NOVEMBER 2019

PANTALOONS
$

GROUP - 4
Simran Mehrotra
Nishi Kumari
Yash Mishra
Nitin Goyal
Kapish Kumar
Saurabh Pathak
 RETAIL IN INDIA
• India is the world’s fifth largest global destination in the
retail space.
• Retail market in India is projected to grow from US$
672 billion in 2017 to US$ 1.1 trillion in 2020.
• Indian retail one of the fastest growing markets in the
world due to economic growth
• India’s modern retail to double in size over the next
three years
• The modern retail market in India is expected to grow
from US$ 70.45 billion in 2016 to US$ 111.25 billion in
2019.
• Total consumption expenditure is expected to reach
nearly US$ 3600 billion by 2020 from US$ 1,595
billion in 2016

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 PANTALOONS IN INDIA
• Pantaloons, a division of ABFRL Pantaloons is today the fastest growing large
format retailer in the country. The rate of new store openings has increased from one
every two months to one every two weeks. The brand is now present in 78 Indian
cities / towns.
• Headquartered in Mumbai (Mumbai),
• The company operates over 1.72 million square feet of retail space
• Pantaloons has 130 fashion stores in 40 cities and towns in India. Employing over
5,000 people
• Pantaloons today retails over 200 licensed and international brands, including 24
exclusive in-house brands.

Source: Company website and wiki

 Company Vision:
• Pantaloons aims at delivering Everything,
Everywhere, Every time for Every Indian
Consumer in the most profitable manner
Vision & Mission • Indian Consumer in the most profitable manner

Company’s Mission
• 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
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Location For Study

• The store of Pantaloons, which we have
visited, is situated in Shipra Mall.
• The mall is established in the heart
of the city or where the usual area to
which this store caters is Noida,
Ghaziabad and specifically
Indirapuram.
• In Shipra Mall, Pantaloons is present
on the first floor, facing the
Staircase Lift and escalator, hence,
attracting the visitors.
 Trade Area Analysis
Location of the store Shipra Mall, Indirapuram, Ghaziabad

Avg. Football (Mall) • 2000 – 3000 (on normal weekdays)

• 5000-6000 on holidays and festivals

Avg Footfall of the store • 500-800 (on normal weekdays)

• May rise upto 4000 on offs and festivals.

Major Competitor • Habitat Centre ( Avg Footfall 2k- 5k)

• Mahagun Metro Mall ( Avg Footfall 2k-4k)
• Jaipuria Mall ( Avg footfall 0.5 – 1k)
• Aditya Mall (Avg footfall upto 0.5 k)
Primary Trade Area Zone Caters to atleast 80-85% of the total residents under the distance of
approx. 4-6 miles
Main residents hail from
• Nearby residentials ( Suncity, Niti Khand, Ahinsa khand etc.)
• College students ( nearby colleges as IMS, Jaypee, Jaipuria. Etc)
Secondary Trade Zone Usually, these are residents living in an area of 7- 14 miles from the store
location.
These people visit the stores once in a while or even weekly.
These places can include
• Noida sector 59- 52
• Gr. Noida
Tertiary Trade Zone: Usually 15-20 miles radius covers all customers from areas, which are far
apart. Overall 10% of customers are covered through these areas.
These are the visitors who come once in a while in the area and casually
enter the mall.

Contd.
 TARGET MARKET

The Shipra outlet of Pantaloons has divided its target

market based on two main Demographic Factors i.e
Age
Gender
On the one can see the men section merchandise stock
consisting of every available size followed a small
array of footwear accompanied by kids clothing with
women section towards the end.
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Store layout, Design and

Visual Merchandising
• The exterior of the store follows the universal design of
pantaloons that is prevalent in all pantaloons stores across
India. Their trademark colour pattern of green and white is
also followed here.
• There is a huge parking space available for the customers to
conveniently park their vehicles while shopping.
• The exterior appearance of the store silently announces
what customers can expect inside. Good exterior visual
merchandising attracts attention, creates interest and
invites the customer into the business.
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Interior Store Design

• The ambience of the store was very consistent. The

lighting was apt and a soft instrumental track played
mildly in the background.

• The entire store was well air-conditioned and the

store appeared quite aesthetic and classical in its own
way. The merchandise offered was vast and
everything was neatly displayed to aid the customers.

• From the viewpoint of a customer the store surely

lives up to the expectations of the customer.
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LIGHTINGS IN THE
STORE

• The store was efficiently lit by the ceiling lights but lacked backlit shelves light.
Also the lightings used for highlighting the merchandise section were quite in
number but diffusion was taken care of.
• Also The shoes offered for sale in Pantaloons were not highlighted with spot
lights and backlit shelves that make the product stand out.
• They were placed between shirts for men which resulted in lack of attention from
the customers.
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PLANOGRAM Shows The Placement Of Retail Products On Shelves.

It Makes A Section More Aesthetically Appealing To

The Customer.

Effects of Planogram
• Satisfying customer with a better visual appeal
• Tighter inventory control and reduction of out of stock
• Better-related product positioning
• Improved sales
• Assign selling potential to every inch of retail space
• Effective communication tool for staff
 FIXTURES
• The fixtures used to display the shoes were stainless steel
stands jutting out of the wall. The shoes were properly
arranged and displayed according to the category and
manufacturer of the shoe.

• The steel stands were looking very plush and were going
with the classic feel of the store. The advantage of this
stand was that it properly displayed the shoe and also
took up very less space.

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LAYOUT
• Pantaloons follow a free form store layout. No
particular format is followed anything is placed
anywhere but strategically.
• Here when it comes to shoes, same type of shoes are
put up together in different sizes and of different
manufacturers
• When it comes to clothes different section are there
for each brands having all the sizes
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SPACE PRODUCTIVITY
• Pantaloons store has a very attractive display area, in which they
put the dummies, accessories and all. They have broad walkway
& doorways to facilitate easy flow of traffic in and out the store.

• Pantaloons have employed various strategies to achieve greater

space productivity.

• It has employed gondolas, neat shelves and racks placed on the

wall to display their merchandise effectively. The merchandise
density on display is also optimum, meaning the display is
neither much nor less.
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MERCHANDISE
ALOTTMENT

• Before allotting the space to specific mechandisers, pantaloons

takes into consideration main three points
 Breadth and Depth of Product assortment
 Price Level
 Amount of customer services.

• Also, at times, when the company receives quotation from two

different brands selling the same products and a competitive
analysis is done in order to choose some or one them.
 SUGGESTIONS
• The retailer can include the electronics section in the store as is present in most other
Pantaloons stores across the country. This would be a good and lucrative addition to the
range of merchandise Pantaloons Noida has.
• The store can also put up television sets to display various merchandise available in the
store. It can also feature the various limited offers and discounts available in the current
period.
• The kids section in the store can also offer a range of toys, as is seen in many other stores.
Pantaloons, can extend their merchandise range by including a good Toy and stationery
section targeted to the youth around Delhi NCR
• Pantaloons could also come up with some scheme for students. As the store is located amidst
a lot of schools, colleges and institutions, there is a lot of students frequenting the store.
Pantaloons should come up with a long term loyalty scheme specifically targeted to these
students. This would ensure a good cordial relationship and make the store more popular
around the area

Source: Company website and wiki

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