Assignment on

Submitted to: Submitted

by:
Er. Vikram Sandhu Tejinder Kumar
Gupta
Roll No. 890810(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.
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 Company incorporated as Manz Wear Private Limited.
7 Launch of Pantaloons trouser, India’s first formal trouser
brand.
199 Launch of BARE, the Indian jeans brand.
1
199 Initial public offer (IPO) was made in the month of May.
2
199 The Pantaloon Shoppe – exclusive menswear store in
4 franchisee format launched across the nation. The company
starts the distribution of branded garments through multi-
brand retail outlets across the nation.
199 John Miller – Formal shirt brand launched.
5
199 Company enters modern retail with the launch of the first
7 8000 square feet store, Pantaloons in Kolkata.
200 Three Big Bazaar stores launched within a span of 22 days in
1 Kolkata, Bangalore and Hyderabad.
200 Food Bazaar, the supermarket chain is launched.
2
200 Central - India’s first seamless mall is launched in Bangalore.
4
200 Group moves beyond retail, acquires stakes in Galaxy
5 Entertainment, Indus League Clothing and Planet Retail.

Sets up India’s first real estate investment fund Kshitij to

build a chain of shopping malls.
200 Future Capital Holdings, the company’s financial is formed to
6 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 Future Group crosses $1 billion turnover mark.
7
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 India’s most popular shopping

 portal.
200 Future Capital Holdings becomes the second group company
8 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
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.
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 and

stakeholders shall be served only by creating and executing
future scenarios in the consumption space leading to economic
development.
 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.
 • 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 brand’s promise is delivered through its
products, services, and consumer communication- the total
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 OF

BRANDING
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 brand’s

fundamental nature and quality. Usually stated in two to three words,
a brand’s 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 consumer’s 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 brand’s
personality is often discovered through qualitative research, by
asking people to describe the brand as if it were a person or a animal.
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 brand’s 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.
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.

Pantaloons
Fresh 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.
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 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.
Brands at Pantaloons

These are the few famous brands which are available at Pantaloons:

1. ADIDAS 21. LEE COOPER

2. AKKRITI 22. LEONE
3. ALL 23. LILLIPUT
4. BARE 24. LOMBARD
5. BIBA 25. MIX N MATCH
6. BLACK PANTHER 26. MONTE CARLO
7. CONVERSE 27. MOUSTACHE
8. Dio Rucci 28. NINO MANTELLI
9. FCUK 29. NO RULES
10. GANUCHI 30. PEPE
11. GINI N JONY 31. PROVOGUE
12. GIOVANI 32. RAYMOND
13. HONEY 33. REEBOK
14. INDIAN TERRAIN 34. RIG
15. INDIGO NATION 35. SCOTSVILLE
16. JEALOUS 36. SCULLERS
17. JM SPORT 37. SHAPES
18. JOCKEY 38. SIERRASPORTS
19. JOHN MILLER 39. SPALDING
20. LEE 40. SPEEDO
41. SPRING BOARD
42. SPYKAR
43. STORI
44. TANGERINE
45. TOLLY JOY
46. TOMMY HILFIGER
47. TRIUMPH
48. TUFF
Branding in Pantaloons

Future Group

Future Future Future Future Future Future

Media Retail Brands Logistics Space Capital

Big Bazaar Pantaloons

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.
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

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.
 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 people’s 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 can’t

manage what you don’t measure.’ This is true of Brand Equity
as well. Any strong brand equity measurement systems will
accomplish the following objectives:

• Measure the brand’s 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 Brand’s progress against goals.
• Provides direction on how to improve Brand Equity.
 • Provide insight into the Brand’s positioning compared with
the major competitors, including its strengths, weakness,
opportunities and threats.
• Provide direction on how to reposition the brand for
maximum effect.

Specific brand equity measures

There are specific measures that help in managing a brand’s 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