Presentation on

merchandizing and customer

retentionSubmitted
at Pantaloons
by: Amruta Bhatt-07
 Objective

• “To study the various facets of the

retail business sector and to bridge
the theoretical knowledge of
marketing with practical
application”

 Internship Details
• Pantaloon Retail (India) Limited-
Rajkot(Retail industry)
16th April 2009 — 16th June 2009 (2 months)


My area of training :


qTo Help in Organizing events and

fests.
qTo generate ideas for Add-on
Attractions.
qTo Tie-up with various institutes and
organizations.
 Internship Details cont..
• To study the routine workings of store,
like Green card workings and other on
floor activities like:
qAspects of Merchandising
qWeekly Analysis of Sales in terms of
Targets, Green Card contributions, Bill
size and section targets.
qIn store Announcements and marketing
of events.
qWeekly meets and green card Target
checks.
 Retail industry in India

• Indian retail industry is one of the

largest industries in India, with an
employment rate of around 8% and
contributing around 10% to the
country's GDP. Retail industry in
India is expected to rise 25% yearly
being driven by strong income
growth, changing lifestyles, and
favorable demographic patterns.

 Introduction to Pantaloons
• 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
(Bombay), the company operates
over 12 million square feet of retail
space, has over 1000 stores across
71 cities in India and employs over
30,000 people
 Brands at Pantaloons
Non-Pantaloons


Pantaloons brands
 Brands
• Agile • Biba
• UMM • 109 F
• Bare Denim • Remanika
• Bare 7to14 • Spykar
• Chalk • Lilliput
• Rig
• Lee Cooper
• Mix n match
• Indus league
• All
• Honey
 Merchandising….

• “Activity of promoting the sale of goods,

especially by their presentation in retail
outlets.”
• Visual merchandising is the art of
implementing effective design ideas to
increase store traffic and sales.

 Objectives of merchandising

• A desire to attract customers to a

place of business in order to sell
the merchandise.
• It is offered to the customer through
interior and exterior presentation.
• It helps create positive customer
image.
• It helps to increase sales.
• It encourages impulse buying.

 STORE EXTERIORS

• Types of exterior presentations

qExterior signs
qMarquees
qBanners
qWalk ways and entries.
 Store interiors

Element of store interiors



• Atmosphere
• Lights
• Music
• Color
• Fragrance
• Furniture and fixtures

 Layout Planning


• Flooring


• Ceilings



 Some other observations
ON PANTALOONS
• Pantaloons visual merchandising is
creative, innovative and outstanding
which can be seen from its own in-
house private brands such as John
Miller.
• All the merchandise is placed at both
360 degree and 180 degrees.
• The new launched products are showed
by prominent color back ground.
• Window display is highly interactive for
impulsive buyer.

 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 & Logistics function.
•
 Customer Retention
• To survive in the tough competition
all retail outlets use different
strategies to attract customers and
to retain them
qEvents
qFests
qLoyalty programs
q
 Events

• Toys for Joys

• Mother’s Day
• Awesome Threesome

 Toys for Joys

• Donate old or new toys at Pantaloons.

• Get discount coupon worth Rs.50.
Ø Toys for joys-Marketing plan
• Give out leaflets at different hobby
centers and other places where Kids
assemble.
• In store announcements.
• Put out banners at those places.
• Organized a drawing competition.
• Media publicity through Big FM
• Ice breaking sessions with kids through
games.
 Mother's Day Celebration

The IDEA!!


• To make their day special by

surprising them at Pantaloons.
• Kids were asked to bring their mums
at Pantaloons. They were welcome
by a rose, their favorite song,
message from their kids, games,
cake cutting…FUN!!
•
 The Event Flow
• Well-come to the Mothers by a Rose
& her favorite song
• A heart whelming Message from their
Kids
• Dumb Charades – How much do they
understand each other??
• Treasure Hunt – Pantaloon brand
knowledge
• The winners walked away with a Free
Spa Treatment voucher from Lady
Touch Beauty salon.
 Rajkot Store Celebrates its
3rd Anniversary—Awesome
Threesome
• To associate the 3rd Anniversary of
pantaloons Rajkot with an event,
we presented an awesome
threesome contest
• A personality & style contest.
• Where in people were asked to
participate in groups of threes.

 Coverage

• The same was taken live on BIG

92.74 FM – our radio partner
• It was also covered by
rajkotcityguide.com – our web
partner.

 Fests

• Pantaloons celebrate various types of

fests in order to boost sales and
retain customers. The two fests
that took place in May and June
are:
qDenim Reunion
qFormal Fest

 My Responsibilities and
participation in the event
• Brain storming for Ideas
• To Get Tie-ups
• To market the Fest to the customers
shopping
• To follow-up
 Denim Reunion
In store theme activities


• Click your pick – Get your photo

super imposed on faces of music
icons!
• Confession box – Own up to your
naughtiest deeds on camera. Most
interesting confessions will be
screened in store
• Denim Quiz – Participate in an
exciting video quiz on denims
 Denim reunion cont..
In store Value ad


• Tattoo – Tattoo artist in store to

design tattoos
• Do-your-denim counter – style up
your denim and accessorize it like
old times at the counter

  
Formal Fest

Store Add-ons


• Get a new hair-do by an expert for

free on purchase of formals.
• Get modeling Photographs clicked for
free on purchase of formals.

 Loyalty Program
Benefits 7 star 5 star 3 star 1 star

Discounts on all 10% 7.5% 5% Gift Voucher worth Rs.

subsequent Purchases 200/- on new
enrolment
Upgrade Enrolment Upgrade Kit Upgrade Kit Upgrade Kit Welcome Kit

Add-on Card to Family 2 2 1 1

Members

End of Season Sale Yes Yes Yes Yes

Preview

Green Channel Yes Yes Yes Yes

Green Drop Yes - around the year Yes - around the year No No
except End of Season
Sale
Green Exchange 90 days 60 days 60 days 60 days

Green Service Desk Yes Yes Yes Yes

Green offers & Yes Yes Yes Yes

Promotions
 Conclusions
• Shopping in India has witnessed a
revolution with the changes in the
consumer buying behavior and the
whole format of shopping altered. It
is expected that by 2010, India
may have 600 new shopping
centers.
• Pantaloons Tops the Pyramid of
Indian Retail with its Brilliant
Consumer centered approach and
 Conclusions
• Other then marketing, operations
management, supply chain
management and Human resource
department at pantaloons are also
very well managed and play an
important role in its growth and
success
• To compete in this sector one needs to
have up-to-date market information
for planning and decision-making. The
second most important requirement is
to manage costs widely in order to
 Conclusions
• Modern retail faces political obstacles
in India because of fears that
millions of small shopkeepers could
lose their jobs in the fragmented
but fast-growing industry that is
forecasted to double in size by
2015 from an estimated $350bn.

 Bibliography
• www.managementparadise.com
• www.uwidonews.com
• www.pantaloon.com
• www.business-standard.com
• www.baldurdash.org
• www.corpoalert.com

Thank You.