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COMPETITOR ANALYSIS OF PANTALOONS
- 1. Winter Internship Project on A Study of Competitors Analysis in Retail Industry Name- ANNU KUMARI ROLL-DM16E02 Institute- Pune Institute Of Business Management 1
- 2. Sectorial Analysis GDP contribution 10 % Employment contribution 8% Retail market is growing 12% every year Retail industry in the single-brand segment has received Foreign Direct Investment (FDI) Big Players- Aditya Birla Retail Shoppers Stop Limited Future Retail United Colors of Benetton India 2
- 3. Pantaloons Sales in 2016-17 Rs.50 Crore (Store Level) First Pantaloons Store Opened in Gariahat, Kolkata in 1917 Acquires by ADITYA BIRLA GROUP in 2012 Indias Premium Lifestyle apparel company 123+ Stores in 86+ cities and towns Head Quarter Mumbai, Maharashtra 5300+ employees all over India Key people: Chairman-ADITYA BIRLA GROUP- Mr. Kumar Mangalam Birla Pranab Barua (Managing Director) Shital Mehta (CEO) S. Visvanathan (CFO) 3
- 4. Pantaloons Brand Pantaloons Brand Honey, Ajile, Candies, Annabelle F-Factor, Lombard, Byford RIG, Ajile, SF, BARE denim Trisha, Akkriti, Rang Manch Non-Pantaloons Brand W, BIBA Lee-Cooper, Cellio Peter England, VenHusen 109 F, Zink Londan Allen Solly, Barbi 4
- 5. Marketing Strategies Special offers Green Card Attractive Pricing Communicating Benefits Wash Care Brand Image 5
- 6. SWOT ANALYSIS STRENGTH I. India's largest retailer 1000 store across 70cities II. Largest retailer by means of market capitalization & revenue III. High no. of purchase orders IV. Always updated V. popular brand VI. Highly strategic HRM WEAKNESS I. Absence of skilled labour force compared to world std. II. Consumers from premium target group perceives it as low quality brand THREAT I. Strong competition from unorganized retail sector in India. II. Government policies are not well defined in emerging markets III. Online shopping is emerging trend in consumers due to convenience OPPORTUNITY I. Increase in footfalls by increasing ATL TV commercial promotions II .India is fast emerging as retail hub for top brands as government allowed FDI in single brand and multi brand retail III. Organized retail is only 4.5 % of total Indian retail industry SWOT
- 8. Template 1 Sales & KPI performance Template 2 Competition activity details Competition Report Template
- 9. Competition Sales Report JAN (For the week 43) City Name Format Name Location Size (Sq.ft) Sales (Lakhs) SSPD Walk-ins Promo/ Offers Ranchi Pantaloons Ranchi(Eastern Mall) 32481 61.7 27.1 13466 EOSS Flat 50% OFF Ranchi Reliance trends Main road Main Road 18000 47.5 37.6 18253 EOSS Flat 50% OFF Ranchi Big Bazar (FBB) Main road ,near over bridge ,kadru more 37000 2.10 (Cr) 81.0 69821 EOSS Sabse sasta din Ranchi Max Main road,kadru chowk 17000 25.8 21.6 6311 EOSS Upto 50% OFF
- 10. Template 1 Sales performance Template 2 Competition activity details Competition Report Template
- 11. <Pantaloons >, <Big Bazaar> - <> (1/2) City Name Ranchi Competition Name Fashion at Big Bazaar Competition Store Locations Main road near kadru ranchi Activity Details AW 16 Details of Competition Activity: 1. Campaign Name: FBB Super 60 Sale 2. Duration :2 JAN,17 - 15 JAN 2017 3. OFFER :Upto 60% OFF Pantaloons Store Locations Pantaloons Eastern Mall ,Ranchi Details of Pantaloons Activity : 1. Campaign Name :EOSS 2. Duration: : 21st JAN 2017 TO 25th JAN 2017 Offer/ Activity: Flat 50% OFF ON PURCHASE OF THREE GARMENT .
- 12. <FBB>, <PANTALOONS> - <Print Add> (2/2) Pictures of Competition Activity
- 13. <Pantaloons>, <Reliance Trends> - <EOSS AW16> (1/2) City Name RANCHI Competition Name RELIANCE Trends Competition Store Locations Main road & Purulia Road, Ranchi Pantaloons Store Locations Pantaloons, Eastern Mall Ranchi Activity Details AW 16 Details of Competition Activity: 1. Campaign Name: EOSS 2. Duration: 16TH DEC 2016 TO 29TH OF JAN 2017 3. Offer/ Activity: Flat 50% OFF Details of Pantaloons Activity : 1. Campaign Name :EOSS 2. Duration: : 21st JAN 2017 TO 25th JAN 2017 3. Offer/ Activity: Flat 50% OFF ON PURCHASE OF THREE GARMENT .
- 14. <Pantaloons>, <Reliance> - <Mall Branding> (2/2) Pictures of Competition Activity Pictures of Pantaloons Activity
- 15. <Pantaloons><MAX> - <Activity name> (1/2) City Name <Ranchi> Competition Name <MAX> Competition Store Locations Main road near kadru ranchi Pantaloons Store Locations Pantaloons Eastern Mall, Ranchi Activity Details AW 16 Details of Pantaloons Activity : 1. Campaign Name :EOSS 2. Duration: 21st JAN 2017 TO 22nd JAN 2017 Details of Competition Activity: 1. Campaign Name: EOSS 2. Duration:24TH DEC TO 25th JAN 2017 Offer/Activity Details : Upto 50% OFF Details of Pantaloons Activity : 1. Campaign Name :EOSS 2. Duration: : 21st JAN 2017 TO 25th JAN 2017 Offer/ Activity: Flat 50% OFF ON PURCHASE OF THREE GARMENT .
- 16. <Pantaloons>, <MAX> - <Mall Branding> (2/2) Pictur es of Comp etition Activit y Pictures of Pantaloons ActivityPictures of Pantaloons Activity
- 17. RESEARCH METHODOLOGY DATA COLLECTION Primary Data With the help of Questionnaires Personal Interaction SAMPLE SIZE- 100 Respondents questioner.pdf 17
- 18. Research Problem Customer analysis identifies why customers buy from the competitors ? Research objectives :- 1. Primary objectives :- To understand the buying behavior at Pantaloons To identify performance of store operations To analyze how the companies competing in a related product/market 2. Secondary objective To find out the reason of dissatisfaction To understand the competitive analysis provides a wealth of information on the competitions weaknesses to exploit To find out which means of communication play a vital role in perusal customer 18
- 19. OBSERVATIONS & FINDINGS Its immediate competitor is Reliance Trends, Max & fbb. One positive sign for Pantaloons is that it has become the choice for upper middle class people in Ranchi There is always a communication gap between store and Customers Grooming check is not done all the time. Compared to other pantaloons CSD is well maintained. ( Visually) Overall if we consider then this all will effect the store sales, So better if we fix it fast Tagging standards are not maintained. Gestures like Namaste are always missing from the floor staff. 19
- 20. Recommendations and Suggestions Try to improve communication and greetings with the customers Try to educate the customers about types of product and its offers Try to put a English language communicator near every entrance to help Foreign customers Should educate Fashion Assistants for better communication with the customers. Customers expect a better variety of products in Pantaloons so that it can satisfy customers from all the sections of society. The ground staff should have the basic ability to speak in English 20
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