A PROJECT REPORT

ON
A STUDY ON MARKET SHARE OF
PANTALOONS IN INDIA
Submitted in partial fulfillment of requirement for the degree of

MBA-IST SEM.

IN

UNDER THE SUPERVISION OF SUBMITTED BY

AISHWARYA RANODIA

TO

DEPARTMENT OF MANAGEMENT STUDIES

SWAMI VIVEKANAND UNIVERSITY, SAGAR (M.P.)

1
 2017

PREFACE
Preparing a project of this nature is an arduous task and I was
fortunate enough to get support from a large number o persons. I
wish to express my deep sense of gratitude to all those who

2
generously helped in successful completion of this report by sharing
their invaluable time and knowledge.

It is my proud and previledge to express my deep regards to

Respected HOD Dr. Neeraj Topkhane, Head of
DepartmentDepartment of Business Management , SWAMI
VIVEKANAND UNIVERSITY SAGAR for allowing me to undertake
this project.

I feel extremely exhilarated to have completed this project

under the able and inspiring guidance of

she rendered me all possible help me guidance while reviewing the

manuscript in finalising the report.

I also extend my deep regards to my teachers , family

members , friends and all those whose encouragement has infused
courage in me to complete to work successfully.

AISHWARYA RANODIA
MBA IST SEM

ACKNOWLEDGEMENT
Preparing a project of this nature is an arduous task and I was fortunate

enough to get support from a large number o persons. I wish to express my deep

3
sense of gratitude to all those who generously helped in successful completion of

this report by sharing their invaluable time and knowledge.

It is my proud and previledge to express my deep regards to Respected ,

Head of Department Dr.NEERAJ TOPKHANE, Department of Business

Management SWAMI VIVEKANAND UNIVERSITY SAGAR for allowing me

to undertake this project.

I feel extremely exhilarated to have completed this project under the able

and inspiring guidance of He rendered me all possible help

me guidance while reviewing the manuscript in finalising the report.

I also extend my deep regards to my teachers , family members , friends

and all those whose encouragement has infused courage in me to complete to

work successfully.

AISHWARYA RANODIA
MBA IST SEM

DELCLARATION BY THE CANDIDATE

Date :

4
 I declare that the project report titled " A STUDY ON MARKET SHARE OF PANTALOONS IN

INDIA" on Market Segmentation is nay own work conducted under the supervision of

..........................................................................Department of Business Management , SWAMI

VIVEKANAND UNIVERSITY SAGAR To the best of my knowledge the report does not
contain any work , which has been submitted for the award of any degree , anywhere.

AISHWARYA RANODIA
MBA IST SEM

CERTIFICATE

5
 The project report titled " A STUDY ON MARKET SHARE OF

pantaloons in india" been prepared by MISS AISHWARYA RANODIA MBA IST

SEM. Semester , under the guidance and supervision of for

the partial fulfillment of the Degree of MBA

Signature of the Signature of the Signature of the

Supervisor Head of the Department Examiner

CONTENTS
EXECUTIVE SUMMARY
1. INTRODUCTION OF RETAIL INDUSTRY
a. RETAIL FORMATS
TRADITIONAL AND PRESENT SCENARIO IN INDIA
b. KEY CHALLENGES
2. INTRODUCTION OF FUTURE GROUP
a. VISION, MISSION, CORE VALUES
b. AFFILATED COMPANIES
c. LINE OF BUSINESS

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 d. MILESTONES
3. INTREODUCTION OF PANTALOON
a. PROFILE
b. ORGANIZAIONAL CULTURE
c. BRAND TARGETS AND FOCUS
4. COMPETITIOR ANALYSIS
a. MAJOR COMPETITORS
5. RESEARCH METHODOLOGY
6. ANALYSIS AND INTERPRETATIONS
7. FINDINGS
8. RECOMMENDATIONS AND CONCLUSION
BIBLIOGRAPHY

RETAIL INDUSTRY

The word "Retail" originates from a French-Italian word. Retailer-someone who cuts off or
sheds a small piece from something. Retailing is the set of activities that markets products or
services to final consumers for their own personal or household use. It does this by organizing
their availability on a relatively large scale and supplying them to customers on a relatively
small scale. Retailer is a Person or Agent or Agency or Company or Organization who is
instrumental in reaching the Goods or Merchandise or Services to the End User or Ultimate
Consumer.
Retailing includes all the activities involved in selling goods and services directly to final
consumers for personal, non-business use. Retailing consists of the sale of goods or

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merchandise, from a fixed location such as a department store in small or individual lots for
direct consumption by the purchasers.
Retailing may include subordinated services such as delivery. Purchasers may be individual or
businesses. In commerce a retailer buys goods or products in large quantities from manufactures
or importers, either directly or through whole sellers, and then sells smaller quantities to the end
users. Retail establishments are often called shops or stores. Retailers are at the end of the supply
chain. Manufacturing marketers see the process of retailing as a necessary part of their over all
distribution strategy.
The Indian retail industry is divided into organised and unorganised sectors. Organized
Retailing refers to trading activities undertaken by licensed retailers, that is, those who are
registered for sales tax, income tax, etc. These include the corporate-backed hypermarkets and
retail chains, and also the privately owned large retail businesses. Unorganised retailing, on the
other hand, refers to the traditional formats of low-cost retailing, for example, the local kirana
shops, owner manned general stores, paan/beedi shops, convenience stores, hand cart and
pavement vendors, etc. India’s retail sector is wearing new clothes and with a three-year
compounded annual growth rate of 46.64 per cent, retail is the fastest growing sector in the
Indian economy. Traditional markets are making way for new formats such as departmental
stores, hypermarkets, supermarkets and specialty stores. Western-style malls have begun
appearing in metros and second-rung cities alike, introducing the Indian consumer to an
unparalleled shopping experience. The Indian retail sector is highly fragmented with 97 per cent
of its business being run by the unorganized retailers like the traditional family run stores and
corner stores. The
organized retail however is at a very nascent stage though attempts are being made to increase its
proportion to 9-10 per cent by the year 2010 bringing in a huge opportunity for prospective new
players. The sector is the largest source of employment after agriculture, and has deep
penetration into rural India generating more than 10 per cent of India’s GDP.

RETAIL FORMATS
 Malls:

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The largest form of organized retailing today. Located mainly in metro cities, in proximity to
urban outskirts. Ranges from 60,000 sq ft to 7,00,000 sq ft and above. They lend an ideal
shopping experience with an amalgamation of product, service and entertainment, all under a
common roof..

 Specialty Stores:

Chains such as the Bangalore based Kids Kemp, the Mumbai books retailer Crossword, RPG's
Music World and the Times Group's music chain Planet M, are focusing on specific market
segments and have established themselves strongly in their sectors.

 Discount Stores:

As the name suggests, discount stores or factory outlets, offer discounts on the MRP through
selling in bulk reaching economies of scale or excess stock left over at the season. The product
category can range from a variety of perishable/ non perishable goods

 Department Stores:

Large stores ranging from 20000-50000 sq. ft, catering to a variety of consumer needs. Further
classified into localized departments such as clothing, toys, home, groceries, etc.

 Category Stores:

Category Stores are expected to take over the apparel business from exclusive brand showrooms.
Among these, the biggest success is K Raheja's Shoppers Stop, which started in Mumbai and
now has more than seven large stores (over 30,000 sq. ft) across India and even has its own in
store brand for clothes called Stop!.

 Hyper marts/Supermarkets:

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Large self service outlets, catering to varied shopper needs are termed as Supermarkets. These
are located in or near residential high streets. These stores today contribute to 30% of all food &
grocery organized retail sales. Super Markets can further be classified in to mini supermarkets
typically 1,000 sq ft to 2,000 sq ft and large supermarkets ranging from of 3,500 sq ft to 5,000 sq
ft. having a strong focus on food & grocery and personal sales.

 Convenience Stores:

These are relatively small stores 400-2,000 sq. feet located near residential areas. They
stock a limited range of high-turnover convenience products and are usually open for extended
periods during the day, seven days a week. Prices are slightly higher due to the convenience
premium.

 MBO’s :

Multi Brand outlets, also known as Category Killers, offer several brands across a single product
category. These usually do well in busy market places and Metros.

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 INDIAN RETAIL INDUSTRY

India's largest industry, the retail sector is valued at $200 billion accounting for over 10 per cent
of the country's GDP and around eight per cent of the country's employment. It has emerged as
one of the most dynamic industries with several players entering the market. Retail industry in
India is at the crossroads. One of the major factors playing a role is income – Increase in
Disposable incomes of customers across various sectors.

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Retail in India is still at a very early stage. Most retail firms are companies from other industries
that are now entering the retail sector on account of its amazing potential. There are only a
handful of companies with a retail background. Their achievement has led to the arrival of
numerous other players, most with the backing of large groups, but usually not with a retail
background. Most new entrants to the India retail scene are real estate groups who see their
access to and knowledge of land, location and construction as prime factors for entering the
market.

New retail stores have traditionally started operations in cities like Mumbai and Delhi where
there has been an existing base of metropolitan consumers with ready cash and global tastes. The
new perspective to this trend is that new entrants to the retail
scenario should first enter smaller cities rather than focusing
entirely on the metro’s. Spending power in India is not concentrated
any more in just the 4 metros (Delhi, Mumbai, Chennai and Kolkata). Smaller but upcoming
cities like Chandigarh, Coimbatore, Pune, Ahmedabad, Baroda, Trivandrum, Cochin, Ludhiana,
Shimla etc will fast be catching up to the metro’s in their spending capacity.

Cities in south India have taken to the supermarket style of shopping very eagerly and so far the
maximum number of organized grocery and department stores are in Chennai, Bangalore and
Hyderabad. The north has a long way to go to come up to par. International stores now prefer to
gauge the reaction of the public in these cities before investing heavily in a nation-wide
expansion. Milou, the Swiss children’s wear retailer, recently opened up its first store in
Chennai, bypassing Delhi and Mumbai.

Besides the urban market, India’s rural market has just started to be seen as a viable option and
companies who understand what the rural consumer wants will grow to incredible heights. The
bulk of India’s population still live in rural areas and to be able to cater specifically to them will
mean generating tremendous amounts of business.
Business, specifically retail business is trying to focus on the most important factor in the
Indian mind-set----Value for Money. Indian consumers are ready to pay almost any amount of
money for a product or service as long as they feel they are getting good Value for Money. This

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is often misconstrued as being tight fisted or interested in lower priced and/or lower quality
products.

In the past decade, international companies entering India (Levi’s, Pepe, Tommy Hilfiger, Marks
and Spencer, Mango) have generally offered moderately priced to expensive items. They have
aimed for the upper-middle and rich classes of Indian society. These are consumers who travel
abroad often and can buy these items overseas quite easily. Instead, international companies
should be focusing on the lower and lower-middle classes of India. This is where the real
potential is, the aspirational class of consumers who want to lead a better lives and believe in
education, hard work and absorb knowledge from every possible angle. The phenomenal success
of Big Bazaar, Pantaloons version of Wal-Mart, is proof that there is enormous potential in
providing products and services to this class of consumers.

Indians are very curious by nature and will try everything at least once before rejecting it. The
initial success of KFC in India proved that Indians could make a success of most new ventures
entering India but rejects a concept once they have tried and tested the offering and found
nothing worth going back for. The menu at KFC was rather boring and insipid to the Indian
consumer who is used to the innumerable combinations and permutations of street food. For
their second run in India, KFC re-thought its menu and has been very successful marketing at
specific groups within India, like the Punjabi’s who have quite a history of loving the Chicken
leg and have made the Chandigarh outlet a huge success!

TRADITIONAL RETAIL IN INDIA

India is the country having the most unorganized retail market. Traditionally the retail business
is run by Mom & Pop having Shop in the front & house at the back. More than 99% retailers
function in less than 500Sq.Ft of area. All the merchandise was purchased as per the test & vim
and fancies of the proprietor also the pricing was done on ad hock basis or by seeing at the face
of customer. Generally the accounts of trading & home are not maintained separately. Profits
were accumulated in slow moving & non-moving stocks which were to become redundant or
consumed in-house. Thus profits were vanished without their knowledge. The Manufactures
were to distribute goods through Distributors & Wholesalers. Retailers happen to source the

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merchandise from Wholesalers & reach to end-users.  The merchandise price used to get inflated
to a great extent till it reaches from Manufacturer to End-user. Selling prices were largely not
controlled by Manufacturers. Branding was not an issue for majority of customers. More than
99% customers are price sensitive & not quality or Brand Sensitive at the same time they are
Brand conscious also. Weekly Bazaar in many small tows was held & almost all the
commodities were on the scene including livestock. Bargaining was the unwritten law of market.
Educational qualification level of these retailers was always low. Hence market was controlled
by handful of distributors &/or Wholesalers. Virtually there was only one format of retailing &
that was mass retail. Retailer to consumer ratio was very low, for all the categories without
exception. Varity in terms of quality, Styles were on regional basis, community based & truly
very low range was available at any given single place.  Almost all the purchases / (buying) by
mass population was need oriented & next turn may be on festivals, Marriages, Birthdays &
some specific occasions.

Impulsive buying or consumption is restricted to food or vegetables etc. Having extra pair of
trousers or Shirts or Casuals & Formals & leisure wear & sports wear & different pair of shoes
for occasions is till date is a luxury for majority population except for those living in Metros.
Purchasing power of Indian urban consumer is very low and that of Branded merchandise in
categories like Apparels, Cosmetics, Shoes, Watches, Beverages, Food, Jewellery, are slowly
seeping into the lifeline of Indian City folks. However electronic & electrical home appliances
do hold appropriate image into the minds of consumers. Brand name does matter in these white
goods categories. In the coming times also majority of organized retailers will find it difficult to
keep balance with rest of the unbranded retail market which is very huge.

Traditionally retailing in India can be traced to

– The emergence of the neighborhood ‘Kirana’ stores catering to the convenience

of the consumers
– Era of government support for rural retail: Indigenous franchise model of store
chains run by Khadi & Village Industries Commission

 1980s experienced slow change as India began to open up economy.

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 Textiles sector with companies like Bombay Dyeing, Raymond's, S Kumar's and Grasim
first saw the emergence of retail chains

 Later Titan successfully created an organized retailing concept and established a series of
showrooms for its premium watches

 The latter half of the 1990s saw a fresh wave of entrants with a shift from Manufactures
to Pure Retailers.

 For e.g. Food World, Subhiksha and Nilgiris in food and FMCG; Planet M and Music
World in music; Crossword and Fountainhead in books.

 Post 1995 onwards saw an emergence of shopping centers,

– mainly in urban areas, with facilities like car parking

– targeted to provide a complete destination experience for all segments of society

 Emergence of hyper and super markets trying to provide customer with 3 V’s - Value,
Variety and Volume

 Expanding target consumer segment: The Sachet revolution - example of reaching to the
bottom of the pyramid.

 At year end of 2000 the size of the Indian organized retail industry was estimated at Rs.
13,000 crore

MAJOR RETAIL PLAYERS IN INDIA:

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INTRODUCTION OF FUTURE GROUP

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 Future Group is India’s leading business group that caters to the entire Indian consumption
space. Led by Mr. Kishore Biyani, the Future Group operates through six verticals: operates
through six verticals: Retail, Capital, Brands, Space, Media and Logistics.

Future Group is one of the country’s leading business groups present in retail, asset
management, consumer finance, insurance, retail media, retail spaces and logistics. Future Group
is present in 61 cities and 65 rural locations. The group’s flagship company, Pantaloon Retail
(India) Limited operates over 12,000,000 square feet (1,100,000 m2) of retail space, has over
1,000 stores and employs over 30,000 people. Some of its leading retail formats include
Pantaloons, Big Bazaar, and Central, Food Bazaar, Home Town, eZone, Depot, Future Money
and online retail format future bazaar.

Group’s vision is to, “deliver Everything, Everywhere, Every time to Every Indian Consumer in
the most profitable manner.” The group considers ‘Indian-ness’ as a core value and its corporate
credo is – ‘Rewrite rules, Retain values’

GROUP VISION

Future Group shall deliver Everything, Everywhere, Every time for Every Indian Consumer in
the most profitable manner

GROUP MISSION

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 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 for 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.

CORE VALUES
 Indianness: confidence in ourselves.
 Leadership: to be a leader, both in thought and business.

 Respect & Humility: to respect every individual and be humble in our conduct.

 Introspection: leading to purposeful thinking.

 Openness: to be open and receptive to new ideas, knowledge and information.

 Valuing and Nurturing Relationships: to build long-term relationships.

 Simplicity & Positivity: Simplicity and positivity in our thought, business and action.

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  Adaptability: to be flexible and adaptable, to meet challenges.

 Flow: to respect and understand the universal laws of nature.   

Future Retail Future Logistics

Future Space

Future Media

Future Captal
Future Brands

Apart from Pantaloon Retail, the group’s presence in the retail space is complemented by group
companies, Indus League Clothing, which owns leading apparel brands like Indigo Nation,
Scullers and Urbana, Yoga, and Galaxy Entertainment Limited that operates Bowling Co, Sports
Bar, F123 and Brew Bar.

The group’s joint venture partners include French retailer ETAM group, US-based stationary
products retailer, Staples and UK-based Lee Cooper. Group Company, Planet Retail, owns and
operates the franchisee of international brands like Marks & Spencer, Next, Debenhams and
Guess in India. The group’s Indian joint venture partners include, Maniple Healthcare,
Talwalkar’s, Blue Foods and Liberty Shoes.

Future Capital Holdings, the group’s financial arm, focuses on asset management and consumer
credit. It manages assets worth over $1 billion that are being invested in developing retail real

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estate and consumer-related brands and hotels. The group has launched a consumer credit and
financial supermarket format, Future Money and recently started offering insurance products
through a joint venture with Italian insurance major, Generali. The group is currently
developing over 50 malls and consumption centers across the country and has formed a
joint venture company focusing on mall management with Singapore-based Capital and,
one of Asia’s largest property company.

KEY PEOPLE

Mr. Kishore Biyani, Managing Director

Kishore Biyani is the Managing Director of Pantaloon Retail (India) Limited and the Group
Chief Executive Officer of Future Group.

Mr. Gopikishan Biyani, Wholetime Director

Gopikishan Biyani, is a commerce graduate and has more than twenty years of experience in the
textile business.

Mr. Rakesh Biyani, Wholetime Director

Rakesh Biyani, is a commerce graduate and has been actively involved in category management;
retail stores operations, IT and exports. He has been instrumental in the implementation of the
various new retail formats.

Mr. Ved Prakash Arya, Director

Ved Prakash Arya, is an engineer by training and is a graduate of the Indian Institute of
Management, Ahmedabad. Prior to joining Pantaloon Retail, he was the CEO of Globus.

Major Milestones:

 1987

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 Company incorporated as Men’s Wear Private Limited. Launch of Pantaloons trouser,
India’s first formal trouser brand.
 1991
Launch of BARE, the Indian jeans brand.
 1992
Initial public offer (IPO) was made in the month of May.
 1994
The Pantaloon Shoppe – exclusive menswear store in franchisee format launched across
the nation. The company starts the distribution of branded garments through multi-brand
retail outlets across the nation.
 1995
John Miller – Formal shirt brand launched.
 1997
Pantaloons – India’s family store launched in Kolkata.
 2001
Big Bazaar, ‘Is se sasta aur accha kahi nahin’ - India’s first hypermarket chain launched.
 2002
Food Bazaar, the supermarket chain is launched.
 2004
Central – ‘Shop, Eat, Celebrate in the Heart of Our City’ - India’s first seamless mall is
launched in Bangalore.
 2005
Fashion Station - the popular fashion chain is launched
aLL – ‘a little larger’ - exclusive stores for plus-size individuals is launched.
 2006 Future Capital Holdings, the company’s financial arm launches real estate funds
Kshitij and Horizon and private equity fund Indivision. Plans forays into insurance and
consumer credit.
Multiple retail formats including Collection i, Furniture Bazaar, Shoe Factory, EZone,
Depot and future Bazaar are launched across the nation. Group enters into joint venture
agreements with ETAM Group and Generali.

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 COMPANY PROFILE

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 marker.  Headquartered in
Mumbai (Bombay), the company operates over 5 million square feet of retail space, has over
350 stores across 40 cities in India and employs over 18,000 people. Among these 54 stores are
of pantaloon apparels.

The company’s leading formats include Pantaloons, a chain of fashion outlets,  Big Bazaar, a
uniquely Indian hypermarket chain, Food Bazaar, a supermarket chain, blends the look, touch
and feel of Indian bazaars with aspects of modern retail like choice, convenience and quality and
Central, a chain of seamless destination malls. Some of its other formats include, Depot, Shoe
Factory, Brand Factory, Blue Sky,

While Big Bazaar, Food Bazaar, Pantaloons and Central have become well-known formats,
Pantaloon has simultaneously explored new concepts such as aLL, which sells clothes to plus-
sized customers and MeLa, which targets home-owners with furniture and home textiles. This is
in pursuit of its strategy to sell everything to everybody.. The company also operates an online
portal, futurebazaar.com.

Pantaloon is not just an organization- it is an institution, a center of learning and development.

Pantaloons believe that knowledge is the only weapon at their disposal and their quest for which
they are focused, systematic and unwavering.

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Pantaloons take pride in challenging conventions and thinking out of the box, in traveling on the
road less traveled. Pantaloons corporate doctrine “rewrite rules retain values” is derived from
this spirit.

Pantaloon Retail was recently awarded the International Retailer of the Year 2009 by the US-
based National Retail Federation (NRF) and the Emerging Market Retailer of the Year 2007 at
the World Retail Congress held in Barcelona Pantaloon Retail is the flagship company of Future
Group, a business group catering to the entire Indian consumption space.

ORGANISATIONAL CULTURE

‘Passion for Retail is why we are here.’

At Pantaloon Retail, Empowerment is what one can acquire and Freedom at Work is what one
gets. Pantaloon believes its most valuable assets are its People. Young in spirit, adventurous in
action, with an average age of 27 years, its skilled & qualified professionals work in an
environment where change is the only constant.

Powered by the desire to create path-breaking practices and held together by values, work in this
people intensive industry is driven by softer issues. In this world, making a difference to

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Customers’ lives is a Passion and performance is the key that makes it possible. Out of the Box
thinking has become a way of life at Pantaloon Retail and living with the change, a habit.

Leadership is a value that is followed by one and all at Pantaloon Retail. Leadership is the
quality that motivates it to never stop learning, stretching to reach the next challenge, knowing
that it will be rewarded along the way. In the quest of creating an Indian model of retailing,
Pantaloon Retail has taken initiatives to launch many retail formats that have come to serve as a
benchmark in the industry. Believing in leadership has given us the optimism to change and be
successful at it. Future group do not predict the future, but create it.

At Pantaloon Retail one will get an opportunity to handle multiple responsibilities, and therein,
the grooming to play a larger role in the future. Work is a unique mix of preserving the core
Indian values and yet providing customers with a service, on par with international standards.

At Pantaloon one will work with some of the brightest people from different spheres of industry.
Pantaloon believes it’s a place where you can live your dreams and pursue a career that reflects
your skills and passions.

COMPETITIOR ANALYSIS

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COMPETITORS

A firm’s competitors are that company who deals in same market or in same product range and
having similar resources. After the liberalization companies from all over the world are moving
to the Indian market by analyzing huge scope in the market. Competition is becoming more
intense day by day hence all the companies sharply evaluates the competition prevailing in the
market. Pantaloon is into apparel retail, and competition in this industry is very high, so
keeping an eagle’s eye on the competitors has become very vital.

Companies from all over the world are altering their strategies in accordance to the strategies
adopted by their competitors Here under some details of the competitors has been given and
their current marketing situation has been compared as to those of pantaloon.

Following are the major competitors of pantaloon in apparel sector of retail industry:

MAJOR COMPETITORS

Shopper’s Stop Ltd.

Setting up shop in 1991 with its flagship store in Andheri, Mumbai, Shoppers’ Stop is a
member of the K. Raheja Corp. of Companies. Shoppers’ Stop is the first retail venture by the
K. Raheja Corp. Promoted by Mr. Chandru L. Raheja, Mr. Ravi C. Raheja and Mr. Neel C.
Raheja, the K. Raheja Corp. have been leaders in the construction business for over 48 years.
With its wide range of merchandise, exclusive shop-in-shop counters of international brands
and world-class customer service, Shoppers’ Stop brought international standards of shopping
to the Indian consumer providing them with a world class shopping experience. Expanding its
operations to Bangalore, Hyderabad, Jaipur, Delhi, Chennai, Mumbai (Andheri, Bandra,
Chembur, Kandivli, Mulund), Pune, Gurgaon and Kolkata, Shoppers’ Stop is today recognised

25
as India’s premier shopping destination.,

Some highlights:

 Shoppers Stop has also begun operating a number of specialty stores, namely crossword
book stores,Mothercare, Desi Café
 Shoppers Stop retails a range of branded apparel and private label under the following
categories of apparel, footwear, fashion jewellery, leather products, accessories and
home products. These are complemented by cafe, food, entertainment, personal care and
various beauty related services.

BRANDS AT SHOPPERS STOP:

Non-private brands: Louis Philippe, Pepe, Arrow, BIBA, Gini & Jony, Carbon, Corelle,
Magppie, Nike, Reebok, LEGO and Mattel

Private brands: STOP, Kashish, LIFE and Vettorio Fratini, Elliza Donatein, Acropolis

WESTSIDE

Established in 1998 as part of the Tata Group, Trent Ltd. operates Westside, one of India's
largest and fastest growing chains of retail stores Financial figures in past years. The
Westside stores have numerous departments to meet the varied shopping needs of customers.
These include Menswear, Women’s wear, Kid’s wear, Footwear, Cosmetics, Perfumes and
Handbags, Household Accessories, lingerie, and Gifts.

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\The company has already established 36 Westside departmental stores (measuring 15,000 -
30,000 square feet each) in Ahmedabad, Bangalore, Chennai, Delhi, Gurgaon, Ghaziabad &
Noida (to be considered as 1 city), Hyderabad, Indore, Jaipur, Kolkata, Ludhiana, Lucknow,
Mumbai, Mysore, Nagpur, Pune, Rajkot, Surat, Vadodara and Jammu. The company hopes to
expand rapidly with similar format stores that offer a fine balance between style and price
retailing Trent ventured into the hypermarket business in 2004 with Star Bazaar, providing an
ample assortment of products made available at the lowest prices, aptly exemplifying its ‘Chota
Budget, Lambi Shopping’ motto. At present Star Bazaar has 4 stores in 3 cities located in
Ahmedabad, Mumbai and Bangalore.

This store offers customers an eclectic array of products that

include staple foods, beverages, health and beauty products, vegetables, fruits, dairy products,
consumer electronics and household items at the most affordable prices. Star Bazaar also
includes a large range of fashionable in-house garments for men, women and children,
exclusively available at the store. In addition, Trent recently acquired a 76% stake in Landmark,
one of the largest books & music retail chains in the country. Landmark began operations in
1987 with its first store in Chennai with a floor space of 5500 sq. ft. At present Landmark have
10 stores, varying in size from 12,000 sq. ft. to 45,000 sq. ft, 3 in Chennai and 1 each in
Bangalore, Gurgaon, Mumbai, Vadodara, Gurgaon, Pune, Lucknow and Ahmedabad. Until
1996, Landmark’s product portfolio comprised books, stationery, and greeting cards. It was later
that music was added to it. Landmark also sparked the trend of stocking curios, toys and other
gift items. What separates Landmark from other stores of its kind is the range and depth of its
stock.

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 Lifestyle International (P) Ltd is part of the Landmark Group, a Dubai – based retail chain. With
over 30 years’ experience in retailing, the Group has become one of the foremost retailers in the
Gulf. Positioned as a trendy, youthful and vibrant brand that offers customers a wide variety of
merchandise at an exceptional value for money, Lifestyle India began operations in 1999 with its
first store in Chennai. Currently there are 15 Lifestyle stores and 8 Home Centre stores across
Ahmedabad, Bangalore, Chennai, Hyderabad, Jaipur, Mumbai, Pune, New Delhi, Noida and
Gurgaon.

MISSION STATEMENT

Carefully listen. Constantly adapt. Always deliver.

VISION STATEMENT

To become the leading retail group in the Middle East and India, maintaining our constant
growth through our core, value and international brand business.

A few awards bagged by Lifestyle International

 Business World – ‘Most Respected Company in Retail Sector’ in 2003 & 2004.
 ICICI – ‘KSA Technopak Award for Retail Excellence’ in 2005.
 Reid & Taylor ‘Retailer of the Year’ award in 2006.
 Lycra Images Fashion Award for the ‘Most Admired Large Format Retailer of the
Year’ in 2006.
 Images Retail ‘Most Admired Retailer of the Year – Department Store’ in 2008.

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8.In Store Display

In-store Displays Include:

 Focal Points & Clusters

 Column Visuals
 High Points

9.Common Visual Area

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 Common Visual Area’s include:-
 Baggage Counters
 Cash Counters & CSD\
 Trial Rooms
 Others

SWOT ANALYSIS OF PANTALOONS

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 STRENGTHS
 Pantaloons have wide range of products with better quality and price.
 Creativity in design and customer centric approach..
 high investment in R&D.
 good relations with associated parties like suppliers and other associated companies.
 Abundance of loyal customers.
 programs running at the store level to motivate and enhance communication and
cooperation among staff members..
WEAKNESSES
 Competitors have wider range of the product.
 Long exchange process, which waste the time of customers.
 Lack of work force.
 Communication Gap between employee and customers.
OPPURTUNITY
 More consumers’ preference for retail shopping, because of better quality and prices
 Pantaloons provide better services to their loyalty programme members..
 More investments in machineries, men and in management to improve quality standards.
 By diversifying its product portfolio it can gain more no. of customers.

THREAT

 Competition is getting more intense

 Pricing pressure.
 More variety of products range offered by competitor.
 Pushing private labels, in segments that have been dominated by brands would pose a
challenge for its merchandising department.
 It is still early days for some of the newer formats such as MeLa and aLL and the lack
of strong customer response to these formats is a big risk to cash flows

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 RESEARCH METHODOLOGY

Type of research

The type of research undertaken in the project is.

A. Descriptive research
B. Analytical research

Descriptive research: - It includes survey and fact finding enquirer of different kinds. Its
main purpose is description of the state of affairs as it present. The main characteristic of this
method is that research has no control over variable; he can only report what has happened or
what is happening. Here basically survey methods of all kinds, including comparative,
correlation methods.

Analytical research :- The researcher has to use fact or information already available and
analyses these to make a critical evaluation of the material

2. Research instrument:-

The research instrument being used in this research project is “Questionnaire”

3. Research approach:-

The research approach followed is survey conducted in the store.

Sampling design

1. Type of Sampling:

Complex random sampling has been adopted for this research. Under which we have considered
cluster sampling, because here a small cluster of professionals has been considered out of the
total universe which has been divided in to small clusters.

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2. Sample Size:

Sample size refers to the number of items to be selected from universe to constitute a sample.
The sample size should be optimum i.e. neither too large nor too small.Thus, the sample size
undertaken in this research is of 100 samples.

3. Sample Area:

The sample area refers to the universe to be studied under our research project. The area denotes
the place or the region to be studied and taken into research consideration.

Thus, the sample area chosen for this research project is Indore region.

Data Collection

The task of data collection begins after a research problem has been identified and the research
design has been chalked out. While deciding the method of data collection to be used for the
study, the researcher should keep in mind two types of data:

a. Primary data
b. Secondary data

Primary Data

Primary data are those which are collected afresh and for the first time, and thus happens to be
original in character. Information or the data represents findings the researchers obtain directly
from the core respondents. They generally tend to involve direct contact with groups of
endusers, with the intention of collecting information, which has not been previously recorded or
collected

The researcher has to collect primary data afresh from specified study undertaken by him/ her.
The researcher collects primary data through two methods:

a. Observation

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 b. Survey

Secondary Data:

Secondary data are those which have been collected by someone else and which have already
been passed through the statistical processes. It is always in the fitness of things to look into
sources of secondary data before collecting primary data. Extensive savings, in the time and
money terms may be enjoyed, the embarrassment of collecting information already available
will be avoided and primary research, if needed can be left to update so as to refine the
secondary data being collected.

In this research project the data being collected is as follows:

Primary Data:

Questionnaire

Secondary Data:

Magazines

Newspaper

Websites

ANALYSIS AND INTERPRETATION OF THE QUESTIONNAIRE.

OBJECTIVE-Through the analysis of this questionnaire, the image of pantaloon in the eyes of
the customers will be clearer. Here, in this questionnaire several question related to many

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attributes like price range, promotional activities, shopping frequency has been asked and the
respondents were asked to compare pantaloon among its competitors on the basis of these
attributes. Here, below the results has been shown with the help of pie charts and bar charts, and
the interpretation has been done.

Q.1. .HOW OFTEN DO YOU SHOP FROM ORGANISED RETAIL?

ANSWER :

INTERPRETATION-Among all the respondents 31% said that they shop once in a fortnight,
while the same no. of the respondents said that they shop once in a month, while some other
shops during some special occasions or very rarely.

Q.2. ACCORDING TO YOU WHICH IS THE MOST HAPPENING [FAMOUS] STORE?

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INTERPRETATION-Respondents has given nearly equal weightage to all the stores but among
them also pantaloon is as the 2nd rank which shows that despite the fact that it is more
concentrating on the middle class it is also appreciated by the customers those who like to
purchase lifestyle brands just because at pantaloon they find a blend of both lifestyle as well as
value based products.

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Q.3. WHICH STORE HAS MOST AFFORDABLE CLOTHES?

INTERPRTATION- Most of the respondents said that pantaloon is providing them quality
apparels at low prices as compared to its competitors, which make it their favorite shopping
destination. So here, it can be said that pantaloons’ competitive edge among its competitors is
because of the reasonable prices of its products.

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Q.4. DO YOU HAVE MEMBERSHIP WITH ANY STORE AMONG THE FOLLOWING?

ANSWER

INTERPRTATION- 21% of the respondents said that they have membership of loyalty
programme of pantaloon. It shows that pantaloon has been successful in providing additional
benefits to its regular customers, and it has been successful in communicating its offers to the
customers. Above 50% of the total sales at pantaloon comes from these customers only.

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Q.5. YOU HEARS/SEE ADS/PROMOTIONS ABOUT:

ANSWER

INTERPRTATION- 25% of the respondents responded that they hear/see ads about pantaloon,
which is nearby or more than its competitors, it is the result of promotional activities done in
aggressive manner by pantaloon.

MAJOR FINDINGS:

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1. Pantaloon is using low prices as a hook to attract the middle bulk of the customers.
2. Quality products at low prices are its U.S.P which makes it stand out among its
competitors like shoppers’ stop, globus, and lifestyle etc.
3. Advantage of being first mover-
 It has got a large no. of loyal customers, whose repeat purchases are contributing
a lot to its total sales.
 Also it got economies of scale, before the competition became intense, which
helped it to survive and grow.
 Its early approach to the market and hence gained experience allows it to expand
at fast rate.
4. Emphasis on private brand allows it to sustain in the market in profitable manner.
5. Superior quality service has played a vital role in retaining old customers, and attracting
new one.
6. Innovations done on the basis of customer insight also helped a lot it, in being successful.
7. Lack of bargaining options still forbades lower middle class customers to shop from
organized retail market.

RECOMMENDATIONS

1. Customers’ requirement of diversification of product offering should also be taken in

consideration.
2. The company should emphasize on private brands which are contributing the most in its
profits.

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 3. In accordance to the market situation in India (price-sensitivity) pantaloon can reach to
incredible heights by providing value to customers.
4. Pantaloon should more focus on tier-2 cities also like Chandigarh, pune, rather than
focusing on metro cities only.
5. Pantaloon should aggressively promote its new formats, like aLL and mela etc.
6. Pantaloon should focus on being first mover in developing innovative ideas for serving
customers.
7. Some of the pantaloon’s products like men ethnic section are very different and
advantageous for it and it is suggested to keep focus on it.
8. Every possible effort should be made to avoid shrinkage at the store level.
9. Pantaloon must do a good job of managing their inventory levels, personnel needs, and
style/fashion trends to ensure they will not lose their consumers business during up and
down periods. 
10. The company should also focus on demographic shifts that will help it to alter its
strategies in accordance to the changing strategies.

CONCLUSION

Competition in retail industry is getting tough day-by-day. By seeing more growth prospects in
this industry many Indian and foreign companies are entering into it. To survive and grow in this
competitive industry the company has to differentiate itself among its competitors. Companies
will have to look once more at its strategies in order to become successful. Customer centric

41
approach is required to be applied because ignorance to customer needs will lead the company to
nowhere. A deep study of the environment supposed to be done. Due to large no. of competitors
the company should try to be first mover in some particular segments and reactive actions should
also be taken care of. An eagle eye should be kept on Government restrictions, demographic
movements, and competitors’ strategy because these factors affect a company’s ability to serve
its targeted customers. Intelligent analysis of internal and external factors and making changes
thereon can take the company to incredible heights.

BIBLIOGRAPHY

BOOKS

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  Marketing Management by Philip Kotler
 Strategic Management by Ireland, Hoskisson, Hitt
 Competitive Advantage by michael e. porter
 Strategic Marketing Planning by Collin Gilligon

WEBSITES

 http://www.pantaloon.info
 http://www.pantaloon.com
 http://www.futuregroup.com
 http://www.retail.com

NEWSPAPERS

 Mint
 Times Of India

JOURNALS

 Business Today

ANNEXURE

QUESTIONNAIRE:

Q1.how often do you shop from organized retail?

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A. Once in a week B. Once in a fortnight
C. Once in a month D. Occasionally
E. Rarely
Q2.according to you which is the most happening [famous] store?
A. Pantaloon B. Lifestyle
C. Westside D. Globus
E. Shoppers’ stop
Q3.which store has most affordable clothes?
A. Pantaloon B. Lifestyle
C. Westside D. Globus
E. Shoppers’ stop
Q4.do you have membership with any store among the following?
A. Pantaloon B. Lifestyle
C. Westside D. Globus
E. Shoppers’ stop
Q5.you hears/see ads/promotions about:
A. Pantaloon B. Lifestyle
C. Westside D. Globus
E. Shoppers’ stop
Q6.from where do you come to know about it?
A. Friends B. Family
C. Media D. Pamphlets
E. Others.
Q7.best thing about the store that motivates you to shop in any retail store :
A. Affordable price range B. Collection.
C. Customer service D. Additional benefits (schemes, loyalty
programmes etc.)
E. Brand loyalty
Q8.from how long are you shopping here in pantaloon?
A. From few weeks. B. From last few months.
C. From a year ago. D. From years ago.
E. Don‘t remember.
Q9.do you get adequate shopping options here in pantaloon?
A. Yes B. No
Q10.please rate pantaloon, Shoppers Stop, Westside, lifestyle, Globus on points below:
A. Price range B. Customer service
C. Benefits D. Additional benefits
Q11.what more are you looking for from pantaloon?
1. Affordable prices. 2. Complete collection.
3. Better customer services. 4. Some more shopping benefits.

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