
LOCATION
Location :Select City Walk Mall, Plot No A-3, Ground Floor, Saket, New Delhi
Merchandisebroad and deep
Store Area7500 sq. ft
Total Footfalls400/ day (approx.)
Sales (in units)250 items/ day (approx.)
SalesRs 2, 50,000Rs3, 50,000/ day (approx.)
Conversion RatioNo. of bills invoiced/Total footfalls No. of bills invoiced185 approx.
C. R. = 250/400 = 62%
Avg. ticket size = Sales/no of bills invoiced
250000/180 =1388
Vision
Our strive towards looking at the Indian market differently and strategizingwith the evolving customer helped us perform better."
Kishore Biyani, CEO& MD, Pantaloons Retail (India) Ltd., in November
2003.
BRANDS AT PANTALOONS
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Pantaloons brands
Agile
UMM
Bare Denim Bare 7to14
Chalk
Rig
Mix n match
All
Honey
Non-PantaloonsBrands
Biba
109 F
Remanika
Spykar
Lilliput
Lee Cooper
Indus league
MAJOR PLAYERS
Shopper Stop
Vishal Retail Limited
Trent India Limited
Reliance Retail
Bharti Wal-Mart
PANTALOON RETAIL SEGMENTS
1. Pantaloons: Lifestyle products under Private Labels and third party brands
2. Central: Seamless mall providing the customer with a wide range of
lifestyle products across multiple national and international brands
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3. Big Bazaar: Value retailing with a range of products from apparel, toys,
accessories, consumer durables to household products and furnishing
4. Food Bazaar: Food and personal care products including dry groceries
and FMCG products.
PANTALOON RETAIL SEGMENTS
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RETAIL MIX
Product
E-commerce: Pantaloons 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.
Food Bazaara chain of large supermarkets;Brew Bara beer bar; caf
Bollywooda national chain of eateries; Chamosaa pan-Indian chain of
snack counters, and SportsBara bistro focused on the world of sports.
Fashion: The group offers a variety of options in fashion. Its brands includeaLL, Blue Sky, Central, Etam, Fashion Station, Gini & Jony, Navaras,
Pantaloons, and Top 10.
Home & Electronics: Options include: Collection ia lifestyle furniture
store;Electronics Bazaaroffers branded electronic goods and appliances;
e-zonetrendiest electronics items; Furniture Bazaarentire range of
Home Furniture;Home Townone stop destination for all the home needs.
General Merchandise : Options Include:Big Bazaar, Shoe Factory, Brand
Factory, Navaras, KBs FairPrice , Central, Blue Sky
Leisure & Entertainment
Wellness & Beauty
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.
PRICE RANGE:
GARMENTS PRICE
Mens Wear Rs 199- Rs 3000
Ladies wear Rs 199- Rs 2500
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ACCESSERIES PRICE
Mens accessories Rs 99- Rs 500
Ladies accessories Rs 50- Rs 500&above
FOOTWEAR PRICE
Mens Shoes Rs 400- Rs 5000Ladies Shoes Rs 99- Rs 2000
Kids Shoes Rs 99- Rs 500
Place
The company operates over 12 million square feet of retail space, has over 1000stores across 73 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
have a huge unleashed potential.
Promotion
They use magazines, newspapers, television, radios, hoardings, internet etc
for promoting the brand. They have joint ventures and alliances with manycompanies to promote the brand.
Seasonal Discounts, Sales Discounts during Festivals are offered to attract
consumers.
People
At the senior management level, the group hired high profile executives
from reputed organizations like Goldman Sachs, Coca-Cola India, and PRIL
also tied up with a few management schools to create a management talentpool for the lower levels.
The company follows a multi-format retail strategy that captures
almost the entire consumption basket of Indian customers. Pantaloons have a
mix of staff recruited by them as well as staff trained by the brands. Store
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Area7500 sq. ft has around 45 staff including- Area sales manager-1 (area
sales manager is 1 for 4-5 stores. He is among top management and can come
any time to question anyone.).Store manager1
Department manager 3 (It is the responsibility of department manager to
have a record of sales, customer loyalty programme and targets)
Visual merchandiser2
Sales staff: Arrangement of colour blocking and size blocking is done by sales
staff.
Men national brands sale staff 5
Lingerie brands sale staff 3
Other sale staff12
Housekeeping6 and Cashier- 5
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 SAP consultancy software. SAP will be helpful in building robust
transaction management system.
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 YearSupermarket .
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GROWTH OF PANTALOONRETAIL
The following are the reasons for growth of PANTALOON retail in India-
Increase in disposable income of consumers
Increase in consuming desireLow share of organized retailing
Purchasing power of Indian urban consumer is growing
In India there is a huge wastage of fresh fruits and vegetables.
STORE LAYOUT
On the basis of ownership- Chain store
On the basis of merchandise- Departmental store
It follows free form of store layout.
High margin items are placed in high traffic Areas.
High demand items are placed in low traffic areas.
Complementary items are placed near each other.
Seasonal needs are considered.
Items needing frequent restocking are placed near store rooms or cash
registers.
L arger departments are placed in lower traffic areas.
Shopping behavior and operational considerations are recognized
STORE OPERATION
At the start of the day-
Opening the store
Attendance
System login
Sales proceeds tally
Inventory verification
Lighting and music control
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Air conditioning
Merchandise display
During the day-
Depositing cash
Goods receipt
Billing payment
Currency verification
Credit card checking
Storage
Store walk by department manager
End of the day-
Daily sales register
Daily sales and stock
Cash tally
Closing the store
Referenceswww.pantaloonretail.in
http://www.pantaloonretail.in/http://www.pantaloonretail.in/http://www.pantaloonretail.in/http://www.pantaloonretail.in/http://www.pantaloonretail.in/