RETAIL

TECHNOLOGY
MANAGEMENT
ASSIGNMENT - I
Submitted To: Submitted By:
Shreyas Prakash Ghunake (MFT/20/24)
Prof. JOSEPH REGY Singirikonda Akarsha (MFT/20/47)
❑ Mr. Kishore Biyani started Pantaloons at Kolkata in the year of 1997 under Future Group.

❑ The brand was originally incorporated as Mans Wear Private Limited. After a series of name changes, it

was renamed as Pantaloons Retail Limited on July 7, 1999.

❑ The brand was later bought by Aditya Birla Group.

❑ Including 24 in-house brands, Pantaloons retails more than 200 licensed International brands.

❑ The company has over 1000 stores across 78 cities in India.

 Pantaloons Marketing Mix
1] Product
❑ Quality products are sold more in the market. Being one of the leading clothing
brands of India, Pantaloons offers best quality products to its customers.
❑ Varieties of Clothing products are available for kids, women, and men. It offers
brands like SF Jeans, Ajile, IZABEL, Poppers, and Byford, etc.
❑ These brands are popular for providing quality products which help Pantaloons get
more customers.
❑ Pantaloons offer products from traditional outfits to high end western outfits as part
of its marketing mix strategy.
❑ They launch new products every festive season. Pantaloons have a dedicated
website online that features collections based seasons like “summer” collection,
“Winter” collection etc.
 Pantaloons Marketing Mix
2] Price
❑ Price is one of the most important things to be considered while releasing new
products in the market.
❑ Pantaloons offers value for money strategy to all its customers.
❑ The target market of Pantaloons is usually middle and high-class customers.
❑ But after the brilliant success of the brand, its new pricing strategy has included
items for the customers other than high and middle-class people as well.
❑ With this effort, Pantaloons is trying to reach every customer and this has already
helped them with expanding their business.
❑ Pantaloons offer discounts during festive season. They also have end of year clear
off sales.
❑ All the goods are procured from private small-scale producers and are bundled and
sold under private labels.
 Pantaloons Marketing Mix
3] Place
❑ Store location of a retail store occupies an important place in retail strategy. It
not only conveys the image of the store, but also influences the merchandise
mix and the interior layout of the store.
❑ While the merchandise mix can be changed prices can be adjusted, it is difficult
to change the decision on store location.
❑ Pantaloons located in posh locality in the centre of the city. Further the easy
availability of transport facilities makes the location really accessible for
shopping.
❑ Pantaloons is situated very close to the main road. Pantaloons being a multy
floor building have great visibility. To enhance the visibility pantaloons has put
its sign board on the top of the building.
 Pantaloons Marketing Mix
4] Promotion
❑ Pantaloons uses a diverse range of promotional activities to market its
brands. Pantaloons uses media like TV, print, online etc. as part of its
marketing mix promotional strategy.
❑ Pantaloons also offers its flagship Green card membership. It is available
in 4 different offerings with one, three, five and seven-star. Discounts are
offered based on the type of card the user has purchased.
❑ This has helped in providing loyalty points which can be redeemed at
every next purchase. Loyalty programs are one the best ways of
promoting, especially in the retail apparel segment.
❑ Loyal customers of Pantaloons are always cheap to serve, they are willing
to pay more for a service and they act as brand ambassadors for the
product, by word of mouth marketing
 Pantaloons Marketing Mix

5] People 6] Process

❑ Pantaloons values customer service. ❑ Pantaloons has several processes in place for smooth
Pantaloons have excellent customer execution of its business. The clothes are shipped from
engagement skills. manufacturers to warehouses to the Pantaloons retail
❑ The higher management consists of people outlets all across the country.
sourced from reputed institutes and with ❑ The online model ensure online purchase, online payment
years of excellent experience. Also, the and delivery at the customer doorstep.
sales people at Pantaloons stores are very ❑ Pantaloons has installed SAP based software to track
well trained and equipped to handle queries movement and sales of products through their retail
of customers stores. SAP has helped them in implementing ERP
services which has improved their tracking and sales of
goods.
 Pantaloons Marketing Mix

7] Physical Evidence

❑ Pantaloons’ stores are the biggest physical evidence of the

brand. The uniqueness of stores, store planning, color &
design etc. are all unique across stores.
❑ Making store attractive, unique and big to handle more
customers are the key features of pantaloons store
❑ The physical evidence also includes its loyalty cards, carry
bags etc. Pantaloons is a winner of the prestigious North-East
consumer awards. It is also one of the most preferred Fashion
Retail destination of the year 2013.
Pantaloons Customer Profile

❑ Pantaloons cater its products to men's, women's and kids market.

❑ Pantaloons focus on Indian-ness, fresh fashion and customer centricity
keeping in mind its target customers.
❑ The target audience of the pantaloons is the youth or the aspiring Indians
who like to wear branded apparels with latest fashion and who wants to
enter into the world of brands and fashion, looking for value for money.
❑ The company focuses on the youth of the country which consists of the
major population in the age group of 15 – 45.
❑ Pantaloons also projects its latest designs by projecting youths in their
advertisements by focusing on its main idea of Indian-ness and fresh
fashion.
Pantaloons Product Mix
Pantaloons Product Mix
Pantaloons Product Mix
 Pantaloons Visual Merchandising
Visual Merchandising is the means to communicate a store’s fashion, value, products, and quality
message to prospective customers so as to entice them to buy from the store on a sustainable basis.

Image mix is the mental

picture that a retailer tries to
project to the consumer

1. Employee
2. Merchandise
3. Fixture
4. Sound
5. Odor
6. Visual
In festive season, Pantaloons came up with a unique visual merchandising strategy which revolved around LED animation, mirror
illusions and scintillating light effects. A stunning visual effect was created in top 17 stores across Delhi, Mumbai, Bangalore,
Kolkata, Ahmedabad and Pune.

The highlight was the sparkling display which comprised of synchronized and animated movement of high-quality LEDs run
with customized programming. This display was complemented by intricate golden spikes to dress up the ambience. A set of
contemporary chandeliers was added to the mall corridors to create further illumination.
E- COMMERCE
 INTRODUCTION
Falguni Nayar founded Nykaa in 2012. Nykaa has grown to become India's largest beauty
destination in just a few years, with nearly 10 million happy consumers relying on us not
only for their favourite brands, but also for advice, updates, expert tips, and videos on
how to look and feel beautiful at all times!
Nykaa prides itself on giving a wide range of makeup, skincare, hair care, perfumes, bath
& body, luxury, and wellness goods for women and men, with around 1000+ handpicked,
well-priced, and 100 percent genuine brands and over 1 lakh products.
Today, Nykaa uses the services of top and dependable courier firms to transport
throughout the country to practically every zip code.
In order to continue the conversation with the customers, Nykaa like to introduce
the Nykaa Design Studio - home to a number of well-known labels.. A one-stop shop
for designer clothing that has been carefully designed to meet the demands of
modern Indian ladies.
Their strength is that they have a massive collection of 100+ contemporary and ethnic
designs to choose from, all from professionally handpicked designers with a range of
styles and price points.
The content lineup includes quick styling ideas from designers, celebrity looks, how-
tos, new debuts, buzz-worthy buys, and season's must-haves, all accessible from the
palms of hands. These services ensure that they handle all of your fashion needs.
MARKETING MIX - PRODUCT
Quality
Maintains high quality of products.
High quality products are maintained by adding values at different stages.
Procures raw materials from reliable and trusted suppliers.
High quality promise and delivery with a distinctive competitive advantage.
Ease of use
The products manufactured and sold are relatively easy to use.
All products come with a user manual, which is easy to understand and which provides
simple instructions for product use.
The consumers can also call the 24/7 helpline to understand details about product usage.
Also, retail representatives provide detailed instructions and explanations regarding the
use of the product at the time of the sale.
 Portfolio broadness
Nykaa Fashion has a broad portfolio of products.
The broad portfolio helps in reaching different target groups in the market.
Also, the broad portfolio allows financial strength and adds more value.

Benefits of product consumption

Offers functional benefits which are promised and delivered.
The distinguishing aspect is its delivery of emotional benefits to the consumer.
Products manufactured and sold by Nykaa promise consumers an ego boost,
confidence, and security.
Nykaa also promises fulfilment of psychological needs such as the need for empathy,
the need for belonging, and the need of feeling loved on product consumption.
 Different SKUs
The products are available in different sizes.
Nykaa Fashion has made use of different SKUs to increase market penetration.
Different SKUs can be brought and used as per the consumption needs of the
consumers, and the target markets.
Through the production of different SKUs, it has also increased the trial rate.
Different SKUs have also helped to improve its product accessibility.
 MARKETING MIX - PRICE
Nykaa Fashion focuses on a hybrid strategy for pricing to obtain maximum value for its
products. It uses a combination of a number of techniques for pricing its products,
detailed as:
i)Premium pricing
By using premium pricing for some of its product ranges, it encourages favorable
brand, product perceptions and favorable quality perception in target consumer
groups and among consumers.
With premium prices, Nykaa has successfully made some of its product ranges
exclusive by restricting sales and production. This, in turn, leads to a perception of
luxury in consumption products.
Premium prices add a touch of privilege and high value for products.
Using elements of premium prices in other product ranges has also allowed to
maintain significantly high profits and a consistent business growth.
ii)Psychological pricing
Since Nykaa has a number of different product ranges and product groups, the use of
psychological pricing has been beneficial and gains higher sales.
With the use of psychological pricing, Nykaa successfully adds more value to its
products from the point of view of customers.
Consumer purchase a higher amount of products because of its use of psychological
pricing.
iii) Geographical pricing
Nykaa is able to penetrate different regional markets optimally with the use of
geographical pricing.
For offshore locations, geographical pricing also allows Nykaa to cover shipping and
customs expenses.
Geographical pricing also allows Nykaa to maintain consistent revenue growth by
altering pricing in different markets based on local currency value.
iv)Bundle pricing
For some product ranges, it is also known to use bundle pricing strategy popularly
during sales.
Bundle pricing increases the trial rate for consumers.
Nykaa experiences higher return on the cost of gaining a new customer.
With bundle pricing, it is also able to control costs and prices by lowering
marketing and distribution expenses.
The use of bundle pricing also adds value to the umbrella brand name of Nykaa.
MARKETING MIX - PROMOTION
E-commerce
Nykaa has developed a successfully operational website for online order placement
and order tracking.
It also encourages sales through social media portals, where the company takes orders
through direct messages, as well as through a mini-shop model.
The company also stocks products with online retailers such as Amazon and eBay, as
well as smaller local online retailers as well.
Online retailing, and using the internet to make sales has boosted the sales for Nykaa
and has also increased the accessibility of its products for consumers.
The marketing strategy for Nykaa also places high importance on the promotional tactics and
strategies used. The promotional strategies allow the Nykaa to interact with the consumers
and influence them directly. It uses a 360-degree approach in its promotional activities, and
makes use of the following means of promotion:

Digital marketing

Nykaa has corporate profiles on all social media websites and portals.
It uses its social media presence to directly, engage with consumers.
This direct engagement and interaction allows to understand the customers, their needs
and demands.
Nykaa uses this feedback and incorporates it in its broader marketing and organizational
strategy.
Nykaa also maintains a corporate website – which highlights company information,
product information as well as information regarding any ongoing campaigns and sales.
PRODUCT MIX
Men Home
Top wear Kitchen & Dining
Women Ethnic wear Kids Décor
Indian wear Sleep wear Indian wear Bedding
Western wear Athleisure Western wear Bath Storage
Accessories Accessories Accessories Rain wear
Lingerie Tech Accessories Feeding Floor coverings
Sportswear Sportswear Toys & Games
Sleep and Lounge Sleep and Lounge
Tech Accessories Toys & Games
 TARGET CUSTOMERS
Nykaa’s target audience is in the 22-35 age groups
The majority of nykaa fashion's customers are female
Consumers are targeted by the irresistible offers offered by
nykaa fashion
In fiscal 2020, revenues surged 60% to ₹1,860 crore, and the
company maintained its profit at the same level. Nykaa reported
a net profit of ₹2.31 crore in FY19.
 MARKETING STRATEGY
They use online advertising to promote their products.
Nykaa collaborated with Femina to host the ‘Nykaa.com Femina Beauty Awards’
in 2015 and 2016.
The award function was organized to highlight the best products in different
categories in the Indian market.
They provide easy shopping experience, the virtual makeover tool, beauty
advice, tutorials and celebrity looks.
NYKAA uses digital marketing as a means to market their website.
The average cart size of NYKAA is worth Rs.1250- Rs.1550.
Their monthly traffic on the website is about 17 million.

VIRTUAL MERCHANDISING
Virtual merchandising in ecommerce deals with website or
application.
Easy way of searching products.
Offers display bars.
Search engine specifications.
Sorting of search in various aspects.
Easy applicable coupons.
Offering different types of coupons for
customers.
 REFERENCES

qhttps://www.indiaretailing.com/2007/03/31/retail/pantaloon-retail-is-
emerging-market-retailer-of-the-year-at-world-retail-awards/
qhttps://www.mbaskool.com/marketing-mix/services/17278-pantaloons.html
qhttps://brandyuva.in/2019/07/marketing-strategies-of-pantaloons.html
qhttps://www.pantaloons.com/content/about-us-4?source=footer
qhttps://www.retail4growth.com/projects/pantaloonss-festive-vm-illuminates-
new-brand-proposition-4069
qhttps://www.academia.edu/16398724/ITstrategy_project_-_Pantaloons
 REFERENCES
qhttps://www.retail4growth.com/projects/pantaloonss-festive-vm-illuminates-
new-brand-proposition-4069
qhttps://www.slideshare.net/flashesnsplashes/visual-merchandising-wrt-
pantaloons-retail-india-ltd
https://lapaas.com/nykaa-business-model-detailed-case-study/
https://www.nykaafashion.com/
https://growjo.com/company/Nykaa_Fashion
https://www.case48.com/case/Nykaa-com-A-Passion-for-Beauty-Marketing-Mix-
22745
https://startuptalky.com/nykaa-marketing-strategy/