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- 1. BRAND MANAGEMENT PRESENTATION PRESENTED BY: PRACHI AGRAWAL JENNIFER VIOLA REBBA ISHAN SHINGNE VIDUSHI SHARMA JAGADISH PRASAD YADAV
- 3. Company Profile Flagship company of Future group MD and CEO- Mr. Kishore Biyani It has over 1000 stores Across 71 cities in India Employees over 35,000 people Headquarter in Mumbai
- 4. History Incorporated on 12 october,1987 under the name of Manz Wear Private Limited On 20 September 1991, it was converted into a Public Limited Company under the name of Manz Wear Limited On 25 September 1991, name changed to Pantaloon Fashions (India) Limited In 1992 company launched pantaloon trousers,shirts,denims,sleep suits and other ready made garments
- 5. Cont… 1995 ,it launched “John Miller” shirts 1998, it launched “Shrishti” salwaar kameez 1999, name changed to Pantaloon Retail (India) Ltd.
- 6. Brands at pantaloons Pantaloons brands AJile UMM Bare Denim Chalk Rig Trishaa Non-Pantaloons brands Biba Remanika SpyKar Lilliput Lee Cooper 109F
- 7. Strategies Increasing penetration by leveraging supply chain, distribution and logistics network Procurement from low-cost production centers outside India Increasing customer satisfaction and base of loyal customers Continue to upgrade information technology systems and processes Continue to train employees and seek entrepreneurship from employees
- 8. Brand equity pyramid Consumer Brand resonance Consumer Judgments Brand Performance Brand salience Customized product mix depending on regional customer behavior & preference Reducing knowledge gap, delivery gap , measure service performance, branded items Quality product at competitive prices Good service experience with store associates, variety , convenience Consumer feelings Not much rush , soothing music ,private labels kept in front Brand Imagery Strong understanding of value retail,targetting middle class
- 9. Brand Architecture Pantaloons is the house of brands which is in to apparels and accessories Targets mass market Keep a track on latest fashion Premium Brands like Peter England, Spyker, Van Huesen, Lee Cooper ,Levi’s are also sold by pantaloons Acquired by Aditya birla group which already created good brand image in consumers mind Shadow Endorser..
- 10. Portfolio Roles Linchpin Ajile, F factor, Chalk, Akkriti etc Silver Brands bullet Annebelle
- 12. Portfolio Graphics Logo Colour Meaning Pink is a feminine colour Colour that represent males Black is the colour of sophistication and Red is for Men
- 13. Benefits One stop purchasing solution Covers maximum verity of well known brands of apparels and accessories that covers most of the socio economic groups of the society Gives platform to the customer where he can easily differentiate between products of different brands and choose best out of it.
- 14. COMPETITORS ANALYSIS MARKET SHARE: 16 TRILLION CAGR OF RETAIL: 12.5% ORGANISED RETAIL: 5% MAJOR COMPETITORS: • • • • WESTSIDE GLOBUS SHOPPERS STOP LIFESTYLE
- 19. SWOT ANALYSIS
- 20. Strength “ Pioneer in the industry, largest market share and capitalization It is India’s largest retailer having 1000 stores across 72 cities in India. “ Reputation for value for money, convenience and a wide range of products all in one store Balanced value and lifestyle portfolio Logistics network and backward integration will improve margin “ Presence in major cities” It is always updated with changing consumer preferences- fresh fashion for every one. “ Highly Strategic human resource management and development. It invests time and money in training people, and retaining them “ Most trusted and respected brand by the consumers
- 21. Weakness “ Pantaloons does not function internationally, which has an effect on success, as they do not reach consumers in overseas markets. “Consumers from premium target group perceive it as low quality brand.
- 22. Opportunities “ Soon Pantaloons is planning to convert from a family store to luxury store “ To take over, merge with, or form strategic alliances with other global Huge untapped market . retailers, focusing on specific markets Increase in footfalls by increasing ATL – TV commercial promotions 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 4.5 % of total Indian retail industry.
- 23. Threats Being number one means that you are the target of competition.(Extra competition and new competitors entering the market could unsteady pantaloons retail India) “ Consumer lifestyle changes could lead to less of a demand for pantaloons retail India products/services “ The actions of a competitor could be a major threat against pantaloons retail India, for instance, if they bring in new technology or increase their workforce to meet demand “ Shopping Culture: Shopping culture has not developed in India as yet. Even now malls are just a place to hang around with family and friends and largely confined to window-shopping. Strong competition from unorganized retail sector in India. Online shopping is emerging trend in consumers due to convenience
- 24. Factors driving growth are Emergence of nuclear families Falling real estate prices Growing trend of double-income households Increase in disposable income and customer aspiration Increase in expenditure for luxury items Large working population Low share of organized retailing Growing liberalization of the FDI policy in the past decade
- 25. Points of parity Points of parity-are those elements that are considered mandatory for a brand to be considered a legitimate competitor in its specific category. It is what makes consumer consider your brand, along with your competitors.
- 26. •Store space •Lifts, stairs, escalator •Trial rooms •Proper lighting •Staff • schemes •Billing counters •Other software
- 27. Billing Section • Every Floor has a separate billing section . • Background music is vibrant and youthful
- 28. Escalators and lifts Escalators within Pantaloons makes it easy for customers to go from floor to floor .
- 29. Advertisements In the parking area On the mall escalators
- 35. Sponsor events which are watched by the youth like the Pantaloons Femina Miss India which they relate to or is liked by the youth.
- 36. Pantaloons is the first company to promote their products through movies like : 3 Idiots Kya kool hai hum na tum jaano na hum jail
- 37. • It has also increased its advertisement expenditure budget from 20crores to Rs 40 crores during IPL season. • They even collaborated with Jet airways . People with jet privilages can enjoy the green
- 38. Social Work “ Khushiyan pehnao “
- 39. Recommendations •Promotions •Numerous •Music•Kid •In – Announcements- Very High Brands – Clutter – Display Stimulant to purchase zone Cafe store ATM •Stock •Rural keeping levels – often Retailing •Tie-up with banks like CITY BANK
- 40. Play zone for kids
- 41. In house stylist
- 42. Team up with a noncompeting business in your area to offer a package promotion.
- 43. Books Section