SYNOPSIS

ON

  STUDY OF PROMOTIONAL STRATEGIES OF

PANTALOONS
 

Submitted for Partial fulfillment of award of

Post Graduate Diploma in Management (PGDM)
In
Retail management

I.T.S. – Management & I.T .S

Mohan Nagar

SUMITED BY UNDER GUIDENCE OF

TRISHLA KUMARI Prof. MUKESH PORWAL
PGDM-RM
SEM-III
CONTENT:
     Introduction
     Research Problem
     Objectives of the research
     Literature Review
     Research Methodology
     References
INTRODUCTION

Pantaloon Retail (India) Limited is India's leading retailer that operates multiple
retail formats in both the value and lifestyle segment. Pantaloon has ushered a
retail revolution in India and its founder Kishore Biyani is known as India's "King
of Retail". Pantaloon's headquarter is in Mumbai. The company currently operates
over 5 million square feet of retail space and has plans to increase it to 30 million
sq. ft by 2011. Pantaloon has plans to open over 3000 new stores by 2010. 

Pantaloon's origin can be traced to 1987 when the company was incorporated as
Man Wear Private Limited. The company launched Pantaloons trouser, India's first
formal trouser brand. In 1992, Pantaloon launched its IPO. In 1994, The Pantaloon
Shoppe - exclusive menswear store in franchisee format was launched across the
country. Pantaloon started distribution of distribution of branded garments through
multi-brand retail outlets across the nation. In 2001, Big Bazaar, India's first
hypermarket chain was launched. In 2002, Food Bazaar, the supermarket chain
was launched. In 2006, Future Capital Holdings, the company's financial arm
launched real estate funds, "Kshitij" and "Horizon" and private equity fund
"Indivision". The company is also planning forays into insurance and consumer
credit. 
Pantaloon Retail (India) Limited is India's leading retailer that operates multiple
retail formats in both the value and lifestyle segment. Pantaloon has ushered a
retail revolution in India and its founder Kishore Biyani is known as India's "King
of Retail". Pantaloon's headquarter is in Mumbai. The company currently operates
over 5 million square feet of retail space and has plans to increase it to 30 million
sq. ft by 2011. Pantaloon has plans to open over 3000 new stores by 2010. 

Pantaloon's origin can be traced to 1987 when the company was incorporated as
Manz Wear Private Limited. The company launched Pantaloons trouser, India's
first formal trouser brand. In 1992, Pantaloon launched its IPO. In 1994, The
Pantaloon Shoppe - exclusive menswear store in franchisee format was launched
across the country. Pantaloon started distribution of distribution of branded
garments through multi-brand retail outlets across the nation. In 2001, Big Bazaar,
India's first hypermarket chain was launched. In 2002, Food Bazaar, the
supermarket chain was launched. In 2006, Future Capital Holdings, the company's
financial arm launched real estate funds, "Kshitij" and "Horizon" and private
equity fund "Indivision". The company is also planning forays into insurance.
Pantaloon Retail is the flagship company of Future Group. The lines of
business of Future Group are:

E-commerce: Pantaloon's website Futurebazaar.com has revolutionized the e-

commerce business in India. It offers a wide range of products at affordable prices.
It has been named as Best Indian Website 2007 in the Shopping category by PC
World.

Food: In food business, the group offers a host of options. Food Bazaar - a chain
of large supermarkets; Brew Bar - a beer bar; café Bollywood - a national chain of
eateries; Chamosa - a pan-Indian chain of snack counters, and Sports Bar - a bistro
focused on the world of sports. 

Fashion: The group offers a variety of options in fashion. Its brands include aLL,
Blue Sky, Central, Etam, Fashion Station, Gini & Jony, Navaras, Pantaloons, and
Top 10.

Home & Electronics: Options include: Collection i - a lifestyle furniture store;

Electronics Bazaar - offers branded electronic goods and appliances; e-zone -
trendiest electronics items; Furniture Bazaar - entire range of Home Furniture;
Home Town - one stop destination for all the home needs.

Leisure & Entertainment: Options are: Bowling Co. - state-of-the-art premium

family entertainment centre, offering multiple, novel and unique leisure and
entertainment options; F 123 - offers a wide range of gaming options ranging from
bowling and pool to redemption and interactive video games to bumper cars.

Wellness & Beauty: Options are: Health Village - a state-of-the art spa and yoga
centre; Star & Sitara: Beauty salon for men and women; Tulsi - provides access to
the best allopathic, ayurvedic and homeopathic medicinal products; Turmeric -
offers beauty products like colour cosmetics, fragrances, herbal and specialty skin
items, hair products and bath accessories.

Books & Music: Future Group's brand - "Depot" offers Books, CDs, and
stationery items. 
TOPIC:

Study of promotional strategies of Pantaloons

OBJECTIVE:

(i) Analyze the impact of promotional activities in

Pantaloons.

(ii) To study customers attraction towards the brand

name “Pantaloon”.
LITERATURE REVIEW:

1) PROMOTIONAL STRATEGIES

A successful product or service means nothing unless the benefit of such a service
can be communicated clearly to the target market. An organizations promotional
strategy can consist of:

1) Advertising:  Is any non personal paid form of communication using any

form of mass media.

2) Public relations: Involves developing positive relationships with the

organization media public. The art of good public relations is not only to
obtain favorable publicity within the media, but it is also involves being able
to handle successfully negative attention.

3) Sales promotion: Commonly used to obtain an increase in sales short term.

Could involve using money off coupons or special offers.

4) Personal selling: Selling a product service one to one.

5) Direct Mail: Is the sending of publicity material to a named person within

an organization. Direct mail allows an organization to use their resources
more effectively by allowing them to send publicity material to a named
person within their target segment. By personalizing advertising, response
rates increase thus increasing the chance of improving sales.

SOURCE: By Kotler Phillip’s Principles of Marketing

 EDITION: 7TH

2) “Vishal Mega Mart promotional strategies” by Rahul Shukla

OBJECTIVE: To identify which type of promotional strategy adopted by Vishal

Mega Mart in stores.

RESULT:

 Vishal Mega Mart done great job in promotion strategies by awareness,

location, & product specification in his store.

 Target quality product in low price.

 Outlet location is good in point of view of selling of product.

SOURCE: www.google.com

3) Hindustan Unilever draws up fresh strategy for its Laundry

Business:

HUL says;

 Our strategy for growth is now focused on product innovation, new

consumers, retail trends, aggressive marketing and promotions.
 HUL’s recent moves are promotional campaigns and advertising.

SOURCE: Mint

DATE: 23rd Sep 2010

 4) Pantaloon’s Promotional Strategies:

 Pantaloon sponsors Pantaloons Femina Miss India East 2010, on Feb 19th
2010.

SOURCE: Economics Of Times

DATE: 20th sep 2010

 The group Pantaloon Retail India has decided that the price of products sold
through the Pantaloons chain will be reduced to the level of 2007. It expects
such a strategy will provide a compelling entry-level price point to
consumer’s vis-à-vis competing retail chains. Also, on the cards are plans to
expand the Pantaloons private-label portfolio.

SOURCE: Economics Of Times

DATE: 30TH JULY 2009

5) Promotional Strategies Adopted By Pantaloon

Different promotional strategies for example eye catching, sales promotion

through sponsorship, UTC- scheme (offer prices), advertisement.

SWOT-Analysis

 STRENTH
 Good image
 Effective sales promotion schemes and commission to salesman on
achieving target.

 WEAKNESS
 Fewer advertisement channels
  OPPURTUNITY
 Internet advertisement

 THREAT
 Different effective promotional schemes of competitors

SOURCE: Business News (imagine)

RESEARCH METHODOLOGY
To define the methodology of the study it is very important to understand the
whole process of Market Research. In doing so, we will start from the definition of
the market research.

Market Research is the systematic and objective identification, collection,

analysis, dissemination, and the information for the purpose of improving decision
making related to the identification and solution of the problems and opportunities
in Marketing. Market Research can be broadly classified into two parts –Basic
research and Applied Research. Basic Research is intended to expand the body of
knowledge on to provide knowledge for the benefits of others. Applied Research is
carried out for solving of a particular problem or guiding of a specific decision and
usually its results are private.

RESEARCH DESIGN FORMULATION

A research design is a framework or blue print for conducting the marketing
research project. It details the procedures necessary for obtaining the required
information, and its purpose is to design a study that will test the hypothesis of
interest, determine possible answers to the research questions, and provide
information needed for decision making.

In my study, keeping in mind the research objective of evaluation of the

performance of the service offered by the company to the company to the
consumers, and to forecast whether the contract will be sustainable in the long run;
I divided my study into two parts- Primary Data Analysis and Secondary Data
Analysis.

DATA COLLECTION
Data collection methods are to be specified as because data is the most important
factor in market research. The relevant and the specific data which will be utilized
at the stage of analysis of data I have used two types of data sources. The data from
these two sources will be brought together to analyze and synthesize conclusion
from them.

Sample area: East Delhi, Ghaziabad, Noida

Sample size: 250.

DATA SOURCES:

(1) PRIMARY DATA SOURCES:

Primary data are originated by a researcher for the specific purpose of

addressing the problem. The Primary Data Source is basically the
 business registered customers and personal registered customers survey
with the help of the research instrument (questionnaire).

(2) SECONDARY DATA SOURCES:

Secondary Data are data that have already been collected for
purposes other than the problem at hand. Analysis of the available
secondary data is an essential step of problems definition. The data
in this project was made available from the following sources:

(i) Data available from the information department of Safe

Group.

(ii) Data available from the design department of Safe Group.

REFERENCES:
BOOKS:

(i) Brassington Frances and Pettitt Stephen, “ Principles of Marketing”.

EDITION:6TH
(ii) Kotler Phillip’s, “ Principles of Marketing”
EDITION: 7TH
(iii) Berry Berman- Retail Management
EDITION:5TH

(iv) Lavy Weitz- Retailing management

EDITION:3RD

MAGZINE:

(i) Business News

NEWS PAPERS:

(i) Economics Of Times

(ii) Mint

WEBSITE:

(i) www.gmarketing.com
(ii) www.google.com