pantaloons by nag

8/8/2019 Pantaloons by Nag

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PANTALOONS

SUBMITTED BY: GROUP NO: 5


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About the Company

PRIL was founded by Mr. Kishore Biyani

It is one of Indias leading business houses with multiplebusinesses 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.


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Pantaloons

The first Pantaloons were opened in Gariahat in 1997.

Over the years, it has undergone several transitions. When it was firstlaunched, this store mostly sold external brands. Gradually, it startedretailing 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 freshfashion.

Today, the fashion store extends to almost all the major cities across thecountry. Pantaloons has established its presence with stores not just inthe metros, but also in smaller towns.

Pantaloons stores have a wide variety of categories like casualwear,ethnicwear, formalwear, partywear and sportswear for Men, Women andKids.

All Pantaloons stores reflect the new ideology -- Fresh Feeling, Fresh Attitude,

Fresh Fashion. The stores offer fresh collections and are visually stimulatingthanks to appealing interiors and attractive product display!


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Locations: It has 51stores across 27 cities in India.


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Board of Directors:

Mr. Kishore Biyani, Managing Director

Mr. Gopikishan Biyani, Director

Mr. Rakesh Biyani, Wholetime Director

Mr. Vijay Biyani, Wholetime Director Mr. Kailash Bhatia, Wholetime Director

Mr. Vijay Kumar Chopra, Independent Director

Mr. Shailesh Haribhakti, Independent Director

Mr. S Doreswamy, Independent Director Dr. D O Koshy, Independent Director

Ms. Bala Deshpande, Independent Director

Mr. Anil Harish, Independent Director


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Communication Mix:

PRIL follows different communication mix

tools which are explained as follows:

Advertising Promotions

Direct Marketing

Public relations

Online Marketing


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Advertising:

PRIL uses media as the way of communication to promote its productsin the market. The various media used were as follows

Television commercials

Print Media

Radio Mirchi 93.5 SFM

Internet

Blogs, Social Forums etc.

Promotions:

PRIL uses various kinds of sales promotions to increase sales turn overand simultaneously to increase the bottom-line of the company.

A few of the sales promotional offers initiated at PRIL are Summersales, Happy sales, Youthopia, Maha savings Day, Wedding collections

seasons, where customers were offered benefit of great discountswhich they cant get at any other times in the year. In addition to thiscustomers can get benefits from loyalty card at Pantaloons called GreenCard, where they were offered discounts on next purchase.


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Direct Marketing:

PRIL uses direct marketing as a way to promote the sales through various ways like fliers,catalogue distribution, promotional letters, street advertising, Email and Telemarketing..

Public Relations:

A no. of tools like press releases and media kits were used by the organization togenerate positive impact on the target market. Other tools used at PRIL are brochures,newsletters and annual reports. Increasingly, companies are utilizing interactive socialmedia outlets, such as blogs, Twitter and Facebook, as tools in their public relations

campaigns.PRIL maintains good relations with the media people so whenever a new merchandise or

service launched at PRIL the media gives a fair picture of offerings at the PRIL. So thecustomers would be benefited a lot.

Online Marketing:Customers can get information about the offerings available at Pantaloons Retail

India Limited through its web portal. Through this it communicates a lot to the customers

i.e. information available at a great stretch by sitting at a single place.


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Conclusion:

Pantaloon Retail India Ltd. Is a company where itstrives for lifestyle and value through its productsand services. From the study it can be said thatPantaloons is applying the concept of 4ps ofmarketing to obtain maximum profitabilitythrough large range of products and promotionalactivities. The store has been well maintained in

accordance with the latest demands of theconsumers and through all these strategiespantaloons ensures repeated customer patronage.


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pantaloons by nag

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