final assignment rn f

8/3/2019 Final Assignment Rn F

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Kirloskar Institute of Advanced Management Studies

Retailing & Franchising

Initial Project Submission

Pantaloons Vs Westside

Submitted To-

Prof. Bidyananad Jha

Submitted By-

Pavan S.G. (58)

Rajesh Kumar (67)

Shikha Gupta (83)

Kirloskar Institute of Advanced Management

Studies

RETAILING & FRANCHISINGRETAILING & FRANCHISINGRETAILING & FRANCHISINGRETAILING & FRANCHISING

Final Project Submission

Pantaloons Vs Westside


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Pantaloons and Westside

Formats of both the retail outlet:

Retailer Original Format Later Format

Pantaloon Retail Small format outlet (Shoppe)Department Store (Pantaloon)

Supermarket (Food Bazaar)Hypermarket (Big Bazaar)Mall(Central)

Tata/ Trent Department Store (Westside) Hypermarket (Star India Bazaar)

Rationale for the selection of project topic:

The Indian retail sector is ranked as one of the worlds most exciting retail destinations. It

comprises of 13% GDP and employs 6% of the nations workforce. The organised sector in India

is only 6 to 8 percent and a high growth is witnessed in this sector. According to the consulting

firm A T Kearney, the total retail sector in India is of $450 billion out of which 80% is run by

un-organized sector.

Both of the Retailers i.e. Pantaloon Retail (India) Limited and Westside we have chosen for

analysis, fall under the category of organized retail in India and mostly known for apparel.

Presently the share of organized retail in merely 4-6 % and is expected to grow drastically soon.

Below is the customers aspiration pyramid out of organized retail (Apparel)


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Pantaloons

In 1987, Pantaloon was incorporated as Manz Wear Private Limited. In the same year,

the company launched Pantaloons trouser. In 1991, Pantaloon launched BARE, the jeans

brand. The company made its initial public

offer in the following year. It also started

Pantaloon Shoppe, a franchised menswear

store across India in 1994. In the same

year, Pantaloon initiated distribution of

branded garments through multi-branded

retail outlets throughout India. In 1995, it

launched John Miller, the formal shirt

brand. In 1997, Pantaloon launched a

family store, Pantaloons, in Kolkata, India.

Pantaloon Retail, the group operates over

12 million sqare feet of retail space in over

71 cities and towns and 65 rural locations

across India. The group owns several

leading formats including Pantaloons, Big Bazaar, Food Bazaar, Home Town, eZone and

Central.

Pantaloons is among Indias largest chain of fashion stores. Pantaloons Fresh Fashion, with its

focus on fresh and attitude offers, trendy and hip collections that are in sync with the hopes andaspirations of discerning young and young-at-heart consumers. All stores have a variety of

categories like casual wear, ethnic wear, formal wear, party wear and sportswear for men,

women and kids.


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Retail format at Pantal

Store Location:

Pantaloons is located in pos

Further the easy availabilit

location accessible for shoppi

and Tier III cities along with

Pri

StoreDis

ons:

h locality in the centre of the city.

of transport facilities makes the

ng. They are now targeting to Tier II

ier I and metros.

RetailStrategy

CustomerService

MerchandiseAssortment

Location

CommunicationMix

cing

esign &play


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Merchandise Assortme

Pantaloons follow category

managers look at sales and m

and breadth of a category at d

Pantaloons follow a free form

placed anywhere but strategi

stores, Malls, e-retailers. T

Pantaloons is done in such a

up together in different sizes

every size at one point only.

Pantaloon

s Brands

Men's

Formals Ethnic Form

t:

management in its day to day merchandisi

argins of each brand in a category. It create

ifferent price points, fabric design, shape, sea

store layout where no particular format is fo

ally. Pantaloons fall under the following ca

e arrangement of the clothes in

ay that same type of clothes are put

o that same clothes are available for

Pantaloon

s

Women's

ls Casuals

Non

Pantaloon

s Brands

Men's

Formals Casuals Form

ng practice. Category

product across length

sons, colour and size.

llowed and anything is

egory Departmental

Women's

ls Casuals Ethnic


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Ambience:Generally the stores exterior is designed in such a way that it announces what it has and what can

a customer expect inside. The interior of the store tries to give a sense of comfort and cozy

feeling to its visitors. The flooring and ceiling creates the sophistication and the lighting, color,

fragrance and music adds to its ambience to create a feeling of

store security. These factors helps to not only attract the customers

but also keep then within the store for a longer time. Other than

these they have display areas where they have dummies,

accessories and other stuff which creates a curiosity and need in

the mind of the customers walking in.

The type of customers:

They target at different segment of population in terms of income and age group. Their main

customers are the fashion freak with an emphasis on the youth. They offer discounts on both

branded and non branded items.

Westside

The Westside story really began in1997, when the Tatas sold Lakme,

their cosmetics business, to

Hindustan Lever and acquired the

Britain-based Littlewoods retail

chain. Westside operates in an

area ranging from 8000 34000


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sq ft in 31 cities with a total of 59 departmental stores.

Westside is one of the Indias fastest growing chains. It has several departments to meet thevaried shopping needs of the customers which include mens wear, womens wear, kids wear,

footwear cosmetics, perfumes and handbags, household furniture accessories, lingerie and gifts.

Westside stands out from the competition for a variety of reasons. One is that a majority of the

brands the chain stocks and sells are its own, unlike retailers who store multiple labels. About 90

per cent of Westsides offerings are home-grown, and they cater to different customer segments.

The other 10 per cent includes toys, cosmetics and lingerie.

Store Location:

Westside has different types of location through which it can reach the customers at its best.

They try to be present in most of the malls and shopping centers. The company has already

established 49 Westside departmental stores (measuring 15,000 - 30,000 square feet each) in

Ahmedabad, Bengaluru, Chandigarh, Chennai, Delhi, Gurgaon, Ghaziabad & Noida (to be

considered as 1 city), Hubli, Hyderabad, Indore, Jabalpur, Jaipur, Kanpur, Kolkata, Ludhiana,

Lucknow, Mangalore, Mumbai, Mysore, Nagpur, Nashik, Pune, Raipur, Rajkot, Surat, Vadodara

and Jammu. The company hopes to expand rapidly with similar format stores that offer a fine

balance between style and price retailing.

Ambience

Here the ambience is good and as comfortable as other outlets like Pantaloons. They have a

policy for their store employees that they will serve customers standing. The Westside outlets in

Mumbai and Hyderabad have an additional drawing card: Taj Cafs that serve delicious pastries,

sandwiches and coffee.


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Type of customers

The customers targeted by Westside are mainly middle

class. They keep product both branded and private

label. They also run discount schemes to attract more

and more customers. They also have designers wear

and are known as fashion store with which they target

the youth.

Merchandising Planning, category of Merchandise, Variety & assortment.

Merchandise

Pantaloons apply the concept of category management in its day-to-day merchandising function

as against the traditional brand management merchandising practice followed by most retailers.

Category managers, in Pantaloons, look at sales and margins of each brand in a category. The

whole idea of category management is to create products across length and breadth of a category

at different price points, fabrics, design, shape, seasons, color and size.

They are characterized by a broad variety, deep

assortment. The Category manager develop a

merchandising strategy for the category taking into

consideration customer profile, classification, resource

structure, vendors, fashion trends, items and price points.

The category manager visit stores regularly to check

assortments of merchandise displays, stock levels and old

season merchandise, consult with team leaders and sales


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people on problems and suggestions. Although no concrete information was provided with

respect to the ways of forecasting the sales and inventory planning, it was highlighted that a

buffer stock of approximately 10-12% of the total stock is maintained in the store.

Display Areas, Walkways & doors

Pantaloons stores have very attractive display areas, in

which they put the dummies, accessories & all. They

have a broad walkway & doorways.Also there are small screens put up at various corners

which are most visible, and which they show case ads of

their own as well as other brands available there. Here

each racks are placed in such a way so that consumers

can easily take their wanted products. Pantaloons have their own in house brands in Apparel as

well as different sections.

Pantaloons visual merchandising is creative, innovative and outstanding which can be seen from

its own in house private brands such as John Miller. All the merchandise is placed at both 360

degree and 180 degrees. The new launched products are showed by prominent color back

ground. Window display is highly interactive for impulsive buyer. Retail management

assignment on pantaloons retail India limited.

Pantaloon Retail (India) limited has a wide merchandising. It keeps own label as well as private

label in its store throughout the India.


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Categories and private labels

S. No. Private Label Category

1Pantaloon

trouser Men's wear

2 Bare DenimJeans, Knitwear, Gabardine, Jackets and other

accessories

3 John Miller Shirts

4 Shrishti Ladies wear

5 Scotville Winter wear, sweaters and blazers

6 Scotville Ladies western wear

7 Annabelle Ladies western wear, formal wear

8 Agile Sports wear

9 Mix n match Buying separates and combining

10 Honey Western wear brand for young girls

11 Akkriti Men's ethenic wear

12 Lombard Classic English formal wear

13 Trishaa Stiching salwarkammez

14 UMM Trendy sports and utility wear

15 Ghagroos Men's ethenic wear

16Remanika Ladies wear, Kurties

17 Urban Yoga Men's wear

18 Jealous Girls wear

Assortment and Variety

Pantaloons typically fall in the High Assortment High Variety quadrant. Although the

assortment and variety in each of the categories is high, depth is emphasized upon in case of core

merchandise categories such as mens formal wear, mens casuals and sportswear. Conversely,

the typical fashion apparels and accessories are dominant on the Width front.


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Westside

Private label

Private label products or services are typically those manufactured or provided by one

company for offer under another company's brands . Pr iva te l abel goods and

services are available in a wide range of industries from food to cosmetics to webhosting. They

are often positioned as lower cost alternatives to regional, national or international brands.

Westside has many private labels in its merchandise portfolio. Private labels in Westside

includes :

1. 2 F 4 U

2. SRC

3. Gia

4. Urban angel

5. Intima

6. David Jones

7. Ascot

All these brands are produced for Westside

only and can be found in Westside only.

These apparel brands are given separate

space for displaying their merchandise and

more promotional offers are there on them to

increase their sales. At some places, these

private brands are mixed with branded

clothes so in that case these private labelsare put in lower shelves.

Westside has 90 per cent of its merchandise as private label brands and witnessed a growth of

nearly 28 per cent in the retail space last year, despite the downturn


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At Westside we are not retailing any other garment brands. We stock only our own store brands.

This means that all the stuff available is made or sourced by Westside itself and therefore the

store label Westside acts as a product label. Only in a few categories such as cosmetics and

toys are brands other than Westside present. Those are categories that complement the Westside

range.

We have positioned Westside on the fashion at affordable pricing plank. By retailing our own

Westside brand we are able to eliminate intermediaries and therefore offer better prices.

Westside is unique with its own brand of merchandise, which is trendy and individualistic. We

cater to the shopper who values not just the product but the total shopping experience.

To cater to this need, Westside has its team of in-house designers who design exclusively for the

store. All merchandise passes the stringent quality standards that befit everything that carries the

Tata name. The products at Westside are not just of high quality and reasonably priced but are

contemporary and stylish as well.

The stores are divided into many departments -- menswear, womenswear, kidswear, household

accessories, gifts, cosmetics, perfumes and other accessories. For women, there are casuals,

formals and chic Indian wear. The range has great depth spanning from basic clothing to very

trendy wear. Unlike a lot of stores, the range at Westside caters to a wide age group and takes

into account differing tastes and requirements. We offer accessories as well, such as handbags,

jewellery, scarves and hair accessories.

In menswear, the range goes from formal to casual and sporty. And, pricewise, it extends from

the value to the premium segment. Kidswear at Westside is designed to follow international

trends; it is uniquely styled, whether you opt for the dressy, smart or casual.

The household section is extremely contemporary. Westside is open on all days of the week.

Most international brands are expensive. Westside felt that there was room for an Indian brand

based on international fashion. Another reason was the increasing popularity of readymades,

which offer greater convenience, more choice in designs, style and originality.


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The most important reason is to make fashionable products available at affordable prices.

Everyone is exposed to fashion but not everybody can afford it, so we decided to satisfy the

middle class markets fashion needs.

Analyze the two formats on the basis of Customer Service & Customer relation

Management.

CRM Systems:Data warehousing & mining technologies offer consumer data and apply it to business. This, along

with the various available CRM (Customer Relationship Management) Systems, allows the study of

the buying behavior of consumers in detail and grows the value of individual consumers to their

businesses. SAP implementation is not a single phase process. The project was divided into three

phases.

The first phase involved blueprinting existing processes and mapping them to the desired state. In

this phase, the entire project team worked on current processes within the structure of the

organization, analyzed and drafted them. This blueprint was later used in the formation of new states

of the solution. Since the SAP would combine all the processes, each and every one of these had to

be evaluated.

In the second phase, the SAP platform was developed with the help of Nova softs template which

was predefined by SAP after evaluation of Pantaloons needs and expertise in retail solutions.

The last phase in this project was for stores to switch over to the new system and for current data to

be ported. Before the SAP implementation, all the data was unorganized. This data had to be

migrated to the new SAP application.

At pantaloons, they use various loyalty plans to attract and retain the customers. They treat their

customers very respectfully and try not to leave any customer unattended.

The various plans run under customer service management are-


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Pantaloons greencard

The Pantaloons greencard membership is free. This means you need not shop for a certain

amount or pay a nominal fee to get a GC membership. All you have to do is fill up a simple form

and list your choices, which would help Pantaloons, keep customers informed on any offers that

may of interest to them.

Pantaloons greencard offers benefits like:

Instant discounts

Complimentary Parking Complimentary Home Drop (after alterations)

Relaxed Return Policy (90 days)

Complimentary shipping across India

Exclusive Sale Preview

And this is not all. For 3/5/7 star GC Members, in addition to all this, they will have exclusive

billing counters and a complimentary home delivery. And 7 Star GC members can look forward

to Assisted Shopping anytime they wish to do so at any of our 51 outlets across the country.

Payback Loyalty

PAYBACK is Europe's leading customer loyalty program, headquartered in Germany, with a

total of 25.5 million active cardholders in Germany and Poland. In India, PAYBACK

consolidated its position after taking a major stake in I-Mint. Today, with more than 30 partners

with 1,500 outlets and 10 million card members, its the only program which works with market

leading pan-India players from the banking, travel, petroleum and online sectors such as ICICI

Bank, HPCL, Univercell, BookMyShow and MakeMyTrip.

Now that Future Group has become a part of this bandwagon, customers are bound to earn points

at every step from formats like Big Bazaar, Food Bazaar, Pantaloons, Central, Home Town,


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eZone,etc These points can then be redeemed for air miles, movie tickets, air tickets and vice

versa.

T24 program

T24 will provide customers with a dual

advantage all 24 hours of the dayShop More,

Talk More and Talk More, Shop More.

Shopping and talking on our mobile phones are

among the two favorite activities for all of us in

India. With T24, we have been able to develop a

unique customer value proposition that combines

these interests of the aspirational Indian. Customers will get shopping benefits for talking and

talk-time benefits each time they shop.

They believe that with their partners, Tata Teleservices Limited, they have been able to develop

a differentiated offering in the crowded telecom space and also increase the loyalty they enjoy

among the millions of customers who patronize our stores.

T24 (Talk 24) tariff plans reflect the competitive per-second rates being offered for pre-paid

customers on Tata Teleservices Limiteds GSM network. In addition, customers will be

rewarded with free talk-time for every purchase above Rs 500 made at Future Group shopping

outlets. For example, a T24 customer buying products worth Rs 2,501 at Pantaloons or EZone

will stand to gain 50 minutes of free talk-time. Also, a customer spending Rs 1,501 in Big Bazaar

will gain 90 minutes of free talk-time for every purchase. Plans will keep evolving to offer ever-

more attractive options to the customer.

Westside

Customer loyalty plan and customer relationship is one of the most primary activities in tata

Westside. Employees are trained to attend the customers in the most appropriate way. It is


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ensured that all the touch points are well managed. They emphasize on employees training about

the well conduct with customers.

In Westside, employees are not allowed to sit and hence most often they stand and attend the

customers. They have various loyalty plans to retain the old customers and also to gain the new

customers. They have a help desk at the corner of their outlet to register the complaints faced by

their customers. Employees make sure that no customer is left unattended.


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In Tata Westside, given below is one of their customer loyalty plan, which they are runningcurrently


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Branding the retail outlet.

Westside started with taglines like Surprisingly Affordable Price and then Keep your style

alive. They started with loyalty program in May 2001: Clubwest which has a Customer base of

50000(approx) in Hyderabad. Its contribution to sales was 60%. Currently it is operating in 29

stores with style and reasonable prices, supported by quality.

1. Club west card program

An assured return-and exchange policy reinforces customer confidence in thechain. Another winning Westside idea is Club West, a customer loyalty

programme launched in May 2001. The 50,000 plus members of this club get

rebates at restaurants and on holiday packages from the Taj Group of Hotels, home

delivery of alterations, and best of all, special shopping hours on the first day of

any discount sales event organized by the chain.

Important benefits of club west card

Most attractive rewards shopping

Instant use of the card

Easy to operate

Extra convenience

Validity at all stores

Westside does its regular brand building through advertisements in the media with brand

ambassador Yuvraj Singh and other young models; more importance its in-house

promotions, which peak during the three main festive seasons: summer, Diwali

and Christmas. The promotions are mostly theme based, withdecorations to match, live

bands and other attractions


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2. Fashion Logy

Westside has launched a new ad campaign title Fashion Logy. The campaign isdesigned to provide the buyer with not just clothing, but also guides and aid on dressing smart,

styling and accessorizing. The campaign sees on-ground activities and promotions designed to

interact with the consumer about their style. It includes womens corporate wear, girls wear, and

glam denim

Promotion during different seasons:

Sty stylish this monsoon with Westside

Buy 2, get 1 free

Back to college offer on Youth Wear

Jungle Safari promotion offer on kids stuff

Flirt with Formals this summer


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ESTSIDE


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At Westside, we have always believed in providing our customers with the finest shopping experience.

Now, we've made shopping with us a rewarding experience too!

Introducing CLUBWEST an extraordinary rewards program designed exclusively for Westside regulars

like you.

To get a Club West membership, contact the Clubwest desk at the nearest Westside store.

Pantaloons retail (India) Limited

Pantaloons uses various vehicles Integrated Marketing Communication modes form its branding.

Pantaloon at facebook

Pantaloons is coming up with various print advertisement such as


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These fancy print advertisement make a good appeal among the mid age youths of India. Theseadvertisements depict the independency and independence of oneself. These appeal to do whatyou want to do.

Pantaloons also organizes the fashion party and fashion contest to promote its brand among theyouths and other section of society and this way it also shows its new collection to public and aswell as this become a good public relation medium for the brand.


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This is one of the picture of femina miss India 2009 organized by pantaloon Retail (India)

Limited.

Recommendations and suggestions

Pantaloons need to improve so that it can

accommodate more kind of product and also provide

space for children coming with the parents to have fun

and to play.

Pantaloons should incorporate more variety of

products in its basket so that it provides the

convenience of availability of all things under one roof

its customers. Variety of product should specially be

increased in traditional wear for women, footwear,


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jewelries, cosmetics and more varieties in watches

and more varieties in sizes in jeans and shirts.

Pantaloons should have a sitting area so

that people can stay longer.

Westside should increase range of selection

of brands (National & Private)

Westside should provide more facility for

its employee so that their retention rate can be

increased and hence happy employee can serve

customers better.

Westside should keep merchandizing so

that higher as well as mid range income level

customers can be attracted.


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Bibliography

http://pantaloon.futurebazaar.com/indexPantaloon.jsp

http://www.pantaloonretail.in/

http://www.pantaloonretail.in/businesses/pantaloons-retail.html

http://www.facebook.com/pantaloons

http://feminamissindia.indiatimes.com/

http://www.mywestside.com/Home.aspx

http://www.skylinecollege.com/blog/dissertation/a-comparative-analysis-of-westside-vs-pantaloon

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