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2. Evolution of Pantaloons.
3. About Future Group.
4. Growth of Pantaloons.
5. Format of Operation.
6. Retail Strategy.
7. Process & support function.
8. Future Growth plan of the company.
9. Sales Promotion.
10. Competitors of Pantaloons.
1|Page
INTRODUCTION
2|Page
Introduction of Retail Industry:-
3|Page
Lifestyle Retailing - Pantaloons, Central, Fashion
Station, aLL, MeLa.
Value Retailing - Big Bazaar, Food Bazaar.
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Growth of Organized Retail in India
The T
The consu The h
very ing Climbers e
rich class a
s
p
irants 1.2 2 5.2 (30)
(7) .
6
The 75.5 (432)
destitut 32.5 (
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Rich (Above Rs. 215,000) Consuming (Rs 45,000-215,000)
Climbers (Rs. 22,000-45,000) Aspirants (Rs. 16,000-
22,000)
Destitute (Less than Rs.16,000)
India has the lowest median age of 24, for its over 1,000
million strong population, among the other highly populous
countries (Source: KSA Technopak) Thus India has the
largest ‘young’ population in terms of sheer size and we
believe this young segment is the major driver of
consumption as they have the ability (disposable income)
and willingness (consumer confidence) to spend. Most of
such upwardly mobile consumers have little personal time
and they seek greater variety and availability of items under
a single roof and give highest preference to convenience,
which is the basic proposition of modern retailing formats.
The brand-conscious young population forms the largest
segment of demand for the majority of retailers.
Changing age demographics in India
(2)Media Proliferation
Another factor that accelerated the concept of organized
retail is media proliferation. The resultant exposure to
advertisements and brand promotions across product
categories has led to a growing consumer spending across
a wide range of product categories.
Food products
Hard goods ("hardline retailers") - appliances,
electronics, furniture, sporting goods, etc.
Soft goods - clothing, apparel, and other fabrics.
85
15 81
19 55
45 60
40 36
64 80 80 98 99
70
30 15-20
20
ABOUT PANTALOONS
Evolution of Pantaloons:-
Future group:-
Future Group, led by its founder and Group CEO, Mr. Kishore
Biyani, is one of India’s leading business houses with multiple
businesses spanning across the consumption space. While
retail forms the core business activity of Future Group, group
subsidiaries are present in consumer finance, capital,
insurance, leisure and entertainment, brand development,
retail real estate development, retail media and logistics.
Future Group will not wait for the Future to unfold itself but
create future scenarios in the consumer space and
facilitate consumption because consumption is development.
Thereby, we will effect socio-economic development for our
customers, employees, shareholders, associates and
partners.
Our customers will not just get what they need, but also get
them where, how and when they need.
Group Vision
Future Group shall deliver Everything, Everywhere, Every
time for Every Indian Consumer in the most profitable
manner.
Group Mission
We share the vision and belief that our customers and
stakeholders shall be served only by creating and executing
future scenarios in the consumption space leading to
economic development.
Core Values
Growth of
Pantaloons
Growth of pantaloons-
Our Culture-
Tata Group:
RPG Group:
Reliance:
AV Birla Group:
Board of Directors-
Mr. Kishore Biyani, Managing Director.
Dr. Darlie Koshy, a PhD from IIT Delhi and rank holder in
MBA headed NID (Ministry of Commerce, GOI) as
Director for 2 terms of office prior to which he was the
founding Chairperson of Fashion Management at the
National Institute of Fashion Technology (Ministry of
Textiles, GOI). He is currently the Director General &
CEO of ATDC Network of 58 Institutes / Center’s and two
premier campuses of Institute of Apparel Management
under the aegis of AEPC (Sponsored by Ministry of
Textiles, GOI). Dr. Koshy received the Delhi IIT Alumni
Award for contribution of National Development in
2008. Dr. Darlie Koshy was also conferred with the “Star
of Italian Solidarity” one of the highest civilian awards of
the Government of Italy. Dr. Koshy is the author of three
pioneering books including the much acclaimed “Indian
Design Edge”.
Major Milestones-
1987
1992
1994
1995
1997
2001
Three Big Bazaar stores launched within a span of 22
days in Kolkata, Bangalore and Hyderabad.
2002
2004
2005
2006
2007
2008
Format of operation-
Pantalo
ons
Retail
India
Ltd.
Entert
Value ainme
Lifestyle Retaili nt,
Retailing ng Leisur
e
Sports
Pantaloons-‘Fresh Fashions’
Started in 1997 through one 8,000 square feet store in
Kolkata, Pantaloons is the first organized departmental
store format targeting the Indian middle class and upper
class customers across age and gender. The focus is largely
on apparels and accessories and covers the entire family.
They offer a wide variety of product range including
trousers, shirts, casual wear, western and ethnic wear for
women, children’s clothes, accessories, jewellery. They also
provide a combination of private label and third Party
Label.
Private Labels-“Pantaloons” is life style retailing format.
The objective is to offer differentiated products not
available elsewhere. The focus is on Private Label products
and fashion at affordable prices. The antecedent of the
Company lie in garment and fabric manufacturing and
trading, this ability to understand the apparel business
has translated into active and strong Private Label
offering contributing to 77% of our total apparel revenues
in Pantaloons in FY 2005.
Fashion Station
A thematic store, Fashion Station is an attempt to offer
current fashion products to the mass market. The
organization believe with increasing media penetration and
a proliferation of television channels some of which cover
fashion extensively, the average Indian is being
steadily exposed to
bolder and more contemporary fashion. Fashion Station is
positioned to meet the fashion requirements of this growing
number of customers.
Pantaloons’ Strategy-
Merchandising
• The Category manager develop a merchandising
strategy for the category taking into consideration
customer profile, classification, resource structure,
vendors, fashion trends, items and price points. The
category manager visit stores regularly to check
assortments of merchandise displays, stock levels and
old season merchandise, consult with team leaders
and sales people on problems and suggestions.
Sourcing / Purchasing
• The category manager controls quantities to be
purchased as per the sales forecast. The purchasing
is done based on range plan made for the season and
re-orders been placed based on sales and stock levels.
The Category Manager reviews the actual sales versus
planned sales and source the material based on
feedback from storefront.
Logistics
• Category manager ensure that goods are dispatched
in right quantities and at right time to reach stores
with sufficient time in hand to promptly cater to
customer demands.
Promotions
• Category manager plans promotions / brand or
product building schemes. The category manager
identifies slow movers and also disposal plan for the
same.
(2)Visual Merchandising-
In modern retail, we believe that visual merchandising is
key to encourage a customer to purchase the products.
Visual merchandising involves store window, store
directories, in- posters, unit top poster / visual, placement of
products, highlighting products in the store. Pantaloons use
visual merchandising skills to present their merchandise at
its best, in order to appeal to the customer. This is a critical
in store activity with their visual merchandising team
deciding on the theme as well as the manner in which the
merchandise is proposed to be displayed across their stores
nation wide.
1. Information Technology
2. Human Resources
3. Retail Information System
4. Internal Controls
5. Measurement of Customer Satisfaction
1. Information Technology
A key element of the corporate functions is the Information
Technology strategy and set up. They are in the process of
revamping their systems to address the growing demands
of the customer and to have a seamless flow of activities.
Strategic Direction
The organization is in the midst of upgrading the IT set up
with a strategic relationship with SAP, business software
solutions provider. They intend to implement my SAP
Business Suite, SAP Advanced Planning Tool for
Merchandise and Assortment Planning and SAP Apparel and
Footwear Solutions.
Organization Structure
The organization is headed by our Managing Director. The
employees follow an inverse pyramid structure; as a result
decisions are taken closest to the point of customer action.
Sales executive are encouraged to think customer first.
They are empowered to run their respective departments
like ‘small business owners’.
Employee Insurance
Pantaloons’ provide all the employees with group life
insurance. They also provide medical insurance coverage
for employees who are not covered under ESIC (Employee
State Insurance Corporation) benefit which includes
hospitalization benefits.
Training
The organizations place special emphasis on the training of
the employees to enable them to develop their skills to
meet changing retail technology and to provide efficient
and effective customer services.
Retention Strategy
Pantaloons strive to foster a feeling of well-being in our
employees through care and respect; they have several
structured processes including employee mentoring and
grievance management programmes which are intended to
facilitate a friendly and cohesive organization culture. Off-
site activities are encouraged to improve inter-personal
relationship. They also acknowledge the efforts exerted by
our employees by organization an annual celebration called
‘Pantaloons Day’ where we recognize employees who have
shown exceptional talent, sincerity and dedication. They
have implemented an employee suggestion programme
called ‘Prerna’ wherein the employee can give their
suggestions. Every quarter the best suggestions received
per zone per format is awarded prize called “Golden Cap”.
Sales Promotion
Sales promotion is different promotion, Sales promotion
refers to those marketing activities other than personal
selling, advertisement and publicity, which stimulate
consumer purchasing and dealer effectiveness, such as
displays, shows and expositions, demonstrations and various
non-recurrent selling efforts not in the ordinary routine. Its
purpose is to increase the desire of salesman, distributors
and dealers to sell a certain brand and to make consumers
more eager to buy that brand. This includes sales activities
which supplement both personal selling and advertising.
Effects of Promotion
Free Samples.
Premium or Bonus Offer.
Exchange Schemes
Price-off offer
Coupons
Fairs and Exhibitions
Trading Stamps
Scratch and win offer
Money Back Offer.
Globus
Launched in January 1998, Globus is part of the Rajan
Raheja group. The company opened its first store at
Indore in 1999, followed by the launch of its second store
in Chennai (T-Nagar). Soon to follow was another store in
Chennai located in Adyar. The flagship store in Mumbai
opened on 1st November 2001 followed by a swanky new
outlet in New Delhi in South Extension Part-2.
Comparison with
Pantaloons
Store profile and information on Sales Promotion
Activities
Sales Promotions
Joint No No No No No
Promotio
n
www.pantaloonretail.in
http://en.wikipedia.org/wiki/Pantaloon
www.pantaloon.com
www.future-group.com
www.riedelresearch.com/.../34_Pantaloon%20Retail%20India
%20Ltd%2004Sep2008
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Questionnaire-
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