pantaloons marketing mix

1. PRESENTATION ON MARKETING
MIX
BY:
CH AMARESH PRUSTY (53)
MRADUL PATEL (48)

2. ABOUT US…..
• Pantaloons Fashion & Retail Limited is an Indian premium clothing retail chain.
• The first Pantaloons store was launched in Gariahat, Kolkata in 1997.
• Pantaloons was previously controlled by the Future Group, but has now been
taken over by Aditya Birla Nuvo Limited (ABNL).
• Operates in multiple retail formats in both, value and lifestyle; segments of the
Indian consumer market.
Mr.Pranab Barua (Managing Director)
Ms.Shital Mehta (CEO )
• Headquartered in Mumbai.
• The company has over 1,00 stores across 71 cities in India and employs over
40,000 people.
• According to the Brand Trust Report 2014, a study conducted by Trust
Research Advisory, Pantaloons featured among 100 most trusted brands in
India

3. MARKETING MIX

4. PRODUCT
 It has about 4-5 product
categories.
 It has about 100+ in house
brands.
 It has also tie ups with
other private label and
licensed brand more in
apparel and accessories.

5. PRODUCT
MIX
MEN’S WEAR
WOMEN’S
WEAR
KIDS WEAR ACCESSORIES HOME DECOR
 Casual
 Formal
 Ethnic
 Sports
 Plus size
fashion
 Innerwear
• Casual
• Formal
• Ethnic
• Sports
• Plus size
fashion
• Lingerie
• Casual
• Ethnic
• Hand Bags
• Watches
• Footwear
• Sunglasses
• Perfumes
• Jewelry
• Luggage
bags
• cosmetics
• Curtains
• Bed
sheets
• Pillow
• Pillow
covers

6. PRICE
• Pricing decisions consistent with firm’s marketing strategy and target
market.
• They propose to provide branded products at 10% less than the MRP and
20% off on the local brands.
• The types of pricing:-
o Seasonal pricing.
o Product bundling pricing.
o Promotional discounts.

7. High turnover
Low turnover
Highmargin
Lowmargin
Since pantaloons provides products to a potentially a large no of customers at
affordable prices, it falls in the High turnover-Low margin category.

8. PROMOTIONS
• They promote in house brands with some space with other brands.
• The Pantaloons Payback Greencard, which is a unique loyalty programs, has
been designed exclusively for Pantaloons' customers to enhance customer
experience.
• Presently offered to over 4 million members, the programs entitles members
to discounts in terms of points and special privileges at all Pantaloons stores.
• All types sales and discounts.
• Online and offline promotions.

9. GIFT VOUCHERS
GREEN CARDS

10. PLACE
• Chain of stores mainly functioning in malls.
• Stores located nearer to the competitors.
• Product availability mainly depends on the city of operations.
• Pantaloons have Distribution collection center (DCC) in four major Metros of
the country.
• It has about 100 stores all over India.
• They have also introduced online shopping.
• Exclusive stores for women and kids.
• In stores they keep 70% of their own brand and remaining 30% of other
brands.
Manufacturer
(own)
Retailer ConsumerDCC
PantaloonsManufacturer
(other)
Retailer Consumer