A marketing research on poter's five

2. Company details :
◄ Pantaloons began in 1997 as a Future Group company in the quest to equip
the emerging Indian middle-class with an indigenous fashion retail format
◄ The brand now retails 200 brands, chain of 275 fashion stores across, in 136
cities/towns, and retail space of 3.80 million square feet
◄ It operates across categories of casual wear, ethnic wear, formal wear, party
wear and active wear for men, women and kids. Non-apparel products
include footwear, handbags, cosmetics, perfumes, fashion jewelry and
watches
◄ Pantaloons today retails over 200 licensed and international brands,
including 20+ exclusive brands
◄ Headquarters is in Mumbai, Maharashtra, India and Founded in1997
◄ Key people :- Subal C.H. kundu & Santanu kundu (Managing Directors)
Sangeeta Pendurkar (CEO)
S. Visvanathan (CFO)
Suraj Bahirwani (COO)

3. ◄ The Pantaloons exclusive bouquet
brand includes
o Rangmanch
o Ajile, Honey
o Akkriti
o Chalk
o Annabelle
o Trishaa
o Alto Moda
o Poppers
o Chirpie Pie
◄ It also features brands licensed on
a long- term basis
o Bare
o Rig
o SF Jeans
o Byford
o JM Sports
o Lombard
◄ Pantaloons also hosts Madura F&L's
brands
oLouis Philippe,
oVan Heusen,
oAllen Solly,
oPeter England and
oPeople in menswear
oVan Heusen and Allen Solly in
womenswear,
oAllen Solly Junior

4. Pantaloons offers online purchases :
◄ Pantaloons is available on all leading e-commerce portals
◄ Pantaloons enjoys a loyal customer base of 10.0 million (as of 31st March
2018), which is one of the largest among apparel retailers in the country
◄ It runs its own four-tier loyalty programme called “Greencard”
◄ The comprehensive marketing strategy of Pantaloons is a mix of traditional
and new-age communication. It also exploits digital media to reach out to the
Internet community
◄ Additionally, it runs varied store and brand launch events and promotions,
besides corporate tie-ups to enhance brand visibility and recall

5. SWOT analysis :
Strengths :
◄ Reputation for value for money(Competitive pricing),
convenience and wide range of products all in one store
◄ Highly Strategic human resource management
and development. It invests time and money in training people,
and retaining them
◄ Its presence in the phoenix mall
◄ Women clothing makes the 70% of the outlet which earns
enormous profit due to easy access and affordibility to the
women in working sectors
◄ Most trusted and respected brand by the consumers
◄ It is always updated with changing consumer preferences

6. ◄ Pantaloons offers a wide variety of clothes for men, women and
children
◄ Advertising, branding and discounts have enabled the brand to
capture the youth
◄ Have a lot of brands at reasonable rates
◄ The store is huge and usually quite empty so it's quite peaceful
to shop here. No longer lines at the fitting rooms either
◄ Its on ground floor of the mall
Strengths :

7. Weaknesses :
◄ Intense competition from retail stores in the same mall and
online shopping brands
◄ Too many options for customers hence high brand
switching cost and low brand loyalty
◄ Sizes are an issue. We could sometimes not find the right
size. They should keep more stock
◄ Located in Kurla Market city which is not convenient to
visit at all times due to traffic and distance issues
◄ AC's here are not working properly. Feels suffocation

8. Opportunities :
◄ The Indian market is projected to grow making India one of the
largest consume markets in the world
◄ Pantaloons can increase the footfalls by using – TV commercial
promotions to attract middle class
◄ Emerging Market Trends :
o As fashion is taking away the society with storm so Pantaloons
is a perfect place for the people who love varieties and changing
trends
o By introducing low cost brand, which can attract the middle class
people

9. Threats :
◄ A slow economy or financial slowdown could have a major
impact on pantaloons retail India business and profits
◄ Consumer lifestyle changes could lead to less of a demand for
pantaloons retail India products/services
◄Price wars between competitors, price cuts and so on could
damage profits for pantaloons retail India
◄The actions of a competitor could be a major threat against
pantaloons , for instance, if they bring in new technology or
increase their workforce to meet demand
◄Shopping Culture:
o Shopping culture has not developed in India as yet. Even now
malls are just place to hang around with family and friends
and largely confined to window-shopping
o Online shopping is emerging trend in consumers due to
convenience which is taking away market share of retailers
like Pantaloons

10. “
Pantaloons in
our opinion..

11. Infrastructure and facilities
◂ Attractive elements of store interiors
◂ Lights: The store is full lights which directly helps their products to look
bright and colorful
◂ Adequate numbers of air conditioners are present to comfort customers
◂ Changing rooms available which avoids long queues of people waiting for
trials
◂ Lockers: Many locker with handy token present at the entrance only
◂ Mirrors : The use of mirrors are just on another level , number of mirrors
are nearly equal to number of display and they are convenience and ease
providers to customers

12. Category and product
placement :
◂ 70% of the pantaloons store is occupied by the ladies apparels
◂ We enter and see the left side is the ladies section, on the right side the
section had clothing for girls of age group 6-12 years
◂ On the left there is lingerie section
◂ Ahead on the right, clothing for boys of age group 6-12 years and in the
last there is the section for males
◂ Kids section and for infants of 0-1 years the section is on the right side
after the ladies section
◂ According to our research
70% - ladies section
25% - gents section
5% - others

13. Visual
merchandising
and instore
branding
Live mannequins is a unique new
concept in store merchandise
display, pantaloons being one of
the first stores to introduce it

14. ◄ Merchandise displayed on the
mannequins (either stand alone or
clustered) by mixing clothes and
accessories of different brands put
together for a complete look
◄ There are A4 sized shelf talkers that tells
the customer which product is from
which brand
◄ The store usually follows a color theme, a light to
darker shade of clothes with varying sizes
◄ Smaller “quick pick up” products such as
hairbrushes, clips etc are kept near billing
counter
◄ The concept of “Fashion Friday”
◄ They believe in fresh fashion and they say they
bring something new to customers every week

15. Initiatives to improve customer
experience in the store :
Fill the customer
gap
By giving good services
to cusomer and
focussing more on QCD
i.e Quality, cost, and
delivery
Must provide the
customers
◄ Reliability
◄ Responsiveness
◄ Assurance
◄ Empathy
◄ Tangibles
Customer delight
and pleasure
Giving special offers
and discounts and
making the product
affordable to middle
class people that could
get customer loyalty

16. Initiatives to improve customer
experience in store :
◂ Store Design : Pantaloons’ could use wooden shelves at its outlets
to create an element of elegance and ensure visual appeal
◂ Layout : Wider aisles could create a visual appeal and facilitate
better visibility of shelves and displayed merchandise
◂ Visible Signage : It would save time for customers and present an
orderly view of the outlet. Further, prices of merchandise need to be
conspicuously displayed
◂ Flexibility : Bringing in much more varieties
and more sizes at an affordable rate

17. Initiatives to improve customer
experience in store :
◂ Fresh Stocks: Damaged old stocks, obsolete products should be
taken off shelves to help accommodate products better
◂ Atmospherics: Improved air conditioning and good scent and
aroma be better managed to facilitate longer shopping
◂ Variety: Provide much more varieties and free sizes and keep
include more in gents section and other sections
◂ Technology: Better technology should be brought in for processing
transactions and reducing queue waiting time

18. Sales persons and their
attitude :
◄ The sales persons should be patient while
handling customers, as many customers feel
disappointed by the rude behavior of sales
persons
◄ Delayed billing, system getting crashed very
often, wage commitment on alteration timings
◄ Overall our experience was good in
pantaloons

19. Made by :
group 7 (MMS A)
Arba Ahmed
Azra Gite
Ayesha Khan
Adnan Patel
Asif Shaikh
Baburaza Shaikh
A fun fact pantaloons got its name from a hindi word “patloon”
Thank you