Project Topic

A Study on the gap model

of service quality of
PANTALOONS

Presented by
Suvashis Mahapatra (10DR009)
Arka deep Dasgupta (10DR012)
Subroto Bej (10DR015)
 Content

 A. Introduction about the Retail Industry

 B. Introduction about the industry to which the company belong to.

 C. Service Classification of the company

 D. Service marketing Mix analysis of the company

 E. Service Blueprint of the company

 F. Theoretical overview of the terms used in the SERVQUAL gap model.

 G. Study on the customer gap of that company

 H. Study on the provider gap of the company. The gaps may include:

 a. Gap-1 ,Gap -2,Gap-3,Gap-4

 I. Analyze each gaps and the factors leading to the respective gaps

 J. Gap reduction strategies that the company is practicing

 Indian Retail Sector
 Retail Sector is the most booming sector in the
Indian economy. Some of the biggest players of the
world are going to enter the industry soon. It is on
the threshold of bringing the next big revolution
after the IT sector.
 The sector contributes 10% of the GDP, and is
estimated to show 20% annual growth rate by the
end of the decade as against the current growth
rate of 8.5%.
 There are about 300 new malls, 1500
supermarkets and 325 departmental stores
currently being built in the cities across India.
 Introduction about the company
 Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is
one of India’s leading business houses with multiple businesses

 operates multiple retail formats in both the value and lifestyle segment
of the Indian consumer market. Headquartered in Mumbai (Bombay),
the company operates over 16 million square feet of retail space, has
over 1000 stores across 80 cities in India,13.2 million employs over
30,000 people.
The company’s leading formats include Pantaloons, a chain of fashion
outlets,  Big Bazaar, a uniquely Indian hypermarket chain, Food
Bazaar, a supermarket chain, blends the look, touch and feel of Indian
bazaars with aspects of modern retail like choice, convenience and
quality and Central, a chain of seamless destination malls. Some of its
other formats include Brand Factory, Blue Sky, aLL, Top 10 and Star
and Sitara. The company also operates an online portal,
futurebuzzar.com
 Introduction about the industry to which
the company belong to.
 Future Group India was established in 1994 with a vision to provide diverse services in Indian
and Global markets. The business areas of Future Group cover BPO (Business Process
Outsourcing), New Media, Security Management, and Construction. Through their strategic
investment and services, the future of Future Group shows a rising star in the business sky of
India.
 FUTURE RETAIL:
The retails businesses of Future Group in India are divided into three main categories:
Pantaloon Retail India Limited
The leading retail formats under this include:
 Pantaloons Stores
 Big Bazaar
 Central
 Food Bazaar
 Home Town
 E Zone
 Depot
 Health & Beauty Malls
 Online retail through futurebazaar.com
 Cont…
 Joint Ventures with International Brands
 Indus League Clothing that owns leading apparel brands like Indigo
Nation, Scullers and Urban Yoga
 Galaxy Entertainment Limited that operates Bowling Co, Sports Bar, F123
and Brew Bar
 French retailer ETAM group, US-based stationary products retailer,
Staples and UK-based Lee Cooper.
 Franchisee of international brands like Marks & Spencer, Next,
Debenhams and Guess in India
 Indian Joint Venture Partners
 Manipal Healthcare
 Talwalkar's
 Blue Foods
 Liberty Shoes.
Companies Line of Business
 Lines of Business
 The company is present across several lines of business which have various formats (stores) Plywood, The
Dollar Store (JV)
 Fashion - Pantaloons, Central, aLL, Brand Factory, Blue Sky, Top 10, Fashion Station, Big Bazaar, Lee
Cooper (JV),IPM MEERUT(JV)
 General Merchandise - Big Bazaar, Shoe Factory, Navras, Electronics Bazaar, Furniture Bazaar, KB'S
FAIR PRICE
 Electronics - eZone, Electronic Bazzaar, STAPLES (JV)
 Home Improvement - Home Town
 Furniture - Collection i, Furniture Bazaar, Home Bazaar
 E-tailing (Online Shopping) - www.futurebazaar.com
 Books & Music - Depot
 Leisure & Entertainment - Bowling Co., F123
 Wellness - Star & Sitara, Tulsi
 Telecom & IT - Gen M, M Bazaar, M-Port, ConvergeM, Future Axiom
 Consumer Durables - Koryo, Sensei, IPAQ
 Service - E Care, H Care , Design & Service
 Malls - Central (Bangalore, Hyderabad, Pune, Mumbai, Vadodara, Gurgaon, Indore, Ahmedabad)
 Investment & Savings - Insurance: ULIP, Pension, Endowment etc.
 Service Classification of the company

 A service is an act of performance offered by

one party to another.

 Classification of service benefit, such as

providing better understanding of particular
service under consideration, this assisting in the
development of marketing strategy and tactics.
 Category Option Pantaloons

Purpose(Sat  Individual Purpose is to satisfy the needs

isfy needs of both Business and individual
of)  Business

 Both
Structure  Profit Pantaloons is profit oriented

 Non Profit

Type  Public Pantaloon is public

Organization
 Private
 Category Option Pantaloons
Degree of  Embodied Service Degree of Tradability in
Tradability Pantaloons is Pure Service &
 Pure Service embodied service

Service directed  Individuals Service in Pantaloons is

Towards directed towards Individual
 Things
Degree of  High Degree of Merchantability in
Merchantability Pantaloons is high
 Medium

 Low
 Category Option Pantaloons

Type of Formal In Pantaloons the type of

Relationship Relationship with the
Informal customer is formal as well
as Informal
Both
Degree of Customer must be Degree of participation in
Participation present Pantaloons is the Customer
(DP) must be present & customer
 Customer must start and must start and finish the
finish the service service

Customer has to start the

service

Customer has to finish

 Category Option Pantaloons

Level of Demand Exceeds Capacity In Pantaloons Level of

Demand Demand sometime
Demand Does not exceeds exceeds Capacity
capacity
Degree of Wide Degree of Fluctuation in
Fluctuation Pantaloons is variable
Narrow

Variable

No Fluctuation
 Category Option Pantaloons

Number of  One Service In Pantaloons they provide

Services and Multiple Services with
Goods One Service-One Good multiple goods

One Service-Multiple
Goods

 Multiple Services

Multiple Services-One
Good

Multiple Services-
Multiple Goods

Units of Defined by situation Units of service is defined

Service Defined by time by both time and situation
Both
 Category Option Pantaloons

Degree of  High Degree of Equipment base in

Equipments base Pantaloons is very high
 Medium

 Low
Degree of  High Degree of Customization in
Customization Pantaloons is highly modified
 Medium

 Low
Degree of  High Degree of durability in
Durability Pantaloon is relative to
Medium customer
Low
Relative to Customer
 Category Option Pantaloons

Availability of Service One Site Availability of service in

Multiple Site Pantaloons is multiple site

Nature of Delivery Continuous Nature of Delivery in

Discrete Pantaloons is continuous
Both

Type of Consumption Independent Type of Consumption in

Collective Pantaloons is collective
Both

Allocation of Capacity Reservation Allocation of capacity in PVR

Order-of-arrival is by all method
Preferential
Reservation and order-of-

arrival
Reservation and Preferential
Order-of Arrival and

Preferential
All
 Service marketing Mix analysis of
the company
 Services are produced and consumed
simultaneously.
 Customers want intangible services
 Nature of the service
 PRODUCT
 E-commerce:pantaloons website
futurebazaar.com has revolutionzed the e-
commerce business in india.
 FOOD:In food business the group offers a vast of
options.
 Food bazaar:A chain of large supermarket brew
bar,a beer bar,café bollywood a national chain of
snack counters and a sporty bar.
 Fashion:The group have variety of option in
fashion.its brand include All,blue sky,gimi and
jonny and pantaloons top 10.
 Contd.
Home and Electronics:
 Collection i:it is a lifestyle furniture store

 Electronic bazaar:offers branded electronic goods

and appliances.
 E-zone:trendiest electronic items

 Furniture bazaar:entire range of home furnitures

 Home town:one stop destination for all the home

needs.
 Cont……..
General Merchandise:it include big bazzar, shoe
factory,brand factory,central,blue sky
Leisure entertainment:bowling co,central offering
multiplex,F123 offers a wide range of gaming option.
Willingness and Beauty:
 Health village:a store that offers spa and yoga

 Salon for man and woman:tulsi,turmeric,hair product

and bath accessories.

 Books and music:future group offers ‘DEPOT’ a

store of books,cds and stationary items.

 PRICE

 Pantaloons india has brought a whole new

revolution when it comes to pricing strategy
through big bazaar and food bazaar.
 Pantaloons offers affordable price to branded
garments.
 More than 70% of sales at pantaloons consists
of price labels like john miller,HNY etc
 They offer different types of price like
seasonal price,discount price,bundle price.
 PLACE
 The company operates over 12 million sq.ft of
retail space
 Has over 1000 stores across 71 cities in india
and 65 in rural cities
 They are planning to have 3000 new store by
2011
 They are targeting tier2 and tier3 cities which
has huge unleashed potential
 PROMOTION
 The use television,magazines,newspaper etc
 They have giant ventures and alliances with
many companies to promote the brand
 To gain customer loyalty pantaloons launched
following loyalty programmes
1. Green card
2. Kids bank
3. Gift vouchers
 Cont…..
4.Weekend adventure programmes
 To promote the product they use bollywood

film stars,regional film star and models.

 PEOPLE
 At the senior management level the group
hired high profile executive from popular
organisation.
 They provide training to the freshers
 To motivate employees they provide rewards
and incentive
 PROCESS
 Pantaloons retail has implemented SAP in
keeping pace with the technology
 They are in a process setting up a SAP
consultancy software
 PHYSICAL EVIDENCE
 They assign their services at the top most level
 The employees are properly groomed
 They choose the best location
Service Blueprint of
PANTALOONS

PHYSICAL EVIDENCE

CUSTOMER ACTIONS

ONSTAGE CONTACT
EMPLOYEE ACTION

BACK STAGE CONTACT

EMPLOYEEACTION

SUPPORE PROCESS
 Blue print analysis
Stages are
 1st  7th
 2nd  8th
 10th
 3rd
 12th
 5th  13th
 F. Theoretical overview of the terms used in
the SERVQUAL gap model.
The Customer Gap
 Not Knowing What customer expect
 Not Selecting the right service design &
standards
 Not delivering to service designs & standards
 Not matching performance to promises
CUSTOMER SERVICE ORGANIZATION

Market Organization’s Service

Information Gap Understanding of Standards Gap
Expectations
Customers’
Service Organization’s Service
Expectations GAP 1 Standards
GAP 2
Service Service
Quality Gap GAP 5 Performance Gap
GAP 3
GAP 4 Organization’s Service
Customers’ Performance
Service
Perceptions
Organization’s Internal
Communications to Communication
Customers Gap
Customer- driven service
Gap 2
Designs & standards

1.Poor service design

-Unsystematic new service development process
-Un defefined service designs
-Failure to connect service design to service positioning
2.Absence of process management to focus on customer
Requirements
-absence of process management to focus on
Customer requirements
-absence of formal process for setting service quality goals
3. Inappropriate physical evidence & servicescape
-Failure to develop tangibles in line with customer
expectations
-servicescape design that does not meet customer needs
Management perception - Inadequate maintenance & updating of the servicescape
Of customer expectations
 Service facility
Green card
facilityExclusive Sale Preview  SEND GIFTS TO INDIA
 Birthday
Exclusive Billing Counters  Anniversary
Complimentary Home Delivery  Love & Romance
Instant Discounts  Gifts For Him
Relaxed Return Policy  Gifts For Her
 Flowers
Complimentary Parking  Chocolates & More
 Exquisite Cakes
 Gift Vouchers
 Personalized Gifts
 e- purchase facility  Spiritual Products
 Soft Toys
 Relaxed return policy  Unique Gifts
 Leather Accessories
 Home delivery  Skin Care
 Gifts to U.S.A
 T-24
 Gap 2 start
 Management may understand & know what
customer want but fail to translate these
expectations into the correct specification
 Complains
 Problem in Alteration
 Problem in gift voucher to cash
 Problem in billing in bulk
 Problem in e- purchasing (futurebazzar.com)
 Problem in replacement
 Problem in wrong billing
 Sending gifts in India
 Problem in prepaid card
 T24
Gap reduction strategies that the company is
practicing
Employee training
Taken the help from 3rd party for survey
Made one team for handling this