Current Trends of Management

Presented By:

Aashni Wadhwa

TY-C

3113

Manifesto
At Pantaloon Retail does not wait for the future to unfold itself but they themselves create future scenarios in the consumer space and facilitate consumption because consumption means socioeconomic development for their customers, employees, shareholders, associates and partners. Their customers do not just get what they need, but also get where, how and when they need any product or service. They are not just operating efficiently in the Indian economy, but evolving it. They are not just spotting trends; but setting trends by understanding the consumers needs of today and tomorrow. It is this understanding that has underwritten their success and will help them succeed in the future as well.

History
Pantaloon Retail (India) Limited is Indias largest leading retailers. It operates on multiple platforms like Value and life style segment in the Indian consumers market. Company head

quarters located in Mumbai. As on Feb 2009 Company operates over 12 million square feet of retail space, 1000 stores in 71 cities with employee strength of 30,000 people. The company is in aspect of giving retailing a modern look with reachable for middle and middle lower class people. Retailing includes retail formats like Pantaloons, Big bazaar, Food bazaar, brand factory, Blue sky, and Top 10, Star & sitar and e zone. The company also operates on online future bazzar.com for upper class that can get internet connectivity. Home town a large-format home solutions store. Pantaloon Retail is the flagship company of Future Group, a business group catering to the entire Indian consumption space. Future Group led by its founder and Group CEO, Mr. Kishore Biyani, is one of Indias 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.

The Assignment:
Visit any Franchise and collect information about how the store deals with : Consumer Decision Making Market Segmentation of the Store Location Strategy

I had the privilege to meet the Manager, the Head Chef and a trainee regarding the above topics. The findings were as follows:

Consumer Decision Making

Need recognition & problem awareness Infomation Search

To wear good clothes/accessories etc. Malls/Websites/Exclusive stores etc. Basis of Quality/Design/Price etc.

Evaluation of Alternatives

Purchase

Pantaloons

Post-Purchase Evaluation

One of the best decision

Market Segmentation
Definition: The process of defining and subdividing a large homogenous market into clearly identifiable segments having similar needs, wants, or demand characteristics. Its objective is to design a marketing mix that precisely matches the expectations of customers in the targeted segment. Pantaloons attract more of couples and college going students, which make the most of their sales. As per the information given On a weekday the average footfall is 500 people, whereas on weekends the footfall goes to 10001200 &sales shoots 60% of the weekdays sales.

Geographic As far as geographic segmentation is concerned Pantaloons has branches in a very happening areas, Senapati Bapat Road & near Mahatma Gandhi Road has & developed itself in few years drastically. Two new malls have been opened up, Pantaloons being in one of them.

Demographic Pantaloons had started itself in a way where all age group of people can go and enjoy. As colleges being nearby students tend to go to the malls to eat and do shopping for themselves. Couples:- 40% Children:- 15% Old People:- 5% Married:- 45% College Crowd:- 35%

Location strategy
In the mall, Pantaloons has opened itself in a very prime location. When people enter mall first thing they see is a showroom of Pantaloons & as a Inox movie ends and people exit the theaters again there is a view of Pantaloons after an entertaining movie people tend to go to Pantaloons and do some shopping (as said by Nikhil, a trainee). As Pantaloons has the exclusive showroom there, its presence is unique and there is no other apparel store near it. So people can see it from a distance and decide thats the place they want to do shopping. Pantaloons have it branch under Future Group opened in Phoenix mall, Pune which is a much known mall in Mumbai. People living in Pune have been to Phoenix Mumbai and like going to the same place if it has opened up in their own city. There biggest crowd puller is students and couples from Symbiosis and many other colleges. Pune being a student dominated city forms the largest crowd for any hang out/shopping spot for lunch, dinner, movies, shopping and everyone knows about Pantaloons The Pantaloons is situated in a very good position, it is on the S.B Road & M.G Road which are most popular roads in Pune. People tend to stop at these places to show & have fun.

Merchandise Management.
First, the design team develops the design or a new pattern. The team is led by the visual merchandising head and has 20 designers for product development. The design department depends on fashion forecast magazines, exhibitions and may also visit leading retailers in the city to understand the latest styles. Designs are developed not only for the fashion and collections category but also for the classic segment so that there is something new every season, The new designs are presented to the category management team, which consists of close to 40 people handling 16-17 categories of merchandise. The category captain and his team is given the entire years budget and sales target for the category based on which he decides whether to experiment with a new design or not. Pantaloons have: Women Wear Mens Wear Kids Wear

Conclusion

Pantaloons also come out with different offers according to the seasons. Like for winters they have come out with new designs, patterns etc. which they call as winter special or Christmas special and have an offer of buying 2 and get 1 sweatshirt especially for winters to make you feel warm. At the end of the day one can say, from a single shop in Mumbai to a well known national retail outlet Pantaloons has taken its marketing tools seriously! Every aspect and variable has been taken into consideration; however there is always room for perfection.