BRAND MANAGEMENT PRESENTATION

PRESENTED BY: PRACHI AGRAWAL JENNIFER VIOLA REBBA ISHAN SHINGNE VIDUSHI SHARMA JAGADISH PRASAD YADAV

Company Profile Flagship company of Future group MD and CEO- Mr. Kishore Biyani It has over 1000 stores Across 71 cities in India Employees over 35,000 people Headquarter in Mumbai

History Incorporated on 12 october,1987 under the

name of Manz Wear Private Limited On 20 September 1991, it was converted

into a Public Limited Company under the name of Manz Wear Limited

On 25 September 1991, name changed to Pantaloon Fashions (India) Limited

In 1992 company launched pantaloon trousers,shirts,denims,sleep suits and other ready made garments

Cont… 1995 ,it launched “John Miller” shirts 1998, it launched “Shrishti” salwaar

kameez 1999, name changed to Pantaloon Retail

(India) Ltd.

Brands at pantaloonsPantaloons brands Non-Pantaloons brands

AJile BibaUMM RemanikaBare Denim SpyKarChalk LilliputRig Lee CooperTrishaa 109F

Strategies Increasing penetration by leveraging supply

chain, distribution and logistics network Procurement from low-cost production

centers outside India Increasing customer satisfaction and base of

loyal customers Continue to upgrade information technology

systems and processes Continue to train employees and seek

entrepreneurship from employees

Brand equity pyramid

Consumer Brandresonance

Consumer Judgments Consumer feelings

Brand Brand

Performance Imagery

Brand salience

Strong understanding of value retail,targetting middle class

Quality product at competitive prices

Not much rush , soothingmusic ,private labels keptin front

Reducing knowledge gap, delivery gap , measure service performance, branded items

Good service experience with store associates, variety , convenience

Customized product mix depending on regional customer behavior & preference

Brand Architecture

Pantaloons is the house of brands which is in to

apparels and accessories

Targets mass market

Keep a track on latest fashion

Premium Brands like Peter England, Spyker, Van

Huesen, Lee Cooper ,Levi’s are also sold by pantaloons

Acquired by Aditya birla group which already created

good brand image in consumers mind

Shadow Endorser..

Portfolio Roles

Linchpin Brands Ajile, F factor, Chalk, Akkriti etc

Silver bullet Annebelle

Youth

Male Female

Kids

Portfolio Structure

Portfolio Graphics

Logo Colour Meaning

Pink is a feminine colour

Colour that represent males

Black is the colour of sophistication and Red is for Men

Benefits One stop purchasing solution Covers maximum verity of well known brands of

apparels and accessories that covers most of the socio economic groups of the society

Gives platform to the customer where he can easily differentiate between products of different brands and choose best out of it.

COMPETITORS ANALYSIS

MARKET SHARE: 16 TRILLION

CAGR OF RETAIL: 12.5%

ORGANISED RETAIL: 5%

MAJOR COMPETITORS:

• WESTSIDE

• GLOBUS

• SHOPPERS STOP

• LIFESTYLE

REVENUE

WES

T SI

DE

GLOBU

S

SHOPP

ERS

STOP

LIFE

STY

LE

PANTA

LOONS

0

1000

2000

3000

4000

5000

6000

7000

912220

2165

3010

6019

Series 3

STORES

WES

T SI

DE

GLOBU

S

SHOPP

ERS

STOP

LIFE

STY

LE

PANTA

LOONS

0

200

400

600

800

1000

1200

74 35 61 75

1000

Column2

CITIES

WES

T SI

DE

GLOBO

US

SHOPP

ERS

STOP

LIFE

STY

LE

PANTA

LOONS

0102030405060708090

100

42

24 2719

95

Column2

CAGR

PAN-TALOONS

WESTSIDE SHOPPERS STOP

0

2

4

6

8

10

12

14

16

11%

9.2%

13.9%

Column2

SWOT ANALYSIS

Strength “ Pioneer in the industry, largest market share and capitalization

It is India’s largest retailer having 1000 stores across 72 cities in India.

“ Reputation for value for money, convenience and a wide range of products all

in one store

Balanced value and lifestyle portfolio

Logistics network and backward integration will improve margin

“ Presence in major cities”

It is always updated with changing consumer preferences- fresh fashion for

every one.

“ Highly Strategic human resource management and development. It invests

time and money in training people, and retaining them

“ Most trusted and respected brand by the consumers

Weakness

“ Pantaloons does not function internationally, which has an effect on success, as they do not reach consumers in overseas markets.

“Consumers from premium target group perceive it as low quality brand.

Opportunities

“ Huge untapped market .

Soon Pantaloons is planning to convert from a family store to luxury store

“ To take over, merge with, or form strategic alliances with other global

retailers, focusing on specific markets

Increase in footfalls by increasing ATL – TV commercial promotions

India is fast emerging as retail hub for top brands as government allowed FDI

in single brand and multi brand retail.

Organized retail is only 4.5 % of total Indian retail industry.

Threats  Being number one means that you are the target of competition.(Extra

competition and new competitors entering the market could unsteady

pantaloons retail India)

“ Consumer lifestyle changes could lead to less of a demand for pantaloons

retail India products/services

“ The actions of a competitor could be a major threat against pantaloons retail

India, for instance, if they bring in new technology or increase their workforce

to meet demand

“ Shopping Culture: Shopping culture has not developed in India as yet. Even

now malls are just a place to hang around with family and friends and largely

confined to window-shopping.

Strong competition from unorganized retail sector in India.

Online shopping is emerging trend in consumers due to convenience

Factors driving growth are Emergence of nuclear families Falling real estate prices Growing trend of double-income households Increase in disposable income and customer

aspiration Increase in expenditure for luxury items Large working population Low share of organized retailing Growing liberalization of the FDI policy in the

past decade

Points of parity Points of parity-are those elements that are considered

mandatory for a brand to be considered a legitimate competitor in its specific category.

It is what makes consumer consider your brand, along with your competitors.

•Store space•Lifts, stairs, escalator•Trial rooms•Proper lighting•Staff• schemes•Billing counters•Other software

Billing Section

• Every Floor has a separate billing section .

• Background music is vibrant and youthful

Escalators and lifts

Escalators within Pantaloons makes it easy for customers to go from floor to floor .

Advertisements In the parking

area On the mall

escalators

POINTS OF DIFFERENTIATI

ON(POD)

Sponsor events which are watched by the youth like the Pantaloons Femina Miss India whichthey relate to or is liked by the youth.

Pantaloons is the

first company to promote their products through movies like :

3 Idiots Kya kool hai hum na tum jaano na hum jail

• It has alsoincreased its advertisement expenditure budget from 20crores to Rs 40 crores during IPL season.

• They even collaborated with Jet airways . People with jet privilages can enjoy the green card facility in pantaloons

Social Work

“ Khushiyan pehnao “

Recommendations

•Promotions – Announcements- Very High

•Numerous Brands – Clutter – Display

•Music- Stimulant to purchase

•Kid zone Cafe

•In store ATM

•Stock keeping levels – often

•Rural Retailing

•Tie-up with banks like CITY BANK

Play zone for kids

In house stylist

Team up with a non-competing business in your area to offer a package promotion.

Books Section