pantaloons marketing mix
TRANSCRIPT
ABOUT US…..• Pantaloons Fashion & Retail Limited is an Indian premium clothing retail chain.• The first Pantaloons store was launched in Gariahat, Kolkata in 1997. • Pantaloons was previously controlled by the Future Group, but has now been
taken over by Aditya Birla Nuvo Limited (ABNL). • Operates in multiple retail formats in both, value and lifestyle; segments of the
Indian consumer market.Mr.Pranab Barua (Managing Director)Ms.Shital Mehta (CEO )
• Headquartered in Mumbai.• The company has over 1,00 stores across 71 cities in India and employs over
40,000 people.• According to the Brand Trust Report 2014, a study conducted by Trust
Research Advisory, Pantaloons featured among 100 most trusted brands in India
PRODUCT It has about 4-5 product
categories.
It has about 100+ in house brands.
It has also tie ups with other private label and licensed brand more in apparel and accessories.
PRODUCT MIX
MEN’S WEAR WOMEN’S WEAR KIDS WEAR ACCESSORIES HOME DECOR
Casual Formal Ethnic Sports Plus size
fashion Innerwear
• Casual• Formal• Ethnic• Sports • Plus size
fashion• Lingerie
• Casual• Ethnic
• Hand Bags• Watches• Footwear• Sunglasses• Perfumes• Jewelry• Luggage
bags• cosmetics
• Curtains• Bed
sheets• Pillow • Pillow
covers
PRICE• Pricing decisions consistent with firm’s marketing strategy and target
market.• They propose to provide branded products at 10% less than the MRP and
20% off on the local brands.• The types of pricing:-
o Seasonal pricing.o Product bundling pricing.o Promotional discounts.
High turnover
Low turnover
High marginLo
w m
argi
n
Since pantaloons provides products to a potentially a large no of customers at affordable prices, it falls in the High turnover-Low margin category.
PROMOTIONS• They promote in house brands with some space with other brands.
• The Pantaloons Payback Greencard, which is a unique loyalty programs, has been designed exclusively for Pantaloons' customers to enhance customer experience.
• Presently offered to over 4 million members, the programs entitles members to discounts in terms of points and special privileges at all Pantaloons stores.
• All types sales and discounts.
• Online and offline promotions.
PLACE• Chain of stores mainly functioning in malls.• Stores located nearer to the competitors.• Product availability mainly depends on the city of operations.• Pantaloons have Distribution collection center (DCC) in four major Metros of
the country.• It has about 100 stores all over India.• They have also introduced online shopping.• Exclusive stores for women and kids.• In stores they keep 70% of their own brand and remaining 30% of other
brands.
Manufacturer (own)
Retailer ConsumerDCC
PantaloonsManufacturer (other)
Retailer Consumer