pantaloons brand management

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Project Report

Submitted by:Rahul Dutt Avasthy – 8Ankit Jain - 23Rajat Lauria – 33Sidharth Malik – 36Gaurav Saxena - 49

Pantaloons: Brand Management SIMSR

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Acknowledgement

We would like to express my gratitude to all those who gave us the possibility to complete

this project. We want to thank the Department of Marketing of Pantaloon Retail India

Limited for giving us permission to commence this project in the first instance, to do the

necessary research work and to use departmental data. Most important we thank Mrs

Bhagyalaxmi for mentoring us throughout.

We are deeply indebted to my supervisor Mr. Nirmalya Ghosh (Assistant Manager,

Marketing) and Ms Ishita Sengupta (senior executive, Marketing) whose help, stimulating

suggestions and encouragement helped us in all the time of research for and writing of

this project.


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Contents

Sector (Submission 1)

Company Profile

Future Group

Rewrite Rules. Retain Values

Introduction

Understanding the Language of Branding

The Brand Management Process

Pantaloons : Fresh Fashion

Brands at Pantaloons

Branding in Pantaloons

Communication the HO and the Zonal Office

Brand Research Process in Pantaloon

Brand Audit


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Sector: Retail

Company: Pantaloon Retail (India) Limited

Competitors: Shoppers Stop, Reliance Trends and Lifestyle.

Why Retail?

Traditionally, the retail industry in India comprised of large, medium and small

grocery stores and drug stores which could be categorized as unorganized

retailing. Most of the organized retailing in India had recently started and was

mainly concentrated in metropolitan cities.

Indian retail market is the fifth largest retail destination globally. The share of retail

trade in the country's gross domestic product (GDP) was between 8–10 per cent in

2007. It is currently around 12 per cent, and is likely to reach 22 per cent by 2010.

Foreign direct investment (FDI) inflows as on January 2009, in single-brand retail

trading, stood at approx. US$ 25.18 million, according to the Department of

Industrial Policy and Promotion (DIPP).

As a democratic country with high growth rates, consumer spending has risen

sharply as the youth population (more than 33 percent of the country is below the

age of 15) has seen a significant increase in its disposable income. Consumer

spending rose an impressive 75 per cent in the past four years alone. Organised

retail, which accounts for almost 5 per cent of the market, is expected to grow at a

CAGR of 40 per cent from US$ 20 billion in 2007 to US$ 107 billion by 2013.

It is important to study the brand which is a store of all brands. The retail market in

India is highly competitive and with major players such as Walmart and Tesco

entering the industry it is set to grow even further. It is thus important to see how

well, which player in the organised retail industry manages to pull consumers in

their stores. Especially in the Retail Industry there is more focus on repeated sales

and sustaining the customers for a long time.

Why Pantaloon?

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, the company operates over 12,000,000 square


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feet (1,100,000 m2) of retail space, has over 1,000 stores across 71 cities in India

and employs over 30,000 people. Pantaloon Retail was 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.

Company Profile

Pantaloon Retail (India) Limited, is India's leading retail company with presence across

multiple lines of businesses. The company owns and manages multiple retail formats that

cater to a wide cross-section of the Indian society and is able to capture almost the entire

consumption basket of the Indian consumer. Headquartered in Mumbai, the company

operates through 5 million square feet of retail space, has over 331 stores across 40 cities

in India and employs over 17,000 people. The company registered a turnover of Rs 2,019

crore for FY 2005-06.

Pantaloon Retail forayed into modern retail in 1997 with the launching of fashion retail

chain, Pantaloons in Kolkata. In 2001, it launched Big Bazaar, a hypermarket chain that

combines the look and feel of Indian bazaars, with aspects of modern retail, like choice,

convenience and hygiene. This was followed by Food Bazaar, food and grocery chain and

launch Central, a first of its kind seamless mall located in the heart of major Indian cities.

Some of it's other formats include, Collection i (home improvement products), E-Zone

(consumer electronics), Depot (books, music, gifts and stationary), aLL (fashion apparel for

plus-size individuals), Shoe Factory (footwear) and Blue Sky (fashion accessories). It has

recently launched its etailing venture, futurebazaar.com.


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The group's subsidiary companies include, Home Solutions Retail India Ltd, Pantaloon

Industries Ltd, Galaxy Entertainment and Indus League Clothing. The group also has joint

venture companies with a number of partners including French retailer Etam group, Lee

Cooper, Manipal Healthcare, Talwalkar's, Gini & Jony and Liberty Shoes. Planet Retail, a

group company owns the franchisee of international brands like Marks & Spencer,

Debenhams, Next and Guess in India.

Future Group

Pantaloon Retail is the flagship enterprise of the Future Group, which is positioned to

cater to the entire Indian consumption space. The Future Group operates through six

verticals: Future Retail (encompassing all retail businesses), Future Capital (financial

products and services), Future Brands (management of all brands owned or managed by

group companies), Future Space (management of retail real estate), Future Logistics

(management of supply chain and distribution) and Future Media (development and

management of retail media).

Future Capital Holdings, the group's financial arm, focuses on asset management and

consumer finance. It manages two real estate investment funds (Horizon and Kshitij) and

consumer-related private equity fund, Indivision. It also plans to get into insurance,

consumer credit and other consumer-related financial products and services in the near

future.

Future Group's vision is to, "Deliver Everything, Everywhere, Everytime to Every Indian

Consumer in the most profitable manner." One of the core values at Future Group is,

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

Future Group Manifesto


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“Future” – the word which signifies optimism, growth, achievement, strength, beauty,

rewards and perfection. Future encourages us to explore areas yet unexplored, write rules

yet unwritten; create new opportunities and new successes. To strive for a glorious future

brings to us our strength, our ability to learn, unlearn and re-learn, our ability to evolve.

We, in Future Group, will not wait for the Future to unfold itself but create future

scenarios in the consumer space and facilitate consumption because consumption is

development. Thereby, we will effect socio-economic development for our customers,

employees, shareholders, associates and partners.

Our customers will not just get what they need, but also get them where, how and

when they need.

We will not just post satisfactory results, we will write success stories.

We will not just operate efficiently in the Indian economy, we will evolve it.

We will not just spot trends, we will set trends by marrying our understanding of the

Indian consumer to their needs of tomorrow.

Rewrite Rules. Retain Values.

Group Vision

Future Group shall deliver Everything, Everywhere, Every time for Every Indian Consumer

in the most profitable manner.


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Group Mission

1. We share the vision and belief that our customers and stakeholders shall be served

only by creating and executing future scenarios in the consumption space leading

to economic development.

2. We will be the trendsetters in evolving delivery formats, creating retail realty,

making consumption affordable for all customer segments – for classes and for

masses.

3. We shall infuse Indian brands with confidence and renewed ambition.

4. We shall be efficient, cost- conscious and committed to quality in whatever we do.

5. We shall ensure that our positive attitude, sincerity, humility and united

determination shall be the driving force to make us successful.

Core Values

Indianness: confidence in ourselves.

Leadership: to be a leader, both in thought and business.

Respect & Humility: to respect every individual and be humble in our conduct.

Introspection: leading to purposeful thinking.

Openness: to be open and receptive to new ideas, knowledge and information.

Valuing and Nurturing Relationships: to build long term relationships.

Simplicity & Positivity: Simplicity and positivity in our thought, business and action.

Adaptability: to be flexible and adaptable, to meet challenges.

Flow: to respect and understand the universal laws of nature.

Introduction


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The brand is increasingly becoming the key source of differentiation that guides customer

purchase choice. It is the focal point around which an organization defines how it will

uniquely deliver the value to the customer for a profit-effectively embodying the “Heart

and Soul” of the organization. The brand’s promise is delivered through its products,

services, and consumer communication- the total relationship and experience. If the

brand is well conceived and consistently delivered through all business processes and

customer contacts, the organization will grow prosper.

Not too long ago, marketers at consumer product companies seemed to be the only ones

interested in talking about Brand Management and Branding. But these days, all kinds of

organizations are recognizing the importance of branding.

Branding also becomes a critical issue for business that spun off from parent company and

as more and more companies merge or acquire one another. The brand identity of the

new combined enterprise becomes a critical decision. Organizations have discovered the

Brand are perhaps their most important assets for a number of reasons.

The Brand Equity creates a relationship and a strong bond which grows over time. It is

often so strong that it compensates for performance flaws: an out-of-stock situation, Poor

customer service, a product that falls apart, inconvenient store hours, a higher than

average price, and so on. In the end, you want to deliver good quality and good value,

innovation, relevant differentiation, Convenience and accessibility with your Brand.

However, we must never forget that ‘building brand equity is like building a close

friendship’. It requires a consistent relationship over time, Trust, and an emotional

connection.

UNDERSTANDING THE LANGUAGE OF BRANDING


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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 brand’s fundamental nature and

quality. Usually stated in two to three words, a brand’s 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 consumer’s 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 brand’s 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.


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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.

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

brand’s 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.

Sub – Brand: This is a new brand that is combined with a parent or corporate brand in the

brand identity system.


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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


Profound consumerInsight

Through knowledgeOf competitive set

Consumer benefits(By Segment)

Functional Emotional Experimental Self Expressive

Cost of Entry Differentiating

OngoingMarket

Research

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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 imagination of young India. With a focus on the youth of today,


Brand DesignTarget CustomerEssencePromisePersonalityPositioning

Organization’s core Competencies &Strategic intent

Brand identityStandards &

SystemsIntegrated Marketing

Product PackagingPricingDistributionPoint of PurchaseMerchandisingAdvertisingPromotion

Organization DesignCust value chainCultureHR systems

Brand design manifested at each point of customer contact

MarketingEffectivenessMonitoring

Creating total brand Experience

Delivering Awareness Accessibility Value Emotinal Connection

Resulting in Decreased price sensitivity Increased consumer loyalty Increased Market share Increased stock price & shareholder

value

Brand EquityMonitoring

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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 ‘what’s 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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Brands at Pantaloons

These are the few famous brands which are available at Pantaloons:

1. ADIDAS

2. AKKRITI

3. ALL

4. BARE

5. BIBA

6. BLACK PANTHER

7. CONVERSE

8. Dio Rucci

9. F

10. GANUCHI

11. GINI N JONY

12. GIOVANI

13. HONEY

14. INDIAN TERRAIN

15. INDIGO NATION

16. JEALOUS

17. JM SPORT

18. JOCKEY

19. JOHN MILLER

20. LEE

21. LEE COOPER

22. LEONE

23. LILLIPUT

24. LOMBARD

25. MIX N MATCH

26. MONTE CARLO

27. MOUSTACHE

28. NINO MANTELLI

29. NO RULES

30. PEPE

31. PROVOGUE

32. RAYMOND

33. REEBOK

34. RIG

35. SCOTSVILLE

36. SCULLERS

37. SHAPES

38. SIERRASPORTS

39. SPALDING

40. SPEEDO

41. SPRING BOARD

42. SPYKAR

43. STORI

44. TANGERINE

45. TOLLY JOY

46. TOMMY HILFIGER

47. TRIUMPH

48. TUFF

49. TURTLE

50. UDARE

51. UMBRO

52. UMM

53. WILSON


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.

FutureMedia

FutureRetail

Future Brands

FutureCapital

FutureLogistics

FutureSpace

Big Bazaar Pantaloons

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

HEADOFFICE

South North EastWest

MarketingDept

SM/ ASMCSD/ DM

All mails are CC to

Area Manager

And Zonal Head

In - store Marketing

Events and activities management to enhance the brand image

Local tie ups and promotion

Customer loyalty program management

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

Brand equity measurement

It is necessary to Measure the performance of Brand. ‘You can’t manage what you

don’t measure.’ This is true of Brand Equity as well. Any strong brand equity

measurement systems will accomplish the following objectives:

Measure the brand’s 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 Brand’s progress against goals.

Provides direction on how to improve Brand Equity.

Provide insight into the Brand’s 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 brand’s equity:

Brand awareness

Brand performance

Brand usage

Brand accessibility

Brand value

Brand relevant differentiation

Brand emotional connection

Brand loyalty

Brand vitality

Brand consideration set

Brand personality

Measuring Marketing ROI

The total customer base (number of people)

X (multiplied times) the average number of purchase transaction per person (per time

period)

X (multiplied times) the average unit sales per transaction

X (multiplied times) the average sales price per unit

X (multiplied times) the percent of those transactions received by the brand

= (equals) the sales (per time period)

Multibrand apparel outlets

• Average time before last visit to a multibrand apparel outlet = 34.735 days

• Awareness stands at:

• 100% for Shopperstop, Westside & Pantaloons

• 88.57% for Lifestyle

• 65.71% for Reliance Retail

More than half of the respondent like to shop at Shopper Stop, followed by westside.

Maximum respondent prefer Pantaloons due to its Price Options and Variety

Respondent were nearly equally divided through slightly favoring that Pantaloons

focuses on Private label more

77% of respondent feels Pantaloon caters to Middle Income group

69% of respondent feels that Females shop more at Pantaloons

60% of respondent feels that people who shops at Pantaloon are Outdoor Oriented

31% of respondent feels that people shops at Pantaloon on special occasion

Majority of the respondents will not miss Pantaloon if it were to close down

Regression analysis keeping the overall satisfaction in mind

Coefficientsa

3.529 .088 40.332 .000

.238 .089 .422 2.674 .012

.128 .089 .227 1.437 .161

(Constant)

REGR factor score1 for analysis 1

REGR factor score2 for analysis 1

Model1

B Std. Error

UnstandardizedCoefficients

Beta

StandardizedCoefficients

t Sig.

Dependent Variable: Overall_satisfactiona.

Regression Equation

Overall satisfaction = 3.529 + 0.238 (Loyalty) + 0.128 (Perception of Loyalty)

Cluster Analysis

pantaloons brand management

Documents

indian retail market

multiple retail formats

organised retail industry

m2 of retail space

aspects of modern retail

indias leading retail

singlebrand retail trading

share of retail trade