RETAIL MIX OF

PANTALOONS
Overview of Pantaloons

– Pantaloons is one of the leading retailer stores in the lifestyle segment of the
consumer market in India.
– The brand serves its customers in 85 cities and 60 rural locations across the
country
– Flagship company of Future Group
– Other formats include Brand Factory, Ethnicity, Planet Sports, aLL and more.
Company Profile

– Pantaloons is a part of the Future Group, and operates multiple retail formats in
both the value and lifestyle segment of the Indian consumer market.
– Headquartered in Mumbai, the company has over 1,000 stores across 78 cities
in India .
– The first Pantaloons was opened in Gariahat in 1997.
– Pantaloons stores have a wide variety of categories like casual wear, ethnic
wear, formalwear, party wear and sportswear for Men, Women and Kids.
– Pantaloons today retails over 200 licensed and international brands,
including 24 exclusive in-house brands.
VISION AND MISSION

VISION:
– Pantaloons shall deliver Everything, Everywhere, Every time for every Indian Consumer in the most
profitable manner.
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.
– We will be the trendsetters in evolving delivery formats, creating retail realty, making consumption
affordable for all customer segments- for classes and masses.
– We shall infuse Indian brands with confidence and renewed ambition.
– We shall be efficient, cost-conscious and committed to quality in whatever we do.
– We shall ensure that our positive attitude, sincerity, humility and united determination shall be the
driving force to make us successful.
Product

– Pantaloons is one of the leading fashion retail brands in India. Pantaloons offers Apparel
brands for Men, Women and Kids. Along with Apparel it also features accessories.
– The shops are designed in an aesthetically appealing way with excellent customer
support.
– The tagline of Pantaloons is “In love with Fashion”. Pantaloons offer products from
traditional outfits to high end western outfits as part of its marketing mix strategy.
– The target group is the middle and upper middle class residing in Tier I, II and III cities of
the country. The have dedicated outlets and also presence in shopping malls.
– They launch new products every festive season. Pantaloons have a dedicated website
online that features collections based seasons like “summer” collection, “Winter”
collection etc. They have also featured an online catalogue which is updated regularly
that is in vogue with the latest fashion available.
 Product line

APPARELS :-

For Men’s: For Women’s For Kid’s

– Casual Wear Casual Wear Boy’s Wear
– Ethnic Wear Active Wear Girl’s Wear
– Active Wear Ethnic Wear
– Evening Wear Evening Wear
Formal Wear
 FOR MEN’S
 Casual wear  Ethnic Wear  Active wear

• shirts • Kurta • Track Pants

• T-shirts • Pathani • Jogger Pants
• Sweaters • Payjamas
• Jackets • waistcoat
• Sweatshirts
• Trousers & chinos
• Jeans
• shorts
 FOR WOMEN’S
 Casual Wear  Ethnic Wear  Active wear

• Tees and Tops • Kurta and Kurtis • Track pants

• Shirts and blouses • Fusion tops • Capris
• Dresses • Tunics • Tops
• Sweaters & Cardigans • Ethnic sets • T-shirts
• Jumpsuits • Fusion bottoms • Sports bra
• Shrugs
• Suits & Blazers
• Jackets & Overcoats
• Sweatshirts
• Trousers & Leggings
• Jeans and Jeggings
• Shorts and Capris
 FOR KID’S
 Girls  Boys

• Frocks • Shirts & Tees

• Top, Tees & Blouses • Active wears
• Bottoms & leggings • Shorts & Bermudas
• Skirts • Sweatshirts
• Shorts & capris • Suits & sets
• Suits & sets • Bottoms
• Sweatshirts
• Active wear
 Brands

MEN KIDS WOMEN

 AL TO MODA • AJILIE
• AJILE
• AKKRITI
 BARE DENIM • AKKRITI • ALTO MODA
 BARE LEISURE • BARE KIDS • ANNABELLE
• BARE DENIM
 BYFORD • CHALK
• BIBA
 INDUS ROUTE • CHIRPIE PIE • DREAMZ
• • FOREVER GLAM
 RICHARD PARKER INDUS ROUTE
• HONEY
 RIG • POPPERS • JAMINI
 SF JEANS • PANTALOONS JUNIOR • RANGMANCH
GIRLS • RIG
 SPIRITUS • SF JEANS
• PANTALOONS JUNIOR BOYS
 URBAN RANGER • TRISHAA
• PANTALOONS BABY
Product line

NON-APPAREL PRODUCTS:-
Cosmetics
Fashion Jewelry
Diamond Jewelry
Perfume
Watches
Handbags
Sunglasses
WOMEN’S SEGMENT

– The women’s section houses exclusive brands that offer

different collections for a wide range of occasion:
– Ethnic wear exclusive brands include the mix-n-match
range by Rang manch.
– Fusion wear by Akkriti.
– Occasion wear by Trishaa.
– Western wear exclusive brands include Ajile for the fitness
conscious.
– Trendy casual wear by Honey.
– Smart formals and evening wear by Annabelle.
MEN’S SEGMENT

– The men’s section houses a plethora of options that includes our range of exclusive
brand as well as India’s favourite brands.
– Western wear by exclusive brands include Edgy.
– Casuals by SF jeans.
– Preppy British sports inspired collection by Byford.
– Sports luxury by Ajile.
– Party Wear by F Factor.
– Formal wear section offers a range of crisp and well tailored collection by popular
international brands like Van Heusen, Allen Solly, Peter England and Louis Philippe,
 KID’S SEGMENT

– The kid’s section has something to offer for all age group starting from 1 month old toddlers to
12 years old tweens.
– The portfolio of brands includes infant wear by Chirpie Pie, ethnic wear by Akkriti, casual wear
by Chalk and Poppers.
NON-APPAREL PRODUCTS
SEGMENT
– Cosmetics:- Lakme, Loreal, Nautica, Revlon Etc.
– Diamond Jewelry:- Manorama, Creation, Nakshatra, Sangini, Cygnus Etc.
– Fashion Jewelry:- 109F, Akkriti, Barbie, Biba, Disney, Gini N Jony, Kuber, Umm Etc.
– Fragrances:- Adidas, Ajmal, Benetton, Boss, Burberry’s, Calvin Klein, Christian Dior, Ck, D &G,
Diesel, Dupont, Emporio, Armani Etc.
– Handbags:- 109F, Adidas, Ajile, Akkriti, Allen Solly, Annabelle, Baggit, Converse, Fastrack,
Guess Etc.
– Footwear:- Action, Adidas, Allen Solly , Buffalo, Canvax, Cat, Clarks, Converse, Hush Puppies
Etc.
– Sunglasses:- Allen Solly, Calvin Klein, Casio, Converse, Creative, Dior, Fastrack, Hugo Boss, Lens
Eye Etc.
Price

– Pantaloons offers value for money strategy to all its

customers. Pantaloons offer discounts during festive
season. They also have end of year clear off sales. All the
goods are procured from private small-scale producers
and are bundled and sold under private labels.
– Pantaloons follows relationship marketing where
premium is charged for the in-store service offered by
the shop. Relationship marketing has helped bring
customer service, quality and improving visibility into
closer alignment.
PRICING STARTEGIES OF
PANTALOONS
– Pantaloons is well known as in the market for its good value pricing as it provides its
merchandise to a large target customer base at affordable prices, thus falls in the
category of low margin and high turnover.
– Pricing strategies followed by Pantaloons are as follows:-
 Private Label Brand Pricing
 Good Value Pricing
 One Price Policy
 Psychological Pricing
 Markdown Pricing
 Product Bundled Pricing
 PRICING ACCORDING TO BRANDS:-

– BRAND’S NAME RANGE – BRAND’S NAME RANGE

 Ajile 300-1900+  Honey 300-1400+
 Akkriti 500-2000+  Poppers 300-1000+
 Alto Moda 400-1600+  Rangmanch 500-2200+
 Annabelle 500-1600+  SF Jeans 300-2700+
 Byford 400-3000+  Spiritus 400-1200+
 Chalk 300-800+  Trisha 700-2400+
 Chirpie Pie 300-600+  Urban Ranger 400-1200+
 Indus Route 400-1200+
Place

– Pantaloons offers sales through omni channel. They have an online presence
where items can be ordered from their home website. The website of
Pantaloons is designed in accordance with keeping e-commerce strategies in
place. The items are differentiated under headings suitably. Pantaloons
currently has 130 fashion stores in 40 cities and towns in India. Pantaloons has a
retail space of 1.7 million square feet, which is among the largest in India.
 Stores in Patna

Vasundhara Metro Mall Plot No.165(P) & 166(P, EXHIBITION ROAD 28 CHANAKYA CINEMA, PLOT NO. 789,
Boring Canal Rd, Buddha Colony, Patna, Bihar 800001 Exhibition Rd, Patna, Bihar 800001
 Promotion

– Pantaloons uses a diverse range of promotional activities to market its brands.

– Pantaloons uses media like TV, print, online etc. and partnerships with Big flix & Big FM 92.7.
– Pantaloons also offers its flagship Green card membership. It is available in 4 different
offerings with one, three, five and seven-star.
– Discounts are offered based on the type of card the user has purchased. This has helped in
providing loyalty points which can be redeemed at every next purchase. Loyalty programs are
one the best ways of promoting, especially in the retail apparel segment. Loyal customers of
Pantaloons are always cheap to serve, they are willing to pay more for a service and they act
as brand ambassadors for the product, by word of mouth marketing
– Sponsorships in various events and fests.
People

– Pantaloons values customer service and in-store service. Pantaloons have

excellent customer engagement skills. The higher management consists of
people sourced from reputed institutes and with years of excellent experience.
Also, the sales people at Pantaloons stores are very well trained and equipped
to handle queries of customers.
Physical Evidence

– Pantaloons’ stores are the biggest physical evidence of the brand. The
uniqueness of stores, store planning, color & design etc are all unique across
stores. The physical evidence also includes its loyalty cards, carry bags etc.
Pantaloons is a winner of the prestigious North-East consumer awards. It is also
one of the most preferred Fashion Retail destination of the year. Pantaloons
also received the “Emerging market Retailer of the year” award. It has also
received HR excellence awards for some of its best industry people
management standards. It has also received awards for some of the best loyalty
program awards. Hence this concludes the Pantaloons marketing mix.
SWOT analysis of Pantaloons

– Strengths in the SWOT analysis of Pantaloons:-

– Pantaloons is one of India’s largest retailer having 100+ store across 40 cities in India.
– Pantaloons is one of the largest retailer by market capitalization and revenue in India.
– It offers a wide variety of cloths for men, women and children.
– Strong online presence of the brand helps to tap the internet market.
– It manages high number of purchase orders.
– Highly Strategic human resource management and development. It invests time and money in training
people, and retaining them.
– Being financially strong helps pantaloons retail India deal with any problems, ride any dip in profits and out
perform their rivals.
– Development and Innovation are high at Pantaloons India with regards to it products and consumer
preferences and lifestyle changes which keep its ahead of it competitors.
– Advertising, branding and discounts have enabled the brand capture the youth.
Weaknesses:-

– Weaknesses in the SWOT analysis of Pantaloons:-

– It serves mass consumer base but still skilled labour force is not adequate.
– Pantaloons does not function internationally, which has an effect on success, as they do not
reach consumers in overseas markets.
– Since Pantaloons retail India ltd sells products across many sectors , it may not have the
flexibility of some of its more focused competitors.
– Intense competition from retail stores and online shopping brands means limited market
share growth for Pantaloons.
– Each business line faces competition from specialty companies. Shoppers Stop, Westside,
Reliance Trends, Lifestyle are major competitors of Pantaloons.
– Too many options for customers hence high brand switching and low brand loyalty.
OPPORTUNITIES:-

– Opportunities in the SWOT analysis of Pantaloons:-

– Pantaloons can increase the footfalls by increasing ATL – TV commercial promotions.
– New products and new segments.
– Huge untapped market.
– Selling through different channels.
– Rural retailing.
– 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 small percentage of total Indian retail industry.
– Tie-ups with fashion institutes and even online brands can help increase sales for pantaloons.
THREATS:-

– Threats in the SWOT analysis of Pantaloons:-

– Strong competition from unorganized retail sector in India affects business of
Pantaloons.
– Government policies are not well defined in emerging markets.
– Online shopping is emerging trend in consumers due to convenience which is taking
away market share of retailers like Pantaloons.
– A slow economy or financial slowdown could have a major impact on Pantaloons
Retail India business and profit.
– Price wars between competitors, price cuts and so on could damage profits for
Pantaloons retail India.