Brand Mgmt in Pantloons

8/6/2019 Brand Mgmt in Pantloons

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Project ReportOn


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Contents

Company Profile

Future Group

Rewrite Rules. Retain Values

Introduction

Understanding the Language of Branding

The Brand Management Process

Pantaloons : Fresh Fashion

Brands at Pantaloons

Branding in Pantaloons

Communication the HO and the Zonal Office

Brand Research Process in Pantaloon

Brand Audit


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Company Profile

Pantaloon Retail (India) Limited, is India's leading retail company with presenceacross multiple lines of businesses. The company owns and manages multiple

retail formats that cater to a wide cross-section of the Indian society and is able to

capture almost the entire consumption basket of the Indian consumer.

Headquartered in Mumbai, the company operates through 5 million square feet of

retail space, has over 331 stores across 40 cities in India and employs over 17,000

people. The company registered a turnover of Rs 2,019 crore for FY 2005-06.

Pantaloon Retail forayed into modern retail in 1997 with the launching of fashion

retail chain, Pantaloons in Kolkata. In 2001, it launched Big Bazaar, a hypermarket

chain that combines the look and feel of Indian bazaars, with aspects of modern

retail, like choice, convenience and hygiene. This was followed by Food Bazaar,

food and grocery chain and launch Central, a first of its kind seamless mall located

in the heart of major Indian cities. Some of it's other formats include, Collection i

(home improvement products), E-Zone (consumer electronics), Depot (books,

music, gifts and stationary), aLL (fashion apparel for plus-size individuals), Shoe

Factory (footwear) and Blue Sky (fashion accessories). It has recently launched its

etailing venture, futurebazaar.com.

The group's subsidiary companies include, Home Solutions Retail India Ltd,

Pantaloon Industries Ltd, Galaxy Entertainment and Indus League Clothing. Thegroup also has joint venture companies with a number of partners including French

retailer Etam group, Lee Cooper, Manipal Healthcare, Talwalkar's, Gini & Jony and

Liberty Shoes. Planet Retail, a group company owns the franchisee of international

brands like Marks & Spencer, Debenhams, Next and Guess in India.


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Future Group

Pantaloon Retail is the flagship enterprise of the Future Group, which is positioned

to cater to the entire Indian consumption space. The Future Group operates

through six verticals: Future Retail (encompassing all retail businesses), Future

Capital (financial products and services), Future Brands (management of all

brands owned or managed by group companies), Future Space (management of

retail real estate), Future Logistics (management of supply chain and distribution)

and Future Media (development and management of retail media).

Future Capital Holdings, the group's financial arm, focuses on asset management

and consumer finance. It manages two real estate investment funds (Horizon and

Kshitij) and consumer-related private equity fund, Indivision. It also plans to get into

insurance, consumer credit and other consumer-related financial products and

services in the near future.

Future Group's vision is to, "Deliver Everything, Everywhere, Everytime to Every

Indian Consumer in the most profitable manner." One of the core values at Future

Group is, 'Indianess' and its corporate credo is - Rewrite rules, Retain values.

Future Group Manifesto

Future the word which signifies optimism, growth, achievement, strength,

beauty, rewards and perfection. Future encourages us to explore areas yet

unexplored, write rules yet unwritten; create new opportunities and new successes.

To strive for a glorious future brings to us our strength, our ability to learn, unlearn

and re-learn, our ability to evolve.

We, in Future Group, will not wait for the Future to unfold itself but create future

scenarios in the consumer space and facilitate consumption because consumption


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is development. Thereby, we will effect socio-economic development for our

customers, employees, shareholders, associates and partners.

Our customers will not just get what they need, but also get them where, how and

when they need.

We will not just post satisfactory results, we will write success stories.

We will not just operate efficiently in the Indian economy, we will evolve it.

We will not just spot trends, we will set trends by marrying our understanding of the

Indian consumer to their needs of tomorrow.


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Rewrite Rules. Retain Values.

Group Vision

Future Group shall deliver Everything, Everywhere, Every time for Every Indian

Consumer in the most profitable manner.

Group Mission

1. We share the vision and belief that our customers and stakeholders shall be

served only by creating and executing future scenarios in the consumption

space leading to economic development.

2. We will be the trendsetters in evolving delivery formats, creating retail realty,

making consumption affordable for all customer segments for classes and

for masses.

3. We shall infuse Indian brands with confidence and renewed ambition.

4. We shall be efficient, cost- conscious and committed to quality in whatever

we do.

5. We shall ensure that our positive attitude, sincerity, humility and united

determination shall be the driving force to make us successful.


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Core Values

Indianness: confidence in ourselves.

Leadership: to be a leader, both in thought and business.

Respect & Humility: to respect every individual and be humble in ourconduct.

Introspection: leading to purposeful thinking.

Openness: to be open and receptive to new ideas, knowledge and

information.

Valuing and Nurturing Relationships: to build long term relationships.

Simplicity & Positivity: Simplicity and positivity in our thought, business and

action.

Adaptability: to be flexible and adaptable, to meet challenges.

Flow: to respect and understand the universal laws of nature.


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Introduction

The brand is increasingly becoming the key source of differentiation that guides

customer purchase choice. It is the focal point around which an organization

defines how it will uniquely deliver the value to the customer for a profit-effectively

embodying the Heart and Soul of the organization. The brands promise is

delivered through its products, services, and consumer communication- the total

relationship and experience. If the brand is well conceived and consistently

delivered through all business processes and customer contacts, the organization

will grow prosper.

Not too long ago, marketers at consumer product companies seemed to be the

only ones interested in talking about Brand Management and Branding. But these

days, all kinds of organizations are recognizing the importance of branding.

Branding also becomes a critical issue for business that spun off from parent

company and as more and more companies merge or acquire one another. The

brand identity of the new combined enterprise becomes a critical decision.

Organizations have discovered the Brand are perhaps their most important assets

for a number of reasons.

The Brand Equity creates a relationship and a strong bond which grows over time.

It is often so strong that it compensates for performance flaws: an out-of-stock

situation, Poor customer service, a product that falls apart, inconvenient store

hours, a higher than average price, and so on. In the end, you want to deliver good

quality and good value, innovation, relevant differentiation, Convenience and

accessibility with your Brand. However, we must never forget that building brand

equity is like building a close friendship. It requires a consistent relationship

over time, Trust, and an emotional connection.


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UNDERSTANDING THE LANGUAGE OF

BRANDING

It is important to establish a common brand management vocabulary in you

organization. Establishing this common vocabulary will ensure that people can

communicate with fewer misunderstanding. There are different terms used to

describe positioning the brand. Terms ranged from essence and promise to

position and unique value proposition.

Brand: The American Marketing Association describes a brand as name, term,

symbol or design, or a combination of them intended to identify the goods and

service of one seller or group of sellers and to differentiate them from those of

competition.

Brand Essence: This is the heart and soul of a brand a brands fundamental

nature and quality. Usually stated in two to three words, a brands essence is the

one constant across product categories and throughout the world.

Brand Promise: A brand promise is often stated as: Only [brand name] delivers[benefit] in [product or service category]. Sometimes, with corporate brands, it is

stated as: [Brand name] is the (trusted/quality/innovative) leader in [benefit] in the

[product or service category].

Brand Positioning: This is the way the brand is perceived within a given

competitive set in the consumers mind.

Brand Personality: This refers to adjectives that describe the brand (such as fun,

kind, sexy, safe, sincere, sophisticated, cheerful, old fashioned, reliable,

progressive). How consumers perceive a brands personality is often discovered

through qualitative research, by asking people to describe the brand as if it were a

person or a animal.


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Brand Association: This refers to anything a consumer associates with the brand

in his/her mind.

Brand Equity: This is the commercial value of all associations and expected

(positive and negative) that people have of an organization and its products and

services due to all experiences of, communications with, and perception of the

brand over time.

Brand Image: This is the totality of perceptions resulting from all experience with

and knowledge of the brand. Brand image is how consumers perceive the brand.

Brand Identity: This refers to a combination of visual, auditory, and other sensorycomponents that create recognition, represent the brand promise, provide

differentiation, create communications synergy, and are proprietary.

Brand Architecture (or Brand Structure): It is how an organization organizes the

various named entities within its portfolio. In fact, brand/ sub brands is the type of

architecture most often used.

Trade Dress: This describes the aesthetic elements that provide legal protection

for a brands identity.

Brand Portfolio: This is the mix of brands and sub brands owned by an

organization.

Corporate Brand: This is the brand bearing the company name. It is always the

highest in a brand hierarchy.

Master Brand: This is the dominant, highest level brand in a brand hierarchy.

Corporate Brands are master brands. Parent brand may or may not be master

brands.


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Parent Brand: This is the brand that is extended into more than one category. It

may or may not be the same as the corporate brand.

Sub Brand: This is a new brand that is combined with a parent or corporate

brand in the brand identity system.

Endorsed Brand: This is the primary name the consumer is intended to use to

refer to a product. It is a brand that is endorsed by the parent or corporate brand in

the brand identity system.

Brand Extension: This refers to the introduction of an existing brand into a new

product category or market segment.

The Brand Management Process


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Brand Design

Target Customer

Essence

Promise

Personality

Positioning

Organizations coreCompetencies &

Strategic intent

Brand identity

Standards &Systems Integrated Marketing

Product

Packaging

Pricing

DistributionPoint of Purchase

Merchandising

Advertising

Promotion

Organization DesignCust value chain

Culture

HR systems

Brand design manifested at each point of customer contact

Profound consumer

Insight

Through knowledge

Of competitive set

Consumer benefits

(By Segment)

Functional

Emotional

Experimental

Self Ex ressive

Cost of Entry

Differentiating

Marketing

EffectivenessMonitoring

Creating total brand Experience

Delivering

Awareness

Accessibility

Value

Emotinal Connection

Ongoing

Market

Research


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Fresh Fashion

Celebrate the Fresh Look, Fresh Feel & Fresh Attitude

at Pantaloons Fresh Fashion!

Fashion is all about the now. Why, then should people not see a fresh look every

time they walk into a Pantaloons store? That is the thought behind 'Fresh Fashion'.

An idea that has captured the imagination of young India. With a focus on the

youth of today, Pantaloons offers trendy and hip fashion that defines the hopes

and aspirations of this demography.

Pantaloons Fresh Fashion stands out as a fashion trendsetter, on the lines of how

fashion is followed internationally. The look and whats in today for the season is

sacrosanct.

Pantaloons take its promise of 'fresh fashion' very seriously making available to its

customers the latest in fashion every week!

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

Fresh Fashion. The stores offer fresh collections and are visually stimulating

thanks to appealing interiors and attractive product display!

The first Pantaloons was opened in Gariahat in 1997. Over the years, it has

undergone several transitions. When it was first launched, this store mostly sold

external brands. Gradually, it started retailing a mix of external brands while at the

same time introduced its own private brands. Initially positioned as a family store, it

finally veered towards becoming a fashion store with an emphasis on 'youth' and

clear focus on fresh fashion.


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Today, the fashion store extends to almost all the major cities across the country.

Pantaloons have established its presence with stores not just in the metros, but

also in smaller towns.

Pantaloons stores have a wide variety of categories like casualwear, ethnicwear,

formalwear, partywear and sportswear for Men, Women and Kids.

Brands at Pantaloons

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

1. ADIDAS

2. AKKRITI

3. ALL

4. BARE

5. BIBA

6. BLACK PANTHER


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7. CONVERSE

8. Dio Rucci

9. GANUCHI

10.GINI N JONY

11.GIOVANI

12.HONEY

13.INDIAN TERRAIN

14.INDIGO NATION

15.JEALOUS

16.JM SPORT

17.JOCKEY

18.JOHN MILLER

19.LEE20.LEE COOPER

21.LEONE

22.LILLIPUT

23.LOMBARD

24.MIX N MATCH

25.MONTE CARLO

26.MOUSTACHE

27.NINO MANTELLI

28.NO RULES

29.PEPE

30.PROVOGUE

31.RAYMOND

32.REEBOK

33.RIG

34.SCOTSVILLE

35.SCULLERS

36.SHAPES

37.SIERRASPORTS

38.SPALDING

39.SPEEDO

40.SPRING BOARD

41.SPYKAR

42.STORI

43.TANGERINE

44.TOLLY JOY

45.TOMMY HILFIGER

46.TRIUMPH

47.TUFF

48.TURTLE

49.UDARE

50.UMBRO

51.UMM52.WILSON


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Branding in Pantaloons

Future Group

Pantaloon the brand of Future Retail is managed from the corporate Head Office

(HO) which is situated in Mumbai. The responsibility of brand development and

brand audit is also managed by the marketing team.

Brand Ambassadors: The decision of selecting the brand ambassadors

is also in the hands of the Marketing Team. Currently the brand ambassadors of

Pantaloon are Bipasha Basu and Zayad Khan.

National campaigns and Schemes: All the national campaigns,

schemes and tie ups are managed by the corporate marketing team.

Future

MediaFuture

Retail

Future

Brands

Future

Capital

Future

Logistics

Future

Space

Big Bazaar Pantaloons


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Communication Process

between the HO and the Zonal

Office.

HEAD

OFFICE

South North EastWest

MarketingDept

SM/ ASMCSD/ DM

All mails

are CC toArea

Manager

And Zonal

Head


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Responsibility of Zonal Office:

Outdoor media planning and execution. Currently there are 24 permanent

sites.

Projection of Brands in the stores and VM coordination

Designing of pamphlets and brochures

Custodian of Brands at local level

In - store Marketing

Events and activities management to enhance the brand image

Local tie ups and promotion

Customer loyalty program management


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Brand research:


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Brand Asset Research

Brand Association Measurement

Other Brand Extension Research

Other useful Research Approaches

Customer Service Testing

The Zaltman Metaphor Elicitation Technique

Brand Dimensioning

Resonance

Projective Techniques

New Logo Research

Logo imagery

Logo recognition

Logo recall

Logo preference


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Brand equity measurement


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It is necessary to Measure the performance of Brand. You cant manage what

you dont measure.This is true of Brand Equity as well. Any strong brand

equity measurement systems will accomplish the following objectives:

Measure the brands equity across a variety of dimensions at different

points in the over time.

Provide diagnostic information on the reasons for the changes in Brand

Equity.

Gauge and evaluate the Brands progress against goals.

Provides direction on how to improve Brand Equity.

Provide insight into the Brands positioning compared with the major

competitors, including its strengths, weakness, opportunities and

threats.

Provide direction on how to reposition the brand for maximum effect.

Specific brand equity measures

There are specific measures that help in managing a brands equity:

Brand awareness

Brand performance

Brand usage

Brand accessibility

Brand value

Brand relevant differentiation

Brand emotional connection

Brand loyalty

Brand vitality

Brand consideration set

Brand personality


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Measuring Marketing ROI

The total customer base (number of people)

X (multiplied times) the average number of purchase transaction per person (per

time period)

X (multiplied times) the average unit sales per transaction

X (multiplied times) the average sales price per unit

X (multiplied times) the percent of those transactions received by the brand

= (equals) the sales (per time period)

Documents

Brand Mgmt in Pantloons