Pantaloons Report (Degree Project)

CHAPTER 1
BACKGROUND
COMPANY PROFILE
FUTURE GROUP
Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one of India‟s leading
business houses with multiple businesses spanning across the consumption space. While retail
forms the core business activity of Future Group, group subsidiaries are present in consumer
finance, capital, insurance, leisure and entertainment, brand development, retail, real estate
development, retail media and logistics. Led by its flagship enterprise, Pantaloon Retail, the
group operates over 12 million square feet of retail space in 71 cities and towns and 65 rural
locations across India. Headquartered in
Mumbai (Bombay), Pantaloon Retail
employs around 30,000 people and is listed
on the Indian stock exchanges. The
company follows a multi-format retail
strategy that captures almost the entire
consumption basket of Indian customers. In
the lifestyle segment, the group operates
Pantaloons, a fashion retail chain and
Central, a chain of seamless malls. In the
value segment, its marquee brand, Big
Bazaar is a hypermarket format that
combines the look, touch and feel of Indian
bazaars with the choice and convenience of
modern retail. In 2008, Big Bazaar opened its 100th store, marking the fastest ever organic
expansion of hypermarket. The first set of Big Bazaar stores opened in 2001 in Kolkata,
Hyderabad and Bangalore. The group‟s specialty retail formats include, books and music chain,
Depot, sportswear retailer, Planet Sports, electronics retailer, eZone, home improvement chain,
Home Town and rural retail chain, Aadhaar, among others. It also operates popular shopping
portal, futurebazaar.com. Future Capital Holdings, the group‟s financial arm provides investment
advisory to assets worth over $1 billion that are being invested in consumer brands and
companies, real estate, hotels and logistics.
It also operates a consumer finance arm with branches in 150 locations. The group‟s presence in
Leisure & Entertainment segment is led through, Mumbai-based listed company Galaxy
Entertainment Limited. Galaxy leading leisure chains, Sports Bar and Bowling Co. and family
entertainment centers, F123. Through its partner company, Blue Foods the group operates
around 100 restaurants and food courts through brands like Bombay Blues, Spaghetti Kitchen,
Noodle Bar, The Spoon, Copper Chimney and Gelato. Future Group‟s joint venture partners
include, US-based stationery products retailers, Staples and Middle East-based Axiom
Communications. Other group companies include, Future Generali, the group‟s insurance
venture in partnership with Italy‟s General Group, Future Brands, a brand development and IPR
company, Future Logistics, providing logistics and distribution solutions to group companies and
business partners and Future Media, a retail media initiative.
Future Group believes in developing strong insights on Indian consumers and building
businesses based on Indian ideas, as espoused in the group‟s core value of ‘Indianness.’ The
group‟s corporate credo is, „Rewrite rules, Retain values.‟ The Future Group employs over
30,000 people and was counted among 15 best employers in India in a survey conducted by
Hewitt Associates in 2007 in association with The Economic Times.
A staunch believer in the group‟s corporate credo, ‘Rewrite Rules, Retain Values,’ Kishore
Biyani considers Indianness as the core value driving the group. He was recently awarded the
Ernst & Young Entrepreneur of the Year 2006 in the Services Sector and Lakshmipat Singhania
- IIM Lucknow Young Business Leader Award by Prime Minister, Dr. Manmohan Singh in
2006. He was also awarded the CNBC First Generation Entrepreneur of the Year 2006.
Kishore Biyani was born in August 1961 and is married to Sangita and they have two daughters.
He recently authored a book, ‘It Happened in India’ that captures his entrepreneurial journey
and the growth of modern retailing in India.
DEGREE PROJECT REPORT, BATCH 2008-2010 Page 2

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.
MISSION
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.
BOARD OF DIRECTORS
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, Whole time Director
Gopikishan Biyani is a commerce graduate and has more than twenty years of experience in the
textile business.
Mr. Rakesh Biyani, Whole time 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. Vijay Kumar Chopra, Independent Director
V.K.Chopra is a fellow member of The Institute of Chartered Accountants of India (ICAI) by

profession and is a Certified Associate of Indian Institute of Bankers (CAIIB). His banking
career spans over 31 years and he has served senior management positions in Central Bank of
India, Oriental Bank of Commerce, SIDBI, Corporation Bank and SEBI.
Mr. Shailesh Haribhakti, Independent Director
Shri Shailesh Haribhakti is a Chartered Accountant, Cost Accountant, and a Certified Internal
Auditor. He is the Deputy Managing Partner of Haribhakti & Co., Chartered Accountants and
past president of Indian merchant Chambers. He is on the Board of several Public Limited
Companies, including Indian Petrochemicals Corporation Ltd., Ambuja Cement Eastern Ltd. etc.
He is on the Board of Company since June 1, 1999.
Mr. S Doreswamy, Independent Director.
Doreswamy is a former Chairman and Managing Director of Central Bank of India and serves on
the board of DSP Merrill Lynch Trustee Co and Ceat Limited among others.
Dr. D O Koshy, Independent Director
D. O. Koshy holds a doctorate from IIT, Delhi and is the Director of National Institute of Design
(NID), Ahmedabad. He has over 24years of rich experience in the textiles and garment industry
and was instrumental in the setting up of NIFT centers in Delhi, Chennai and Bangalore. He is a
renowned consultant specializing in international marketing and apparel retail management.

Ms. Bala Deshpande, Independent Director
Bala Deshpande, is Independent Director, Pantaloon Retail (India)Ltd. and also serves on the
boards of Deccan Aviation, Nagarjuna Construction, Welspun India and Indus League Clothing
Ltd, among others.
Mr. Anil Harish, Independent Director
Anil Harish, is the partner of DM Harish & Co. Associates &Solicitors and an LLM from
University of Miami. He also serves on the board of Mahindra Gesco, Unitech, IndusInd Bank
and Hinduja TMT, among others. Specialized businesses
LINES OF BUSINESS
The company is present across several lines of business which have various formats (stores)
 Fashion - Pantaloons, Central, aLL, Brand Factory, Blue Sky, Top 10, Fashion Station,
Big Bazaar, Lee Cooper (JV)
 General Merchandise - Big Bazaar, Shoe Factory, Navras, Electronics Bazaar, Furniture
Bazaar, KB'S FAIR PRICE
 Electronics - eZone, Electronic Bazzaar, STAPLES (JV)
 Home Improvement - Home Town
 Furniture - Collection i, Furniture Bazaar, Home Bazaar
 E-tailing (Online Shopping) - www.futurebazaar.com
 Books & Music - Depot
 Leisure & Entertainment - Bowling Co., F123
 Wellness - Star & Sitara, Tulsi
 Telecom & IT - Gen M, M Bazaar, M-Port, ConvergeM, Future Axiom
 Consumer Durables - Koryo, Sensei, IPAQ
 Service - E Care, H Care , Design & Service
 Malls - Central (Bangalore, Hyderabad, Pune, Mumbai, Vadodara, Gurgaon, Indore,
Ahmedabad)

 Investment & Savings - Insurance: ULIP, Pension, Endowment etc.
Stock Information
Listed on: Bombay Stock Exchange
Stock Code: BOM:523574
PARTNER COMPANIES:
Home Solutions Retail (India) Ltd.
Home Solutions Retail (India) Ltd.

(HSRIL) leads the groups foray in the
home improvement and consumer
electronics retailing segment. It caters to
home management requirements and
products, including furnishings and
textiles, furniture, consumer electronics,
home electronics and home services. It operates retail formats like Home Town, Furniture
Bazaar, Collection I, E-Zone,Electronics Bazaar and Got It.
Future Capital Holdings
Future Capital is the financial arm of the group and is involved in asset management (both
private equity and real estate funds) with plans to get into other financial services including
insurance, credit and other consumer related financial services. Its associate companies are
Kshitij Investment Advisory Co. Ltd., Indivision Investment Advisers Ltd., and Ambit
Investment Advisory Co. Ltd.
Future Media India Ltd.
Future Media India Ltd. is a part of the Future Group, aimed at creation of media properties in
the ambience of consumption and thus offer active engagement to brands and consumers.Indus
League Clothing Ltd.The group owns a majority stake in Indus League Clothing Ltd., one of the

leading apparel manufacturers and marketers in India. Some of its leading brands include Indigo
Nation, Scullers,Urbana, Urban Yoga and Jealous 21.
Future Bazaar India Ltd.
Future Bazaar India Ltd. is a subsidiary of Pantaloon Retail (India) Limited. It owns and operates
theonline shopping portal futurebazaar.com
Galaxy Entertainment Corporate Ltd.
The group owns a stake in Galaxy Entertainment Corporate Ltd. that operates chains like
BowlingCompany, Sports Bar and Brew Bar.
JOINT VENTURES COMPANIES
CapitaLand Retail India
The group is a joint venture partner in

CapitaLand Retail India, along with
Singapore-based Capital and Limited. The
company provides retail management
services to retail properties owned
ormanaged by various group companies
and investment funds.
Footmark Retail
Foot mart Retail is a joint venture with Liberty Shoes and is engaged in the retailing of footwear
products in India.
Planet Retail Holdings Ltd.
The group is a joint venture partner in Planet Retail Holdings Ltd., which operates sports, lifesty
leand leisure retail chain. It also owns the franchisee and distribution rights of brands like Marks
&Spencer, Guess, Debenhams and Puma in India.

MAJOR MILESTONES
1987
Company incorporated as Manz 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
Company enters modern retail with the launch of the first 8000 square feet store, Pantaloons in
Kolkata.
2001
Three Big Bazaar stores launched within a span of 22 days in Kolkata, Bangalore and
Hyderabad.

2002
Food Bazaar, the supermarket chain is launched.
2004
Central - India‟s first seamless mall is launched in Bangalore.
2005
Group moves beyond retail, acquires stakes in Galaxy Entertainment, Indus League Clothing and
Planet Retail.Sets up India‟s first real estate investment fund Kshitij to build a chain of shopping
malls.
2006
Future Capital Holdings, the company‟s financial is formed to manage over $1.5 billion in real
estate, private equity and retail infrastructure funds. Plans forays into retailing of consumer
finance products.
Home Town, a home building and improvement products retail chain is launched along with
consumer durables format, Ezone and furniture chain, Furniture Bazaar.
Future Group enters into joint venture agreements to launch insurance products with Italian
insurance major, Generali.
Forms joint ventures with US office stationery retailer, Staples.
2007
Future Group crosses $1 billion turnover mark.
Specialised companies in retail media, logistics, IPR and brand development and retail-led
technology services become operational.

Pantaloon Retail wins the International Retailer of the Year at US-based National Retail
Federation convention in New York and Emerging Retailer of the Year award at the World
Retail Congress held in Barcelona.
Futurebazaar.com becomes India‟s most popular shopping portal.
2008
Future Capital Holdings becomes the second group company to make a successful Initial Public
Offering in the Indian capital markets.
Big Bazaar crosses the 100-store mark, marking one of the fastest ever expansion of a
hypermarket format anywhere in the world.
Total operational retail space crosses 10 million square feet mark.
Future Group acquires rural retail chain, Aadhar present in 65 rural locations.
AWARDS AND ACHIEVMENTS
Images Fashion Forum 2009
 Most Admired Fashion Group Of The Year -

Future Group
 Most Admired Private Label - Pantaloons, the
lifestyle format
 Critics Choice For Pioneering Effort In Retail
ConceptCreation - Central
Coca-Cola Golden Spoon Awards 2009
 Most Admired Food & Grocery Retailer Of The

Year
 Most Admired Food Court

 Most Admired Food Professional
Indian Retail Forum Awards 2008
 Most Admired Retail Company of the year - Future Group

 Retail Face of the Year - Kishore Biyani
 Best Retailer Of The Year ( Hypermarket) - Big Bazaar
 Future Group was awarded the Most Admired Retail Company of the year by the Indian
Retail Forum at a glittering ceremony organised in Mumbai. Mr Kishore Biyani also won
Retail Face of the Year.
 India Retail Forum (IRF) is a platform for intellectual insightsand information exchange
for the retail business in the Indian subcontinent. The forum presents the business of
retail in the region to a global audience, with the express aim of facilitating understanding
about and encouraging investment in thismassive marketplace.Big Bazaar, the value
format of Future Group bagged the Best Retailer Of The Year ( Hypermarket).
The INDIASTAR Award 2008
 Food Bazaar: Best Packaging Innovation

 Food Bazaar bagged the INDIASTAR Award for Best Packaging Innovation in India, for
its private label brand Fresh And Pure Chakki Atta.
INDIASTAR Award is a biennial event which aims to promote and encourage excellence in
packaging design, innovation and technology. The contest was established in 1972 and is
considered as the most popular and premier event for India‟s packaging fraternity. This year
there were around 357 entries and the participants had to submit a sample of their designs for
selection. With this award, Pantaloon Retail (India) Limited becomes the first Indian Retailer to
win the prestigious INDIASTAR Award. Retail Asia Pacific 500 Top Awards 2008
Gold Winner -Top Retailer 2008 Asia Pacific
 Retail Asia Publishing Pte, the institutor of these awards, aims to set a platform that
appraise, raises and recognizes the development and growth of retailing throughout the
Asia Pacific region.

Coca-Cola Golden Spoon Awards 2008
 Most Admired Food & Grocery Retail Visionary of the Year: Kishore Biyani
 Most Admired Food & Grocery Retailer of the Year Supermarkets: Food Bazaar
 Most Admired Food & Grocery Retailer of the Year -Hypermarkets: Big Bazaar
 Most Admired Retailer of the Year - Dynamic Growth in Network Expansion across
Food, Beverages & Grocery: Future Group
 Most Admired Food & Grocery Retailer of the Year - Consumer's Choice: Big Bazaar
The Reid & Taylor Awards For Retail Excellence 2008
 Retail Leadership Award: Kishore Biyani

 Retail Best Employer of the Year: Future Group
 Retailer of The Year: Home
 Improvements: HomeTown
Images Retail Awards 2007
 Most Admired Retail Face of the Year: Kishore Biyani

 Most admired retailer of the year: Large format, multi product store: Big Bazaar
 Most admired retailer of the year: Food and Grocery: Food Bazaar
 Most admired retailer of the year: Home & office improvement: HomeTown
 Most admired Retail Company of the year: Pantaloon Retail (India) Ltd.
Images Retail Forum followed strict international benchmarks in deciding the top honours for
Images Retail Awards ‟07, with IRIS as knowledge partner and global consulting firm AT
Kearney as the Process Approver.
National Retail Federation Awards
 International Retailer for the Year 2007 – Pantaloon Retail (India)Ltd
The National Retail Federation is the world‟s largest retail trade association with over 1.4 million
members in the US and across the world. Some of the past winners of the award include Metro

AG (Germany), Carrefour (France), Zara (Spain), Boticario (Brazil) and Ito Yokado (Japan). The
award was presented at the Retail‟s Big Show held in January 2007 in New York.
World Retail Congress Awards
 Emerging Market Retailer of the Year 2007 – Pantaloon Retail (India) Ltd
The inaugural World Retail Congress held in Barcelona, Spain in March 2007 attracted over one
thousand retail professionals from over sixty countries. The awards were decided by a
multinational Grand Jury. Winners in other categories included Inditex, Mall of Emirates, Marks
& Spencer and IKEA.
Hewitt Best Employers 2007
 Best Employers in India (Rank 14th) – Pantaloon Retail (India) Ltd
Leading human resources consultancy, Hewitt Associates conducts an annual survey of the best
employers in India, as part of its global initiative. It is based on CEO interview, People Practices
Inventory and Employee Opinion Surveys. Pantaloon Retail became the only retailer to feature
among the twenty-five best employers in India.
PC World Indian Website Awards
 Best Indian Website In The Shopping Category - Futurebazaar.com
PC World, a leading consumer technology magazine selected the best Indian websites in various
categories based on use of technology for delivering solutions, information being presented in an
intuitive and concise manner and overall experience aided by design.
Reader’s Digest Trusted Brands Platinum Awards
 Trusted Brands Platinum Award (Supermarket Category) – BigBazaar
The Reader‟s Digest awards are based on surveys done among consumers by independent
research agency, Nielsen Media Research. This is the second consecutive time Big Bazaar has
won this award.

Retail Asia Pacific Top 500 Awards
 Asia Pacific Best of the Best Retailers – Pantaloon Retail (India) Ltd
 Best Retailer in India – Pantaloon Retail (India) Ltd
Asiamoney Awards
 Best Managed Company in India (Mid-cap) – Pantaloon retail (India) Ltd.
Ernst & Young Entrepreneur of the Year Award
 Ernst & Young Entrepreneur of the Year (Services) – Kishore Biyani
Considered to be one of the most prestigious business awards inIndia, a jury comprising leading
names in Indian business selected the winners based on courage, creativity, passion, endurance
and vision.
CNBC Indian Business Leaders Awards
 The First Generation Entrepreneur of the Year – Kishore Biyani
Organized by CNBC-TV18, the twelve awardees in various categories are decided by a high
profile jury, along with research partners - The University of Chicago Graduate School of
Business, Development Dimensions International (DDI) and AC Neilson ORG MARG.
Images Retail Awards
 Best Value Retail Store – Big Bazaar

 Best Retail Destination – Big Bazaar
 Best Food & Grocery Store – Food Bazaar
 Retail Face of the Year – Kishore Biyani
CNBC Awaaz Consumer Awards
 Most Preferred Large Food & Grocery Supermarket – Big Bazaar
Reid & Taylor Awards for Retail Excellence

 Retail Entrepreneur of the Year – Kishore Biyani
 PRIL- Most Admired Retailer of the Year

 Food Bazaar- Retailer of the Year(Food and Grocery)
 Big Bazaar-Retailer of the Year(Value Retailing)
 Central-Retail Launch of the Year
Voted by Business Today magazine as one of the Top 20 Companies in India to watch in 2005
India‟s most investor-friendly companies in the top 75 India‟s Biggest wealth creators in the top
100
DAKS London
 PRIL- Brand Builder of the Ye
 PRIL- Most Admired Retailer of the Year

 Food Bazaar- Retailer of the Year(Food and Grocery)
 Big Bazaar-Retailer of the Year(Value Retailing)
 Central-Retail Launch of the Year
Reid & Taylor and DLF Awards
 PRIL - Retailer of the year
Indian Express Award
 PRIL –Marketing Excellence and Excellence in Brand Building Indusland Bank (India
Brand Summit)
 PRIL - Excellence in Brand Building

PANTALOONS

PANTALOON RETAIL (INDIA) LIMITED
 Originally incorporated as Manz Wear Private Limited on October 12, 1987. The
Company‟s name was changed to Manz Wear Limited on September 20,1991, further to
Pantaloon Fashions (India) Limited on September 25, 1992 and to Pantaloon Retail
(India) Limited on July 7 1999)
Registered and Corporate Office: Pantaloon Knowledge House, Shyam Nagar, Off.
Jogeshwari Vikhroli Link Road, Jogeshwari (East), Mumbai 400060.
Tel: (+91 22) 56442200 Fax: (+91 22) 56442201
WHAT IS PANTALOONS
Celebrate the Fresh Look, Fresh Feel & Fresh Attitude at Pantaloons Fresh Fashion ! Fashion is
all about the now. Why, then should people not see a fresh look every time they walk into a
Pantaloons store? That is the thought behind 'Fresh Fashion'. An idea that has captured the
imagination of young India. With a focus on the youth of today, Pantaloons offers trendy and hip
fashion that defines the hopes and aspirations of this demography.
Pantaloons Fresh Fashion stands out as a fashion trendsetter, on the lines of how fashion is
followed internationally. The „look‟ and „what‟s in‟ today for the season is sacrosanct.
Pantaloons takes its promise of 'fresh fashion' very seriously making available to its customers
the latest in fashion every week!
All Pantaloons stores reflect the new ideology – Fresh Feeling, Fresh Attitude, Fresh Fashion.
The stores offer fresh collections and are visually stimulating thanks to appealing interiors and
attractive product display!
The first Pantaloons was opened in Gariahat in 1997. Over the years, it has undergone several
transitions. When it was first launched, this store mostly sold external brands. Gradually, it
started retailing a mix of external brands while at the same time introduced its own private
brands. Initially positioned as a family store, it finally veered towards becoming a fashion store
with an emphasis on 'youth' and clear focus on „fresh fashion‟. Today, the fashion store extends

to almost all the major cities across the country. Pantaloons has established its presence with
stores not just in the metros, but also in smaller towns.
ABOUT PANTALOONS
Pantaloon Retail is the flagship enterprise of the Future Group, with a presence across multiple
lines of business. The company owns and manages multiple retail formats that cater to a wide
cross-section of Indian society. Headquartered in Mumbai (Bombay), the company operates
through four million square feet of retail space, has over 140 stores across 32 cities in India and
employs over 14,000 people...
Pantaloon Retail forayed into retail in 1997 with the launching of its fashion retail chain,
Pantaloons in Kolkata. In 2001, it launched Big Bazaar, a hypermarket chain. This was followed
by Food Bazaar, a food and grocery chain. Next up was Central, a first of its kind located in the
heart of major Indian cities. Some of its other formats include, Collection I (home improvement
products), E-Zone (consumer electronics), Depot (books, music, gifts and stationary), ALL (a
Little Larger, fashion apparel for plus-size individuals), Shoe Factory (footwear) and Blue Sky
(fashion accessories). It has recently launched its e-business venture, futurebazaar.com. The
group's subsidiary companies include, Home Solutions Retail India Ltd, Pantaloon Industries
Ltd, Galaxy Entertainment and Indus League Clothing. The group also has joint venture
companies with a number of partners including French retailer Team group, Lee Cooper,
Manipal Healthcare, Talwalkar's, Gini & Jony and Liberty Shoes. Planet Retail, a group
company owns the franchisee of international brands like Marks & Spencer, Debenhams, Next
and Guess in India.
TARGET MARKET AND POSITIONING OF PANTALOONS
Pantaloons are positioned as a department store catering to the middle and upper-middle
classsections at each of its locations. Its core offering is branded merchandise, retailing
international, national and regional brands as well as private and proprietary labels. Today, a
leader in Fashion Pantaloons promises Fresh Fashion for the entire family as well as the young
and the young-at-heart. The belief is that they will be the key drivers of fashion. Thus it is a store
focusing on providing a value for money proposition as it provides quality fashion products at an
affordable price as compared to the competitors.

STORE LOCATION
The location of a retail store occupies an important place in retail strategy. It not only conveys
the image of the store, but also influences the merchandise mix and the interior layout of
thestore. While the merchandise mix can be changed and prices can be adjusted, it is difficult to
change the decision on store location.
TRAFFIC
The traffic – pedestrian as well as vehicular – that passes the site is an important determinant
ofthe potential sales that can be generated from a store. A pantaloon is known to have good
parking space wherever it‟s located.
ACCESSIBILITY OF THE MARKET
Accessibility of a market is defined in terms of the availability of public transport and road/local
trains connections to the markets. It is mostly located in posh locality in the center of the city.
Further the easy availability of transport facilitates makes the location really accessible for
shopping.
PRODUCT MIX OFFERED
The kind of product mix to be offered by the retailer is another important consideration. As
mentioned earlier the main product line of Pantaloons is men‟s and women‟s clothing and other
accessories comprising a vigilant mix of private as well as other labels...Since Pantaloons

provides products to a potentially large number of customers at affordableprices, it falls in the
High Turnover - Low Margin Category
BRANDS AT PANTALOONS
PANTALOONS BRANDS NON PANTALOONS BRANDS
MEN‟S WEAR BIBA

 JOHN MILLER SPYKAR
 JM SPORTS 109 F
 BARE DENIM REMANIKA
 RIG INDUS LEAUGE
 AJILE LEE COOPER
 LOMBARD LILLIPUT
 T-2000
 BARE LEISURE
LADIES WEAR
 HONEY
 AKKRITI
 ANNABELLE
 MIX & MATCH
 AJILE
 RIG
KID‟S WEAR
 CHALK
 BARE 7214

PRICING
Pantaloons visual merchandising is creative, innovative and outstanding which can be seen from
its own in house private brands such as John Miller. All the merchandise is placed at both 360
degree and 180 degrees. The new launched products are showed by prominent color back
ground. Window display is highly interactive for impulsive buyer. Price range is average.
They propose to provide branded products at 10% less than the Mrp and 20% off on the local
brands, which is similar to what has been carried out inBig bazaar.Keeping costs down is clearly
the corner stone of policyat both chains. Pantaloon chief Biyani ensures cheaperprices by
keeping watch at every step.Says Biyani: "We do three things -- buy directly from the
manufacturers so that the middle man is eliminated.We buy in cash and get a cash discount, and
manage our stocks turns so that we don't havemoney stuck up. The benefits are passed on to the
customers.”
Initially positioned as a family store, it finally veered towards becoming a fashion store with and
emphasis on youths and clear focus on „FRESH FASHION‟. They are targeting youth and even
women, since they are the ones defining most purchasing decisions.
STORE LAYOUT
Pantaloons follows a free form store layout. No particular format is followed anything is placed
anywhere but strategically. Pantaloons fall under following categories- Departmental stores,
Malls, E-retailers Here when it comes to arranging the clothes, same type of clothes are put up
together in different sizes so that same clothes are available for every size at one point only.
Being a department store, Pantaloons exhibits an arrangement of merchandise in a free

formlayout. Such a layout allows free movement and also encourages people to browse and shop
with convenience.The floor space is allocated on the basis of the contribution of a particular
department tobusiness.

STORE DESIGN- STORE EXTERIORS & STORE INTERIOR
Pantaloons follows a theme based interior,

like a corner is assigned to every brand and
that brand put up its product as per its liking.
Also the posters and ads for discounts and
offers for them are put up there only Exteriors
of pantaloons stores are very attractive & eye
catchy. They put up fresh fashion collections
on the dummies onthe entrance.The exterior
appearance of a store silently announces what
customers can expect inside. Good exterior
visual merchandising attracts attention,
creates interest and invites the customer into
the business.
VISIBILITY
The clothes and accessories available in the stores are nicely put up at the windows of the
building at night the building is brightly lit up. The focus is largely on the name plate at the top.
The entrance has an automatic door closing system. There is always someone to greet the
customers entering the shop.
INTERIOR STORE DESIGN
LIGHTING
Good lighting in a store involves more than illuminating space. Lighting is used to highlight
merchandise, sculpt face and capture a mood feeling that enhances the store image. White
lighting has been majorly used in the store so that the customers can identify the requisite colors
of the apparels. For lightening mostly focus lights are used for the clothes that are hanged on
wall white lights are used but for toys section as well as shoes section yellow lights are used and
even for the traditional wear yellow lights are used as this light match with the color of the

products put up there and even make them look more eye catchy and attractive. Stores have
transparent flooring furnished floorings.
Music – mostly there is rock as well as soft music no particular music beat is followed.
Store security- well they have ample staff available with them to guide as well as to keep a
check on the customers. Also they have cc cameras put up at various spots.
SPACE ALLOCATION AND UTILIZATION
Furniture and fixtures- Goods are

effectively displayed on a variety of
fixtures such as gondolas, tables, cubes,
mannequins, waterfalls and other racks,
display cases and manufacturer point- of -
purchase display.
Walk Ways and Entries:-
Approximately 75 % of first time

customers remember a store‟s entrance,
which provides the first and last view of the
store‟s interior. A cluttered entryway cause‟s shopper‟s to indefinitely postpone entering a store,
while an attractive, well designed entrance is inviting to the customers and that‟s what
pantaloons provides.
Sound type and density
Instrumental music is played over loud music in the store making the shopping environmental
more serene and calm Odor type and density like sound, odor too has a negative or positive
impact on the atmosphere of the store. The strength (density) of the odor is also important. This
is because, even if the odor is right but too strong or intense, the ultimate impact generated by it
is negative. Considering pantaloons, perfumes or room fresheners are aired through the air
conditioners.

VISUAL MERCHANDISING- Merchandise Type and Density
One can come across campaign graphics in the store with merchandise places near them.
Mannequins are displayed with accessories to generate impulse purchases. Spot lights are also
focused on the visual merchandise so as to gain the attention of the customers. Pantaloon focuses
on the latest fashion apparels. No rack is kept empty as it may create a negative impression in the
minds of the customers
Fixtures
Detachable fixtures with smooth edges are maintained in the store especially in the kids segment.
Packaging
The Products purchased by the Customers are packed in green colored Recyclable Plastic Bags.
The bag is sealed with a tape bearing a statement “Thank you for shopping ant Pantaloons” on it.
MERCHANDISE
Pantaloons have applied the concept of category management in its day-to-day merchandising
function as against the traditional brand management merchandising practice followed by most
retailers. Category managers look at sales and margins of each brand in a category. The whole
idea of category management is to create products across length and breadth of a category at
different price points, fabrics, design, shape, seasons, color and size. They are characterized by a
broad variety, deep assortment. The Category manager develop a merchandising strategy for the
category taking into consideration customer profile, classification, resource structure, vendors,
fashion trends, items and price points.
The category manager visit stores regularly to check assortments of merchandise displays, stock
levels and old season merchandise, consult with team leaders and sales people on problems and
suggestions. Although no concrete information was provided with respect to the ways of
forecasting the sales and inventory planning, it was highlighted that buffer stock of
approximately 10-12% of the total stock is maintained in the store. Display Areas, Walkways &
doors Pantaloons stores have very attractive display areas, in which they put the dummies,
accessories& all. They have a broad walkway & doorways.

Also there are small screens put up at various corners which are most visible, and which they
show case ads of their own as well as other brands available there. Here each rack is placed in
such a way so that consumers can easily take their wanted products. Pantaloons have their
owning house brands in Apparel as well as different sections. Pantaloons visual merchandising is
creative, innovative and outstanding which can be seen from its own in house private brands
such as John Miller. All the merchandise are placed at both 360 degree and 180 degrees. The
new launched products are showed by prominent color back ground. Window display is highly
interactive for impulsive buyer.
Assortment and Variety
Pantaloons typically fall in the High Assortment –

High Variety quadrant. Although the assortment
and variety in each of the categories is high, depth
is emphasized upon in case of core merchandise
categories such as men‟s formal wear, men‟s
casuals and sportswear. Conversely, the typical
fashion apparels and accessories are dominant on
the Width front.
SWOT ANALYSIS
STRENGTH
Brand equity and early mover advantage;

Entrepreneur led, professionally managed by an
experienced team; Project execution and operations
capabilities; Vast range of lifestyle and value retail
products and services; Strong distribution and
logistics network and supply chain; strong distribution and logistics network, with our 21
distribution centers covering; and Large base of customers and Strong focus on systems and
processes; Retailing is a "technology-intensive" industry. It is technology that will help the
organized retailers to score over the unorganized retailers.

Successful organized retailer‟s today work closely with their vendors to predict consumer
demand, shorten lead times, reduce inventory holding and ultimately save cost. Example: Wal-
Mart pioneered the concept of building competitive advantage through distribution &
information systems in the retailing industry. They introduced two innovative logistics
techniques, cross-docking and EDI (electronic data interchange).On an average a super market
stocks up to 5000 SKU's against a few hundred stocked with an average unorganized retailer.
It is the main sponsor in Femina Miss India. Strong management team Brand recognition and
reputation and Diversity and variety in products offered on the web (footwear, apparel, sporting
equipment etc.)Strong control over its own distribution channel, No bad reputation like child
labor or environment pollution
WEAKNESS
Weaknesses found can be the opportunities of improvements. The Number of outlets available in
the locations of pantaloons is very low. It does not have a strong presence everywhere.
Promotional Cost Vs Revenue
Less Conversion level: Despite high footfalls, the conversion ratio has been very low in the retail
outlets in a mall as compared to the standalone counter parts. It is seen that actual conversions of
footfall into sales for a mall outlet is approximately 20-25%. On the other hand, a high street
store of retail chain has an average conversion of about 50-60%. As a result, a stand-alone store
has a ROI (return on investment) of 25-30%; in contrast the retail majors are experiencing a ROI
of 8-10%.Customer Loyalty: Retail chains are yet to settle down with the proper merchandise
mix for the mall outlets. Since the stand-alone outlets were established long time back, so they
have stabilized in terms of footfalls & merchandise mix and thus have a higher customer loyalty
base.
E-retailing is limited – limited variety of products available online direct sale to consumers is
creating conflicts with its own reseller‟s online customer service not "helpful" or easy to find.

OPPORTUNITY
the Indian middle class is already 30 Crore & is projected to grow to over 60Crore by 2010
making India one of the largest consumer markets of the world. The IMAGES-KSA projections
indicate that by 2015, India will have over 55 Cr people under the age of 20- reflecting the
enormous opportunities possible in the kids and teens retailing segment. Organized retail is only
3% of the total retailing market in India. It is estimated to grow at the rate of 25-30% p.a. and
reach INR 1, 00,000 Cr by 2010.Percolating down- In India it has been found out that the top 6
cities contribute for 66% of total organized retailing. While the metros have already been
exploited, the focus has now been shifted towards the tier-II cities. The 'retail boom', 85% of
which has so far been concentrated in the metros is beginning to percolate down to these smaller
cities and towns.
The contribution of these tier-II cities to total organized retailing sales is expected to grow to 20-
25%.Rural Retailing: India's huge rural population has caught the eye of the retailers looking for
new areas of growth. ITC launched India's first rural mall "Chaupal Saga" offering a diverse
range of products from FMCG to electronic goods to automobiles, attempting to provide farmers
a one-stop destination for all their needs." Hariyali Bazar" is started by DCM Sriram group
which provides farm related inputs & services. The Godrej group has launched the concept of
'agri-stores' named "Adhaar" which offers agricultural products such as fertilizers & animal feed
alongwith the required knowledge for effective use of the same to the farmers. Pepsi on the other
hand is experimenting with the farmers of Punjab for growing the right quality of tomato for its
tomato purees & pastes.
Collaborate with other online retailers to offer its products Possibility of outsourcing the web
development and e-commerce to a third party developer new avenues for opening of outlets. And
Increase the promotional activities.
THREATS
Increase in the Price of Raw materials Pantaloon strong reputation in the apparel industry
Identify the Threats - competitors activities More number of outlets of competitors available in
the surrounding If the unorganized retailers are put together, they are parallel to a large
supermarket with no or little overheads, high degree of flexibility in merchandise, display, prices

and turnover. Shopping Culture: Shopping culture has not developed in India as yet. Even now
malls are just a palace to hang around with family and friends and largely confined to window-
shopping.
Competition within vicinity-Pantaloons is mostly located in same place as its competitors. Like
in Baroda and even in Pune is in a mall so it‟s very much nearby its competitors. Its major
competitors are Westside, Globus, and central. Marquees A special type of sign is used to
display the name of the store. It is used to announce a change in season, sale, a special event or a
promotion.
PROMOTION STRATEGY
Under the market strategy promotional idea is very important. Organization provides some
Schemes or rebates to retailers or consumers. They make advertisement according to convenient
of the people and the feature of the product. So on the basis of marketing strategy a organization
runs in the market. It is several types of which makes helpful to increase sales and turnover of
the organization.
Pantaloons is the first company to promote their products through movies like Na Tum Jano Na
Hum and many others, including the recent block buster “3 Idiots” since the company‟s focus is
youth they tend to promote their products through youth icons like Mahendra Singh Dhoni,
Bipasha Basu, they also tend to sponsor events which are watched by the youth like the
Pantaloons Femina Miss India which they relate to or is liked by the youth. The company also

promotes its products through discounts. For Example-In Pantaloons (life style segment) on a
purchase of one t-shirt(UMM)you would have to pay Rs349 and on a purchase of two one would
buy it for Rs549.Thecompany keeps yearly or quarterly discounts. Pantaloon majorly promotes
its brands through promotions in events which involve youth like Malhaar, Umang and popular
college festivals etc
Over the past few years the Organized Retail Sector has been characterized by the following
strategies:–
 -Large Formats
 -Rapid Expansions
 -More Players with variety of formats
 -Urban India is the initial target market
 -Location
 -Efficient Supply Chain Management
 -Profitability Model
 PLC and Responses
MARKETING POLICY
FOCUS
According to Pantaloons, fashion is all about here

and now. The company has primarily focused on
the youth of the country since the major part of the
population lies in the age of 15to45 which is the
income group. Pantaloons are very serious behind
the idea of “fresh fashion “and have projected youth
at the fore-front. The ideology of the company is
Fresh Fashion, Fresh Attitude, Fresh Feeling.
Pantaloons 2009 Collection
 Ajile Akkriti Akkriti Kidswear

Scope of Marketing:
Positioning- Leading player in

organized retail in India:-
PRIL is the market leader in the

organized retail segment and has a
pan India presence with its stores
operational across 15 states. The
company has presence in food and
grocery, clothing, home furnishing
and improvement, durables,
footwear, leisure and entertainment,
health and beauty, etc. PRIL operates
through multiple formats like
Hypermarket (Big Bazaar), Departmental Store (Pantaloon), Supermarket (Food Bazaar) and
Specialty Stores. Thus, PRIL is best placed to extend its presence across categories, formats and
regions.
The positioning is a creative exercise down with an existing product. the well known products
generally hold a distinctive position in consumer's minds. The positioning requires that every
tangible aspect of product, price, place and promotion must support the chosen positioning
strategy. Company should develop a unique selling proposition (USP) for each brand and stick to
it, PPL consistently promotes its DAP fertilizer by Higher yield at lower cost. As companies
increase the number of claims for their brand, they risk disbelief and a loss of clear positioning.
In general a company must avoid four major positioning errors. Those are under positioning over
positioning, confused positioning and doubtful positioning.
In the Life-style segment (Pantaloons) the positioning of the store is very different. The store is
very open and has a soothing music when the customer enters. The store is very open and
spacious; the door of the store is always open which is inviting customers. Since the store is very
spacious Pantaloons has segmented its products in a Demographic way and this is the same in all
the outlets .The entrance would have the cosmetics, jewellary etc then is the ladies section which

first has the Indian wear then the western after that it‟s the men‟s wear and then the sportswear.
Pantaloons brands like UMM, DJ&C are always positioned at the eyelevel. There is a lot of
detailing on the presentation of the products which are then displayed on the mannequin. The
company would place its beat products on the mannequin. Pantaloon always positions its product
at a place where the consumer would see the product once and is easy to locate. Location plays a
major role in positioning the product in their store to enhance sale. The company would also
position itself according to the needs of the youth because it is the target market and likes things
fresh.
MARKETING ACTIVITIES
Pantaloons Retail India Pvt Ltd. is involved in many marketing activities but they are different
for different stores,
PANTALOONS STORES
Positioned as 'India's family

store,' a Pantaloons departmental
store (Pantaloons) targeted the
middle and upper middle class
urban population of the country
and offered a wide range of
garments, accessories and life
style products to meet the specific
requirements and preferences
offal age groups especially the
young Indians. The company has
majorly marketed its products like
BARE, UMM, DJ&C and many more through movies like “Kya Kool Hai Hum”, “Na Tum Jano
Na Hum”, “3 Idiots” and many more .Pantaloons also sponsors events like “Femina Miss India”.
It has also increased its advertisement expenditure budget from 20crores to Rs 40crores during
IPL season. It has also sponsored many International Cricket Tournaments. Since the target
market is different the marketing mix is different too.

PANTALOONS FEMINA MISS INDIA 2010
Mumbai, April 9th 2010: Pantaloons, India's leading fashion retailer, a part of the Future
Group, today unveiled the ‘Pantaloons Femina Miss India 2010 Collection ‘at Mega Mall,
Oshiwara. The new collection is Vibrant, young and enticing.
The new „Pantaloons

Femina Miss India 2010
collection‟ is a reflection of
the hopes and aspirations of
these 18 young and
beautiful “Pantaloons
Femina Miss India 2010”
finalists. While Pink and
Gold rule the palette,
myriad shades encompassed
in the series are the
highlight of this collection.
Pantaloons Femina Miss India 2010 collection is ruled by Indo western silhouettes. It starts on a
western note and gradually cascades to the mystic beauty of the east. Comprised of colorful
kurtis, fabulously flared skirts, Ghaghara‟s, vibrant top wear and short skirts, one has an option
to turn things around from being contemporary to upscale trendy. Pair a kurti with your favorite
denims or team a flared skirt with a western top, one has a variety of choices to opt from. This
collection is an effort to rewrite the fashion rule book and is bound to infuse ones personality
with the much needed vibrancy and panache.
This collection has been designed keeping in mind the aspirations of the contestants and is
aimed towards providing a sneak peak to their personality, which sets them apart from others and
gives them their winning streak.

Pantaloons also had a special in-house styling contest in store for the customers. The winners of
the contest were styled by „Pantaloons Femina Miss India 2010‟ Finalists. Pooja Chopra, Beauty
with a Cause Miss World Pageant 2009 and Pantaloons Miss India World 2009 judged the finale.
Pantaloons‟ Facebook fans get all the information of what the Pantaloons Femina Miss India
2010 finalists are up to through an insider who provides scoop on all that‟s happening in the
PFMI realm every day. Popularly known as the „Girl-in-Pink‟, her eyes and ears follow & pick
up every tit bit of information pertaining to what the girls are up to - in front of and behind the
cameras
New Product Development- Pantaloons Retail Company Limited has many branches and within
those branches there are many products .The Company has a trend of introducing new products
in their branches very frequently. Pantaloon and Central both had introduced new collections of
UMM in their stores very recently. The new collection was given exclusive space and that
section was very beautifully decorated and gave the customers a very new look and feel of the
space and the product which then essentially helped for higher sales. There was no offer on the
jeans as they had positioned it as an exclusive product. This is how they redefine their old brands
and introduce new products.

Hoardings:
Pantaloon puts its hoarding at prime locations, featuring the upcoming Fashion events or its
brand ambassadors who are generally eminent celebrity. Category manager plans promotions /
brand or product building schemes. The category manager identifies slow movers and also
disposal plan for the same.
LOYALTY PROGRAM
IT SYSTEM
IT system at Pantaloon stores is fully centralized; the report of daily sales is being reported to
head office in Germany. Pantaloon Retail selected the entire suite of Connected Retailer
solutions to take them into the future of retailing. They purchased Connected Retailer Store,
Merchandising, Planning, Sales Analytics, and CRM. At the core of their systems is the
Connected Retailer Merchandising Solution, which streamlines operations, unifies asset

management, and helps retailers learn the truth about their business. This powerful retail
enterprise solution features an open-architecture design that provides unprecedented flexibility,
scalability, power, and control merchandising‟s centralized transactional database and support
tools enable retailers to make and execute better decisions based on accurate, current, and shared
information. By using consistent data to guide all processes, the solution automatically
synchronizes and integrates all key functions, including planning, ordering, pricing, flow, sales,
margins, and inventory management Connected Retailer. Bar Coding and Scanners: Point of sale
systems use scanners and bar coding to identify an item, use pre-stored data to calculate the cost
and generate the total bill for a client.
Payment: Payment through credit cards has become quite widespread and this enables a fast and
easy payment process.
CRM Systems: Data warehousing & mining technologies offer consumer data and apply it to
business. This, along with the various available CRM (Customer Relationship Management)
Systems, allows the study of the buying behavior of consumers in detail and grows the value of
individual consumers to their businesses.
SAP implementation is not a single phase process. The project was divided into three phases.
The first phase involved blueprinting existing processes and mapping them to the desired state.
In this phase, the entire project team worked on current processes within the structure of the
organization, analyzed and drafted them. This blueprint was later used in the formation of new
states of the solution. Since the SAP would combine all the processes, each and every one of
these had to be evaluated. In the second phase, the SAP platform was developed with the help of
Nova soft‟s template which was predefined by SAP after evaluation of Pantaloon‟s needs and
expertise in retail solutions. The last phase in this project was for stores to switch over to the new
system and for current data to be ported. Before the SAP implementation, all the data was
unorganized. This data had to be migrated to the new SAP application.
Maintenance and Hardware
This application is currently being used by around 1,200 employees across the organization. For
maintaining this implementation and its related applications, Pantaloon has an in-house team and
it has outsourced ABAP resources. They are also in the process of setting up a SAP Competency

Centre. The system runs on a HP Superdome server on HP UNIX 11i and the database is from
Oracle. The cost of this project was about $10 million.
Future projects
After the successful implementation of SAP for its retail chain, Pantaloon plans to go ahead with
IT projects such as implementation of WMS with RFID, Customer Intelligence and CRM.
Inventory and Promotions Optimization will be pursued later this year. More than eight years
after it forayed into the retail business, Pantaloon Retail decided to implement SAP to keep itself
competitive in the rapidly growing Indian retail market.
Branding and Promotion
Contribution from major brands-
Promotional Offers Run by Pantaloons Retail Company Limited
Pantaloons retail India limited provides Green card; this Green Card is passport to a whole new
world of exclusive benefits and privileges. These include:
 Instant discounts for every time you shop at Pantaloons.

 Exclusive shopping days to get hold of latest merchandise.
 Regular updates on collections and promos via catalogues, SMS and email.
 Special invites to the most happening events.
 Extended exchange periods and complimentary drops for alterations.
 Exclusive billing counters and much more.
Big bazaar in association with ICICI banks has launched loyalty cards for the customers.
They are:

 ICICI Bank Big Bazaar Silver Credit Card It gives you the benefits of regular cards and
additional features to make your shopping not only enjoyable but also a way to save more
with Big Bazaar.
 ICICI Bank Big Bazaar Gold Credit Card, The card brings to you more reasons to save
and earn rewards on its usage. It gives you all the benefits of regular cards and additional
features to make your shopping not only enjoyable but also a way to save more with
 Pantaloons Retail and Jet Airways have got into a tie-up and now a Jet Privilege customer
would avail discounts in Pantaloons.
 Mahendra Singh Dhoni is appointed Brand ambassador and would be campaining for the
apparels of Big Bazzar(DJ&C) . The tagline is” Desh Badlo Duniya Bado”
MAIN COMPETITORS
GLOBUS
The Mumbai-based Rajan Raheja Group launched its first Globus department store in January
1998at Indore and since then it has become a 20-outlet strong chain with a presence in 14 cities.
Apart from the Globus department stores, the chain also runs a second retail format with Globus
2, the factory outlet format. Globus' flagship store was launched in Mumbai in November 2001.
The department store chain's customer loyalty program is called the Globus Privilege Club card
program. In 2004, the chain had seven outlets in five cities with a total space of 1, 39,658 sq.ft
by2005 their retail presence had reached eight cities with 12 stores and a total retail space of
1,94,610sq.ft. Today the chain runs 20 outlets in 14 cities with a total retail space of 2,90,000
sq.ft. Retail expansion plans include having 30 outlets by 2007, 100 by 2008, and taking it to 120
by 2010 with a total retail space of 12, 40,000 sq.ft. The chain's in-store labels apparel labels,
Globus and F21, contribute about 35 per cent towards total retail sales. Frequent consumer
promotions during peak sales periods like traditional festive seasons bring in 25-30 per cent
increase in average sales.

LIFESTYLE
The Dubai-based Landmark Group‟s department store chain, Lifestyle, started operations in
Indiain1998. It currently operates 19 Lifestyle departmental stores in nine cities with a total retail
space of7, 45,711 sq. ft. In 2004 the chain had seven stores in five cities with a space of 2,68,436
sq.ft, which grew to 10 stores in the same five cities with an increased retail space of 3,41 ,587
sq.ft. By2010 they plan to have 41 stores in 16 cities with a combined retail space of 19, 33,931
sq.ft. The average store size of a Lifestyle department store is 46,000 sq.ft, the largest of them
being the
Chennai store with an area of 75,000 sq.ft. Lifestyle now plans to majorly expand into the tier-II
cities in the country. Ginger, Baby Doll and JRS Active are the three major private labels of
Lifestyle, besides segment-specific brands like 2xtremz for women and juniors for infants. These
private labels contribute approximately towards 10 per cent to the total revenue. Its customer
loyalty program is called The Inner Circle, which contributes 40 per cent to total sales. Each of
the stores has a Coffee Island managed by Qwiky's. Lifestyle International has announced
investments to the tune of Rs.400 crore in the next five years to fund its expansion in India. This
includes plans to bring in its concept stores into the country, including the Max Hypermarkets
and Lifestyle Centers. The Max chain of value stores and Home Centers has already been
launched. Landmark is also working on a Lifestyle Centre
SHOPPERS'STOP
Shopper's Stop Ltd from the K Raheja Group opened its first Shoppers' Stop department store in
Mumbai in 1991; and over the last 16 years has established itself as the largest player in the
department store category in India. From 16 stores in nine cities with an area of7, 52,848 sq.ft,
the chain today operates 26 outlets in 12 cities with a total retail space of 15,07,126 sq.ft, with
plans to have 34 stores by 2007. By 2010 Shoppers' Stop plans to have nearly 50 outlets in 20
cities across a total retail space of 36,26,899 sq.ft. Shoppers' Stop was the first retailer in the
country to have Bar-coded garments, Co-branded credit card; and Retail ERP Shoppers' Stop,
unlike Pantaloon and Westside where the chunk of sales are driven by private labels, houses a
large number of external brands. The chain is today the largest retailer for popular brands like
Levi's Strauss, Pepe, Arrow, Zodiac, Ray-Ban, Swatch, etc.

The launch of Buzz (the designer prêt wear section) and Kasba by Raghavendra Rathore were
some new additions. Some of the chain's private labels include Stop, Life, Vettorio Fratini, Haute
Curry, individual and Acropolis, sales from which grew by 44 per cent in2005, over the previous
year. Shoppers' Stop customer loyalty program, First Citizen's Club has a proximately 4,40,000
members, who contribute to over 50 per cent of the total sales. Shoppers‟ Stop, which has tied up
with Mother care, the global brand for infants and children, will be opening40 Mother care
outlets over the next five years. It currently has 11 Mother care outlets. The bookstore section,
Crossword; as well as food and beverages outlets such as Café
WESTSIDE
The lifestyle store by the Tata‟s that caters to the upper middle class segment has built its
customer base through its USP of affordable style. There are 23 Westside stores in 14 cities Price
is crucial in the Indian retail scenario and Westside‟s focus on this factor is part of the reason. If
customers are looking for style, they will probably go to Westside and buy something for Rs
400rather than go to Mango (a UK-based chain). Another issue is convenience of parking space.
Almost everyone in major metros has a car and doesn‟t want to go through the hassle of finding
parking space. Westside has worked on molding its outlets along the snazzy, well-designed,
hands-on ambiences and coffee shop displays typical of Lactose, Nike and Switch retail stores in
the West, and personalized its offerings by offering style and accessory guides to its customers.
Westside houses a collection of the finest merchandise for the entire family. There are spacious
shopping areas for the various sections - women‟s wear, men‟s wear and the children's and the
household sections occupy the floor level. Café West from the Taj group on a level above is an
ideal place for a coffee break on a shopping spree.
Westside offers customers the very best and latest international shopping experience. Westside
has a team of dedicated stylists, merchandisers, helpful and courteous store staff and talented in-
house designers. The combination of the very latest in-style fashion with affordability is
highlighted in all of Westside‟s merchandise. Westside stands out from the competition for a
variety of reasons. One is that a majority of the brands the chain stocks and sells are its own,
unlike retailers who store multiple labels. About 90 per cent of Westside‟s offerings are home-
grown, and they cater to different customer segments. The other 10per cent includes toys,
cosmetics and lingerie. However, recently Westside has recently expanded its range of

merchandise by offering outfits from some of India‟s best-known fashion designers, among them
Wendell Rodericks, Anita Dongre, Krishna Mehta and Mona Pali. This is an interesting
marketing shift, since it means moving away from the chain‟s only-our-own-brands concept.
BUILDING CUSTOMER LOYALTY
The key to a successful business is a steady customer base. After all, successful businesses
typically see80 percent of their business come from 20 percent of their customers. Too many
businesses neglect this loyal customer base in pursuit of new customers. However, since the cost
to attract new customers insignificantly more than to maintain your relationship with existing
ones, your efforts toward building customer loyalty will certainly payoff.
Here are ways that Pantaloons follow to build customer loyalty:
COMMUNICATE: Whether it is an email newsletter, monthly flier, a reminder card for a tune
up, or holiday greeting card, reach out to your steady customers i.e. they offer green cards on
purchasing of Rs. 5000 or onwards with many discount schemes and inform the costumer about a
special or extra discounts through emails.
EMPLOYEE LOYALTY: Loyalty works from the top down. If you are loyal to your
employees, they will feel positively about their jobs and pass that loyalty along to your
customers.
EMPLOYEE TRAINING: Train employees in the manner that you want them to interact with
customers. Empower employees to make decisions that benefit the customer i.e. they provide one
month training to their employees and give knowledge about fabrics in apparels and related
products.
CUSTOMER INCENTIVES: They give customers a reason to return to their business. For
instance, because children outgrow shoes quickly, so they offer a card that makes the tenth pair
of shoes half price. Likewise, a dentist may give a free cleaning to anyone who has seen him
regularly for five years.

CHAPTER 2
RESEARCH OBJECTIVE AND METHODOLOGY
PROBLEM STATEMENT:-
Regarding Men’s formal trousers
 Large numbers of customers are buying formal and semiformal shirts, but they are not
buying formal trousers.
 There are some problems which are influencing the sale of formal trousers.
 There are enough numbers of private level brands, should they also include more of
national brands like other retailer has, For example shoppers stop.
RESEARCH OBJECTIVE:-
The objective of the research conducted is
 To do a Wardrobe study: - At a time, how many (Quantity) of the apparel in each

category, customers have in their wardrobe
 To identify the factors those are influencing the sale of formal trousers
 To determine customers‟ perception regarding the brands currently present in pantaloons
RESEARCH METHODOLOGY
RESEARCH DESIGN
A research design is a framework within which the study is conducted. It is a blue print of what
to collect, from where to collect, how to collect, how much to collect and what to do with the
data collected .It finds answer to: types of data, source of data, volume of data and sampling
techniques to be used for the Research.
Marketing Research project for Mens formal trouser was conducted in two phases

PHASE 1
In phase 1, pretesting of the questionnaire has been done. Where it has been tested on a small
sample of respondents (25) at Pantaloons store, Vashi
Identified and eliminated the potential problems regarding questionnaire
A final questionnaire has been made
PHASE 2
Data has been collected with final questionnaire from all the eight stores in Mumbai
1. Pantaloons: Borivali: Mumbai

2. Pantaloons: Orchid City Centre: Mumbai Central
3. Pantaloons: Lower Parel: Mumbai
4. Pantaloons: Santacruz: Mumbai
5. Pantaloons: Mulund: Mumbai
6. Pantaloons: Mega Mall: Andheri: Mumbai
7. Pantaloons: R City Mall: Mumbai
8. Pantaloons ; Center one Vashi; Navi Mumbai
TYPE OF DATA
 PRIMARY DATA
Collected the following information with respect to the research objectives:
 Customer‟s preference about formal wear

 How often they buy a formal trouser and on an average how much they spent on
purchasing a formal trouser
 What are most important factors they look while purchasing a formal trouser
 Usually from where they buy a trouser
 At a time how much (quantity) of apparels in each category they have in their wardrobe

 Have they ever purchased a trouser from Pantaloons, if yes, what they like most and if
no, what are the reasons for not making a purchase?
SOURCE OF DATA
 Quantitative data collected by Administered Questionnaire

 Respondents: - Only pantaloons customers inside the stores
SAMPLING TECHNIQUES
 Non-Probability
 Judgmental Sampling
SAMPLE SIZE
 Total sample size- 200 (Male)

 Sample size of 25 respondents from each of the 8 stores in Mumbai

CHAPTER 3
LITERATURE REVIEW
MARKETING RESEARCH
Marketing research is the systematic gathering, recording, and analysis of data about issues
relating to marketing products and services. Marketing research is concerned specifically about
marketing processes.
CLASSIFICATION OF MARKETING RESEARCH
Organizations engage in marketing research for two reasons: (1) to identify and (2) solve
marketing problems. This distinction serves as a basis for classifying marketing research into
problem identification research and problem solving research.
Problem identification research is undertaken to help identify problems which are, perhaps, not
apparent on the surface and yet exist or are likely to arise in the future. Examples of problem
identification research include market potential, market share, brand or company image, market
characteristics, sales analysis, short-range forecasting, long range forecasting, and business
trends research. Research of this type provides information about the marketing environment and
helps diagnose a problem. For example, the findings of problem solving research are used in
making decisions which will solve specific marketing problems.
A similar distinction exists between exploratory research and conclusive research. Exploratory
research is conducted to explore a problem to get some basic idea about the solution at the
preliminary stages of research. It may serve as the input to conclusive research. Exploratory
research information is collected by focus group interviews, reviewing literature or books,
discussing with experts, etc. This is unstructured and qualitative in nature. If a secondary source
of data is unable to serve the purpose, a convenience sample of small size can be collected.
Conclusive research is conducted to draw some conclusion about the problem.

ROLE OF MARKETING RESEARCH
The task of marketing research is to provide management with relevant, accurate, reliable, valid,
and current information. Competitive marketing environment and the ever-increasing costs
attributed to poor decision making require that marketing research provide sound information.
Sound decisions are not based on gut feeling, intuition, or even pure judgment.
Marketing managers make numerous strategic and tactical decisions in the process of identifying
and satisfying customer needs. They make decisions about potential opportunities, target market
selection, market segmentation, planning and implementing marketing programs, marketing
performance, and control. These decisions are complicated by interactions between the
controllable marketing variables of product, pricing, promotion, and distribution. Further
complications are added by uncontrollable environmental factors such as general economic
conditions, technology, public policies and laws, political environment, competition, and social
and cultural changes. Another factor in this mix is the complexity of consumers. Marketing
research helps the marketing manager link the marketing variables with the environment and the
consumers. It helps remove some of the uncertainty by providing relevant information about the
marketing variables, environment, and consumers.
Marketing research process
1. Define the marketing problem
2. Enumerate the controllable and uncontrollable decision factors
3. Collect relevant information
4. Identify the best alternative
5. Develop and implement a marketing plan
6. Evaluate the decision and the decision process

MARKETING RESEARCH METHODS
Methodologically, marketing research uses the following types of research designs
Based on questioning:
Qualitative marketing research - generally used for exploratory purposes, small number of
respondents, not generalizable to the whole population, statistical significance and confidence
not calculated - examples include focus groups, in-depth interviews, and projective techniques.
Quantitative marketing research: - generally used to draw conclusions, tests a specific

hypothesis, uses random sampling techniques so as to infer from the sample to the population,
involves a large number of respondents - examples include surveys and questionnaires.
Techniques include choice modeling, maximum difference preference scaling, and covariance
analysis.

CHAPTER 4
ANALYSIS AND FINDINGS
QUESTION 1
1) Mostly you like to wear a formal shirt with…..
a) A formal trouser ( ) b) cotton trouser ( )
c) A basic denim ( ) d) any other, specify………………………
QUESTION 2
2) At a time how much of the following in each category you have in your wardrobe
Make a (Tick Mark) against your preferred option in each category
CATEGORY a)1-3 b) 4-5 c)6-8 d)8-10 e)More than

that
Formal shirts
Formal trousers
Denims
Semi formals/ Casuals

QUESTION 3
3) How often you buy a formal trouser?
a) Once in three month ( ) b) Once in six months ( )
c) Once in a year ( ) d) 2-3 times in a year ( )
QUESTION 4
4) On an average how much you spent on buying a formal trouser?
a) Below 600 Rs. ( ) b) 600 – 1000 Rs. ( )
c) 1000 – 1500 Rs. ( ) d) More than that ( )

QUESTION 5
What is the most important factor, you look while purchasing a formal trouser?
a) Brand ( ) b) Price ( )
c) Quality ( ) d) Fabric ( )
e) Fit/Size ( ) f) Color ( )

QUESTION 6
Have you ever purchased a formal trouser from Pantaloons?
YES NO
If YES, what did you like most If NO, what could be the reason, please
specify
a) Brand ( )
a) Price is too high ( )
b) Price ( )
b) More brands are needed ( )
c) Quality ( )
c) Quality is not good ( )
d) Fabric ( )
d) Sizes are not available ( )
e) Fit/Size ( )
e) Fits are not good ( )
f) Color ( )
f) Only few colors available ( )
g) Design ( )
g) Any other, please
Any
specify………………………………………………..
other………………………………………………………….
Have you ever purchased a formal trouser from Pantaloons?

If yes, what did you like most?
If No, what could be the reason?

Question 7
What is your opinion about the brands currently offered by the pantaloons in formal wear?
As they have more of their private (own) brands, So
a) Should they include more of other national brands ( )
b) More options with in the same brands ( )
c) OR, You are satisfied with the current brand’s offerings ( )


Pantaloons Report (Degree Project)

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CHAPTER 1

DEGREE PROJECT REPORT, BATCH 2008-2010 Page 2

Indianness: confidence in ourselves.

Leadership: to be a leader, both in thought and business.

Introspection: leading to purposeful thinking.

MR. KISHORE BIYANI, MANAGING DIRECTOR

Kishore Biyani is the Managing Director of Pantaloon Retail

DEGREE PROJECT REPORT, BATCH 2008-2010 Page 3

Mr. Rakesh Biyani, Whole time Director

Mr. Vijay Kumar Chopra, Independent Director

V.K.Chopra is a fellow member of The Institute of Chartered Accountants of India (ICAI) by

Mr. Shailesh Haribhakti, Independent Director

Mr. S Doreswamy, Independent Director.

Dr. D O Koshy, Independent Director

DEGREE PROJECT REPORT, BATCH 2008-2010 Page 4

Mr. Anil Harish, Independent Director

DEGREE PROJECT REPORT, BATCH 2008-2010 Page 5

Listed on: Bombay Stock Exchange

Stock Code: BOM:523574

Home Solutions Retail (India) Ltd.

Home Solutions Retail (India) Ltd.

Future Capital Holdings

Future Media India Ltd.

DEGREE PROJECT REPORT, BATCH 2008-2010 Page 6

Future Bazaar India Ltd.

Galaxy Entertainment Corporate Ltd.

JOINT VENTURES COMPANIES

CapitaLand Retail India

The group is a joint venture partner in

Planet Retail Holdings Ltd.

DEGREE PROJECT REPORT, BATCH 2008-2010 Page 7

Company incorporated as Manz Wear Private

Launch of BARE, the Indian jeans brand.

Initial public offer (IPO) was made in the month of May.

John Miller – Formal shirt brand launched.

DEGREE PROJECT REPORT, BATCH 2008-2010 Page 8

Food Bazaar, the supermarket chain is launched.

Central - India‟s first seamless mall is launched in Bangalore.

Forms joint ventures with US office stationery retailer, Staples.

Future Group crosses $1 billion turnover mark.

DEGREE PROJECT REPORT, BATCH 2008-2010 Page 9

Futurebazaar.com becomes India‟s most popular shopping portal.

Total operational retail space crosses 10 million square feet mark.

AWARDS AND ACHIEVMENTS

Images Fashion Forum 2009

 Most Admired Fashion Group Of The Year -

Coca-Cola Golden Spoon Awards 2009

 Most Admired Food & Grocery Retailer Of The

DEGREE PROJECT REPORT, BATCH 2008-2010 Page 10

Indian Retail Forum Awards 2008

 Most Admired Retail Company of the year - Future Group

The INDIASTAR Award 2008

 Food Bazaar: Best Packaging Innovation

Gold Winner -Top Retailer 2008 Asia Pacific

DEGREE PROJECT REPORT, BATCH 2008-2010 Page 11

The Reid & Taylor Awards For Retail Excellence 2008

 Retail Leadership Award: Kishore Biyani

Images Retail Awards 2007

 Most Admired Retail Face of the Year: Kishore Biyani

National Retail Federation Awards

 International Retailer for the Year 2007 – Pantaloon Retail (India)Ltd

DEGREE PROJECT REPORT, BATCH 2008-2010 Page 12

World Retail Congress Awards