A RESEARCH REPORT ON

PANTALOONS
PREPARED CLASS
T.Y. B.B.A.
BY

SAVANIYA RAKESH S.

ACADEMIC YEAR
2007-08

ROLL NO: 56 COLLEGE

SHEER GYANYAGNA COLLEGE OF SCIENCE AND MANAGEMENT

GUIDED BY
NAMITA
TALSANIA

SUBMITTED TO
SAURASHTRA UNIVERSITY

DECLARATION
I the undersigned Mr. Savaniya Rakesh S a student of T.Y B.B.A. hereby declare that the project work presented in this report is my own work and has been prepared by me. It has been carried out under the supervision of Prof. Namita Talsania of Shree Gyanyagna College of Science & Management in Rajkot. This work has not been previously submitted to any other university for any other examination. Place: Rajkot Date: Signature Rakesh S. Savaniya

PREFACE
Quietly but swiftly, small towns in India are turning out to be a marketer's dream come true. Consumerism is booming in small towns accross; from mobile phones to cars; from credit cards to home loans; form refrigerators and washing machines to home computers for a welter of consumer products, increasingly the market that matters is Small Towns of India. A growing breed of middle class consumers in 40 small towns is splurging on branded apparel, fashion jewellery, stylish and other durables and non durable like never before. And savvy marketers have been quick to spot the opportunity: everyone from upscale global brands to their forged-in-India cousins is now rushing to get a piece of that action. Opportunities abound in this world. Either you reap the whirlwind or restrain yourself from stepping into the twister of choices. There is a cliched thin line between the two yet there are some who grab the lady luck as well as coerce dame fortune to smile at them. Kishor Biyani has crafted a vibrant retails story with his shopping mall PANTALOONS in a small town called India, relishing lifestyle with beautiful timepieces. As a part of my final academics in BBA it is compulsory to undertake industrial training in a recognized institution. I have selected "PANTALOONS" offering wide variety of apparels and styling accessories and have also under taken survey on "Consumer attitude towards branded and non branded products". It has made me learn great facts and such information as to the situations prevailing in reality at the conclusion of training

ACKNOWLEDGEMENT

It is my pleasure to have an opportunity to show my gratitude towards all those who have helped me in the successful preparation of this project report. My first gratitude moves towards the Manager of Pantaloons Mr. Vibhy sharm and Mrss.Riddhi Mame who has kindly helped me and supported me in collecting the information required for my project Secondly, I would like to thank all the professors of my college especially Prof. Namita Talsania and Prof. Sonal Nena who have always been keen to guide me to frame this report successfully. And last but not the least, I grab the opportunity of thanking all the respondents who contributed their time in filling up the questionnaire and my family members and friends and all other who have helped me directly or indirectly in the successful completion of my project. Place: Rajkot Date:

Student (Rakesh S. Savaniya)

LOGO OF THE PANTALOONS

INDEX
sr.no. particulars page.no

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26

PANTALOONS AN OVERVIEW CURENT SCANARIO WHAT IS PANTALOONS STORE PROFILE A TAKE OFF NEW CONCEPT BRANDING INTRODCTION BRAND PROFILE CONTRIBUTION IN EVERY CATEGORY PREFRANCE OF BRAND PRODCT WHAT IS BRAND BRAND POSITIONING BRAND EQUITY BRAND EQUITY TOOLS MANAGING BRAND EQUITY BRAND BUILDING TOOLS ADVANTAGIES OF BRANDING BRAND REPORT CARD MAJOR PROMOTIONAL ACTIVITY STEPS UNDER TAKE TO INCREASE THE MARKET SHARE CORE COMPANTANCES ADVERTISING METHODOLOGY BRAND ASSETS MANAGEMENT CONSUMER ATTITUDE DEFITE RESERCH METHODOLOGY SCOP OF STUDY

9 10 12 13 15 16 17 19 20 24 25 26 28 29 31 32 35 36 38 41 42 45 46 48 50 51

27 28 29 30 31 32 33 34 35 36

SAMPAL SIZE SAMPLING METHOD DATA COLLECTION METHOD ANALYSIS AND INTERPRETATION QUESTIONER SHOT ANALYSIS CONCLUSION SUGESSION FUTURE PLAN BIBLOGRAPHY

52 53 54 55 56 81 83 84 85 86

PANTALOONS AN OVERVIEW

History 1987 - Company incorporated as Manz Wear Private Limited. Launch of Pantaloons trouser, Indias first formal trouser brand 1991 Launch of BARE, the Indian jeans brand.

1992 - Initial public offer (IPO) was made in the month of May 1994 - The Pantaloon Shoppe exclusive menswear store in franchisee format launched across the nation. The company starts the distribution of branded garments through multi-brand retail outlets across the nation 1995 1997 John Miller Formal shirt brand launched Pantaloons Indias family store launched in Kolkata

2001 - Big Bazaar, Is se sasta aur accha kahi nahin - Indias first hypermarket chain launched

2002 - Food Bazaar, the supermarket chain is launched 2004 - Central Shop, Eat, Celebrate In The Heart Of Our City Indias first seamless mall is launched in Bangalore. 2005 - Fashion Station - the popular fashion chain is launched aLL a little larger - exclusive stores for plus-size individuals is launched 2006 - Future Capital Holdings, the companys financial arm launches real estate funds Kshitij and Horizon and private equity fund Indivision.

CURRENT SCENARIO

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 whats in today for the season is sacrosanct. Pantaloons takes 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 has 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. The garment section eaters to the need of men, women and children and for every occasion formal casual office wears and sports. It also offers top class collection in watches and fragrances. The jewellery and accessories section ensure a complete look to go hand in hand with the garment purchase. Designer level by in house designers. They design mens and ladies apparels like Ghaghara Cholis, Western Outfits, Mens traditional wear like Sherwani etc. It has molded itself into a one stop store for the community of Indian Catering to all segments the rich the not so rich pantaloons has a product range to suit every budget. Hence over a period of 18 months pantaloons has become the single most sought after shopping mall both by consumer and suppliers. Today it houses more than 100 brands such as Terrain, Nike, Adidas, Allen Solly, Parx, Oobe, Tissot, Pierre Balmain, Swatch, Mont Blanc, Titan, Hugo Boss, YSL, David off, Paco Rabbane, D & G, Carolina Harrera, Barbie, Gini and Jony and other International brands. Never has the city of Rajkot seen such an array of brand names. Never has the customer received such a wide choice in the lifestyle segment as now at pantaloons.

WHAT IS PANTALOONS?
Indian which has become the hub of Gujarats Saurashtra region which is economically not very diversified has been a city mothering traditional industries like wearing, handloom and handicraft. Till the early nineties no major retailing happened in Saurashtra. There was no platform that could invite national or international brands. It was at this juncture that pantaloons identified the virgin retail space which began as a small showroom in 1987 and transformed into a mega showroom by 2006 with a total investment of Rs.3236 Cr. Currently, pantaloons is home to 150 major National and International brands from indigonation Scullers and lhombard to cosmetics brands like Lakme, street wear and Revlon. Location and accessibility are the two prerequisites for the success of any shopping centre. Build over three storey, the ground floor displays jewellery, purse, perfumes and leather accessories as well as kids and ladies traditional section. The first section stocks casual wear for women.the second section stock casual wear for men.

STORE PROFILE
Name Address Rajkot Gujrat Phone No. Head Office pantaloons pantaloons 150ft Ring Road 0281-2332292 0281-2332293 Center one Sector 30A Opp.Vashi Railway Station Vashi Mumbai 400705 Greenservice@pantaloons.com 1987 2006 Rs 3236 Cr. 15000sq. ft. Vibhay Sharma Riddhi Mame Kishor Biyani Rakesh Biyani Gopikishan Biyani

E-mail Year of establishment Year of establishment IN Rajkot Total investment Total floor area Manager of Pantaloons In Rajkot Marketing Manager of Pantaloons In Rajkot Managing director CEO of Future retai General manager

Boosting the retail industry through its Endeavour pantaloons has played a key role in changing the face of the city. Being a nonmetro and small business centre, it has not only created awareness among consumers but also a sense of appreciation for quality products. A large number of Non Resident Indians visits pantaloons or ethnic wear in the international environment they are accustomed to adding an element of variety and choice, pantaloons has also enhanced the tastes of the people of Indian.

A TAKE OFF
Clearly a market ruler in the Indian retail space,Pantaloons turnover shot up by 55% last fiscal. Being the only mega place in the whole of, Indian Pantaloons today enjoys almost 30 % market share in branded apparels and over 60% market share in branded Garments and Accessories, with a customer entry of about 600 per day. It attributes a major part of this success story to its ability to maintain customer loyalty. To hunt larger market the strategy is to maximize the display area in the juncture as to offer more and more varieties to the delight of the customers. The huge offering number of national and international brands has given a great chance to step on to the global scenario giving products matching Hi-Fi standards. Pantaloons has been successful in catering the Brand Need for the Indian at one-stop-juncture.

NEW CONCEPTS
Merchandise Pantaloons the first lifestyle store in the entire Indian region stays open throughout the day, a departure from 1-4 closed routine that people are used to. Pantaloons has always been innovator and trend setter in this region. Being first in every aspect, PANTALOONS self an innovative concept for this region. Proportionate mix of wanna be citizens of small towns, Saurashtra Region market has always behaved typically. Even though retail industry in this area has observed consistent growth in last three years, it is still difficult to predict growth or acceptance for the new approach or change strategy in this region. Economy of the entire region is mainly based on the agriculture and agro-based products. Monsoon can impact the entire economy. Retail trade is always first to get affected and last to pick up. It is imperative for the retail business to bring in innovations, changes and approach to achieve success mark. PANTALOONS endeavor in introducing new, refreshing concepts and changes. Whether is on ambience or interior designing front; displays or organizing merchandise: promotions or consumer services. Some of the distinguished innovations are described here under : The Ambience PANTALOONS offer complete ambience to make shopping a pleasure to consumers. The key attributes making complete ambience are:

FACADE: Faade reveals the innovative cosmetic outlook of the structure. Vintage faade attracts every passerby. Whether to shop or to take stroll or to feel, people do get attracted to step in. INTERIORS: The awesome interiors of the three distinguished section of PANTALOONS makes everyone to feel out of the world. Even regular shoppers in metro-cities gain the same feel. Every section depicts a sense of demarcation towards merchandise catered. The marble surfaced ground floor designed with glass counters are displayed with high end merchandise in perfumes, cosmetics and jewellery. Display and Decoration Display of merchandise is organized in such a fashion that each and every style is highlighted prominently. The change of ambience on each and every occasion contributes walk-ins. The major festival or occasions are NAVRATRI, DIWALI, CHRISTMAS, JANAMASHTAMI, INDEPENDENCE DAY, MAKAR SANKRANTI, DHULETI and events like mega sale and other sales. Innovations in Systems and Service Pantaloons have adopted best of the systems meeting the set criteria of industry and at par with any mall of big city. Pantaloons goes beyond the confined areas to provide extra services to their customers.

BRAND EQUITY

BRANDING INTRODUCTION
Brand is a major issue in product strategy. As Russel Hanlin the CEO of Sunkist Gnowers observed An orange is an orange. Is an orange unless that orange happens to be Sunkist a of 80% of consumer know and trust. Well known brands command a price premium. Japanese companies like Sony and Toyota have built a huge brand loyal market. At the same time developing a branded product requires a great deal of long term investment especially for advertising promotion and packaging.

BRAND PROFILE
The national and international brands had been serving the metros and sub metros since years. The lack of correct platform has been the main obstacle to enter this territory. Pantaloons are known for several firsts that revolutionized the retail industry in Rajkot. It was the first retailer to promote key brand and now it endeavors to grow in 2006 which was a great boulevard for the brands and their suppliers to break through the Saurashtra market. Today the suppliers of Pantaloons and most of the brands take pride of their being in the market at a very high magnitude. They have never made them realize that Rajkot and Saurashtra is yet small to adopt their big brands. Pantaloons stands out to be the first outlet for the segments like garments and perfumes in the region of Indian The recognition from the brands and its suppliers has made quite obvious tha Pantaloons contribution in branded apparels and accessories has been utmost of their growth in Indian. On the other hand the efforts to promote those brands has helped us to grow in the business and simultaneously accelerated the growth of branded apparels, garments, perfumes and accessories industry in this territory.

CONTRIBUTION IN EVERY CATEGORY

Branded Mens Apparels Formal Causal Sports Pantaloons has been only outlet in Rajkot and the largest amongst others in Saurashtra for the brands Rig utility clothing Schaller Indigo nation Lombard Jone miller Urbana f- the factors Lee-Cooper Allon solly Van heasen Arrow Bare leisure Akkriti All Umm Urban yoga Ajile JMsports Lue phillip Peter englend Black bervie Reid & Taylo

Branded Womens Apparels Formal Casual With a limited market for the ladies formal wear no other retailer indulge their service to cater the segment. The requirement of the formal wear for ladies has been significantly fulfilled at this store. The brands which options provides to its ladies clientele are Rig utility clothing Schaller Annabelle All Mix and match Rang lauch Trishaa Allon solly Looks Sarkarmas Akkriti Ajile Urben yoga Jealous Umm Bare demine Honey Levis Obbi

 Mens Traditional/ Occasional Wears Akkriti Womens Traditional Wear Akkriti Rang Munch Trishaa All Mix N Match

Branded Kids Apparels Kids zone at options comprises of the most renowed brands which are made available in metros only they are Gini & Jony Kid Studio Bare7214 G. J. Jeans lilliput Chalk Boys

Today all the suppliers have a great scope to penetrate their brands in this territory

 Purse Pantaloons started its purse section with a very limited range of brands. The ample growth in sales encouraged them to immediately expand the section adding more brands. Today it leads to purse market of Saurashtra and takes pride to be the only of its kind of authorized outlet to promote Swiss brands like Pick me up Perfumes An extensive counter on the ground floor itself portrays their contribution in promoting this segment The international brands includes Hugo Boss Nike Adidas Meiww Just cool

Any customer of Saurashtra who would like to procure such brands officially has only one options called Options Jewellery Jazz Tribal Ola Sarah

Cosmetics body care and bath products Lakme Revlon Lotus Streetwea

Formal Socks

Balenzia Accessories Sahah Revlon

Jone Miller Tribal Zone

Ajile Jazz

PREFERENCE TO BRAND PRODUCT

The following are the priorities given to the brand features according to the customers. Brand Features Brand Name Color Styling Pricing Fit Indian Brands Foreign Brands Packing Fabric Salesmans Recommendation Rank 1 5 3 2 4 9 8 10 7 6

The above given ranks reveals that customers give first preference to BRAND NAME and then pricing and on and on. This shows how imp brand is to all customers, sellers, brand holders.

WHAT IS BRAND?
A brand is a complex symbol that can convey upto 6 level of meanings 1. Attribute - A brand brings to mind certain attributes which influence the purchasing point decision. 2. Benefits Attributes must be translated into functional and emotional benefits. 3. Values The brand also says something about producer values 4. Culture- The brand may represent a certain culture 5. Personality A brand can project a certain personality. 6. User The brand suggests the kinds of customer who buys or uses the product What distinguishes a brand from its unbranded commodity counterparts is the consumers perceptions and feelings about the products attributes and how they perform. Ultimately a brand resides in the minds of consumers - According to Kevin Keller Similarly a brand can be well positioned by associating its name with a desirable benefit. At the same time, promoting a brand on only one single benefit can be risky. The strongest brands present more than a rational appeal they back an emotional wallop. Mare Gobe, The author of Emotional Branding argues that successful brands must engage customers on a deeper level touching a universal emotion. If the brand evolves a strong set of beliefs and values, the company must be careful not to stray from this. Hence, Brand could be collectively concluded as a quite difficult task for any company as it is concerned with the companys image and repo.

BRAND POSITIONING
Brand is must more than a name, logo, colors, a tagline or a symbol. These are marketing tool techniques. A brand is essentially a marketers promise to deliver a specific set of features, benefits and services consistently to the buyers. The marketer must establish a mission for the brand and a vision of what the brand must be and do. The marketer must think that he is offering a contract to the customer regarding how the brand will perform. The brand contract must be honest. best the brand campaign will create name recognition, some brand knowledge may be even some brand preference but an AD campaign does not create brand building no matter how much the company spends on advertising and publicity, BRAND BONDING occurs when customers experience the company as delivering on its benefit promise. The fact is that: Brands are not built by advertising but by the brand experience. A brand idea will not take shape unless everyone in the company lives the brand. The following can be termed as crucial aspects for a firm to position their brands in the new economy. 1. Companies should clarify the corporations basic values and build the corporate brand. 2. Companies should use brand managers to carry out the tactical work but the brands ultimate success will depend on everyone in the company accepting and living the brands value proposition. 3. Companies need to build up a more comprehensive brand building plan as to create positive customer experiences at every touch point events seminars, news, telephones, e-mails, person to person contact.

4. Companies need to define the brands basic essence to be delivered wherever it is sold. Local executives can be varied as long as they deliver the feel of the brand. 5. Companies must use brand value proposition as the key driver of the companys strategy, operations, services and the product development. 6. Companies must measure their brand building effectiveness not by the old measures of awareness, recognition and recall but by a more comprehensive set of measurers including customer perceived value, customer satisfaction, customer share of wallet, customer retention and customer advocacy.

BRAND EQUITY
Brands vary in the amount of power and value they have in the market place. At one extreme are brands that are not known by most buyers. E.g. in PANTALOONS most of the international brands are unknown to the customer. So there is no preference for them. Then there are brands which buyers have fairly high degree of brand awareness e.g. brands like Indigo Nation Urbana, Peter England etc,. then there brands that enjoy a high degree of brand that command a high degree of brand loyalty e.g. Levis, Jockey Nike, Reebok, Park Avenue etc. Hence brand equity is defined as the brand assets linked to brands name and symbol that add to a product or service.

BRAND EQUITY TOOLS

Brand Equity Tools

Brand Awareness Brand Awareness:

Perceived Quality

Brand Associations

Brand Loyalty

It is often undervalued asset awareness has been shown to affect perceptions and even taste. People like to be familiar and are prepared to use all sort of goods that are familiar to them e.g.people at Pantaloons come to by the well known brands like Revlon, Lakme, Fa etc as there are the brands of which customers are already well aware. Perceived Quality: It is a special type of association partly because it influences brand associations in many context partly because it has been empirically shown to affect profitability e.g. people every where have the experience of using brands like Reid and Taylor, Raymond, Vimal etc so they have a specific perceived quality which is to be satisfied by the brand. Brand Associations: It can be anything that connects the customer to the brand. It can include the imaginary product attribute, usage situations, organizational associations, brand personality and symbols. Much of brand management involves determining what association to develop and then creating programmers that will link the associations to brands. E.g. Highly reputed brands like Scullers, Jone MIller, Lhomebard, Gili etc are available here at Pantaloons at the premium base quality and price.

Brand Loyalty: Its the heart of any brand value. The concept here is based on the building and strengthening the size of identity of each loyalty segment. A brand with though small but intensely loyal customer base can have significant equity e.g. the brand loyal customers will surely knock at Pantaloons, rendering best of the variety to these valued jems of customers. Thus equity could be judged by the above stated four tools. The presence of all these will create an efficient brand management system and brand affectivity measure. The advantages of brand equity are enumerated as follows 1) The company will have more trade leverage in bargaining with distributors and retailers because customers expect them to carry the brand. 2) The company can charge a higher price than its competitors because the brand has higher perceived quality. 3) The company can more easily launch extensions because the brand name carries high credibility. 4) The brand offers the company some defense against price competition.

MANAGING BRAND EQUITY

The brand needs to be carefully managed so that its equity does not depreciate. This requires maintaining or improving brand awareness, perceived quality and functionality and positive association. These tasks require continuous Research & Development investment, skillful advertising and excellent trade and consumer service. Some analysts see brand as outlasting a companys specific products and facilities. They see brands as the companys major enduring asset. Every powerful brand in reality represents a set of loyal customers. Brand equity is a major contributor to customer equity. The proper focus of marketing planning is to extend customer lifetime value, with brand management serving as a major marketing tool. Unfortunately, many companies have mismanaged their brands in the quest for ever increasing profits. It is hence easy to lose the focus on brand. In a nationwide study of company in a wide range of industries only 43% indicated that they even measured brand equity where as 72% were confident enough in their brand equity to project that it would last two years with no financial support and over two thirds of the respondents had no formal long term brand strategy. Hence, the above stated aspects reveal the significance of brand management. It is important now to build a strong brand in the market for the attainment of core competence. The following are the tools for building brands.

BRAND BUILDING TOOLS

A common misconception is that brands are basically built by advertising. It is true that television advertising in its early days was the most effective brand building tool. There were very few TV stations and people watched the comedies and dramas and advertisements with almost equal interests But now the scenario has changed. Now viewers watch one of the dozens of TV station and most of the viewers are zapping or ignoring the commercials. In fact many more are simply not watching TV because they are busy on their computer and engaged in recreational activities. The marketers therefore have to turn down to other tools for attracting attention to there bands. Among them the most important are Public Relations and Press Releases: Brand can gain a lot of attention from well placed newspapers and magazine stories not to mention appearing visually in Hollywood films. It is a matter of pride for Pantaloons to have been studied by Business Today and Images BUSINESS OF FASHION appearing with great details in those magazines. Sponsorship: Brands are frequently promoted in sponsored events such as world famous bicycle and car races Pantaloons has always been keen to grab such sponsorship opportunities and performs it in small / large celebrations in Rajkot. They often sponsor during Navratri. Clubs and Consumer Communities: Brands can form the center of consumer community where there is greater awareness and preference of brand.

Factory Visit: The companies can invite the visitors to visit their factories to spend a day or two there in as to become aware about quality of management which highly strengthens the brand. Trade Shows: These represent a great opportunities to build brand awareness knowledge and interest Event Marketing: Many automobile companies make an event out of introducing their new car models Pantaloons have also undertook such efforts while launching, adding newer brands to their large brand offer list. Public Facilities: This is one of the consumer responsibility task Consumer Relationship Tasks also help building brand. Many multinationals as well as large companies undertake such efforts to facilitate the society and to help building greater lifestyle. Social Cause Marketing: Brand can achieve a following by donating money to charitable causes . High Value of Money: Some brands create positive word of mouth by offering exceptional value for the money. The brand performance matters here at a higher extent e.g. Lux saop and Beauty Aids, Garnier beauty accessories etc. Founders or Celebrity Personality: A colorful founder or a celebrity personality can create positive affect for the brand here Mr. KIshorbhai who has been a person of great values having firm name in the market stands as a backbone of Pantaloons which assures the support in building brand.

Mobile Phone Marketing: Customers in future shall hear about brand on their wireless mobile phones as m-commerce grows. Many of these tools describe efforts to build brand through BRANDED EXPERIENCES or EXPERIENTAL COMMUNICATIONS terms used by Jack Morton company.

ADVANTAGES OF BRANDING
Q. Why do sellers brand their products when doing so clearly involves cost? A. Because branding gives several advantages to the seller. The brand name makes it easier for the seller to process orders and track down problems. The sellers brand name and trademark provide legal protection of unique product features. Branding gives the seller the opportunity to attract a loyal and profitable set of customers. Brand loyalty hence gives sellers some protection from competition. Branding helps the seller segment markets. The products under one brand could be formulated differently and aimed at specific benefit seeking segments. Strong brands help build the corporate image making it easier to launch new brands and gain acceptance by distributors and customers. Distributors and retailers want brand names because brands make the product easier to handle, hold production to certain quality standards strengthen buyer preferences and make it easier to identify suppliers. Whereas customers want brand names to help them identify quality differences and shop more efficiently. The most important thing after incurring expenses on branding are to measure the brands. It shall be seen in the brand report card.

BRAND REPORT CARD

The following interrogative aspect will help the seller to measure up the brand 1) The brand excels at delivering the benefits consumers truly desire. Do you focus relentlessly on maximizing your customers product and service experiences? 2) The brand stays relevant. Are you in touch with your customers tastes, current market conditions and trends? 3) The pricing strategy is based on consumers perceptions of value. Have you optimized price, cost and quality to meet or exceed customers expectations? 4) The brand is properly positioned. Have you established necessary and competitive points of parity with competitors? Have you established desirable and deliverable points of difference? 5) The brand is consistent. Are you sure that your marketing programs are not sending conflicting messages and that they have not done so over time? 6) The brand portfolio and hierarchy makes sense. Can the corporate brand create a seamless umbrella for all the brands in the portfolio? Do you have a brand hierarchy that is well thought out and well understood? 7) The brand makes use of and coordinates a full repertoire of marketing activities to build equity. Have you capitalized on the unique options while ensuring that the meaning of the brand is consistently represented? 8) The brand managers understand what the brand means to consumers. Do you know what customers like and do not like about your brand? Have you created detailed research driven portraits of your target customers? 9) The brand is given proper sustained support. Are the successes or failures of marketing programmers fully understood before they are changed? Is the brand given sufficient Research & Development support?

10) The company monitors sources of brand equity. Have you created a brand charter that defines the meaning and equity of the brand and how it should be treated? Have you assigned explicit responsibility for monitoring and preserving brand equity? The above given interrogative aspects help the seller to put forward a strong brand and maintain it at the maximum extent.

MAJOR PROMOTIONAL ACTIVITIES

Promotional activities are a must for every new as well as established business. These entail great return in form of sales and at times creation of Brand Image. Promotional activities are till now proven to be the most efficient tools for appreciating sales and attracting more and more customers for trial and repeat purchases. The attitude of customers depends upon the degree and frequency of promotional activities carried out by the business people. These do insist the customers to look at the product at once. PANTALOONS, the one-stop shop Juncture of course continuously is indulged into undertaking various promotional activities. The following chart depicts the allocation of funds/making expenses over different tools of promotions: Advertisements This is the most crucial part which makes IMAGES of the business in the mind of customers. The commonly used mediums of advertising utilized by PANTALOONS are as follows

Hoardings This is the tool used most by PANTALOONS. One can easily view the hoardings of Pantaloons offering the locally designed apparels to the international brands. The hoardings are displayed on following prominent sites of the city Mahila College Chowk

Yagnik Road, Rajkot Under Bridge Ring Road Kalawad Road Trikonbag

The hoardings have been most utilized effective tools for advertising. The hoardings mostly display the designed apparels as well as branded apparels of international companies which are offered at PANTALOONS. Print Media Local/Daily newspapers: This is used generally at the times of festives and at the offering of various schemes. The advertisements are published in the local daily newspapers E.g. GUJRAT SAMACHAR Local Magazines: This tool is utilized to announce greater value schemes to insist customers to at least visit PANTALOONS E.g. At times in the case of addition of new stocks, newly designed apparels,etc. or other discount coupons.

Regional Magazines This tool is explored as to make consumers of surrounding regions, aware about the availability of the peak brands at Rajkot and to drag them towards it. National Level Magazines Less often used tool of advertisement is made when there are some festive offers such as Diwali, Christmas,Navratri ,etc. It is also used to attract the nationwide consumers, preferring

branded products, especially the NRIs who are having least information about the areas of shopping. Outdoor Advertisement This is one of the most commonly used tool of advertising. It includes TV advertisements including Cable advertisements, Scrolling lines at the end of the screen. Sponsorships This is majorly done while Navrati Musical Programmes at Hemu Gadhvi Educational Progg. Direct mailers Other Promotional Tools The other promotional tools include distribution of brochures, pamphlets, etc. Call-center activities are also becoming popular those days. Pantaloons also undertook it before a short span of time Eg. While launching new brands of Garments.

Advertising Agencies PANTALOONS ADVERTISING IS DEFINITELY BACKED BY ADVERTISING AGENCIES like Drishty Communications Yogi Advertising Campaign Advertising Ascent Advertising

STEPS UNDERTAKEN TO INCREASE THE MARKET SHARE

o Emphasizing over promotional aspects. o Taking intensive efforts to serve customers. o Pampering customers demands slowly to turn down into benefits. o Introducing and implementing customer loyalty programmers which are carried out for the benefits of the customers out of store. o Increase target oriented marketing activities, including direct mailing, call center survey, asking their demand. o Last march, direct/ door to door moving was done to collect more and more information to know what people know about options and brands. o Offering schemes, discounts, offers and thereby increasing sales. o Involving themselves into much more marketing activities to attract people. o Evaluating shopping moods with ambience and decorations which are synchronized by the festives.

CORE COMPETENCE
Metro type shopping atmosphere right from Structure of the store (fascade). Ambience (the most different), display oriented having three section . Special feature is that the display system is unique i.e. all the varieties are displayed at a time without packaging in boxes and bags. Great Varieties in Choices Offering Certain Services like Exchange (Conditions Apply) Delivery Services Green Card Scheams Welcome to Pantaloons Green Card Program. Your Green Card is your passport to a whole new world of exclusive benefits and privileges.

Instant discounts* for every time you shop at Pantaloons. Exclusive shopping days to get hold of latest merchandise. Regular updates on collections and promos via catalogues, sms and email. Special invites to the most happening events. Extended exchange periods and complimentary drops for

alterations

Exclusive billing counters and much more.

*Categories valid for Green Card Discounts: Apparel, perfumes & cosmetics, toys, Bluesky, aLL, Depot, Planet Sports & accessories. Valid on categories within Pantaloons only. Also valid at standalone Bluesky and aLL stores.

1StarMembers Gift Voucher worth Rs. 150 on enrolment 3StarMembers 5% discount on every purchase 5StarMembers An exclusive 7.5% discount on every purchase

7StarMembers A whopping 10% discount on every purchase Unique method of advertising using hoardings and invitation cards. Location ideally located at Rajkots upcoming market, Ring road on a core place, heart of city and most importantly equidistant from all the places.

ADVERTISING METHODOLOGY
o Determination of festivals during quarters. o Formulation of schemes to be launched/ announced keeping in view the brands already available. o Formulating budgets for the quarters keeping in mind the forthcoming festivals. o Announcement of schemes and creating awareness. PREPARATION OF BUDGET Budget is formulated keeping in mind, the aim of the quarter, the last season performance of quarter. The budget is bifurcated into different quarters and financing is done with the help of advertising agencies and then they execute it and at the end of quarters, the customer care team evaluates the effect of marketing activity productivity.

BRAND ASSET MANAGEMENT

Customers come to know a brand through a range of contacts and touch points; Personal observation and use, word of mouth, meeting company personnel, telephone experience, seeing the web page, receiving invoices and so on. Although print and broadcast advertising have played a large role in building strong brands, the above mentioned forces are now, playing an important role. Any of these experiences can be positive or negative. The firm must put-in as much quality in managing these experiences as it does in producing its sale. Companies must balance their communication expenditures among the main communication media. These include the following seven communication vehicles.

Advertising Public relations Trade and sales promotion Consumer promotions Direct marketing Event marketing Internal employee communications

Companies are increasingly moving their Brand Building Budgets to public relations, direct marketing, event marketing and employee training. One of the most potent influences on brand perception is the experience customers have with the companys personnel. If the telephone operator is curt, if the order taker is poorly informed, if the accountant will not explain the invoice - the brand image is compromised. Therefore, the company needs to train its people to be customer - centered. Even better, the company should build pride in its employees regarding their products and service so that their enthusiasm will spill over the customers.

Companies must go further and train and encourage their distributors and dealers to serve their customers well. Poorly trained personnel can ruin the best of efforts made by the company to build a strong brand image. This suggest that managing Brand Assets can no longer be entrusted to brand managers because they do not have enough power and scope to do all the things that are necessary to build and enhance their brands. Their incentive system drives them to pursue short term results whereas managing brands as assets calls for longer term strategy and more inclusive team work. Now a days, some companies are putting their branding in the brand s of an entirely different company that can focus on Brand Management and nothing else. Hence, there are bulks of companies managing brands - not owning brands.

CONSUMER ATTITUDE DRIFT

Brands vary in the amount of power and value they have in the market place. At one extreme are brands that are not known by most buyers. Then there are brands for which buyers have a fairly high degree of BRAND AWARENESS. Then there are brands that enjoy a high degree of brand preference. Finally, there are brand that command a high degree of brand loyalty. The firm / company feels rest assured and can boast about their brand management and the sure customer attitude and can be happy after spending high amount on branding when a customer walks in the store and if discovers that the specific brand preferred by him is not available, he walks out This is the achievement of brand management the customers are this brand loyal. David Aaker distinguished five levels of a customer attitude towards a brand from lowest to highest. Customer will change brands especially for price reasons No brand loyalty E.g. Scullers Trousers are preferred over Rig Utility Clothing due to low price. Indigo Nation Jone Miller jeans are preferred over Levis and Numero due to price reason. Customer is satisfied No reason to change the brand The customers who prefer to use Revlon, Lakme, and Garnier products are satisfied by its use and so there arises no reason to change over to the another brand though abundantly available.

Customer is satisfied and would incurr costs by changing brand

E.g. a preference / attitude to use more new products / brands is valid reasons for shifting towards another brands though it bears costs. Customer values the brand and sees it as a friend Brand is the one which is preferred once and joined forever for the brand loyal customers. They choose it at once but use it forever. It is the one brand which is always going to be proffered by the customer. The preference sustainment and shift/drift depends upon the strength of brand or the percept value of brand in the mind of customers. Strong the brand image in the customer mind, higher the loyalty of that customer. Customer is devoted to the brand The one phase comes in the brand lifecycle where it has gained such a position where the customer is fully devoted to the brand. He may incurr higher cost to continue the use of that particular historic brand. This makes him avoid the usage of new launched brands but is very helpful when the firm wants to launch new product under the same brand name. The most appropriate level of operation is the 5th and 6th one where BRAND has achieved a sustainable position in the mindset of the customer and brand is in a commanding position to mold the environmental changes in the favor of company / firm. Brand equity is highly related to how many customers are in classes 3, 4 or 5. It is also related to the degree of brand name recognition, perceived brand quality, strong mental and emotional associations and other assets such as patents, trademarks and channel relationships.

MARKETIN G REASERCH

RESEARCH METHODOLOGY
Objective of Study The objective of study is to get further information about the attitude of Rajkot customers towards the Mega Brand offers Pantaloons. How people react to the brand, their preference and willingness to make purchases of branded products. The various factors like affordability, desire of purchasing need element for insisting a purchase, attitude towards the mega-store, etc. The ability of brand managers to put forth their brands before the customers and pampering their demands for branded products is the most important aspect of this study.

SCOPE OF STUDY
The scope of study was to understand the mindset of especially indian customers to face the internationally popularly branded products. How can they be dragged towards the purchase of branded products? The scope of study could be enlisted as below: 1. To discover factors persuading and influencing buying decision. 2. To find out their satisfaction level in the accordance with the value paid by them. 3. How do customers prefer one brand over the other? 4. Whether they are aware about and ready for the One Stop Shop juncture PANTALOONS and vivid range of branded products offered or not? 5. The reasons for PANTALOONS. purchase of branded products from

SAMPLE SIZE
This aspect refers to the question How many people should be surveyed? Sample could be defined as Sample is a group of respondents selected from the whole population under study. Proper and optimum size of sample should be selected to be a truly representative of population. Because wrong, inadequate or excessive sample misleads whole procedure of study and it is also very difficult to select proper sample size. I have conducted my survey on CONSUMER ATTITUDE TOWARDS BANDED AND NON-BRANDED PRODUCTS with special reference to brands offered at PANTALOONS, Rajkot and selected 100 respondents which are truly representative for my analysis and the conclusions arrived at by their responses are also reliable.

SAMPLING METHOD
The sampling method adopted by me while enacting the survey is STRATIFIED CONVINIENCE SAMPLING. From the total population of the preferred of branded products, a sample of 100 has been chosen according to convenience. The respondents are selected on the basis of their know legibility, attitude, awareness about brand, visit at PANTALOONS and knowledge of other, management related aspects. This includes service people, professionals, students (management students, undergraduates) etc. and major occupations.

DATA COLLECTION METHOD

Data collection is the most important step in the research process. This may include a number of errors which may lead to futility of research. In the survey, the data collection has been taken special care. Data can be collected by two methods 1. Primary Data 2. Secondary Data For primary data collection, I had prepared questionnaires which were kindly and duly filled up by the respondents. The questionnaire contains questions like their preference of branded and non-branded items, more popular brands, reasons for preference over each, etc. Secondary data collection is not so far required as the research is done Topic Oriented and it is difficult to make accessible topicsuitable material. Although, I have referred a couple of magazines having articles containing some data about PANTALOONS.

ANALYSIS AND INTERPRETATION

Analysis and Interpretation is one of the most important steps in the research procedure. The success or failure of research largely depends on how successfully the analysis and interpretation is done. To make data, meaningful, the data is classified according to different variables to make it simplified. Following the previous step, tabulation is done of the classified data. The main purpose of tabulation is to know the frequency of response. It helps to develop relationship between the data and also to compare. This whole process of Collection Classification Tabulation is called analysis of data. After the data is analyzed it needs to properly be interpreted. This is a very crucial step, as, wrong / imperfect interpretation leads to wrong conclusion and there by futility of Research Interpretation means to get over the tabulation and give meaning to that analysed data. And on the bases of the analysed data, determine the exact cause and effect relationship between different variable which are a part of Research Study.

QUESTIONNAI R

Q - Gender:
Sr. No. 1 2 Occupation Male Female Percentage 60 40

60 50 40 30 20 10 0 Male 1 Female 2 Series1

ANALYSIS Turning out ration in case of gender is male 60% and female 40%.

Q - Occupation :
Sr. No. 1 2 3 4 5 Occupation Businessmen Profession Service Any other Students Percentage 12 30 15 5 38

40 35 30 25 20 15 10 5 0 Businessmen

Series1 Profession Service Any other 4 Students 5

ANALYSIS The study clearly shows that the student persons which accounted to 38% of the total sample is the clear indication that they prefer more the branded products than the other groups with the least difference. Profession accounted for 30% followed by service with

15% and businessmen/women 12% respectively. A remarkable low 5% of housewives prefer to purchase branded product .

Q - Income (Per Month):

Sr. NO 1 2 3 4 5 6 Income 1000-10,000 11,000-20,000 21,000-30,000 31,000-40,000 41,000-50,000 Above-50,000 Percentage 60 20 12 2 2 4

Percentage

1 1000-10,000 2 11,000-20,000 3 21,000-30,000 4 31,000-40,000 5 41,000-50,000 6 Above-50,000

ANALYSIS The study clearly shows that 60% of the respondents belong to the first income group i.e. 1,000-10,000. Being favorably followed by 20% relevant income group 11,000-20,000 other income group

accounts to 2% 31,000 40,000 and 2% 41,000 50,000 and 4% above 50,000.

Q - Material status
Sr.No. 1 2 Material status Married Unmarried Percentage 46 54

54 52 50 48 46 44 42 Married 1 Unmarried 2 Series1

ANALYSIS Among the respondents the married respondents enumerated to be 46% and unmarried respondents enumerated to be 54% .

Q - Have you ever visited PANTALOONS Rajkot ?

Sr. no. 1 2 Particulars Yes No percentage 100 0

100 90 80 70 60 50 40 30 20 10 0 Yes 1 No 2

Series1

ANALYSIS The survey report shows that all the respondents i.e. 100% of respondents they have to visit in pantaloons Rajkot.

Q - Do you prefer the use of branded products?

Sr. no. 1 2 Particulars Yes No percentage 80 20

80 70 60 50 40 30 20 10 0 Yes 1 No 2 Series1

ANALYSIS The survey report shows that all the respondents i.e. 100% of respondents prefer to use branded products. This shows that upcoming branded products can project a potential market.

Q - In which of the following is prefer branded products?

Sr. no. 1 2 3 4 5 6 7 8 9 Particulars Garments Accessories Underwear Jewelers Perfumes cosmetics Watch Footwear Gift articles percentage 40 8 7 10 9 11 7 3 5

1 Garments 2 Accessories 3 Underwear 4 Jewelers 5 Perfumes 6 cosmetics 7 Watch 8 Footwear 9 Gift articles

ANALYSIS The most preferred branded products is covered under the head of Garments products turning up to 40% being entailed by s being Jewelers 10% being followed by at cosmetics 11% and Perfumes at 9% and Accessories 8% , Underwear at 7% and Optionbrand is

watch at 7% ,Footwear at 3% and Gift articles 5% of the total respondents.

Q - If yes, why do you prefer them? (Reasons)

Sr. no. 1 2 3 4 5 6 7 8 9 10 11 Particulars Durability Style Influenced throught celebrity Design Status Fashion Co lour Quality Varity Service schemes percentage 5.2 20 3 17 9.2 14.50 10 12 2.8 0.8 5.5

1 Durability 2 Style 3 Influenced throught celebrity 4 Design 5 Status 6 Fashion 7 Co lour 8 Quality 9 Varity 10 Service

ANALYSIS The preference of use of branded products is sufficiently supported with the expectation of style accounting of 20% followed by expectation of Design accounting of 17%. That clearly projects the quality consciousness among the respondent and thereby the consumer representatives. The report clearly indicates the non preference of Varity and Service to which they give least importance figuring about 2.8 and 0.8 % each in the research.

Q - Which specific brand do you prefer which purchasing?

Garments Male Sr.No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Particulars Rig utility clothing Schaller Indigo nation Lombard Jone miller Urbana F- The factor Bare leisure Akkriti All Umm Urban yoga Ajile Allon solly Van heasen Arrow Reid & Taylor Lue phillip Peter englend Black bervi Percentage 2.22 3 5.80 7.33 20.66 2 9.55 4.70 4.44 3 4 0.9 0.4 3 4 1 12 2 11 0.3

1 Rig utility clothing 2 Schaller 3 Indigo nation 4 Lombard 5 Jone miller 6 Urbana 7 F- The factor 8 Bare leisure 9 Akkriti 10 All 11 Umm 12 Urban yoga 13 Ajile 14 Allon solly 15 Van heasen 16 Arrow 17 Reid & Taylor 18 Lue phillip 19 Peter englend 20 Black bervi

ANALYSIS Male members prefer jone miller who turn out to be 20.66% and F- The factor out at 9.55%. These are competent to their Competitors like Option Reid & Taylor at 12% and Peter englendat 11%. Lombard at 7.33%, Indigo nation at5.80 % the rest but remarkable collectively form about 20% comprising the share of Urban yoga and Ajile and Urbana ,Rig utility clothing , Schaller hich are not popular at the extend to of former ones. The Options brand is Allon solly , Van heasen , Arrow ,Black bervi are remartable coolletively form about 10% are not popular at the extend to of former ones.

Q - Femal
Sr.No 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 Particulars Rig utility clothing Schaller Annabelle All Mix N Match Arha Rang lauch Trishaa Akkriti Ajile Urben yoga Jealous Umm Bare demine Honey 109 F Allen solly Levis Looks Obbi Sakarma percentage 2.66 3 5 3 13.33 10 6 7 5 4 4.10 5.66 7 2 1 0.25 3 11 2 4 1

1 Rig utility clothing 2 Schaller 3 Annabelle 4 All 5 Mix N Match 6 Arha 7 Rang lauch 8 Trishaa 9 Akkriti 10 Ajile 11 Urben yoga 12 Jealous 13 Umm 14 Bare demine 15 Honey 16 109 F 17 Allen solly 18 Levis 19 Looks 20 Obbi 21 Sakarma

ANALYSIS The female respondents prefer Mix N Match the most which figures out to be 13.33% being followed by Arha at 10% the rest like Looks, Umm and Trishaa contribute by 7%, and 7% Jealous 5.66%, Rang lauch 6%respectively. This proves simple that there is remarkable good preference of Mix N Match garments among women brand conscious consumers. The Option female respondents prefer Levis the most popular brand which firures out to be 11% being followed by Allen solly, Obbi Looks ,Sakarma are not important to customer.

Q Children
Sr.No 1 2 3 4 5 Particulars Bare 7214 Lilliput Gini & jany Chark Boys Kid Studio percentage 10 14 43 20 13

1 Bare 7214 2 Lilliput 3 Gini & jany 4 Chark Boys 5 Kid Studio

ANALYSIS The childrens respondents prefer Gini & jany the most which figures out to be 43% being followed by Chark Boys 20% the rest like Looks, Lilliput and Kid Studio contribute by 14%, and 13%,Bare7214Honey respectively. This proves simple that there is remarkable good preference of Gini & jany garments among children brand conscious consumers.

Q - Are you satisfied with brands of PANTALOONS?

Sr.No 1 2 Particulars Yes No percentage 76 24

80 70 60 50 40 30 20 10 0 Yes 1 No 2 Series1

ANALYSIS That is the clarify 100% of respondents that 76% of respondents is satisfied with the brand of pantaloons, and 24% respondents is not satisfied.

Q - Have you buy non branded clothes ?

Sr.No 1 2 Particulars Yes No percentage 50 50

50 45 40 35 30 25 20 15 10 5 0 Yes 1 No 2

Series1

ANALYSIS Exactly 50% of the respondents prefer non branded products over branded ones and the rest 50% do not prefer it. This is quite in resemblance to the type of customer whether innovative, switcher, loyal customer etc. .

Q - If yes, why?
Sr.No 1 2 3 Particulars Low price Varity Schemes percentage 60 20 20

60 50 40 30 20 10 0 Low price 1 Varity 2 Schemes 3

Series1

ANALYSIS If the 100% respondents 50% should have to purchased the non branded cloths because the customer is highly important for the low price ,no. of Varity and bundles of schemes are available. The customer is first low price 60% and Varity and schemas are20%and 20% respectively.

Q - To what extend is price important for purchase of branded products?

Sr.No 1 2 3 Particulars Not at all Moderrate Highly important percentage 36 23 41

45 40 35 30 25 20 15 10 5 0 Not at all 1 Moderrate 2 Highly important 3 Series1

ANALYSIS Price is a dominating and decisive factor at the time of actual purchasing of products. 41% of respondents are such for whom Price is high important. Whereas 23% of the respondents show moderate important significance of price as deciding factor while purchase of branded products.

For 36% of respondents Price is negligently important and here the purchasing decision depends on the other factors. The above ratio shows a good blending of potential customers and the non potential but future prospective customers.

Q - What are the other convenience you will prefer ?

Sr.No 1 2 3 4 Particulars Jade blue Option Icons prozone mall V-mart percentage 46 16 23 15

1 Jade blue 2 Option 3 Icons prozone mall 4 V-mart

ANALYSIS That are show the respondents have to other convenience of Jade blue being followed by 46% that is highly important. Than the other option like shows icons prozone mall, Option and V- mart being followed by 23% ,16% and less important is V-mart 15%.

Q - Which media of advertisement PANTALOONS should prefer?

Sr.No 1 2 3 4 5 6 Particulars Newspaper Pamptets T.V Radio Hoardings Mouth & Mouth percentage 35 5 20 10 26 4

1 Newspaper 2 Pamptets 3 T.V 4 Radio 5 Hoardings 6 Mouth & Mouth

ANALYSIS With the increasing Info-trend there is a burst of modes of advertisements being opted by the marketers to attract the consumers attention by hook or crook. 35% of the respondents are influenced by the most common and costly mode of advertisement i.e. newspapers being followed by 35% by hoardings which have greater scope in Gujarat especially whereas only 26% of respondents .the T.V being followed by 20% of respondents. There is again a remarkable contribution radio of at 10% of the respondent where as pamptets poorly contributes 5%. The negative remarkable aspect in this matter is that none of the respondents get influenced by pamphlets. This proves further cut down from the list of print media mode of advertisement.

Q - Which brand ambassador of PANTALOONS?

Sr.No 1 2 3 4 Particulars Lara data Boby deoal Bipasa basu Zahid khan percentage 40 24 26 10

1 Lara data 2 Boby deoal 3 Bipasa basu 4 Zahid khan

ANALYSIS The current brand ambassador of Lara data and Boby deoal .The past brand ambassador is Bioassay basso and Zahid khan .The respondents point of view Lara data 40% and bipasa basu 26%of good brand ambassador. other than the Boby deoal 26% and last the Zahid khan 10%of the less response.

Q - Any another suggestion from you for brand ambassador ?

Sr.No 1 2 Particulars Yuvraj shingh Rutvik rosan percentage 45 55

60 50 40 30 20 10 0 Yuvraj shingh 1 Rutvik rosan 2 Series1

ANALYSIS That is clarify that the respondents are suggested other brand ambassador of most of the respondents are suggest actors of Rutvik rosan by 55% and famous cricketer of Yuvraj shing by 45%.

SWOT ANALYSIS

SWOT ANALISIS
STRENGTH o 15 years of experience in garment retailing with most popular brands. o The most prominent location on 150ft. Ring Road with an attractive fascade (front elevation). o A very wide display area with shop-in-shop concept helps to enhance each and every brand. o the customers. Professionally trained staff to serve the

o Occassionally visited by consultants from Mumbai for staff training and guidance.

o Approximately 600 foot-falls on daily basis including prominent personalities, business and corporate class visitors of Saurashtra. WEAKNESS o The public perception about high price for high quality shall become an obstacle to increase the customer base.

o Lack of brand awareness among the Rajkot consumers and other surrounding regions. OPPORTUNITIES o The increasing base of the customers preferring brands and their increasing importance for increasing the standard of living. o Entry of newer brands which are looking for bulk customer hunt in the small towns - According to some of the magazines o Increasing market in small towns looking for good brands.only shopping juncture offering a number of brands at one place. o Its innovative customer service ending up to customer awareness and preference. THREATS The emergence and inception of shopping malls like PANTALOONS and entries of great brands in one shop stop business. He already established shops which offer only some brands are also a competing threatful factor which make a share in their total brand market share. The in affordability of the most of the customers as the discreationary income here (in Saurashtra) is lower.

CONCLUSIO N

CONCLUSION
Branding is a major issue in product strategy. A brand is a complex symbol that can convey many levels of meaning. Branding is expensive and time consuming and it can make or break a product. The most valuable brands have a brand equity that is considered an important company asset and that must be carefully managed. In thinking about branding strategy, companies must decide whether or not to brand: whether to produce manufacturer brands, or distributor or private brand: which brand name to use: and whether to use line extension, multibrands, new brands or co-brands. The best brand name suggests something about the products benefits: suggests product quality: are easy to pronounce, recognize and remember are distinctive and do not carry negative meanings or connotations in other countries or languages.

SUGGESTIO N

SUGGESTIONS
1) The excessive utilization of money in the accessories like lighting and other showroom furniture is proving to be unproductive. Rajkot consumers are less interested in posh-accessories for garments and they may avoid the high brand purchase due to high price which should be eliminated Continuous announcements of different schemes will keep the brand recall better in the minds of consumers. Emphasising on other aspects such as increasing the productbrand-offering will attract more consumers. Giving cost benefits to regular customers will help build a strong loyal customer base. Emphasise on the modern marketing approach of CUSTOMER RELATIONSHIP which will help the firm in future.

2)

3) 4) 5) 6)

FUTURE PLANS

FUTURE PLANS
Despite success, Kishorbhai Biyani believes that there is a lot more to be done. He has great plans to make Pantaloons a great player in the retail industry. The future plans of Pantaloons include the launch of the Customer Loyalty Programme, which will offer its members an opportunity to collect points and avail of innumerable special benefits. Also in pipeline is home-shopping for special clientile. Ensuring that the Pantaloons group does its bit towards the very society that has allowed to grow and succeed. He also plans to set up a training institute for retail management, and hopes that this will become the foremost of such institutions in the Saurashtra region.

BIBLIOGRAPHY

BIBLIOGRAPHY
1) Marketing Management By Philip Kotler 2) Business Today A magazine, advanced in Business Buzz 3) Images Business of Fashion 4) Marketing Management Philip Kotler & Gary Armstrong