RETAIL MANAGEMENT

PANTLOONS RETAIL (INDIA)

LTD

VIKAS MISAR

Retail Survey Conducted

at...
Pantaloons ::
Lower Parel ::
Mumbai
Phoenix Mills
Compound 462,
Senapati Bapat Marg,
Lower Parel (W)
Mumbai 400013
Maharashtra
3003 4848 / 3003
4800

INTRODUCTION
Led by its flagship enterprise, Pantaloon Retail, the group
operates over 12 million square feet of retail space in over 71
cities and towns and 65 rural locations across India. The group
owns several leading formats including Pantaloons, Big Bazaar,
Food Bazaar, Home Town, eZone and Central.
Pantaloonsis among India's largest chains of fashion stores.
Pantaloons Fresh Fashion, with its focus on 'fresh look, feel and
attitude' offers, trendy and hip collections that are in sync with
the hopes and aspirations of discerning young and 'young-atheart' consumers.
Pantaloons Fresh Fashion stands out as a fashion trendsetter, on
the lines of how fashion is followed internationally. This 'fresh
fashion' destination allows customers to shop for the latest in
fashion apparel and accessories throughout the year in an
attractive and visually stimulating ambience.
Pantaloons Fresh Fashion stores have presence with stores not
just in Metros but also in smaller towns. All stores have a wide
variety of categories like casual wear, ethnic wear, formalwear,
party wear and sportswear for Men, Women and Kids.

Retail Format observed at

Pataloons

Store location
The location of a retail store occupies
an important place in retail strategy. It
not only conveys the image of the
store, but also influences the
merchandise mix and the interior
layout of the store. While the
merchandise mix can be changed and
prices can be adjusted, it is difficult to
change the decision on store location.
It is located in posh locality in the
centre of the city. Further the easy
availability of transport facilitates
makes the location really accessible for
shopping.
Pantaloons is situated very close to the
main road. Pantaloons being a three
floor building have great visibility. To
enhance the visibility pantaloons has
put its sign board on the top of the
building.

MERCHANDISE
ASSORTMENT
Pantaloons have applied the concept of category

management in its day-to-day merchandising function as

against the traditional brand management merchandising
practice followed by most retailers. Category managers look
at sales and margins of each brand in a category. The whole
idea of category management is to create products across
length and breadth of a category at different price points,
fabrics, design, shape, seasons, colour and size.

PRODUCT OFFERINGS
MENS WEAR

John Miller

JM Sports
Bare Denim
Rig
Ajile
Lombard
T-2000
Bare Leisure

LADIES
WEAR
Honey
Akkriti
Annabelle
Mix & Match
Ajile
Rig

KIDS WEAR
Chalk
Bare 7214
ACCESSORIES
Cosmetics
Stationary for
kids
Books &
Magazines
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PRODUCT OFFERINGS
CHART

Lombard
Knighthood

Aakriti
RIG
F Factor
UMM
Agile
Bare
T2006
JM Sports
Lee Copper

Annabelle

Honey
Agile

Pepe
John Miller
Urbaba
Scullers
Indigo Nation

Scullers

Jealous21
Bare
RIG
UMM
Lee Copper

Rang Manch
Trisha
Mix & Match
Aakriti

POPULAR BRANDS

STORE LAYOUT
Pantaloons follows a free form store layout. No particular format is
followed anything is placed anywhere but strategically. Pantaloons fall
under following categories- Departmental stores, Malls, E-retailers Here
when it comes to arranging the clothes, same type of clothes are put up
together in different sizes so that same clothes are available for every
size at one point only.

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STORE LAYOUT AT
DIFFERENT LEVELS
Ground Level
Ladies Formal
Ladies Denim
Cosmetics and
Fragrances
Fine Jewellery
Blue Sky
(Sunglasses and
Watches)
Fashion
Accessories
Customer
Service Desk

First level
Spring (Designer
wear for men and
women)Ladies
Formal
Ladies Ethnic
Night ware and
Lingerie
Kids Wear
Infant Necessities
Toys
Footwear
Ladies Wash
Room
Drinking Water

Second Level
Mens Occasions
Wear
Mens Formal
Mens Ethnic
Denim Wear
Mens Casuals
Active Wear ,
Sporting Goods
Teen Boys
Mens Washroom
Drinking Water

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STORE DESIGN
Exterior Store Design
The exterior appearance of a store silently announces
what customers can expect inside. Good exterior
visual merchandising attracts attention, creates
interest and invites the customer into the business.

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STORE DESIGN
Interior Store design
Flooring and Ceiling Graphics & Sign ages
Lighting Music
Store security
Colour & Fragrance

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SPACE ALLOCATION AND

UTILIZATION

Furniture and fixtures

Walk Ways and Entries
Sound type and density
Odour type and density
Visual merchandisingMerchandise Type and
Density

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DISPLAY AREAS,
WALKWAYS & DOORS

Pantaloons stores have very attractive

display areas, in which they put the
dummies, accessories & all. They have
a broad walkway & doorways.

15

Supply chain management

at
Pantaloons
Pantaloon Retail is
the first company
in the organized
retail sector in India
to win an
accredited ISO
Certificate
exclusively for its
Supply Chain &

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PRICING
High turnover

Low Margin

High Margin

Low turnover
Since Pantaloons provides products to a potentially large number
of customers at affordable prices, it falls in the High Turnover17Low Margin Category.

PRICING
They propose to provide branded products
at 10% less than the MRP and 20% off on
the local brands, which is similar to what
has been carried out in Big bazaar.

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CUSTOMER RELATIONSHIP
MANAGEMENT

To survive in the tough competition Pantaloon uses different strategies to attract customers and to retain
them.
Events
Fests
Loyalty programs
Gift Vouchers

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LOYALTY PROGRAMS
Green Card is passport to a whole new world of exclusive benefits
and privileges.
Benifits

7 Star

5 Star

3 Star

1 Star

Discounts on all
purchases

10%

7.5%

5%

Gift Voucher of
Rs.200/- on new
enrolment

Upgrade
Enrolment

Upgrade Kit

Upgrade Kit

Upgrade Kit

Welcome Kit

Add-on Card to
Family Members

End of Season
Sale Preview

Yes

Yes

Yes

Yes

Green Channel

Yes

Yes

Yes

Yes

Green Drop

Yes

Yes

No

No

Green Exchange

90 days

60 days

60 days

60 days

Green Service
Desk

Yes

Yes

Yes

Yes

Green offers &

Promotions

Yes

Yes

Yes

Yes

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PROMOTIONAL
STRATEGY
GIFT VOUCHERS

GREEN CARDS

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POSITIONING STRATEGY
Initially positioned as a family store, it finally veered
towards becoming a fashion store with and emphasis
on youths and clear focus on FRESH FASHION. They
are targeting youth and even women, since they are
the ones defining most purchasing decisions.

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CONCLUSION
Pantaloon Retail (India) Ltd is a company where it
strives for lifestyle and value through its products
and services. Through the study, it is observed
that pantaloon can be said an organization where
the Ps of marketing is taken seriously for the
maximum profitability through large range of
products, promotional activities for the company
and a solid sales organization monitoring that the
Ps are worked effectively. The store has been well
maintained in accordance with the latest demands
of the consumers and through all these strategies
Pantaloon ensures repeated customer patronage.
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REFERENCES
www.pantaloon.com
http://www.fibre2fashion.com/news/c
ompany-news/pantaloon-retail-india/
It Happened in India by Kishore
Biyani & Dipayan Baishya
Consumer Behavior Satish K Batra
& S H H Kazmi

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THANK YOU
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