Pantaloons 2016
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Pantaloons is a leading Indian retail brand owned by Aditya Birla Group. It has over 168 stores across India selling apparel, footwear, accessories and other products. Pantaloons targets the growing middle income segment in India. It uses segmentation strategies like demography, income, lifestyle to target different customer groups. The company aims to increase its market share through variety of products, affordable prices and proper promotion.
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Pantaloons 2016
- 1. 1 GROUP-11 PGFA-1642 DEEPTI SHARMA PGFA-1646 DIVYANSHI DAYALANI PGFA-1651 RISHABH KUMAR PGFA-1654 UTKARSH SINGH
- 2. RETAIL INDUSTRY Process of selling goods & services to Consumers. Organized (24%) and Unorganized (76%)retail. Accounts for 10 percent in GDP. Contributes 8 percent of total Employment. Growing at the rate of 16.7 percent. India ranks 5th largest retail destination globally. 2
- 3. 3THE GREAT INDIA PLACE, NOIDA
- 4. 4 •Retail (service) industry. •Owned by ADITYA BIRLA group. •Founded in 1987, covers urban & semi – urban India. •Headquarters in Mumbai, Maharashtra, India. •Initially known as ‘Manz Wear private limited’ . •Deals in lifestyle segment. •Number of stores , 168 and still growing. •Managing Director: Pranab Barua •Chief Executive Officer : Shital Mehta.
- 5. 5 VISION: We shall deliver Everything, Everywhere, Every time for Every Indian Consumer in the most Profitable Manner. MISION: Infuse Indian Brands with Confidence and Ambition . Be Efficient, Cost Conscious and committed to Quality. In love with life In love with fashion
- 6. 6 FEATURES: •One Stop Shop for Customers. •More than 200 In-house & Out-house brands. •Quality Apparel. •Value for Money. •Innovative tactics to approach Customers. MARKET SIZE: •Market leader in the Retail Industry. •Captures 43% of the Retail Industry. •Organized retail sector growing at rate of 5% . •Growing Middle Class Group.
- 7. 7 SHOPPERS STOP 18% LIFESTYLE 16% PANTALOON S 43% GLOBUS 8% MAX 9% OTHERS 6% MARKET SHARE PY revenue : 1851 cr. Turnover : 5.5 cr Target : 5% hike in revenue
- 8. 8 PESTEL ANALYSIS POLITICAL FACTORS: •Implementation of GST. •Liberalized FDI policies. ECONOMICAL FACTORS: •Growth of service sector in GDP. •Infrastructural growth i.e. ‘MAKE IN INDIA’. SOCIO-CULTURAL FACTORS: •Growing middle class group. •Shift in taste & preferences of consumers
- 9. 9 TECHNOLOGICAL FACTORS: •Growth in e – retailing. •Extensive usage of Marketing analytics. LEGAL FACTORS: •Taxation policy of India. •Excise duty of 12.5% imposed on apparels. ENVIRONMENTAL FACTORS: •Usage of eco-friendly shopping bags. •Promotion through social media, rather using paper.
- 10. 10 STRENGTHS •Well-established brand. •Highly qualified staff(6000+employees) •Economic Pricing. •Product range. WEAKNESS •Wide span of control. •More complexity. •Applications of IT. •Employee retention. OPPORTUNITIES •Merge with Global Brands. •Growth in middle class group. •Increase in disposable Income. THREATS •Being pioneer, extensive competition. •New entrants. •International exposure of competitors. SWOT ANALYSIS
- 11. 11 COMPETITORS
- 12. 12 SEGMENTATION
- 13. 13 GEOGRAPHICAL SEGMENTATION Pantaloons has 168 stores in overall India and they have 16 stores in Delhi and Delhi NCR region.
- 17. 17 TARGETING
- 18. 18 Income (Occupation): •Professional: Formal wear Lower (Sales staff) T-shirts and jeans Middle (Students) College formals Upper (Manager) Corporate suit •Income (Women : Professional and non-working) Upper: Professional Lower: Homemakers •Income (Behavioral) Price conscious people are purchasing as per their purchasing power.
- 19. 19 POSITIONING
- 20. 20
- 23. 23 IN HOUSE BRANDS Ajile, candie’s , poppers, alto moda, bare kids, chalk, poppers, chirpi pie, indus route. OUT HOUSE BRANDS Monte carlo, jealous 21, latin quarters, rayban, fastrack, caprese, lavie, baggit.
- 24. 24 •SEGMENTED PRICING •DISCOUNT RPICING •GEOGRAPHICAL PRICING •PSYCHOLOGICAL PRICING PRICING STRATEGIES
- 26. Communication strategy ATL (ABOVE THE LINE) BTL (BELOW THE LINE) Newspaper Radio Television Website Social networking Events, Pamphlets, Messages Mails
- 27. ATL (above the line) :
- 28. BTL (Below the line) :
- 30. 30 AREAS OF CONTROL Cash control. Inventory control. Employee retention. New customers retention. Advertisement Budgets.
- 31. 31 The company aims to achieve more market share in the Indian market. This can be accomplished by bringing variety in their existing products available at an affordable prices. The Pantaloons targets the increasing middle income group. Gradually, More of the consumers have shown a drastic shift in their tastes and preferences. •Proper promotion should be done so that more people knows about the sales season’s onset. •To create more awareness, advertising campaign in the form of fashion show can be organized. •During sales, the brand offers discounts at variety of products. Certain offers like gift with pay can be used to retain and attract customers.
- 32. 32 •Better services in terms of logistics for customer. •There should be more billing counters as during weekends there is more rush so as to handle customers in a better way. •Value added services can be improvised so that customer avail those services and produce positive feedback towards the brand.
- 33. 33
- 34. 34 THANK YOU!