Fashion Dresses Outlet

Periyathambi Rajan(19)
• Pantaloon Retail (India) Limited, is a large Indian
retailer, which is part of the Future Group, and
operates multiple retail formats in both the value
and lifestyle segment of the Indian consumer
market.
• Headquartered in Mumbai, the company has
over 1,000 stores across 71 cities in India and
employs over 30,000 people , and as of 2010, it
was the country's largest listed retailer by market
capitalization and revenue .
 Sales and Facts
2008- 2007- 2006-
2009(Rs.crores) 2008(Rs.crores) 2007(Rs.crores)

5048.91 4776.51 3031.44

1)Market Share is 30% in 2008 according to

Mr.Kishore Biyani
2)Competitors are Lifestyle,Shoppers
Stop,Spencers and Trent
 STP of Pantaloons

• Segment:
Age : 5 to 60
Pyschographic : Based of Lifestyle (Western
Fashion)
Capturing Segments by Around 150 + retail
outlets distribution
Target: Fashion focused Young Consumers
Positioning : Retail Outlet for Fashion Dresses
 Needs and Motivation

• Fashion Dresses Physical and

Psychological Needs
• Positive Motivation --- Driving Consumers
towards outlet to buy Fashion Dresses
 Pantaloons Cognitive Personality
Factors
• Need for Cognition Low ,so that
consumers are attracted towards outlet
• Few Visualizers and verbalizers
 Pantaloons Cognitive Personality
Factors

• Materialism : Fixed Consumption Behavior

(Fashion Dresses)
• Consumer Ethnocentrism: Low
Because Fashion Dresses and Brands are
mostly have their origin from foreign
countries
 CB concepts
• Dogmatism : Low for new consumers
Convert this into High
Dogmatism by Offers frequently
 CB Concepts
• Ideal Social Self Image
• Classical Conditional by encouraging
consumers to repeat purchase (by Friday
offers )
 CB Concepts

• Cognitive / Affective Component:

Pantaloons Fashion Dresses

 CB concepts
• Exposure by providing Ads ,email alerts

• Interpretation is High when consumers are

attracted towards Fashion dresses
 CB Concepts
• Memory :
Short term Long term
conversion
1)Encourages customer to buy greed card
during first purchase.
Send emails to green card holders and remin
them about the offers
 Stimuli generation(by emails—
Conversion from ST to LT Memory)
 CB concepts
Social Consumer:
It encourages consumer to buy gift cards and
present to their friends
Customer Bonds:
Provides Customer Green Passport to repeat
purchases
Encouage Reference by Social
Group(Gift Vouchers)
Establish Strong Bonds
 Stimulus Generation
• Unconditional Stimuli : Fashion Models
• Conditional Stimulus : Pantaloons
• Conditional Response : Wear Modern and
Fashion Dresses
 Webpage Attention(Need for
Cognition in Right Side of Brain)
 Consumer Buying Process
• Problem Identification:
Buy Fashion Dresses
• Information Search:
Internal for regular consumers
Pantaloons is in the Evoked Awareness Set
(reflection notice by its sales)
• Evaluation of alternatives:
Competitors are Lifestyle,Shoppers Stop
 Purchase

• Pantaloons offers more outlets throughout

the country(major cities),
• Provides Internet Retailing,Maintains Good
Outlet Images with More space for consumers
Parking facilities,
 Post Purchase cognition
• Pantaloons maintains Cognitive dissonance by providing
facilities to exchange dresses within 10 days from Purchase
• 10% more off for Axis Credit Card and Debit Card Holders
• It encourages Repeating Purchases by providing 10-40% off
during current purchase for green card holders and gives
gift vouchers
Rs.300 – Purchase Above Rs.3000
Rs.600 - Purchase Above Rs.6000
40% --- Purchase Above Rs.1 Lakh
usable during current purchase or purchase within 14
days
 Suggestions

• Provide More Trail Rooms in the outlets

• Increase Number of Salesmen in the outlet
THANK YOU