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Pantaloons
1. RETAIL (INDIA) LTD
Prepared by : - SAVALIYA MAHESH D.
Roll No. : - 22
Seat no. : -
Academic Year : -2007-08
Class : -T.Y.B.B.A.
-: Topic :-
BRAND EQUITY
-: Guided by : -
Prof.Parul gangani
-: Collage :-
Geetanjali College of computer science & commerce.
Rajkot
-: Submitted To : -
Saurashtra University, Rajkot.
PAGE 1
2. DECLARATION
I the undersigned Mr. Savaliya Mahesh D a student of T.Y
B.B.A. hereby declare that the project work presented in this
report is my own work and has been prepared by me. It has been
carried out under the supervision of Prof. Parul Gangani of
Geetanjali college of computer science&commerce
This work has not been previously submitted to any other
university for any other examination.
Place: Rajkot
Date:
Signature
Savaliya Mahesh D.
PAGE 2
3. PREFACE
Quietly but swiftly, small towns in India are turning out to
be a marketer's dream come true. Consumerism is booming in
small towns across; from mobile phones to cars; from credit cards
to home loans; form refrigerators and washing machines to home
computers for a welter of consumer products, increasingly the
market that matters is Small Towns of India.
A growing breed of middle class consumers in 40 small
towns is splurging on branded apparel, fashion jewellery, stylish
and other durables and non durable like never before. And savvy
marketers have been quick to spot the opportunity: everyone from
upscale global brands to their forged-in-India cousins is now
rushing to get a piece of that action.
Kishor Biyani has crafted a vibrant retails story with his
shopping mall ‘PANTALOONS’ in a small town called Rajkot,
relishing lifestyle with beautiful timepieces.
As a part of my final academics in BBA it is compulsory to
undertake industrial training in a recognized institution.
I have selected "PANTALOONS" offering wide variety of
apparels and styling accessories and have also under taken survey
on "Consumer attitude towards branded and non branded
products".
It has made me learn great facts and such information as to
the situations prevailing in reality at the conclusion of training
PAGE 3
4. ACKNOWLEDGEMENT
It is my pleasure to have an opportunity to show my
gratitude towards all those who have helped me in the successful
preparation of this project report.
My first gratitude moves towards the Manager of
Pantaloons Mr. Vibhay sharma who has kindly helped me and
supported me in collecting the information required for my project
Secondly, I would like to thank all the professors of my
college especially Prof. Parul Gangani who have always been keen
to guide me to frame this report successfully.
And last but not the least; I grab the opportunity of thanking
all the respondents who contributed their time in filling up the
questionnaire and my family members and friends and all other
who have helped me directly or indirectly in the successful
completion of my project.
Place: Rajkot
Date:
(Savaliya Mahesh D)
PAGE 4
8. PANTALOONS AN OVERVIEW
History
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 - Pantaloons – India’s family store launched in Kolkata
2001 - Big Bazaar, ‘Is se sasta aur accha kahi nahin’ - India’s first
hypermarket chain launched
2002 - Food Bazaar, the supermarket chain is launched
2004 - Central – ‘Shop, Eat, Celebrate In The Heart Of Our
City’ - India’s first seamless mall is launched in Bangalore.
2005 - Fashion Station - the popular fashion chain is launched
PAGE 8
9. 2006 - Future Capital Holdings, the company’s financial arm
launches real estate funds Kshitij and Horizon and private equity
fund Indivision.
CURRENT SCENERIO
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’.
PAGE 9
10. 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.
Pantaloons stores have a wide variety of categories like
casualwear, ethnicwear, formalwear, partywear and sportswear for
Men, Women and Kids.
The garment section eaters to the need of men, women and
children and for every occasion formal casual office wears and
sports. It also offers top class collection in watches and fragrances.
The jewellery and accessories section ensure a complete look to go
hand in hand with the garment purchase. Designer level by in
house designers. They design men’s and ladies’ apparels like
Ghaghara Cholis, Western Outfits, Men’s traditional wear like
Sherwani etc.
It has molded itself into a one stop store for the community
of Indian Catering to all segments the rich the not so rich
pantaloons has a product range to suit every budget.
Hence over a period of 18 months pantaloons has become
the single most sought after shopping mall both by consumer and
suppliers. Today it houses more than 100 brands such as Terrain,
Nike, Adidas, Allen Solly, Parx, Oobe, Tissot, Pierre Balmain,
Swatch, Mont Blanc, Titan, Hugo Boss, YSL, David off, Paco
Rabbane, D & G, Carolina Harrera, Barbie, Gini and Jony and
other International brands.
Never has the city of Rajkot seen such an array of brand
names. Never has the customer received such a wide choice in the
lifestyle segment as now at pantaloons.
PAGE 10
12. WHAT IS PANTALOONS?
Indian which has become the hub of Gujarat’s Saurashtra
region which is economically not very diversified has been a city
mothering traditional industries like wearing, handloom and
handicraft.
Till the early nineties no major retailing happened in
Saurashtra. There was no platform that could invite national or
international brands. It was at this juncture that pantaloons
identified the virgin retail space which began as a small showroom
in 1987 and transformed into a mega showroom by 2006 with a
total investment of Rs.3236 Cr.
Currently, pantaloons is home to 150 major National and
International brands from indigonation Scullers and lhombard to
cosmetics brands like Lakme, street wear and Revlon. Location
and accessibility are the two prerequisites for the success of any
shopping centre.
Build over three storey, the ground floor displays jewellery,
purse, perfumes and leather accessories as well as kids’ and ladies’
traditional section. The first section stocks casual wear for
women.the second section stock casual wear for men.
PAGE 12
13. STORE PROFILE
Name pantaloons
Address “pantaloons” 150ft Ring Road
Rajkot Gujrat
Phone No. 0281-2332292
0281-2332293
Head Office Center one Sector 30A
Opp.Vashi Railway Station
Vashi Mumbai – 400705
E-mail Greenservice@pantaloons.com
Year of establishment 1987
Year of establishment IN
Rajkot 2006
Total investment Rs 3236 Cr.
Total floor area 15000sq. ft.
Manager of Pantaloons In
Rajkot Vibhay Sharma
Marketing Manager of
Pantaloons In Rajkot Riddhi Mame
Managing director Kishor Biyani
CEO of Future retail Rakesh Biyani
General manager Gopikishan Biyani
PAGE 13
14. Boosting the retail industry through its Endeavour
pantaloons has played a key role in changing the face of the city.
Being a non-metro and small business centre, it has not only
created awareness among consumers but also a sense of
appreciation for quality products.
A large number of Non Resident Indians visits pantaloons
or ethnic wear in the international environment they are
accustomed to adding an element of variety and choice, pantaloons
has also enhanced the tastes of the people of Indian.
PAGE 14
15. A TAKE OFF
Clearly a market ruler in the Indian retail space,Pantaloons’
turnover shot up by 55% last fiscal. Being the only mega place in
the whole of, Indian ‘Pantaloons today enjoys almost 30 % market
share in branded apparels and over 60% market share in branded
Garments and Accessories, with a customer entry of about 600 per
day. It attributes a major part of this success story to its ability to
maintain customer loyalty.
To hunt larger market the strategy is to maximize the
display area in the juncture as to offer more and more varieties to
the delight of the customers. The huge offering number of national
and international brands has given a great chance to step on to the
global scenario giving products matching Hi-Fi standards.
‘Pantaloons’ has been successful in catering the “Brand
Need” for the Indian at one-stop-juncture.
PAGE 15
16. NEW CONCEPTS
Merchandise
‘Pantaloons’ the first lifestyle store in the entire Indian
region stays open throughout the day, a departure from 1-4
closed routine that people are used to.”
‘Pantaloons’ has always been innovator and trend setter in
this region. Being first in every aspect, ‘PANTALOONS’ self an
innovative concept for this region.
Proportionate mix of wanna be citizens of small towns,
Saurashtra Region market has always behaved typically. Even
though retail industry in this area has observed consistent growth
in last three years, it is still difficult to predict growth or
acceptance for the new approach or change strategy in this region.
Economy of the entire region is mainly based on the agriculture
and agro-based products. Monsoon can impact the entire economy.
Retail trade is always first to get affected and last to pick up.
It is imperative for the retail business to bring in
innovations, changes and approach to achieve success mark.
‘PANTALOONS’ endeavor in introducing new, refreshing
concepts and changes. Whether is on ambience or interior
designing front; displays or organizing merchandise: promotions
or consumer services.
Some of the distinguished innovations are described here under :
PAGE 16
17. The Ambience
PANTALOONS offer complete ambience to make shopping
a pleasure to consumers. The key attributes making complete
ambience are:
FACADE: Façade reveals the innovative cosmetic outlook of the
structure. Vintage façade attracts every passerby. Whether to shop
or to take stroll or to feel, people do get attracted to step in.
INTERIORS: The awesome interiors of the three
distinguished section of PANTALOONS makes everyone to feel
out of the world. Even regular shoppers in metro-cities gain the
same feel. Every section depicts a sense of demarcation towards
merchandise catered. The marble surfaced ground floor designed
with glass counters are displayed
Display and Decoration
Display of merchandise is organized in such a fashion that
each and every style is highlighted prominently. The change of
ambience on each and every occasion contributes walk-ins. The
major festival or occasions are NAVRATRI, DIWALI,
CHRISTMAS, JANAMASHTAMI, INDEPENDENCE DAY,
MAKAR SANKRANTI, DHULETI and events like mega sale and
other sales.
Innovations in Systems and Service
Pantaloons have adopted best of the systems meeting the set
criteria of industry and at par with any mall of big city. Pantaloons
PAGE 17
18. goes beyond the confined areas to provide extra services to their
customers.
PAGE 18
19. BRANDING INTRODUCTION
Brand is a major issue in product strategy. As Russel Hanlin
the CEO of Sunkist Gnowers observed “An orange is an
orange…….” Is an orange unless that orange happens to be
Sunkist a of 80% of consumer know and trust. Well known brands
command a price premium. Japanese companies like Sony and
Toyota have built a huge brand loyal market. At the same time
developing a branded product requires a great deal of long term
investment especially for advertising promotion and packaging.
PAGE 19
20. BRAND PROFILE
The national and international brands had been serving the
metros and sub metros since years. The lack of correct platform
has been the main obstacle to enter this territory.
Pantaloons are known for several firsts that revolutionized
the retail industry in Rajkot. It was the first retailer to promote key
brand and now it endeavors to grow in 2006 which was a great
boulevard for the brands and their suppliers to break through the
Saurashtra market.
Today the suppliers of Pantaloons and most of the brands
take pride of their being in the market at a very high magnitude.
They have never made them realize that Rajkot and Saurashtra is
yet small to adopt their big brands. Pantaloons stands out to be the
first outlet for the segments like garments and perfumes in the
region of Indian The recognition from the brands and its suppliers
has made quite obvious tha Pantaloon’s contribution in branded
apparels and accessories has been utmost of their growth in Indian.
On the other hand the efforts to promote those brands has
helped us to grow in the business and simultaneously accelerated
the growth of branded apparels, garments, perfumes and
accessories industry in this territory.
PAGE 20
21. CONTRIBUTION IN EVERY
CATEGORY
• Branded Men’s Apparels Formal Causal Sports
Pantaloons has been only outlet in Rajkot and the largest amongst
others in Saurashtra for the brands
Rig utility clothing Bare leisure
Schaller Akkriti
Indigo nation All
Lombard Umm
Jone miller Urban yoga
Urbana Ajile
f- the factors JMsports
Lee-Cooper
• Branded Women’s Apparels Formal Casual
With a limited market for the ladies formal wear no other retailer
indulge their service to cater the segment. The requirement of the
formal wear for ladies has been significantly fulfilled at this store.
The brands which options provides to its ladies clientele are
Rig utility clothing Akkriti
Schaller Ajile
Annabelle Urben yoga
All Jealous
Mix and match Umm
Rang lauch Bare demine
Trishaa Honey
PAGE 21
22. • Men’s Traditional/ Occasional Wears
Akkriti
• Women’s Traditional Wear
Akkriti Trishaa Mix N Match
Rang Munch All
• Branded Kids Apparels
Kids zone at options comprises of the most renowed brands which
are made available in metros only they are
Gini & Jony Bare7214 lilliput
Kid Studio G. J. Jeans Chalk Boys
Today all the suppliers have a great scope to penetrate their brands
in this territory
PAGE 22
23. • Purse
Pantaloons started its purse section with a very limited range of
brands. The ample growth in sales encouraged them to
immediately expand the section adding more brands.
Today it leads to purse market of Saurashtra and takes pride to be
the only of its kind of authorized outlet to promote Swiss brands
like
Pick me up Meiww– Just cool
• Perfumes
An extensive counter on the ground floor itself portrays their
contribution in promoting this segment
The international brands includes…
Hugo Boss Nike Adidas
Any customer of Saurashtra who would like to procure such
brands officially has only one options called “Options”
• Jewellery
Jazz Ola sia
Tribal
• Cosmetics body care and bath products
Lakme Revlon Streetwea
PAGE 23
24. Lotus
PREFERENCE TO BRAND
PRODUCT
The following are the priorities given to the brand
features according to the customers.
Brand Features Rank
Brand Name 1
Color 5
Styling 3
Pricing 2
Fit 4
Indian Brands 9
Foreign Brands 8
Packing 10
Fabric 7
Salesman’s Recommendation 6
The above given ranks reveals that customers give first
preference to BRAND NAME and then pricing and on and on.
This shows how imp brand is to all customers, sellers, brand
holders.
PAGE 24
25. WHAT IS BRAND?
A brand is a complex symbol that can convey upto 6 level
of meanings
1. Attribute - A brand brings to mind certain attributes which
influence the purchasing point decision.
2. Benefits – Attributes must be translated into functional and
emotional benefits.
3. Values – The brand also says something about producer
values
4. Culture- The brand may represent a certain culture
5. Personality – A brand can project a certain personality.
6. User – The brand suggests the kinds of customer who buys
or uses the product
“What distinguishes a brand from its unbranded commodity
counterparts is the consumers’ perceptions and feelings about the
products attributes and how they perform. Ultimately a brand
resides in the minds of consumers”
- According to Kevin Keller
Similarly a brand can be well positioned by associating its
name with a desirable benefit. At the same time, promoting a
brand on only one single benefit can be risky. The strongest brands
present more than a rational appeal they back an emotional wallop.
Mare Gobe, The author of “Emotional Branding” argues
that successful brands must engage customers on a deeper level
touching a universal emotion.
If the brand evolves a strong set of beliefs and values, the
company must be careful not to stray from this.
PAGE 25
26. Hence, Brand could be collectively concluded as a quite
difficult task for any company as it is concerned with the
company’s image and repo.
PAGE 26
27. BRAND POSITIONING
“Brand” is must more than a name, logo, colors, a tagline or
a symbol. These are marketing tool techniques. A brand is
essentially a marketer’s promise to deliver a specific set of
features, benefits and services consistently to the buyers. The
marketer must establish a mission for the brand and a vision of
what the brand must be and do. The marketer must think that he is
offering a contract to the customer regarding how the brand will
perform. The brand contract must be honest.
“Brands are not built by advertising but by the brand
experience.”
A brand idea will not take shape unless everyone in the
company lives the brand.
The following can be termed as crucial aspects for a firm to
position their brands in the new economy.
1. Companies should clarify the corporation’s basic values and
build the corporate brand.
2. Companies should use brand managers to carry out the
tactical work but the brands ultimate success will depend on
everyone in the company accepting and living the brand’s
value proposition.
3. Companies need to build up a more comprehensive brand
building plan as to create positive customer experiences at
every touch point events seminars, news, telephones, e-
mails, person to person contact.
4. Companies need to define the brand’s basic essence to be
delivered wherever it is sold. Local executives can be varied
as long as they deliver the feel of the brand.
5. Companies must use brand value proposition as the key
driver of the company’s strategy, operations, services and
the product development.
PAGE 27
28. BRAND EQUITY
Brands vary in the amount of power and value they have in
the market place. At one extreme are brands that are not known by
most buyers. E.g. in ‘PANTALOONS’ most of the international
brands are unknown to the customer. So there is no preference for
them. Then there are brands which buyers have fairly high degree
of brand awareness e.g. brands like ‘Indigo Nation’ ‘Urbana’,
‘Peter England’ etc,. then there brands that enjoy a high degree of
brand that command a high degree of brand loyalty e.g. ‘Levi’s’,
‘Jockey’ ‘Nike’, Reebok, ‘Park Avenue’ etc.
Hence brand equity is defined as the brand assets linked to
brands name and symbol that add to a product or service.
PAGE 28
29. BRAND EQUITY TOOLS
Brand Equity Tools
Brand Perceived Brand Brand
Awareness Quality Associations Loyalty
Brand Awareness:
It is often undervalued asset awareness has been shown to
affect perceptions and even taste. People like to be familiar
and are prepared to use all sort of goods that are familiar to
them e.g.- people at Pantaloons come to by the well known
brands like Revlon, Lakme, Fa etc as there are the brands of
which customers are already well aware.
Perceived Quality:
It is a special type of association partly because it influences
brand associations in many context partly because it has
been empirically shown to affect profitability e.g. people
every where have the experience of using brands like Reid
and Taylor, Raymond, Vimal etc so they have a specific
perceived quality which is to be satisfied by the brand.
Brand Associations:
It can be anything that connects the customer to the brand. It
can include the imaginary product attribute, usage
situations, organizational associations, brand personality
and symbols. Much of brand management involves
determining what association to develop and then creating
programmers that will link the associations to brands. E.g.
PAGE 29
30. Highly reputed brands like Scullers, Jone MIller,
Lhomebard, Gili etc are
Brand Loyalty:
It’s the heart of any brand value. The concept here is based
on the building and strengthening the size of identity of
each loyalty segment. A brand with though small but
intensely loyal customer base can have significant equity
e.g. the brand loyal customers will surely knock at
Pantaloons, rendering best of the variety to these valued
jems of customers.
Thus equity could be judged by the above stated four tools.
The presence of all these will create an efficient brand
management system and brand affectivity measure.
The advantages of brand equity are enumerated as follows
1) The company will have more trade leverage in bargaining
with distributors and retailers because customers expect
them to carry the brand.
2) The company can charge a higher price than its competitors
because the brand has higher perceived quality.
3) The company can more easily launch extensions because
the brand name carries high credibility.
4) The brand offers the company some defense against price
competition.
PAGE 30
31. MANAGING BRAND EQUITY
The brand needs to be carefully managed so that its equity
does not depreciate. This requires maintaining or improving brand
awareness, perceived quality and functionality and positive
association. These tasks require continuous Research &
Development investment, skillful advertising and excellent trade
and consumer service.
Some analysts see brand as outlasting a company’s specific
products and facilities. They see brands as the company’s major
enduring asset. Every powerful brand in reality represents a set of
loyal customers. Brand equity is a major contributor to customer
equity. The proper focus of marketing planning is to extend
customer lifetime value, with brand management serving as a
major marketing tool.
Unfortunately, many companies have mismanaged their
brands in the quest for ever increasing profits. It is hence easy to
lose the focus on brand.
In a nationwide study of company in a wide range of
industries only 43% indicated that they even measured brand
equity where as 72% were confident enough in their brand equity
to project that it would last two years with no financial support and
over two thirds of the respondents had no formal long term brand
strategy.
Hence, the above stated aspects reveal the significance of
brand management. It is important now to build a strong brand in
the market for the attainment of core competence. The following
are the tools for building brands.
PAGE 31
32. BRAND BUILDING TOOLS
A common misconception is that brands are basically built
by advertising. It is true that television advertising in its early days
was the most effective brand building tool. There were very few
TV stations and people watched the comedies and dramas and
advertisements with almost equal interests
But now the scenario has changed. Now viewers watch one
of the dozens of TV station and most of the viewers are zapping or
ignoring the commercials. In fact many more are simply not
watching TV because they are busy on their computer and
engaged in recreational activities. The marketers therefore have to
turn down to other tools for attracting attention to there bands.
Among them the most important are
Public Relations and Press Releases:
Brand can gain a lot of attention from well placed
newspapers and magazine stories not to mention appearing
visually in Hollywood films. It is a matter of pride for
Pantaloons to have been studied by
Sponsorship:
Brands are frequently promoted in sponsored events such as
world famous bicycle and car races Pantaloons has always
been keen to grab such sponsorship opportunities and
performs it in small / large celebrations in Rajkot. They
often sponsor during Navratri.
Clubs and Consumer Communities:
Brands can form the center of consumer community where
there is greater awareness and preference of brand.
PAGE 32
33. Factory Visit:
The companies can invite the visitors to visit their factories
to spend a day or two there in as to become aware about
quality of management which highly strengthens the brand.
Trade Shows:
These represent a great opportunities to build brand
awareness knowledge and interest
Event Marketing:
Many automobile companies make an event out of
introducing their new car models Pantaloons have also
undertook such efforts while launching, adding newer
brands to their large brand offer list.
Public Facilities:
This is one of the consumer responsibility task ‘Consumer
Relationship Tasks also help building brand. Many
multinationals as well as large companies undertake such
efforts to facilitate the society and to help building greater
lifestyle.
Social Cause Marketing:
Brand can achieve a following by donating money to
charitable causes .
High Value of Money:
PAGE 33
34. Some brands create positive word of mouth by offering
exceptional value for the money. The brand performance
matters here at a higher extent e.g. Lux saop and Beauty
Aids, Garnier beauty accessories etc.
Founder’s or Celebrity Personality:
A colorful founder or a celebrity personality can create
positive affect for the brand here Mr. KIshorbhai who has
been a person of great values having firm name in the
market stands as a backbone of Pantaloons which assures
the support in building brand.
Mobile Phone Marketing:
Customers in future shall hear about brand on their wireless
mobile phones as m-commerce grows.
Many of these tools describe efforts to build brand through
“BRANDED EXPERIENCES” or “EXPERIENTAL
COMMUNICATIONS” terms used by Jack Morton
company.
PAGE 34
35. ADVANTAGES OF BRANDING
Q. Why do sellers brand their products when doing so
clearly involves cost?
A. Because branding gives several advantages to the seller.
• The brand name makes it easier for the seller to
process orders and track down problems.
• The sellers brand name and trademark provide legal
protection of unique product features.
• Branding gives the seller the opportunity to attract a
loyal and profitable set of customers. Brand loyalty hence
gives sellers some protection from competition.
• Branding helps the seller segment markets. The
products under one brand could be formulated differently
and aimed at specific benefit seeking segments.
• Strong brands help build the corporate image making
it easier to launch new brands and gain acceptance by
distributors and customers.
Distributors and retailers want brand names because brands
make the product easier to handle, hold production to certain
quality standards strengthen buyer preferences and make it easier
to identify suppliers.
Whereas customers want brand names to help them identify
quality differences and shop more efficiently.
The most important thing after incurring expenses on
branding are to measure the brands. It shall be seen in the brand
report card.
PAGE 35
36. BRAND REPORT CARD
The following interrogative aspect will help the seller to
measure up the brand
1) The brand excels at delivering the benefits consumers truly
desire. Do you focus relentlessly on maximizing your
customers’ product and service experiences?
2) The brand stays relevant. Are you in touch with your
customers’ tastes, current market conditions and trends?
3) The pricing strategy is based on consumers’ perceptions of
value. Have you optimized price, cost and quality to meet or
exceed customers’ expectations?
4) The brand is properly positioned. Have you established
necessary and competitive points of parity with
competitors? Have you established desirable and deliverable
points of difference?
5) The brand is consistent. Are you sure that your marketing
programs are not sending conflicting messages and that they
have not done so over time?
6) The brand portfolio and hierarchy makes sense. Can the
corporate brand create a seamless umbrella for all the
brands in the portfolio? Do you have a brand hierarchy that
is well thought out and well understood?
7) The brand makes use of and coordinates a full repertoire of
marketing activities to build equity. Have you capitalized on
the unique options while ensuring that the meaning of the
brand is consistently represented?
8) The brand managers understand what the brand means to
consumers. Do you know what customers like and do not
like about your brand? Have you created detailed research
driven portraits of your target customers?
The above given interrogative aspects help the seller to put
forward a strong brand and maintain it at the maximum extent.
PAGE 36
37. MAJOR PROMOTIONAL ACTIVITIES
Promotional activities are a must for every new as well as
established business. These entail great return in form of sales and
at times creation of Brand Image.
Promotional activities are till now proven to be the most
efficient tools for appreciating sales and attracting more and more
customers for trial and repeat purchases.
The attitude of customers depends upon the degree and
frequency of promotional activities carried out by the business
people. These do insist the customers to look at the product at
once.
PANTALOONS, the one-stop shop Juncture of course
continuously is indulged into undertaking various promotional
activities. The following chart depicts the allocation of
funds/making expenses over different tools of promotions:
Advertisements
This is the most crucial part which makes IMAGES of the
business in the mind of customers. The commonly used
mediums of advertising utilized by PANTALOONS are as
follows…
Hoardings
This is the tool used most by PANTALOONS. One can
easily view the hoardings of ‘Pantaloons’ offering the
locally designed apparels to the international brands.
PAGE 37
38. The hoardings are displayed on following prominent sites of
the city
• Mahila College Chowk
• Yagnik Road, Rajkot
• Under Bridge
• Ring Road
• Kalawad Road
• Trikonbag
The hoardings have been most utilized effective tools for
advertising. The hoardings mostly display the designed
apparels as well as branded apparels of international
companies which are offered at PANTALOONS.
Print Media
Local/Daily newspapers:
This is used generally at the times of festives and at the
offering of various schemes. The advertisements are
published in the local daily newspapers E.g. GUJRAT
SAMACHAR
Local Magazines:
This tool is utilized to announce greater value schemes to
insist customers to at least visit PANTALOONS E.g. At
times in the case of addition of new stocks, newly designed
apparels,etc. or other discount coupons.
Regional Magazines
This tool is explored as to make consumers of surrounding
regions, aware about the availability of the peak brands at
Rajkot and to drag them towards it.
PAGE 38
39. Outdoor Advertisement
This is one of the most commonly used tool of advertising.
It includes TV advertisements including Cable
advertisements, Scrolling lines at the end of the screen.
Sponsorships
This is majorly done while
• Navrati
• Musical Programmes at Hemu Gadhvi
• Educational Progg.
• Direct mailers
Other Promotional Tools
The other promotional tools include distribution of
brochures, pamphlets, etc.
Call-center activities are also becoming popular those days.
Pantaloons also undertook it before a short span of time Eg.
While launching new brands of Garments.
Advertising Agencies
‘PANTALOONS’ ADVERTISING IS DEFINITELY
BACKED BY ADVERTISING AGENCIES like
• Drishty Communications
• Yogi Advertising
• Campaign Advertising
• Ascent Advertising
PAGE 39
40. STEPS UNDERTAKEN TO INCREASE THE
MARKET SHARE
o Emphasizing over promotional aspects.
o Taking intensive efforts to serve customers.
o Pampering customers’ demands slowly to turn down into
benefits.
o Introducing and implementing customer loyalty
programmers which are carried out for the benefits of the
customers out of store.
o Increase target oriented marketing activities, including
direct mailing, call center survey, asking their demand.
o Last march, direct/ door to door moving was done to collect
more and more information to know what people know
about options and brands.
o Offering schemes, discounts, offers and thereby increasing
sales.
o Involving themselves into much more marketing activities
to attract people.
o Evaluating shopping moods with ambience and decorations
which are synchronized by the festives.
PAGE 40
41. CORE COMPETENCE
Metro type shopping atmosphere right from “Structure” of
the store (fascade).
Ambience (the most different), display oriented having
three section . Special feature is that the display system is
unique i.e. all the varieties are displayed at a time without
packaging in boxes and bags.
Great Varieties in Choices
Offering Certain Services like
• Exchange (Conditions Apply)
• Delivery Services
• Green Card Scheams
Welcome to Pantaloons Green Card Program.
Your Green Card is your passport to a whole new world of
exclusive benefits and privileges.
• 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.
PAGE 41
42. *Categories valid for Green Card Discounts:
Apparel, perfumes & cosmetics, toys, Bluesky, aLL, Depot,
Planet Sports & accessories. Valid on categories within Pantaloons
only.
Also valid at standalone Bluesky and aLL stores.
PAGE 42
43. 1StarMembers
Gift Voucher worth Rs. 150 on enrolment
3StarMembers
5% discount on every purchase
5StarMembers
An exclusive 7.5% discount on every purchase
7StarMembers
A whopping 10% discount on every purchase
Unique method of advertising using hoardings and
invitation cards.
Location ideally located at Rajkot’s upcoming
market, Ring road on a core place, heart of city and most
importantly equidistant from all the places.
PAGE 43
44. ADVERTISING
METHODOLOGY
o Determination of festivals during quarters.
o Formulation of schemes to be launched/ announced keeping
in view the brands already available.
o Formulating budgets for the quarters keeping in mind the
forthcoming festivals.
o Announcement of schemes and creating awareness.
PREPARATION OF BUDGET
Budget is formulated keeping in mind, the aim of the
quarter, the last season performance of quarter.
The budget is bifurcated into different quarters and
financing is done with the help of advertising agencies and then
they execute it and at the end of quarters, the customer care team
evaluates the effect of marketing activity productivity.
PAGE 44
45. BRAND ASSET MANAGEMENT
Customers come to know a brand through a range of
contacts and touch points; Personal observation and use, word of
mouth, meeting company personnel, telephone experience, seeing
the web page, receiving invoices and so on. Although print and
broadcast advertising have played a large role in building strong
brands, the above mentioned forces are now, playing an important
role. Any of these experiences can be positive or negative. The
firm must put-in as much quality in managing these experiences as
it does in producing its sale.
Companies must balance their communication expenditures
among the main communication media. These include the
following seven communication vehicles.
• Advertising
• Public relations
• Trade and sales promotion
• Consumer promotions
• Direct marketing
• Event marketing
• Internal employee communications
Companies are increasingly moving their ‘Brand Building
Budgets’ to public relations, direct marketing, event marketing and
employee training.
One of the most potent influences on brand perception is the
experience customers have with the company’s personnel. If the
telephone operator is curt, if the order taker is poorly informed, if
the accountant will not explain the invoice - the brand image is
compromised. Therefore, the company needs to train its people to
be customer - centered. Even better, the company should build
pride in its employees regarding their products and service so that
their enthusiasm will spill over the customers.
PAGE 45
46. Companies must go further and train and encourage their
distributors and dealers to serve their customers well. Poorly
trained personnel can ruin the best of efforts made by the
company to build a strong brand image.
This suggest that managing Brand Assets can no longer be
entrusted to brand managers because they do not have enough
power and scope to do all the things that are necessary to build
and enhance their brands. Their incentive system drives them to
pursue short term results whereas managing brands as assets
calls for longer term strategy and more inclusive team work.
Now a days, some companies are putting their branding in
the brand s of an entirely different company that can focus on
Brand Management and nothing else. Hence, there are bulks of
companies managing brands - not owning brands.
PAGE 46
47. CONSUMER ATTITUDE DRIFT
Brands vary in the amount of power and value they have in
the market place. At one extreme are brands that are not known
by most buyers. Then there are brands for which buyers have a
fairly high degree of BRAND AWARENESS. Then there are
brands that enjoy a high degree of brand preference. Finally,
there are brand that command a high degree of brand loyalty.
“The firm / company feels rest assured and can boast about
their brand management and the sure customer attitude and can
be happy after spending high amount on branding when a
customer walks in the store and if discovers that the specific
brand preferred by him is not available, he walks out”
This is the achievement of brand management the customers
are this brand loyal. David Aaker distinguished five levels of a
customer attitude towards a brand from lowest to highest.
Customer will change brands especially for price reasons
No brand loyalty
E.g. – Scullers Trousers are preferred over Rig Utility Clothing
due to low price.
‘Indigo Nation’ ‘Jone Miller’ jeans are preferred over ‘Levis’
and ‘Numero’ due to price reason.
Customer is satisfied
No reason to change the brand
The customers who prefer to use ‘Revlon’, ‘Lakme’, and
‘Garnier’ products are satisfied by its use and so there arises no
reason to change over to the another brand though abundantly
available.
PAGE 47
48. Customer is satisfied and would incurr costs by changing
brand
E.g. a preference / attitude to use more new products / brands is
valid reasons for shifting towards another brands though it
bears costs.
Customer values the brand and sees it as a friend
Brand is the one which is preferred once and joined forever for
the brand loyal customers. They choose it at once but use it
forever. It is the one brand which is always going to be
proffered by the customer. The preference sustainment and
shift/drift depends upon the strength of brand or the percept
value of brand in the mind of customers.
Strong the brand image in the customer mind, higher the
loyalty of that customer.
Customer is devoted to the brand
The one phase comes in the brand lifecycle where it has gained
such a position where the customer is fully devoted to the
brand. He may incurr higher cost to continue the use of that
particular historic brand. This makes him avoid the usage of
new launched brands but is very helpful when the firm wants to
launch new product under the same brand name.
The most appropriate level of operation is the 5th
and 6th
one
where BRAND has achieved a sustainable position in the
mindset of the customer and brand is in a commanding position
to mold the environmental changes in the favor of company /
firm.
Brand equity is highly related to how many customers are in
classes 3, 4 or 5. It is also related to the degree of brand name
recognition, perceived brand quality, strong mental and
PAGE 48
49. emotional associations and other assets such as patents,
trademarks and channel relationships.
RESEARCH METHODOLOGY
Objective of Study
The objective of study is to get further information about
the attitude of Rajkot customers towards the Mega Brand offers
Pantaloons. How people react to the brand, their preference and
willingness to make purchases of branded products. The various
factors like affordability, desire of purchasing ‘need’ element for
insisting a purchase, attitude towards the mega-store, etc.
The ability of brand managers to put forth their brands
before the customers and pampering their demands for branded
products is the most important aspect of this study.
PAGE 49
50. SCOPE OF STUDY
The scope of study was to understand the mindset of
especially indian customers to face the internationally popularly
branded products. How can they be dragged towards the purchase
of branded products?
The scope of study could be enlisted as below:
1. To discover factors persuading and influencing buying
decision.
2. To find out their satisfaction level in the accordance with
the value paid by them.
3. How do customers prefer one brand over the other?
4. Whether they are aware about and ready for the ‘One Stop
Shop’ juncture PANTALOONS and vivid range of branded
products offered or not?
5. The reasons for purchase of branded products from
PANTALOONS.
PAGE 50
51. SAMPLE SIZE
This aspect refers to the question
How many people should be surveyed?
Sample could be defined as “Sample is a group of
respondents selected from the whole population under study.”
Proper and optimum size of sample should be selected to be a truly
representative of population. Because wrong, inadequate or
excessive sample misleads whole procedure of study and it is also
very difficult to select proper sample size.
I have conducted my survey on “CONSUMER ATTITUDE
TOWARDS BANDED AND NON-BRANDED PRODUCTS”
with special reference to brands offered at ‘PANTALOONS’,
Rajkot and selected 100 respondents which are truly representative
for my analysis and the conclusions arrived at by their responses
are also reliable.
PAGE 51
52. SAMPLING METHOD
The sampling method adopted by me while enacting the
survey is STRATIFIED CONVINIENCE SAMPLING. From the
total population of the preferred of branded products, a sample of
100 has been chosen according to convenience.
The respondents are selected on the basis of their know
legibility, attitude, awareness about brand, visit at
‘PANTALOONS’ and knowledge of other, management related
aspects. This includes service people, professionals, students
(management students, undergraduates) etc. and major
occupations.
PAGE 52
53. DATA COLLECTION METHOD
Data collection is the most important step in the research
process. This may include a number of errors which may lead to
futility of research. In the survey, the ‘data collection’ has been
taken special care.
Data can be collected by two methods
1. Primary Data
2. Secondary Data
For primary data collection, I had prepared questionnaires
which were kindly and duly filled up by the respondents. The
questionnaire contains questions like their preference of branded
and non-branded items, more popular brands, reasons for
preference over each, etc.
Secondary data collection is not so far required as the
research is done ‘Topic Oriented’ and it is difficult to make
accessible topic-suitable material. Although, I have referred a
couple of magazines having articles containing some data about
PANTALOONS.
PAGE 53
54. ANALYSIS AND INTERPRETATION
Analysis and Interpretation is one of the most important
steps in the research procedure. The success or failure of research
largely depends on how successfully the analysis and
interpretation is done.
To make data, meaningful, the data is classified according
to different variables to make it simplified. Following the previous
step, tabulation is done of the classified data. The main purpose of
tabulation is to know the frequency of response. It helps to
develop relationship between the data and also to compare. This
whole process of
Collection
Classification
Tabulation
is called analysis of data.
After the data is analyzed it needs to properly be interpreted.
This is a very crucial step, as, wrong / imperfect interpretation
leads to wrong conclusion and there by futility of Research
‘Interpretation’ means to get over the tabulation and give meaning
to that analysed data. And on the bases of the analysed data,
determine the exact cause and effect relationship between different
variable which are a part of Research Study.
PAGE 54
55. Q - Gender:
Sr. No. Occupation Percentage
1 Male 60
2 Female 40
0
10
20
30
40
50
60
Male Female
1 2
Series1
ANALYSIS
Turning out ration in case of gender is male 60% and female 40%.
PAGE 55
56. Q - Occupation :
Sr. No. Occupation Percentage
1 Businessmen 12
2 Profession 30
3 Service 15
4 Any other 5
5 Students 38
0
5
10
15
20
25
30
35
40
Businessmen
Profession
Service
Anyother
Students
1 2 3 4 5
Series1
ANALYSIS
The study clearly shows that the student persons which
accounted to 38% of the total sample is the clear indication that
they prefer more the branded products than the other groups with
the least difference. Profession accounted for 30% followed by
service with 15% and businessmen/women 12% respectively. A
PAGE 56
57. remarkable low 5% of housewives prefer to purchase branded
product .
Q - Income (Per Month):
Sr. NO Income Percentage
1 1000-10,000 60
2 11,000-20,000 20
3 21,000-30,000 12
4 31,000-40,000 2
5 41,000-50,000 2
6 Above-50,000 4
Percentage
1 1000-10,000
2 11,000-20,000
3 21,000-30,000
4 31,000-40,000
5 41,000-50,000
6 Above-50,000
ANALYSIS
The study clearly shows that 60% of the respondents belong
to the first income group i.e. 1,000-10,000. Being favorably
followed by 20% relevant income group 11,000-20,000 other
income group accounts to 2% 31,000 – 40,000 and 2% 41,000 –
50,000 and 4% above 50,000.
PAGE 57
58. Q - Marital status
Sr.No. Marital status Percentage
1 Married 46
2 Unmarried 54
42
44
46
48
50
52
54
Married Unmarried
1 2
Series1
ANALYSIS
Among the respondents the married respondents
enumerated to be 46% and unmarried respondents enumerated to
be 54% .
PAGE 58
59. Q - Have you ever visited ‘PANTALOONS’
Rajkot ?
Sr. no. Particulars percentage
1 Yes 100
2 No 0
0
10
20
30
40
50
60
70
80
90
100
Yes No
1 2
Series1
ANALYSIS
PAGE 59
60. The survey report shows that all the respondents i.e. 100%
of respondents they have to visit in ‘pantaloons’ Rajkot.
PAGE 60
61. Q - Do you prefer the use of branded
products?
Sr. no. Particulars percentage
1 Yes 80
2 No 20
0
10
20
30
40
50
60
70
80
Yes No
1 2
Series1
ANALYSIS
The survey report shows that all the respondents i.e. 100%
of respondents prefer to use branded products. This shows that
upcoming branded products can project a potential market.
PAGE 61
62. Q - In which of the following is prefer
branded products?
Sr. no. Particulars percentage
1 Garments 45
2 Accessories 8
3 Underwear 7
4 Jewelers 15
5 Perfumes 11
6 cosmetics 14
percentage
1 Garments
2 Accessories
3 Underwear
4 Jewelers
5 Perfumes
6 cosmetics
ANALYSIS
The most preferred branded products is covered under the
head of Garments products turning up to 45% being entailed by s
being Jewelers 15% being followed by at cosmetics 14% and
Perfumes at 11% and Accessories 8% , Underwear at 7% of the
total respondents.
PAGE 62
63. Q - If yes, why do you prefer them?
(Reasons)
Sr. no. Particulars percentage
1 Durability 5.2
2 Style 20
3 Influenced throught celebrity 3
4 Design 17
5 Status 9.2
6 Fashion 14.50
7 Co lour 10
8 Quality 12
9 Varity 2.8
10 Service 0.8
11 schemes 5.5
PAGE 63
64. Q - Which specific brand do you prefer
which purchasing?
Garments
Male
Sr.No. Particulars Percentage
1 Rig utility clothing 2.22
2 Schaller 4
3 Indigo nation 8.80
4 Lombard 13.33
5 Jone miller 28.66
6 Urbana 2
7 F- The factor 15.55
8 Bare leisure 6.70
9 Akkriti 4.44
10 All 5
11 Umm 8
12 Urban yoga 0.9
13 Ajile 0.4
PAGE 64
65. 1 Rig utility clothing
2 Schaller
3 Indigo nation
4 Lombard
5 Jone miller
6 Urbana
7 F- The factor
8 Bare leisure
9 Akkriti
10 All
11 Umm
12 Urban yoga
13 Ajile
ANALYSIS
Male members prefer jone miller who turn out to be 28.66%
and F- The factor out at 15.55%. These are competent to their
Competitors like Lombard at 13.33%, Indigo nation at 8.80 % the
rest but remarkable collectively form about 20% comprising the
share of Urban yoga and Ajile and Urbana ,Rig utility clothing ,
Schaller hich are not popular at the extend to of former ones.
PAGE 65
67. 1 Rig utility clothing
2 Schaller
3 Annabelle
4 All
5 Mix N Match
6 Arha
7 Rang lauch
8 Trishaa
9 Akkriti
10 Ajile
11 Urben yoga
12 Jealous
13 Umm
14 Bare demine
15 Honey
16 109 F
ANALYSIS
The female respondents prefer Mix N Match the most which
figures out to be 13.33% being followed by Umm11% the rest like
Looks, Arha and Annabelle contribute by 10%, and 8% Jealous
6.66%, Honey 5%, Rang lauch 7%respectively. This proves
simple that there is remarkable good preference of Mix N Match
garments among women brand conscious consumers.
PAGE 67
68. Q – Children
Sr.No Particulars percentage
1 Bare 7214 10
2 Lilliput 14
3 Gini & jany 43
4 Chark Boys 20
5 Kid Studio 13
PAGE 68
69. 1 Bare 7214
2 Lilliput
3 Gini & jany
4 Chark Boys
5 Kid Studio
ANALYSIS
The children’s respondents prefer Gini & jany the most
which figures out to be 43% being followed by Chark Boys 20%
the rest like Looks, Lilliput and Kid Studio contribute by 14%, and
13%,Bare7214Honey respectively. This proves simple that there is
remarkable good preference of Gini & jany garments among
children brand conscious consumers.
PAGE 69
70. Q - Are you satisfied with brands of
‘PANTALOONS’?
Sr.No Particulars percentage
1 Yes 76
2 No 24
0
10
20
30
40
50
60
70
80
Yes No
1 2
Series1
ANALYSIS
That is the clarify 100% of respondents that 76% of
respondents is satisfied with the brand of ‘pantaloons’, and 24%
respondents is not satisfied.
PAGE 70
71. Q - Have you buy non branded clothes ?
Sr.No Particulars percentage
1 Yes 50
2 No 50
0
5
10
15
20
25
30
35
40
45
50
Yes No
1 2
Series1
ANALYSIS
Exactly 50% of the respondents prefer non branded
products over branded ones and the rest 50% do not prefer it. This
is quite in resemblance to the type of customer whether
innovative, switcher, loyal customer etc.
.
PAGE 71
72. Q - If yes, why?
Sr.No Particulars percentage
1 Low price 60
2 Varity 20
3 Schemes 20
0
10
20
30
40
50
60
Low price Varity Schemes
1 2 3
Series1
ANALYSIS
If the 100% respondents 50% should have to purchased the
non branded cloths because the customer is highly important for
the low price ,no. of Varity and bundles of schemes are available.
PAGE 72
73. The customer is first low price 60% and Varity and schemas
are20%and 20% respectively.
Q - To what extend is price important for
purchase of branded products?
0
5
10
15
20
25
30
35
40
45
Not at all Moderrate Highly important
1 2 3
Series1
PAGE 73
Sr.No Particulars percentage
1 Not at all 36
2 Moderate 23
3 Highly important 41
74. ANALYSIS
Price is a dominating and decisive factor at the time of
actual purchasing of products. 41% of respondents are such for
whom ‘Price’ is high important. Whereas 23% of the respondents
show moderate important significance of price as deciding factor
while purchase of branded products.
For 36% of respondents ‘Price’ is negligently important and here
the purchasing decision depends on the other factors.
The above ratio shows a good blending of potential customers and
the non potential but future prospective customers.
PAGE 74
75. Q - What are the other convenience you will
prefer ?
Sr.No Particulars percentage
1 Jade blue 46
2 Option 16
3 Iscon prozone mall 23
4 V-mart 15
1 Jade blue
2 Option
3 Icons prozone mall
4 V-mart
ANALYSIS
PAGE 75
76. That are show the respondents have to other convenience of
Jade blue being followed by 46% that is highly important. Than
the other option like shows icons prozone mall, Option and V-
mart being followed by 23% ,16% and less important is V-mart
15%.
Q - Which media of advertisement
‘PANTALOONS’ should prefer?
Sr.No Particulars percentage
1 Newspaper 35
2 Pamptets 5
3 T.V 20
4 Radio 10
5 Hoardings 26
6 Mouth & Mouth 4
PAGE 76
77. 1 Newspaper
2 Pamptets
3 T.V
4 Radio
5 Hoardings
6 Mouth & Mouth
ANALYSIS
With the increasing ‘Info-trend’ there is a burst of modes of
advertisements being opted by the marketers to attract the
consumers’ attention by hook or crook.
35% of the respondents are influenced by the most common and
costly mode of advertisement i.e. newspapers being followed by
35% by hoardings which have greater scope in Gujarat especially
whereas only 26% of respondents .the T.V being followed by 20%
of respondents.
PAGE 77
78. There is again a remarkable contribution radio of at 10% of the
respondent where as pamptets poorly contributes 5%.
The negative remarkable aspect in this matter is that none of the
respondents get influenced by pamphlets. This proves further cut
down from the list of print media mode of advertisement.
Q – Who is brand ambassador of
‘PANTALOONS’?
Sr.No Particulars percentage
1 Lara data 40
2 Boby deoal 24
3 Bipasa basu 26
4 Zahid khan 10
PAGE 78
79. 1 Lara data
2 Boby deoal
3 Bipasa basu
4 Zahid khan
ANALYSIS
The current brand ambassador of Lara data and Boby deoal .The
past brand ambassador is bipasa basu and Zahid khan .The
respondents point of view Lara data 40% and bipasa basu 26%of
good brand ambassador. other than the Boby deoal 26% and last
the Zahid khan 10%of the less response.
Q - Any another suggestion from you for
brand ambassador ?
Sr.No Particulars percentage
1 Yuvraj Singh 45
2 Hritik rosan 55
PAGE 79
80. 0
10
20
30
40
50
60
Yuvraj shingh Rutvik rosan
1 2
Series1
ANALYSIS
That is clarify that the respondents are suggested other
brand ambassador of most of the respondents are suggest actor’s
of Rutvik rosan by 55% and famous cricketer of Yuvraj shing by
45%.
SWOT ANALYSIS
STRENGTH
o 15 years of experience in
garment retailing with most popular brands.
PAGE 80
81. o The most prominent location
on 150ft. Ring Road with an attractive fascade (front
elevation).
o A very wide display area with
shop-in-shop concept helps to enhance each and every brand.
o Professionally trained staff to
serve the customers.
o Occassionally visited by the
consultants from Mumbai for staff training and guidance.
o Approximately 600 foot-falls
on daily basis including prominent personalities, business and
corporate class visitors of Saurashtra.
WEAKNESS
o The public perception about ‘high price for high quality’
shall become an obstacle to increase the customer base.
o Lack of brand awareness among the Rajkot consumers and
other surrounding regions.
OPPORTUNITIES
o The increasing base of the customers preferring brands and
their increasing importance for increasing the ‘standard of
living.’
o Entry of newer brands which are looking for bulk customer
hunt in the small towns
- According to some of the magazines
PAGE 81
82. o Increasing market in small towns looking for good
brands.only shopping juncture offering a number of brands at
one place.
o Its innovative customer service ending up to customer
awareness and preference.
THREATS
• The emergence and inception of shopping malls like
PANTALOONS and entries of great brands in ‘one shop stop’
business.
• He already established shops which offer only some brands are
also a competing threatful factor which make a share in their total
brand market share.
• The in affordability of the most of the customers as the
discreationary income here (in Saurashtra) is lower.
PAGE 82
83. CONCLUSION
Branding is a major issue in product strategy. A brand is a
complex symbol that can convey many levels of meaning.
Branding is expensive and time consuming and it can make or
break a product. The most valuable brands have a brand equity
that is considered an important company asset and that must be
carefully managed.
In thinking about branding strategy, companies must decide
whether or not to brand: whether to produce manufacturer brands,
or distributor or private brand: which brand name to use: and
whether to use line extension, multibrands, new brands or co-
brands.
The best brand name suggests something about the
product’s benefits: suggests product quality: are easy to
pronounce, recognize and remember are distinctive and do not
carry negative meanings or connotations in other countries or
languages.
PAGE 83
84. SUGGESTIONS
1) The excessive utilization of money in the accessories
like lighting and other showroom furniture is proving to
be unproductive.
2) Rajkot consumers are less interested in posh-accessories
for garments and they may avoid the high brand
purchase due to high price which should be eliminated
3) Continuous announcements of different schemes will
keep the brand recall better in the minds of consumers.
4) Emphasising on other aspects such as increasing the
product-brand-offering will attract more consumers.
5) Giving cost benefits to regular customers will help build
a strong loyal customer base.
6) Emphasise on the modern marketing approach of
‘CUSTOMER RELATIONSHIP’ which will help the
firm in future.
PAGE 84
85. FUTURE PLANS
Despite success, Kishorbhai Biyani believes that there is a
lot more to be done. He has great plans to make ‘Pantaloons’ a
great player in the retail industry.
The future plans of ‘Pantaloons’ include the launch of the
Customer Loyalty Programme, which will offer its members an
opportunity to collect points and avail of innumerable special
benefits. Also in pipeline is ‘home-shopping’ for special clientile.
Ensuring that the ‘Pantaloons’ group does its bit towards the
very society that has allowed to grow and succeed. He also plans
to set up a training institute for retail management, and hopes that
this will become the foremost of such institutions in the Saurashtra
region.
PAGE 85
86. BIBLIOGRAPHY
1) Marketing Management
By Philip Kotler
2) Business Today
A magazine, advanced in ‘Business
Buzz’
3) Images
Business of Fashion
4) Marketing Management
Philip Kotler & Gary Armstrong
PAGE 86
