MARKETING MANAGEMENT

“FRESH LOOK
FRESH FEEL
FRESH ATTITUDE”
 SEGMENTATION

SEGMENTATION
 GEOGRAPHIC
SEGMENTATION

GEOGRAPHIC

CITY POPULATION

• metropolitan cities more than 60 lakhs

• developing cities more than 35 lakhs
• student oriented around 22 lakhs
• cities identified with MNC’s more than 35 lakhs
 DEMOGRAPHIC SEGMENTATION
joint nuclear
FAMILY
FAMILY
SIZE
SIZE
School going

EDUCATION Graduate/postgraduate
EDUCATION
professional

GENDER
GENDER
Men
Menn nwomen
women

INCOME
INCOME
Lower
Lowermiddle(40000-80000p.a.),
middle(40000-80000p.a.),middle(80000-120000p.a.)
middle(80000-120000p.a.)
Upper
Uppermiddle(120000-160000p.a.)
middle(120000-160000p.a.)high(>160,0000p.a)
high(>160,0000p.a)

AGE
AGE
Infants,(0-2),kids(3-12)teens(13-19),youth(20-28),adult(29
Infants,(0-2),kids(3-12)teens(13-19),youth(20-28),adult(29and
andabove)
above)
THE BASE OF PANTALOONS DEMOGRAPHIC SEGMENTATION IS
AGE…

For Age 30-39

For Age 21-29
Satisfaction 15
Satisfaction 20 Interest 12
Interest 13 Confusion 10
Confusion 1 Enthusiasm 8
Enthusiasm 10 Selection & time 5
Selection & time 6
For Age 40-49

Satisfaction 20
Interest 04
Confusion 12
Enthusiasm 1
Selection & time 13
RISING URBANIZATION
The level of urbanization in India is approximately 30%
and is expected to grow in near future.

The growth in the retail sector will be driven by

increased urbanization, as this is characterized by a rise
in income levels and better infrastructure facilities.

EASY AVAILABILITY OF CREDIT

With changing consumer habits, the Indian consumers
are overcoming this inhibition. Moreover, the availability
of credit has become easier.

Many banks and lending institutions are providing

customers with specially designed and customized loan
schemes and trying tomake the overall loan procedure
fast and less complex.

FREQUENT USE OF PLASTIC CARDS

 INCOME
• GO FOR DURABLE
BRANDS
• POPULAR BRANDS • DURING END
• GENERALLY WAIT SALES SEASON
FOR SALES • FESTIVALS
SEASON
•STATUS

• CONVENIENCE
• BRAND CONSCIOUS
• RANGE OF
MERCHANDISE • DON’T WAIT FOR
SALES
• HIGH
STANDARDS OF • FOR DAILY WEAR
HYGIENE • PREFER
• ATTRACTIVE SOPHISTICATED
AMBIENCE OUTLETS
GENDER AND EDUCATION

The working population’s share in India is the highest in the

world. A young working population with high propensity to
consume holds significant promise for organized retail in
India.

The percentage of number of working women in India has

risen from about 12% in 1961 to almost 25% in 2005.

This has resulted in steady growth in household disposable

income, driving retail spending.

The increased percentage of working women has also led to

the opening of new retailing formats and products which are
exclusively catering to the women’s segment. favorable demographic
and income
 PSYCHOGRAPHIC
SEGMENTATION

PSYCHOGRAPHIC

LIFESTYLE PERSONALITY
 LIFESTYLE

The marketer gains a better understanding of consumers' lifestyles,

how the purchase of a product fits in with their lifestyles,

what other products they might buy, and

what types of advertising themes might appeal to them.

 PERSONALITY
PERSONALITY

APPAREL SEGMENTATION
 ATTITUDE

READINESS

LOYALTY STATUS

USER STATUS

BENEFITS

OCCASION

BEHAVIOURAL SEGMENTATION
 BEHAVIOURAL SEGMENTATION

READINESS BENEFITS
-AWARE -QUALITY
ATTITUDE (FASHION (FABRIC
-ENTHUSIASTIC CONCIOUS) N
(NEW-ARRIVALS) -INFORMED MATERIAL)
-POSITIVE -SERVICE
(NEWSPAPER-
(BRAND-ORIENTED) (CUSTOMER
READERS,INTERNET-
FREAKERS) HANDLING)

No.of Very satisfied Very Dis-

customers satisfied Dis- satisfied
USER-STATUS Satisfied
50 18 25 0 7
 s ion
cca
o

MONTH 6-MON WEEK YEAR

LOYALITY STATUS
TARGETING
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’
 SERIAL NO. CATEGORY PRIVATE LABEL

1 PANTALOONS
MEN’S WEAR TROUSERS
2 BARE DENIM
JEANS,GABARDINE,JACKETS AND NIGHTWEARS
3 WESTERN CLOTHES FOR YOUNG GIRLS HONEY

4 SHIRTS JOHN MILLER

5 LADIES WEAR SRISHTI

6 ELEGANT SALWAR SUITS RANG MANCH

7 SPORTS WEAR AGILE

8 WESTERN AND FORMAL WEAR ANNABELLE

9 JEANS AND ACCESSORIES JEALOUS

10 WINTER WEAR JACKETS,BLAZERS,SWEATERS SCOTSVILLE

11 EXCLUSIVE WESTERN,INDO-WESTERN,SKIRTS,JEANS REMANIKA

12 KIDS WEAR CHALK

13 BUYING SEPARATE AND COMBINING MIX N MATCH

14 CLASSIC ENGLISH FORMAL WEAR LOMBARD

15 STICHING SALWAR KAMMEZ TRISHAA

16 JEANS.SHIIRTS,JACKETS,TRENDY SPORTS AND ULTILITY UMM

WEAR

17 MEN’S WEAR URBAN YOGA

18 MEN’S ETHNIC WEAR GHAGROOS

19 MEN’S N WOMEN’S ETHNIC WEAR AKRITI

SERIAL NO CATEGORY LICENCSED LABEL

1 JEANS,T-SHIRTS FOR MEN N WOMEN AND KIDS LEVI’S

2 JEANS,T-SHIRTS FOR MEN N WOMEN PEPE

3 KIDS WEAR,INFANTS LILLIPUT

4 KIDS WEAR CATMOSS

5 SPORTS WEAR,JACKETS,SHOES CONVERSE

6 EXCLUSIVE TRENDY WEAR FOR GIRLS 109.F

7 FORMAL WEAR FOR MEN INDIGO NATION

RESOURCES
Labour
The manpower information is useful in knowing the employee capacity,
which is proportional to the production capacity.

Financial Information
The financial status of the vendor is useful in knowing the capability of the
vendor to deliver the order, in adverse situations.

Names and Addresses of all Units used for Production

carrying expenses for the company will decrease, which depends on the
vendor unit location

.The criterion of selecting a vendor by the company is equipped with the

information needed for the proper delivering and distribution of the order
by the company.
IT System

IT system at Pantaloon stores is fully centralized; the report of daily sales

is being reported to head office in Germany

Bar Coding and Scanners: Point of sale systems use scanners and bar
coding to identify an item, use pre-stored data to calculate the cost and
generate the total bill for a client.

Payment: Payment through credit cards has become quite widespread and
this enables a fast and easy payment process

CRM Systems: Data warehousing & mining technologies offer consumer

data and apply it to business.
 COMPETITIVE
ENVIRONMENT
• As retail is a growing sector there are many market players
in the field.

COMPANIES TOTAL NO.OF CITIES RETAIL SPACE EMPLOYEES

OUTLETS COVERED COVERED
(Sq.ft.)
PYRAMID 78 23 300 11700
SHOPPERS 120 35 700 12000
STOP
WILLS 93 24 300 8370
LIFESYLE
GLOBUS 122 28 500 18300
 VALUE
PROPOSITION
SPECIAL DESK
FOR BILLING
INSTANT DISCOUNT HOME DELIVERY

EXCLUSIVE
SHOPPING PARKING REFUNDED
DAYS VALUE
PROPOSITION

ONLINE
REGULAR UPDATE
PURCHASING

SPECIAL
INVITES IN EXCHANGE PERIOD
HAPPEING EVENTS
1 Star Members
Gift Voucher worth Rs. 200 on enrolment

3 Star Members
5% discount on every purchase

5 Star Members
An exclusive 7.5% discount on every purchase

7 Star Members
A whopping 10% discount on every purchase
POSITIONING
1.Store location
Traffic
accessibility of market
Visibility
total number of stores and type of stores exist in that area
2. Store layout
store design- store exterior and store interior
Lighting
Music
security
3. space allocation and utilization
 furniture and fixtures
walk ways and entries
display areas, walkways and doors
4. packaging
MARKETING MIX
 PRODUCT MIX OFFERED

The kind of product mix to be offered by the retailer is another important

consideration.

As mentioned earlier the main product line of Pantaloons is men’s and women’s
clothing and other accessories comprising a vigilant mix of private as well as
other labels... Since Pantaloons provides products to a potentially large number
of customers at affordable prices, it falls in the High Turnover - Low Margin
Category
 PRODUCT

•Spring
(designer wear for Men’s occasion wear
men and women)
Ladies formal Men’s formal

Ladies ethnic and casuals Men’s ethnic

Nightwear Denim wear

Infant necessities Active wear, Sports wear

Indo-Western Teen boys wear

Kids wear Men’s casuals

BRANDS
 30-DAYS
GREEN COLOURED
(EXCHANGE)
RECYCLED BAG
PACKAGING WARRANTIES NON-MEMBERS

THANKYOU FOR
SHOPPING AND 90-DAYS
PANTALOON (EXCHANGE)
MEMBERS

0 SIZE FOR KIDS PLAY PEN AREA FOR KIDS

SMALL
SIZE SERVICES GIFT VOUCHERS
N
MEDIUM
LUCKY DRAWS
LARGE
CUSTOMER
SERVICE
ALL (BRAND) DESK
PRICE
 Buy directly from the manufacturers so that the middle man is eliminated.

We buy in cash and get a cash discount, and

Manage there stocks turns so that they don't have money stuck up. The
benefits are passed on to the customers.”Cash discounts (for buying goods
upfront in cash) on the other hand could range from 2 per cent to 10 per cent.

 Almost 70 per cent of the ready-to-wear products in the store are

manufactured by the group's own garment units. As a result it is able to offer
prices in ready-to-wear that are virtually 30 per cent cheaper than competitors.
They increase there margins by pushing their own in-house label
Pantaloons visual merchandising is creative, innovative and outstanding which
can be seen from its own in house private brands such as John Miller.

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

Window display is highly interactive for impulsive buyer.

Price range is average.

40%discount allowance to employees working at pantaloons

CONT….
PROMOTION SPON
SOR SHIP

N
TS CELEBRITY
N
E WS
HOARDINGS V ENDORSEMENTS
E HO
S

SEASON
SALE ADVERTISEMENTS
 Promotion Strategy
SALES PROMOTION-IS A KEY INGREDIENT IN MARKETING CAMPAIGN
CONSIST OF A COLLECTION OF INCENTIVE TOOLS,MOSTLY SHORT-
TERM,DESIGN TO STIMULATE QUICKER OR GREATER PURCHASE OF
PARTICULAR PRODUCT ,SERVICES BY CONSUMERS OR THE TRADE

Hoardings:

Pantaloon puts its hoarding at prime locations, featuring the upcoming Fashion
events or its brand ambassadors who are generally eminent celebrity.

Category manager plans promotions / brand or product building schemes. The

category manager identifies slow movers and also disposal plan for the same.
 CONT….

Pantaloons - Colors Of The Season

Campaign
REFRESHING
Pantaloons has taken the concept of
colours as its inspiration for its
campaign and will paint this season in
colourful hues of pink, green and blue.

Each color stands for its own unique

identity; pink representing the innocent
and cuteness yet naughtiness factor, INNOCENT,CUTENESS,NAUGHTINESS
green standing for a refreshing and
bright you while the secretive blue, the
all time favourite colour for the
soothing and tempestuous feeling.

The entire collection will be available

at all Pantaloons Fresh Fashion stores SECRETIVE,TEMPESTUOUS
across India.
Gift vouchers

ADVERTISING-OFFERS A REASON TO BUY

MARQUEES
A special type of sign is used to display the name of the store. It is
used to announce a change in season, sale, a special event or a
promotion.
 EVENTS
PROMOTIONAL
MOVIES CAMPAIGNS

  Doodle collection, 3 Idiots walks the ramp

December 07, 2009  (India)    
  PRESS
Pantaloon forms JV with Talwalkars Fitness
RELEASE
   
SPONSORSHIP June 09, 2006  (India)

   

  Cast of 'Jail' visits Pantaloons Store

November 04, 2009  (India)    

The talented and glamorous finalists of Pantaloons Femina Miss India (PFMI) 2009 were
unveiled amidst much fanfare

20 Femina Miss India contestants move closer to ‘Live the Dream’

March 12, 2009  (India)    

Pantaloons launches ‘Tashan’ collection

May 12, 2008  (India)    
Pantaloons, India’s leading fashion retailer, announced the pan-India launch of exclusive line of
film merchandise -“TASHAN Collection”
CONTI….
Love Story 2050 defines ‘Pantaloons’ as a stylish fashion brand
July 03, 2008  (India)    
The new Pantaloons store at Mega Mall, Oshiwara was abuzz with
excitement, as stars from the soon to be released movie ‘Love Story 2050’

  ‘Denim Exchange’ offer for old trousers & jeans at Pantaloons

June 09, 2007  (India)    
"Denim Exchange", the exchange offer for old trousers and jeans is on at Pantaloons
Stores across the country. ..
  Pantaloon Retail creates 'Ta Ra Rum Pum' themed merchandise
April 30, 2007  (India)    
Pantaloon Retail Limited announced that it has tied up with Yash Raj Films, for
merchandising opportunities for their film,    
  Bipasha & Zayed to endorse Pantaloons Fresh Fashion
August 25, 2006  (India)    
Pantaloons Fresh Fashion, the fashion retail format of the Future Group, has signed on
Bollywood stars, Bipasha Basu and Zayed Khan, as its brand ambassodars ...
  'Krrish' marks entry of 'Super Hero' genre in India
June 13, 2006  (India)    
Pantaloon Retail India Limited (PRIL) in association with Filmkraft, the makers of the
movie Krrish launched the ‘Krrish Merchandise’ in Mumbai. ... ..
  'Haldi Gulal Collection' by Pantaloons Fresh Fashion
March 02, 2007  (India)    
 IO
RAD NET
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MAGAZINES

PAMPHLETS
PRINTED IN NEWS PAPER
PLACE
Tarapur is Pantaloon's central warehouse.

Whenever it procures merchandise from its suppliers, the entire process

had to undergo two to three steps before it reaches outlets

.At each step, considerable human intervention is required and barcode

readers had been installed at all merchandising locations.

Traceability & visibility of goods in the supply chain,

Lack of unique identity at each item level,

human intervention in processes leading to errors,

effort required for production cycle counting, and

tracking reverse logistics

were some of the issues at the apparel factory.