Upload
jatin-bhargav
View
246
Download
2
Embed Size (px)
Citation preview
8/7/2019 Jims Pantaloons
1/21
Assignment on
Submitted to: Submitted
by:
Er. Vikram Sandhu Tejinder Kumar
Gupta
Roll No. 890810(21)
8/7/2019 Jims Pantaloons
2/21
Company Profile
Pantaloon Retail (India) Limited, is India's leading retail company with
presence across multiple lines of businesses. The company owns and
manages multiple retail formats that cater to a wide cross-section of
the Indian society and is able to capture almost the entire
consumption basket of the Indian consumer. Headquartered in
Mumbai, the company operates through 5 million square feet of retail
space, has over 331 stores across 40 cities in India and employs over
17,000 people. The company registered a turnover of Rs 2,019 crore
for FY 2005-06.
Pantaloon Retail forayed into modern retail in 1997 with the
launching of fashion retail chain, Pantaloons in Kolkata. In 2001, it
launched Big Bazaar, a hypermarket chain that combines the look
and feel of Indian bazaars, with aspects of modern retail, like choice,
convenience and hygiene. This was followed by Food Bazaar, food
and grocery chain and launch Central, a first of its kind seamless mall
located in the heart of major Indian cities. Some of it's other formats
include, Collection i (home improvement products), E-Zone
(consumer electronics), Depot (books, music, gifts and stationary),
aLL (fashion apparel for plus-size individuals), Shoe Factory
(footwear) and Blue Sky (fashion accessories). It has recently
launched its etailing venture, futurebazaar.com.
8/7/2019 Jims Pantaloons
3/21
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 Etam 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.
Major Milestones
198
7
Company incorporated as Manz Wear Private Limited.
Launch of Pantaloons trouser, Indias first formal trouserbrand.
199
1
Launch of BARE, the Indian jeans brand.
199
2
Initial public offer (IPO) was made in the month of May.
199
4
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.
199
5
John Miller Formal shirt brand launched.
199
7
Company enters modern retail with the launch of the first
8000 square feet store, Pantaloons in Kolkata.
200
1
Three Big Bazaar stores launched within a span of 22 days in
Kolkata, Bangalore and Hyderabad.
200
2
Food Bazaar, the supermarket chain is launched.
200
4
Central - Indias first seamless mall is launched in Bangalore.
8/7/2019 Jims Pantaloons
4/21
200
5
Group moves beyond retail, acquires stakes in Galaxy
Entertainment, Indus League Clothing and Planet Retail.
Sets up Indias first real estate investment fund Kshitij to
build a chain of shopping malls.
200
6
Future Capital Holdings, the companys 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.
200
7
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 Indias most popular shopping
8/7/2019 Jims Pantaloons
5/21
portal.
200
8
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.
Future Group
Pantaloon Retail is the flagship enterprise of the Future Group, which
is positioned to cater to the entire Indian consumption space. The
Future Group operates through six verticals: Future Retail
(encompassing all retail businesses), Future Capital (financial
products and services), Future Brands (management of all brands
owned or managed by group companies), Future Space
(management of retail real estate), Future Logistics (management of
supply chain and distribution) and Future Media (development and
management of retail media).
Future Capital Holdings, the group's financial arm, focuses on asset
management and consumer finance. It manages two real estate
8/7/2019 Jims Pantaloons
6/21
investment funds (Horizon and Kshitij) and consumer-related private
equity fund, Indivision. It also plans to get into insurance, consumer
credit and other consumer-related financial products and services in
the near future.
Future Group's vision is to, "Deliver Everything, Everywhere,
Everytime to Every Indian Consumer in the most profitable manner."
One of the core values at Future Group is, 'Indianess' and its
corporate credo is - Rewrite rules, Retain values.
Future Group Manifesto
Future the word which signifies optimism, growth, achievement,
strength, beauty, rewards and perfection. Future encourages us to
explore areas yet unexplored, write rules yet unwritten; create new
opportunities and new successes. To strive for a glorious future
brings to us our strength, our ability to learn, unlearn and re-learn,
our ability to evolve.
We, in Future Group, will not wait for the Future to unfold itself but
create future scenarios in the consumer space and facilitate
consumption because consumption is development. Thereby, we will
effect socio-economic development for our customers, employees,
shareholders, associates and partners.
Our customers will not just get what they need, but also get
them where, how and when they need.
8/7/2019 Jims Pantaloons
7/21
We will not just post satisfactory results, we will write
success stories.
We will not just operate efficiently in the Indian economy, we
will evolve it.
We will not just spot trends, we will set trends by marrying
our understanding of the Indian consumer to their needs of
tomorrow.
Rewrite Rules. Retain Values.
Group Vision
Future Group shall deliver Everything, Everywhere, Every time for
Every Indian Consumer in the most profitable manner.
Group Mission
1. We share the vision and belief that our customers andstakeholders shall be served only by creating and executing
future scenarios in the consumption space leading to economic
development.
8/7/2019 Jims Pantaloons
8/21
2. We will be the trendsetters in evolving delivery formats,
creating retail realty, making consumption affordable for all
customer segments for classes and for masses.
3. We shall infuse Indian brands with confidence and renewed
ambition.
4. We shall be efficient, cost- conscious and committed to quality
in whatever we do.
5. We shall ensure that our positive attitude, sincerity, humility
and united determination shall be the driving force to make us
successful.
Core Values
Indianness: confidence in ourselves.
Leadership: to be a leader, both in thought and business.
Respect & Humility: to respect every individual and be humble
in our conduct.
Introspection: leading to purposeful thinking.
Openness: to be open and receptive to new ideas, knowledge
and information.
Valuing and Nurturing Relationships: to build long term
relationships.
8/7/2019 Jims Pantaloons
9/21
Simplicity & Positivity: Simplicity and positivity in our thought,
business and action.
Adaptability: to be flexible and adaptable, to meet challenges.
Flow: to respect and understand the universal laws of nature.
Introduction
The brand is increasingly becoming the key source of differentiation
that guides customer purchase choice. It is the focal point around
which an organization defines how it will uniquely deliver the value to
the customer for a profit-effectively embodying the Heart and Soul
of the organization. The brands promise is delivered through its
products, services, and consumer communication- the total
8/7/2019 Jims Pantaloons
10/21
relationship and experience. If the brand is well conceived and
consistently delivered through all business processes and customer
contacts, the organization will grow prosper.
Not too long ago, marketers at consumer product companies seemed
to be the only ones interested in talking about Brand Management
and Branding. But these days, all kinds of organizations are
recognizing the importance of branding.
Branding also becomes a critical issue for business that spun off from
parent company and as more and more companies merge or acquire
one another. The brand identity of the new combined enterprise
becomes a critical decision. Organizations have discovered the Brand
are perhaps their most important assets for a number of reasons.
The Brand Equity creates a relationship and a strong bond which
grows over time. It is often so strong that it compensates for
performance flaws: an out-of-stock situation, Poor customer service, a
product that falls apart, inconvenient store hours, a higher than
average price, and so on. In the end, you want to deliver good quality
and good value, innovation, relevant differentiation, Convenience and
accessibility with your Brand. However, we must never forget that
building brand equity is like building a close friendship. It
requires a consistent relationship over time, Trust, and an emotional
connection.
UNDERSTANDING THE LANGUAGE OFBRANDING
8/7/2019 Jims Pantaloons
11/21
It is important to establish a common brand management vocabulary
in you organization. Establishing this common vocabulary will ensure
that people can communicate with fewer misunderstanding. There
are different terms used to describe positioning the brand. Terms
ranged from essence and promise to position and unique value
proposition.
Brand: The American Marketing Association describes a brand as
name, term, symbol or design, or a combination of them intended to
identify the goods and service of one seller or group of sellers and to
differentiate them from those of competition.
Brand Essence: This is the heart and soul of a brand a brands
fundamental nature and quality. Usually stated in two to three words,
a brands essence is the one constant across product categories and
throughout the world.
Brand Promise: A brand promise is often stated as: Only [brand
name] delivers [benefit] in [product or service category]. Sometimes,
with corporate brands, it is stated as: [Brand name] is the
(trusted/quality/innovative) leader in [benefit] in the [product or
service category].
Brand Positioning: This is the way the brand is perceived within a
given competitive set in the consumers mind.
Brand Personality:This refers to adjectives that describe the brand
(such as fun, kind, sexy, safe, sincere, sophisticated, cheerful, old
fashioned, reliable, progressive). How consumers perceive a brands
personality is often discovered through qualitative research, by
asking people to describe the brand as if it were a person or a animal.
8/7/2019 Jims Pantaloons
12/21
Brand Association: This refers to anything a consumer associates
with the brand in his/her mind.
Brand Equity: This is the commercial value of all associations and
expected (positive and negative) that people have of an organization
and its products and services due to all experiences of,
communications with, and perception of the brand over time.
Brand Image: This is the totality of perceptions resulting from all
experience with and knowledge of the brand. Brand image is how
consumers perceive the brand.
Brand Identity: This refers to a combination of visual, auditory, and
other sensory components that create recognition, represent the
brand promise, provide differentiation, create communications
synergy, and are proprietary.
Brand Architecture (or Brand Structure): It is how an
organization organizes the various named entities within its portfolio.
In fact, brand/ sub brands is the type of architecture most often
used.
Trade Dress: This describes the aesthetic elements that provide
legal protection for a brands identity.
Brand Portfolio: This is the mix of brands and sub brands owned
by an organization.
Corporate Brand: This is the brand bearing the company name. It is
always the highest in a brand hierarchy.
8/7/2019 Jims Pantaloons
13/21
Master Brand: This is the dominant, highest level brand in a brand
hierarchy. Corporate Brands are master brands. Parent brand may or
may not be master brands.
Parent Brand: This is the brand that is extended into more than one
category. It may or may not be the same as the corporate brand.
Sub Brand: This is a new brand that is combined with a parent or
corporate brand in the brand identity system.
Endorsed Brand: This is the primary name the consumer is
intended to use to refer to a product. It is a brand that is endorsed by
the parent or corporate brand in the brand identity system.
Brand Extension: This refers to the introduction of an existing brand
into a new product category or market segment.
PantaloonsFresh Fashion
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.
8/7/2019 Jims Pantaloons
14/21
Pantaloons Fresh Fashion stands out as a fashion trendsetter, on the
lines of how fashion is followed internationally. The look and whats
in today for the season is sacrosanct.
Pantaloons take 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 have established its presence with stores not
just in the metros, but also in smaller towns.
Pantaloons stores have a wide variety of categories like casualwear,
ethnicwear, formalwear, partywear and sportswear for Men, Women
and Kids.
8/7/2019 Jims Pantaloons
15/21
Brands at Pantaloons
These are the few famous brands which are available at Pantaloons:
1. ADIDAS
2. AKKRITI
3. ALL
4. BARE
5. BIBA
6. BLACK PANTHER
7. CONVERSE
8. Dio Rucci
9. FCUK
10. GANUCHI
11. GINI N JONY
12. GIOVANI
13. HONEY
14. INDIAN TERRAIN
15. INDIGO NATION
16. JEALOUS
17. JM SPORT
18. JOCKEY
19. JOHN MILLER
20. LEE
21. LEE COOPER
22. LEONE
23. LILLIPUT
24. LOMBARD
25. MIX N MATCH
26. MONTE CARLO
27. MOUSTACHE
28. NINO MANTELLI
29. NO RULES
30. PEPE
31. PROVOGUE
32. RAYMOND
33. REEBOK
34. RIG
35. SCOTSVILLE
36. SCULLERS
37. SHAPES
38. SIERRASPORTS
39. SPALDING
40. SPEEDO
8/7/2019 Jims Pantaloons
16/21
41. SPRING BOARD
42. SPYKAR
43. STORI
44. TANGERINE
45. TOLLY JOY
46. TOMMY HILFIGER
47. TRIUMPH
48. TUFF
8/7/2019 Jims Pantaloons
17/21
Branding in Pantaloons
Future Group
Pantaloon the brand of Future Retail is managed from the corporate
Head Office (HO) which is situated in Mumbai. The responsibility of
brand development and brand audit is also managed by the
marketing team.
Brand Ambassadors: The decision of selecting the brand
ambassadors is also in the hands of the Marketing Team. Currently
the brand ambassadors of Pantaloon are Bipasha Basu and Zayad
Khan.
National campaigns and Schemes: All the national campaigns,
schemes and tie ups are managed by the corporate marketing
team.
Future
MediaFuture
Retail
Future
Brands
Future
Capital
Future
Logistics
Future
Space
Big Bazaar Pantaloons
8/7/2019 Jims Pantaloons
18/21
Communication Process between the HO and the Zonal
Office.
Responsibility of Zonal Office:
Outdoor media planning and execution. Currently there are 24
permanent sites.
Projection of Brands in the stores and VM coordination
Designing of pamphlets and brochures
Custodian of Brands at local level
In - store Marketing
Events and activities management to enhance the brand
image
Local tie ups and promotion
Customer loyalty program management
8/7/2019 Jims Pantaloons
19/21
Why pantaloon india ltd ?
Pantaloon Retail is not just an organisation - it is an institution, a
centre of learning & development. We believe that knowledge is
the only weapon at our disposal and our quest for it is focused,
systematic and unwavering.
At Pantaloon Retail, we take pride in challenging conventions and
thinking out of the box, in travelling on the road less traveled. Our
corporate doctrine Rewrite Rules, Retain Values is derived from
this spirit.
Over the years, the company has accelerated growth through its
ability to lead change. A number of its pioneering concepts have
now emerged as industry standards. For instance, the company
integrated backwards into garment manufacturing even as it
expanded its retail presence at the front end, well before any
other Indian retail company attempted this. It was the first to
introduce the concept of the retail departmental store for the
entire family through Pantaloons in 1997. The company was the
first to launch a hypermarket in India with Big Bazaar, a large
discount store that it commissioned in Kolkata in October 2001.
And the company introduced the country to the Food Bazaar, a
unique 'bazaar' within a hypermarket, which was launched in July
2002 in Mumbai. Embracing our leadership value, the company
launched aLL in July 2005 in Mumbai, making us the first retailer
in India to open a fashion store for plus size men and women.
8/7/2019 Jims Pantaloons
20/21
Today we are the fastest growing retail company in India. The
number of stores is going to increase many folds year on year
along with the new formats coming up.
The way we work is distinctly "Pantaloon". Our courage to dream
and to turn our dreams into reality - that change peoples lives, is
our biggest advantage. Pantaloon is an invitation to join a place
where there are no boundaries to what you can achieve. It means
never having to stop asking questions; it means never having to
stop raising the bar. It is an opportunity to take risks, and it is this
passion that makes our dreams a reality.
Come enter a world where we promise you good days and bad
days, but never a dull moment!
Brand equity measurement
It is necessary to Measure the performance of Brand. You cant
manage what you dont measure. This is true of Brand Equity
as well. Any strong brand equity measurement systems will
accomplish the following objectives:
Measure the brands equity across a variety of dimensions
at different points in the over time.
Provide diagnostic information on the reasons for the
changes in Brand Equity.
Gauge and evaluate the Brands progress against goals.
Provides direction on how to improve Brand Equity.
8/7/2019 Jims Pantaloons
21/21
Provide insight into the Brands positioning compared with
the major competitors, including its strengths, weakness,
opportunities and threats.
Provide direction on how to reposition the brand formaximum effect.
Specific brand equity measures
There are specific measures that help in managing a brands equity:
Brand awareness
Brand performance
Brand usage
Brand accessibility
Brand value Brand relevant differentiation
Brand emotional connection
Brand loyalty
Brand vitality
Brand consideration set
Brand personality