RETAIL (INDIA) LTD

PROJECT TOPIC
BRAND EQUITY
PREPARED BY
SAVALIYA MAHESH D.
STANDARD

T.Y.B.B.A.
ACADAMIC YEAR
2007-08
GUIDED BY
PROF. PARUL GANGANI
COLLEGE
GEETANJALI COLLEGE OF COMPUTER
SCIENCE AND COMMERCE
SUBMITTED TO
SAURASTRA UNIVERSITY

PAGE 1

DECLARATION
I the undersigned Mr. Savaliya Mahesh D a student of T.Y
B.B.A. hereby declare that the project work presented in this report
is my own work and has been prepared by me. It has been carried
out under the supervision of Prof. Parul Gangani of Geetanjali
college of computer science&commerce
This work has not been previously submitted to any other
university for any other examination.
Place: Rajkot
Date:
Signature
Savaliya Mahesh D.

PAGE 2

PREFACE
Quietly but swiftly, small towns in India are turning out to be
a marketer's dream come true. Consumerism is booming in small
towns accross; from mobile phones to cars; from credit cards to
home loans; form refrigerators and washing machines to home
computers for a welter of consumer products, increasingly the
market that matters is Small Towns of India.
A growing breed of middle class consumers in 40 small
towns is splurging on branded apparel, fashion jewellery, stylish
and other durables and non durable like never before. And savvy
marketers have been quick to spot the opportunity: everyone from
upscale global brands to their forged-in-India cousins is now
rushing to get a piece of that action.
Kishor Biyani has crafted a vibrant retails story with his
shopping mall PANTALOONS in a small town called Rajkot,
relishing lifestyle with beautiful timepieces.
As a part of my final academics in BBA it is compulsory to
undertake industrial training in a recognized institution.
I have selected "PANTALOONS" offering wide variety of
apparels and styling accessories and have also under taken survey
on "Consumer attitude towards branded and non branded
products".
It has made me learn great facts and such information as to
the situations prevailing in reality at the conclusion of training

PAGE 3

ACKNOWLEDGEMENT
It is my pleasure to have an opportunity to show my
gratitude towards all those who have helped me in the successful
preparation of this project report.
My first gratitude moves towards the Manager of Pantaloons
Mr. Vibhy sharm who has kindly helped me and supported me in
collecting the information required for my project
Secondly, I would like to thank all the professors of my
college especially Prof. Namita Talsania and Prof. Sonal Nena who
have always been keen to guide me to frame this report
successfully.
And last but not the least, I grab the opportunity of thanking
all the respondents who contributed their time in filling up the
questionnaire and my family members and friends and all other
who have helped me directly or indirectly in the successful
completion of my project.
Place: Rajkot
Date:

Student
(Savaliya Mahesh D)

PAGE 4

LOGO OF THE PANTALOONS

PAGE 5

INDEX
SR.NO.

PARTICULARS

PAGE.NO

1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20

PANTALOONS AN OVERVIEW
CURENT SCANARIO
WHAT IS PANTALOONS
STORE PROFILE
A TAKE OFF
NEW CONCEPT
BRANDING INTRODCTION
BRAND PROFILE
CONTRIBUTION IN EVERY CATEGORY
PREFRANCE OF BRAND PRODCT
WHAT IS BRAND
BRAND POSITIONING
BRAND EQUITY
BRAND EQUITY TOOLS
MANAGING BRAND EQUITY
BRAND BUILDING TOOLS
ADVANTAGIES OF BRANDING
BRAND REPORT CARD
MAJOR PROMOTIONAL ACTIVITY
STEPS UNDER TAKE TO INCREASE
THE MARKET SHARE
CORE COMPANTANCES
ADVERTISING METHODOLOGY
BRAND ASSETS MANAGEMENT
CONSUMER ATTITUDE DEFITE
RESERCH METHODOLOGY
SCOP OF STUDY
SAMPAL SIZE
SAMPLING METHOD
DATA COLLECTION METHOD
ANALYSIS AND INTERPRETATION

8
9
11
12
14
15
17
18
19
23
24
25
27
28
30
31
34
35
37
40

21
22
23
24
25
26
27
28
29
30

PAGE 6

41
44
45
47
49
50
51
52
53
54

31
32
33
34
35
36

QUESTIONER
SHOT ANALYSIS
CONCLUSION
SUGESSION
FUTURE PLAN
BIBLOGRAPHY

55
79
81
82
83
84

PAGE 7

PANTALOONS AN OVERVIEW
History
1987 - Company incorporated as Manz Wear Private Limited.
Launch of Pantaloons trouser, Indias first formal trouser brand
1991 -

Launch of BARE, the Indian jeans brand.

1992 - Initial public offer (IPO) was made in the month of May
1994 - The Pantaloon Shoppe exclusive menswear store in
franchisee format launched across the nation. The company
starts the distribution of branded garments through multi-brand
retail outlets across the nation
1995 -

John Miller Formal shirt brand launched

1997 -

Pantaloons Indias family store launched in Kolkata

2001 - Big Bazaar, Is se sasta aur accha kahi nahin - Indias first
hypermarket chain launched
2002 - Food Bazaar, the supermarket chain is launched
2004 - Central Shop, Eat, Celebrate In The Heart Of Our City
- Indias first seamless mall is launched
in Bangalore.
2005 - Fashion Station - the popular fashion chain is launched
2006 - Future Capital Holdings, the companys financial arm

PAGE 8

launches real estate funds Kshitij and Horizon and private equity
fund Indivision.

CURRENT SCENARIO
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 takes 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.

PAGE 9

Today, the fashion store extends to almost all the major

cities across the country. Pantaloons has 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.
The garment section eaters to the need of men, women and
children and for every occasion formal casual office wears and
sports. It also offers top class collection in watches and fragrances.
The jewellery and accessories section ensure a complete look to go
hand in hand with the garment purchase. Designer level by in
house designers. They design mens and ladies apparels like
Ghaghara Cholis, Western Outfits, Mens traditional wear like
Sherwani etc.
It has molded itself into a one stop store for the community
of Indian Catering to all segments the rich the not so rich
pantaloons has a product range to suit every budget.
Hence over a period of 18 months pantaloons has become
the single most sought after shopping mall both by consumer and
suppliers. Today it houses more than 100 brands such as Terrain,
Nike, Adidas, Allen Solly, Parx, Oobe, Tissot, Pierre Balmain,
Swatch, Mont Blanc, Titan, Hugo Boss, YSL, David off, Paco
Rabbane, D & G, Carolina Harrera, Barbie, Gini and Jony and
other International brands.
Never has the city of Rajkot seen such an array of brand
names. Never has the customer received such a wide choice in the
lifestyle segment as now at pantaloons.

PAGE 10

PAGE 11

WHAT IS PANTALOONS?
Indian which has become the hub of Gujarats Saurashtra
region which is economically not very diversified has been a city
mothering traditional industries like wearing, handloom and
handicraft.
Till the early nineties no major retailing happened in
Saurashtra. There was no platform that could invite national or
international brands. It was at this juncture that pantaloons
identified the virgin retail space which began as a small showroom
in 1987 and transformed into a mega showroom by 2006 with a
total investment of Rs.3236 Cr.
Currently, pantaloons is home to 150 major National and
International brands from indigonation Scullers and lhombard to
cosmetics brands like Lakme, street wear and Revlon. Location and
accessibility are the two prerequisites for the success of any
shopping centre.
Build over three storey, the ground floor displays jewellery,
purse, perfumes and leather accessories as well as kids and ladies
traditional section. The first section stocks casual wear for
women.the second section stock casual wear for men.

PAGE 12

STORE PROFILE
Name

pantaloons

Address
Rajkot Gujrat

pantaloons 150ft Ring Road

Phone No.
0281-2332293

0281-2332292

Head Office
Opp.Vashi Railway Station
Vashi Mumbai 400705

Center one Sector 30A

E-mail
Year of establishment

Greenservice@pantaloons.com
1987

Year of establishment IN
Rajkot

2006

Total investment

Rs 3236 Cr.

Total floor area

15000sq. ft.

Manager of Pantaloons In
Rajkot

Vibhay Sharma

Marketing Manager of
Pantaloons In Rajkot

Riddhi Mame

Managing director

Kishor Biyani

CEO of Future retai

Rakesh Biyani

General manager

Gopikishan Biyani

PAGE 13

Boosting the retail industry through its Endeavour

pantaloons has played a key role in changing the face of the city.
Being a non-metro and small business centre, it has not only
created awareness among consumers but also a sense of
appreciation for quality products.
A large number of Non Resident Indians visits pantaloons or
ethnic wear in the international environment they are accustomed
to adding an element of variety and choice, pantaloons has also
enhanced the tastes of the people of Indian.

PAGE 14

A TAKE OFF
Clearly a market ruler in the Indian retail space,Pantaloons
turnover shot up by 55% last fiscal. Being the only mega place in
the whole of, Indian Pantaloons today enjoys almost 30 % market
share in branded apparels and over 60% market share in branded
Garments and Accessories, with a customer entry of about 600 per
day. It attributes a major part of this success story to its ability to
maintain customer loyalty.
To hunt larger market the strategy is to maximize the display
area in the juncture as to offer more and more varieties to the
delight of the customers. The huge offering number of national and
international brands has given a great chance to step on to the
global scenario giving products matching Hi-Fi standards.
Pantaloons has been successful in catering the Brand
Need for the Indian at one-stop-juncture.

PAGE 15

NEW CONCEPTS
Merchandise
Pantaloons the first lifestyle store in the entire Indian
region stays open throughout the day, a departure from 1-4
closed routine that people are used to.
Pantaloons has always been innovator and trend setter in
this region. Being first in every aspect, PANTALOONS self an
innovative concept for this region.
Proportionate mix of wanna be citizens of small towns,
Saurashtra Region market has always behaved typically. Even
though retail industry in this area has observed consistent growth in
last three years, it is still difficult to predict growth or acceptance
for the new approach or change strategy in this region. Economy of
the entire region is mainly based on the agriculture and agro-based
products. Monsoon can impact the entire economy. Retail trade is
always first to get affected and last to pick up.
It is imperative for the retail business to bring in innovations,
changes and approach to achieve success mark. PANTALOONS
endeavor in introducing new, refreshing concepts and changes.
Whether is on ambience or interior designing front; displays or
organizing merchandise: promotions or consumer services.
Some of the distinguished innovations are described here under :

PAGE 16

The Ambience
PANTALOONS offer complete ambience to make shopping
a pleasure to consumers. The key attributes making complete
ambience are:
FACADE: Faade reveals the innovative cosmetic outlook of the
structure. Vintage faade attracts every passerby. Whether to shop
or to take stroll or to feel, people do get attracted to step in.
INTERIORS: The awesome interiors of the three
distinguished section of PANTALOONS makes everyone to feel
out of the world. Even regular shoppers in metro-cities gain the
same feel. Every section depicts a sense of demarcation towards
merchandise catered. The marble surfaced ground floor designed
with glass counters are displayed
Display and Decoration
Display of merchandise is organized in such a fashion that
each and every style is highlighted prominently. The change of
ambience on each and every occasion contributes walk-ins. The
major festival or occasions are NAVRATRI, DIWALI,
CHRISTMAS, JANAMASHTAMI, INDEPENDENCE DAY,
MAKAR SANKRANTI, DHULETI and events like mega sale and
other sales.
Innovations in Systems and Service
Pantaloons have adopted best of the systems meeting the set
criteria of industry and at par with any mall of big city. Pantaloons
goes beyond the confined areas to provide extra services to their
customers.

PAGE 17

BRANDING INTRODUCTION
Brand is a major issue in product strategy. As Russel Hanlin
the CEO of Sunkist Gnowers observed An orange is an
orange. Is an orange unless that orange happens to be Sunkist
a of 80% of consumer know and trust. Well known brands
command a price premium. Japanese companies like Sony and
Toyota have built a huge brand loyal market. At the same time
developing a branded product requires a great deal of long term
investment especially for advertising promotion and packaging.

PAGE 18

BRAND PROFILE
The national and international brands had been serving the
metros and sub metros since years. The lack of correct platform has
been the main obstacle to enter this territory.
Pantaloons are known for several firsts that revolutionized
the retail industry in Rajkot. It was the first retailer to promote key
brand and now it endeavors to grow in 2006 which was a great
boulevard for the brands and their suppliers to break through the
Saurashtra market.
Today the suppliers of Pantaloons and most of the brands
take pride of their being in the market at a very high magnitude.
They have never made them realize that Rajkot and Saurashtra is
yet small to adopt their big brands. Pantaloons stands out to be the
first outlet for the segments like garments and perfumes in the
region of Indian The recognition from the brands and its suppliers
has made quite obvious tha Pantaloons contribution in branded
apparels and accessories has been utmost of their growth in Indian.
On the other hand the efforts to promote those brands has
helped us to grow in the business and simultaneously accelerated
the growth of branded apparels, garments, perfumes and
accessories industry in this territory.

PAGE 19

CONTRIBUTION IN EVERY
CATEGORY
Branded Mens Apparels Formal Causal Sports
Pantaloons has been only outlet in Rajkot and the largest amongst
others in Saurashtra for the brands
Rig utility clothing
Schaller
Indigo nation
Lombard
Jone miller
Urbana
f- the factors
Lee-Cooper

Bare leisure
Akkriti
All
Umm
Urban yoga
Ajile
JMsports

Branded Womens Apparels Formal Casual

With a limited market for the ladies formal wear no other retailer
indulge their service to cater the segment. The requirement of the
formal wear for ladies has been significantly fulfilled at this store.
The brands which options provides to its ladies clientele are
Rig utility clothing
Schaller
Annabelle
All
Mix and match
Rang lauch
Trishaa

Akkriti
Ajile
Urben yoga
Jealous
Umm
Bare demine
Honey

PAGE 20

 Mens Traditional/ Occasional Wears

Akkriti

Womens Traditional Wear

Akkriti
Rang Munch

Trishaa
All

Mix N Match

Branded Kids Apparels

Kids zone at options comprises of the most renowed brands which
are made available in metros only they are
Gini & Jony
Kid Studio

Bare7214
G. J. Jeans

lilliput
Chalk Boys

Today all the suppliers have a great scope to penetrate their brands
in this territory

PAGE 21

 Purse
Pantaloons started its purse section with a very limited range of
brands. The ample growth in sales encouraged them to immediately
expand the section adding more brands.
Today it leads to purse market of Saurashtra and takes pride to be
the only of its kind of authorized outlet to promote Swiss brands
like
Pick me up

Meiww Just cool

Perfumes
An extensive counter on the ground floor itself portrays their
contribution in promoting this segment
The international brands includes
Hugo Boss

Nike

Adidas

Any customer of Saurashtra who would like to procure such brands

officially has only one options called Options

Jewellery
Jazz
Tribal

Ola

Sarah

Cosmetics body care and bath products

Lakme

Revlon
Lotus

PAGE 22

Streetwea

PREFERENCE TO BRAND
PRODUCT
The following are the priorities given to the brand
features according to the customers.

Brand Features
Brand Name
Color
Styling
Pricing
Fit
Indian Brands
Foreign Brands
Packing
Fabric
Salesmans Recommendation

Rank
1
5
3
2
4
9
8
10
7
6

The above given ranks reveals that customers give first

preference to BRAND NAME and then pricing and on and on. This
shows how imp brand is to all customers, sellers, brand holders.

PAGE 23

WHAT IS BRAND?
A brand is a complex symbol that can convey upto 6 level of
meanings
1. Attribute - A brand brings to mind certain attributes which
influence the purchasing point decision.
2. Benefits Attributes must be translated into functional and
emotional benefits.
3. Values The brand also says something about producer
values
4. Culture- The brand may represent a certain culture
5. Personality A brand can project a certain personality.
6. User The brand suggests the kinds of customer who buys
or uses the product
What distinguishes a brand from its unbranded commodity
counterparts is the consumers perceptions and feelings about the
products attributes and how they perform. Ultimately a brand
resides in the minds of consumers
- According to Kevin Keller
Similarly a brand can be well positioned by associating its
name with a desirable benefit. At the same time, promoting a brand
on only one single benefit can be risky. The strongest brands
present more than a rational appeal they back an emotional wallop.
Mare Gobe, The author of Emotional Branding argues that
successful brands must engage customers on a deeper level
touching a universal emotion.
If the brand evolves a strong set of beliefs and values, the
company must be careful not to stray from this.

PAGE 24

Hence, Brand could be collectively concluded as a quite

difficult task for any company as it is concerned with the
companys image and repo.

PAGE 25

BRAND POSITIONING
Brand is must more than a name, logo, colors, a tagline or
a symbol. These are marketing tool techniques. A brand is
essentially a marketers promise to deliver a specific set of
features, benefits and services consistently to the buyers. The
marketer must establish a mission for the brand and a vision of
what the brand must be and do. The marketer must think that he is
offering a contract to the customer regarding how the brand will
perform. The brand contract must be honest.
Brands are not built by advertising but by the brand
experience.
A brand idea will not take shape unless everyone in the
company lives the brand.
The following can be termed as crucial aspects for a firm to
position their brands in the new economy.
1. Companies should clarify the corporations basic values and
build the corporate brand.
2. Companies should use brand managers to carry out the
tactical work but the brands ultimate success will depend on
everyone in the company accepting and living the brands
value proposition.
3. Companies need to build up a more comprehensive brand
building plan as to create positive customer experiences at
every touch point events seminars, news, telephones, emails, person to person contact.
4. Companies need to define the brands basic essence to be
delivered wherever it is sold. Local executives can be varied
as long as they deliver the feel of the brand.
5. Companies must use brand value proposition as the key
driver of the companys strategy, operations, services and the
product development.

PAGE 26

BRAND EQUITY
Brands vary in the amount of power and value they have in
the market place. At one extreme are brands that are not known by
most buyers. E.g. in PANTALOONS most of the international
brands are unknown to the customer. So there is no preference for
them. Then there are brands which buyers have fairly high degree
of brand awareness e.g. brands like Indigo Nation Urbana,
Peter England etc,. then there brands that enjoy a high degree of
brand that command a high degree of brand loyalty e.g. Levis,
Jockey Nike, Reebok, Park Avenue etc.
Hence brand equity is defined as the brand assets linked to
brands name and symbol that add to a product or service.

PAGE 27

BRAND EQUITY TOOLS

Brand Equity Tools

Brand
Awareness

Perceived
Quality

Brand
Associations

Brand
Loyalty

Brand Awareness:
It is often undervalued asset awareness has been shown to
affect perceptions and even taste. People like to be familiar
and are prepared to use all sort of goods that are familiar to
them e.g.- people at Pantaloons come to by the well known
brands like Revlon, Lakme, Fa etc as there are the brands of
which customers are already well aware.

Perceived Quality:
It is a special type of association partly because it influences
brand associations in many context partly because it has
been empirically shown to affect profitability e.g. people
every where have the experience of using brands like Reid
and Taylor, Raymond, Vimal etc so they have a specific
perceived quality which is to be satisfied by the brand.

Brand Associations:
It can be anything that connects the customer to the brand. It
can include the imaginary product attribute, usage situations,
organizational associations, brand personality and symbols.
Much of brand management involves determining what
association to develop and then creating programmers that
will link the associations to brands. E.g. Highly reputed
brands like Scullers, Jone MIller, Lhomebard, Gili etc are

PAGE 28

Brand Loyalty:
Its the heart of any brand value. The concept here is based
on the building and strengthening the size of identity of each
loyalty segment. A brand with though small but intensely
loyal customer base can have significant equity e.g. the
brand loyal customers will surely knock at Pantaloons,
rendering best of the variety to these valued jems of
customers.
Thus equity could be judged by the above stated four tools.
The presence of all these will create an efficient brand management
system and brand affectivity measure.
The advantages of brand equity are enumerated as follows
1) The company will have more trade leverage in bargaining
with distributors and retailers because customers expect
them to carry the brand.
2) The company can charge a higher price than its competitors
because the brand has higher perceived quality.
3) The company can more easily launch extensions because the
brand name carries high credibility.
4) The brand offers the company some defense against price
competition.

PAGE 29

MANAGING BRAND EQUITY

The brand needs to be carefully managed so that its equity
does not depreciate. This requires maintaining or improving brand
awareness, perceived quality and functionality and positive
association. These tasks require continuous Research &
Development investment, skillful advertising and excellent trade
and consumer service.
Some analysts see brand as outlasting a companys specific
products and facilities. They see brands as the companys major
enduring asset. Every powerful brand in reality represents a set of
loyal customers. Brand equity is a major contributor to customer
equity. The proper focus of marketing planning is to extend
customer lifetime value, with brand management serving as a
major marketing tool.
Unfortunately, many companies have mismanaged their
brands in the quest for ever increasing profits. It is hence easy to
lose the focus on brand.
In a nationwide study of company in a wide range of
industries only 43% indicated that they even measured brand
equity where as 72% were confident enough in their brand equity
to project that it would last two years with no financial support and
over two thirds of the respondents had no formal long term brand
strategy.
Hence, the above stated aspects reveal the significance of
brand management. It is important now to build a strong brand in
the market for the attainment of core competence. The following
are the tools for building brands.

PAGE 30

BRAND BUILDING TOOLS

A common misconception is that brands are basically built
by advertising. It is true that television advertising in its early days
was the most effective brand building tool. There were very few
TV stations and people watched the comedies and dramas and
advertisements with almost equal interests
But now the scenario has changed. Now viewers watch one
of the dozens of TV station and most of the viewers are zapping or
ignoring the commercials. In fact many more are simply not
watching TV because they are busy on their computer and engaged
in recreational activities. The marketers therefore have to turn
down to other tools for attracting attention to there bands. Among
them the most important are

Public Relations and Press Releases:

Brand can gain a lot of attention from well placed
newspapers and magazine stories not to mention appearing
visually in Hollywood films. It is a matter of pride for
Pantaloons to have been studied by

Sponsorship:
Brands are frequently promoted in sponsored events such as
world famous bicycle and car races Pantaloons has always
been keen to grab such sponsorship opportunities and
performs it in small / large celebrations in Rajkot. They often
sponsor during Navratri.

Clubs and Consumer Communities:

Brands can form the center of consumer community where
there is greater awareness and preference of brand.

PAGE 31

Factory Visit:
The companies can invite the visitors to visit their factories
to spend a day or two there in as to become aware about
quality of management which highly strengthens the brand.

Trade Shows:
These represent a great opportunities to build brand
awareness knowledge and interest

Event Marketing:
Many automobile companies make an event out of
introducing their new car models Pantaloons have also
undertook such efforts while launching, adding newer brands
to their large brand offer list.

Public Facilities:
This is one of the consumer responsibility task Consumer
Relationship Tasks also help building brand. Many
multinationals as well as large companies undertake such
efforts to facilitate the society and to help building greater
lifestyle.

Social Cause Marketing:

Brand can achieve a following by donating money to
charitable causes .

High Value of Money:

PAGE 32

Some brands create positive word of mouth by offering

exceptional value for the money. The brand performance
matters here at a higher extent e.g. Lux saop and Beauty
Aids, Garnier beauty accessories etc.

Founders or Celebrity Personality:

A colorful founder or a celebrity personality can create
positive affect for the brand here Mr. KIshorbhai who has
been a person of great values having firm name in the
market stands as a backbone of Pantaloons which assures the
support in building brand.

Mobile Phone Marketing:

Customers in future shall hear about brand on their wireless
mobile phones as m-commerce grows.
Many of these tools describe efforts to build brand through
BRANDED EXPERIENCES or EXPERIENTAL
COMMUNICATIONS terms used by Jack Morton
company.

PAGE 33

ADVANTAGES OF BRANDING
Q. Why do sellers brand their products when doing so
clearly involves cost?
A. Because branding gives several advantages to the seller.

The brand name makes it easier for the seller to

process orders and track down problems.
The sellers brand name and trademark provide legal
protection of unique product features.
Branding gives the seller the opportunity to attract a
loyal and profitable set of customers. Brand loyalty hence
gives sellers some protection from competition.
Branding helps the seller segment markets. The
products under one brand could be formulated differently
and aimed at specific benefit seeking segments.
Strong brands help build the corporate image making
it easier to launch new brands and gain acceptance by
distributors and customers.

Distributors and retailers want brand names because brands

make the product easier to handle, hold production to certain
quality standards strengthen buyer preferences and make it easier
to identify suppliers.
Whereas customers want brand names to help them identify
quality differences and shop more efficiently.
The most important thing after incurring expenses on
branding are to measure the brands. It shall be seen in the brand
report card.

PAGE 34

BRAND REPORT CARD

The following interrogative aspect will help the seller to
measure up the brand
1) The brand excels at delivering the benefits consumers truly
desire. Do you focus relentlessly on maximizing your
customers product and service experiences?
2) The brand stays relevant. Are you in touch with your
customers tastes, current market conditions and trends?
3) The pricing strategy is based on consumers perceptions of
value. Have you optimized price, cost and quality to meet or
exceed customers expectations?
4) The brand is properly positioned. Have you established
necessary and competitive points of parity with competitors?
Have you established desirable and deliverable points of
difference?
5) The brand is consistent. Are you sure that your marketing
programs are not sending conflicting messages and that they
have not done so over time?
6) The brand portfolio and hierarchy makes sense. Can the
corporate brand create a seamless umbrella for all the brands
in the portfolio? Do you have a brand hierarchy that is well
thought out and well understood?
7) The brand makes use of and coordinates a full repertoire of
marketing activities to build equity. Have you capitalized on
the unique options while ensuring that the meaning of the
brand is consistently represented?
8) The brand managers understand what the brand means to
consumers. Do you know what customers like and do not
like about your brand? Have you created detailed research
driven portraits of your target customers?
The above given interrogative aspects help the seller to put
forward a strong brand and maintain it at the maximum extent.

PAGE 35

MAJOR PROMOTIONAL ACTIVITIES

Promotional activities are a must for every new as well as
established business. These entail great return in form of sales and
at times creation of Brand Image.
Promotional activities are till now proven to be the most
efficient tools for appreciating sales and attracting more and more
customers for trial and repeat purchases.
The attitude of customers depends upon the degree and
frequency of promotional activities carried out by the business
people. These do insist the customers to look at the product at once.
PANTALOONS, the one-stop shop Juncture of course
continuously is indulged into undertaking various promotional
activities. The following chart depicts the allocation of
funds/making expenses over different tools of promotions:

Advertisements
This is the most crucial part which makes IMAGES of the
business in the mind of customers. The commonly used
mediums of advertising utilized by PANTALOONS are as
follows

Hoardings
This is the tool used most by PANTALOONS. One can
easily view the hoardings of Pantaloons offering the locally
designed apparels to the international brands.

PAGE 36

The hoardings are displayed on following prominent sites of the

city
Mahila College Chowk
Yagnik Road, Rajkot
Under Bridge
Ring Road
Kalawad Road
Trikonbag
The hoardings have been most utilized effective tools for
advertising. The hoardings mostly display the designed
apparels as well as branded apparels of international
companies which are offered at PANTALOONS.

Print Media
Local/Daily newspapers:
This is used generally at the times of festives and at the
offering of various schemes. The advertisements are
published in the local daily newspapers E.g. GUJRAT
SAMACHAR
Local Magazines:
This tool is utilized to announce greater value schemes to
insist customers to at least visit PANTALOONS E.g. At
times in the case of addition of new stocks, newly designed
apparels,etc. or other discount coupons.

Regional Magazines
This tool is explored as to make consumers of surrounding
regions, aware about the availability of the peak brands at
Rajkot and to drag them towards it.

PAGE 37

Outdoor Advertisement
This is one of the most commonly used tool of advertising. It
includes TV advertisements including Cable advertisements,
Scrolling lines at the end of the screen.
Sponsorships
This is majorly done while
Navrati
Musical Programmes at Hemu Gadhvi
Educational Progg.
Direct mailers
Other Promotional Tools
The other promotional tools include distribution of
brochures, pamphlets, etc.
Call-center activities are also becoming popular those days.
Pantaloons also undertook it before a short span of time Eg.
While launching new brands of Garments.

Advertising Agencies
PANTALOONS ADVERTISING IS DEFINITELY
BACKED BY ADVERTISING AGENCIES like
Drishty Communications
Yogi Advertising
Campaign Advertising
Ascent Advertising

PAGE 38

STEPS UNDERTAKEN TO INCREASE THE

MARKET SHARE
o Emphasizing over promotional aspects.
o Taking intensive efforts to serve customers.
o Pampering customers demands slowly to turn down into
benefits.
o Introducing
and
implementing
customer
loyalty
programmers which are carried out for the benefits of the
customers out of store.
o Increase target oriented marketing activities, including direct
mailing, call center survey, asking their demand.
o Last march, direct/ door to door moving was done to collect
more and more information to know what people know
about options and brands.
o Offering schemes, discounts, offers and thereby increasing
sales.
o Involving themselves into much more marketing activities to
attract people.
o Evaluating shopping moods with ambience and decorations
which are synchronized by the festives.

PAGE 39

CORE COMPETENCE

Metro type shopping atmosphere right from Structure of

the store (fascade).

Ambience (the most different), display oriented having three

section . Special feature is that the display system is unique i.e.
all the varieties are displayed at a time without packaging in
boxes and bags.

Great Varieties in Choices

Offering Certain Services like

Exchange (Conditions Apply)
Delivery Services
Green Card Scheams

Welcome to Pantaloons Green Card Program.

Your Green Card is your passport to a whole new world of
exclusive benefits and privileges.
Instant discounts* for every time you shop at Pantaloons.
Exclusive shopping days to get hold of latest merchandise.
Regular updates on collections and promos via catalogues,
sms and email.
Special invites to the most happening events.
Extended exchange periods and complimentary drops for
alterations
Exclusive billing counters and much more.

PAGE 40

*Categories valid for Green Card Discounts:

Apparel, perfumes & cosmetics, toys, Bluesky, aLL, Depot,
Planet Sports & accessories. Valid on categories within Pantaloons
only.
Also valid at standalone Bluesky and aLL stores.

PAGE 41

1StarMembers
Gift Voucher worth Rs. 150 on enrolment
3StarMembers
5% discount on every purchase
5StarMembers
An exclusive 7.5% discount on every purchase
7StarMembers
A whopping 10% discount on every purchase

Unique method of advertising using hoardings and

invitation cards.

Location ideally located at Rajkots upcoming market,

Ring road on a core place, heart of city and most importantly
equidistant from all the places.

PAGE 42

ADVERTISING
METHODOLOGY
o Determination of festivals during quarters.
o Formulation of schemes to be launched/ announced keeping
in view the brands already available.
o Formulating budgets for the quarters keeping in mind the
forthcoming festivals.
o Announcement of schemes and creating awareness.
PREPARATION OF BUDGET
Budget is formulated keeping in mind, the aim of the quarter,
the last season performance of quarter.
The budget is bifurcated into different quarters and financing
is done with the help of advertising agencies and then they execute
it and at the end of quarters, the customer care team evaluates the
effect of marketing activity productivity.

PAGE 43

BRAND ASSET MANAGEMENT

Customers come to know a brand through a range of
contacts and touch points; Personal observation and use, word of
mouth, meeting company personnel, telephone experience, seeing
the web page, receiving invoices and so on. Although print and
broadcast advertising have played a large role in building strong
brands, the above mentioned forces are now, playing an important
role. Any of these experiences can be positive or negative. The firm
must put-in as much quality in managing these experiences as it
does in producing its sale.
Companies must balance their communication expenditures
among the main communication media. These include the
following seven communication vehicles.

Advertising
Public relations
Trade and sales promotion
Consumer promotions
Direct marketing
Event marketing
Internal employee communications

Companies are increasingly moving their Brand Building

Budgets to public relations, direct marketing, event marketing and
employee training.
One of the most potent influences on brand perception is the
experience customers have with the companys personnel. If the
telephone operator is curt, if the order taker is poorly informed, if
the accountant will not explain the invoice - the brand image is
compromised. Therefore, the company needs to train its people to
be customer - centered. Even better, the company should build
pride in its employees regarding their products and service so that
their enthusiasm will spill over the customers.

PAGE 44

Companies must go further and train and encourage their

distributors and dealers to serve their customers well. Poorly
trained personnel can ruin the best of efforts made by the
company to build a strong brand image.
This suggest that managing Brand Assets can no longer be
entrusted to brand managers because they do not have enough
power and scope to do all the things that are necessary to build
and enhance their brands. Their incentive system drives them to
pursue short term results whereas managing brands as assets
calls for longer term strategy and more inclusive team work.
Now a days, some companies are putting their branding in
the brand s of an entirely different company that can focus on
Brand Management and nothing else. Hence, there are bulks of
companies managing brands - not owning brands.

PAGE 45

CONSUMER ATTITUDE DRIFT

Brands vary in the amount of power and value they have in
the market place. At one extreme are brands that are not known
by most buyers. Then there are brands for which buyers have a
fairly high degree of BRAND AWARENESS. Then there are
brands that enjoy a high degree of brand preference. Finally,
there are brand that command a high degree of brand loyalty.
The firm / company feels rest assured and can boast about
their brand management and the sure customer attitude and can
be happy after spending high amount on branding when a
customer walks in the store and if discovers that the specific
brand preferred by him is not available, he walks out
This is the achievement of brand management the customers
are this brand loyal. David Aaker distinguished five levels of a
customer attitude towards a brand from lowest to highest.
Customer will change brands especially for price reasons
No brand loyalty
E.g. Scullers Trousers are preferred over Rig Utility Clothing
due to low price.
Indigo Nation Jone Miller jeans are preferred over Levis
and Numero due to price reason.
Customer is satisfied
No reason to change the brand
The customers who prefer to use Revlon, Lakme, and
Garnier products are satisfied by its use and so there arises no
reason to change over to the another brand though abundantly
available.

PAGE 46

Customer is satisfied and would incurr costs by changing

brand
E.g. a preference / attitude to use more new products / brands is
valid reasons for shifting towards another brands though it bears
costs.
Customer values the brand and sees it as a friend
Brand is the one which is preferred once and joined forever for
the brand loyal customers. They choose it at once but use it
forever. It is the one brand which is always going to be
proffered by the customer. The preference sustainment and
shift/drift depends upon the strength of brand or the percept
value of brand in the mind of customers.
Strong the brand image in the customer mind, higher the loyalty
of that customer.
Customer is devoted to the brand
The one phase comes in the brand lifecycle where it has gained
such a position where the customer is fully devoted to the
brand. He may incurr higher cost to continue the use of that
particular historic brand. This makes him avoid the usage of
new launched brands but is very helpful when the firm wants to
launch new product under the same brand name.
The most appropriate level of operation is the 5th and 6th one
where BRAND has achieved a sustainable position in the
mindset of the customer and brand is in a commanding position
to mold the environmental changes in the favor of company /
firm.
Brand equity is highly related to how many customers are in
classes 3, 4 or 5. It is also related to the degree of brand name
recognition, perceived brand quality, strong mental and

PAGE 47

emotional associations and other assets such as patents,

trademarks and channel relationships.

RESEARCH METHODOLOGY
Objective of Study
The objective of study is to get further information about the
attitude of Rajkot customers towards the Mega Brand offers
Pantaloons. How people react to the brand, their preference and
willingness to make purchases of branded products. The various
factors like affordability, desire of purchasing need element for
insisting a purchase, attitude towards the mega-store, etc.
The ability of brand managers to put forth their brands
before the customers and pampering their demands for branded
products is the most important aspect of this study.

PAGE 48

SCOPE OF STUDY
The scope of study was to understand the mindset of
especially indian customers to face the internationally popularly
branded products. How can they be dragged towards the purchase
of branded products?
The scope of study could be enlisted as below:
1. To discover factors persuading and influencing buying
decision.
2. To find out their satisfaction level in the accordance with the
value paid by them.
3. How do customers prefer one brand over the other?
4. Whether they are aware about and ready for the One Stop
Shop juncture PANTALOONS and vivid range of branded
products offered or not?
5. The reasons for purchase of branded products from
PANTALOONS.

PAGE 49

SAMPLE SIZE
This aspect refers to the question
How many people should be surveyed?
Sample could be defined as Sample is a group of
respondents selected from the whole population under study.
Proper and optimum size of sample should be selected to be a truly
representative of population. Because wrong, inadequate or
excessive sample misleads whole procedure of study and it is also
very difficult to select proper sample size.
I have conducted my survey on CONSUMER ATTITUDE
TOWARDS BANDED AND NON-BRANDED PRODUCTS
with special reference to brands offered at PANTALOONS,
Rajkot and selected 100 respondents which are truly representative
for my analysis and the conclusions arrived at by their responses
are also reliable.

PAGE 50

SAMPLING METHOD
The sampling method adopted by me while enacting the
survey is STRATIFIED CONVINIENCE SAMPLING. From the
total population of the preferred of branded products, a sample of
100 has been chosen according to convenience.
The respondents are selected on the basis of their know
legibility, attitude, awareness about brand, visit at
PANTALOONS and knowledge of other, management related
aspects. This includes service people, professionals, students
(management students, undergraduates) etc. and major
occupations.

PAGE 51

DATA COLLECTION METHOD

Data collection is the most important step in the research
process. This may include a number of errors which may lead to
futility of research. In the survey, the data collection has been
taken special care.
Data can be collected by two methods
1. Primary Data
2. Secondary Data
For primary data collection, I had prepared questionnaires
which were kindly and duly filled up by the respondents. The
questionnaire contains questions like their preference of branded
and non-branded items, more popular brands, reasons for
preference over each, etc.
Secondary data collection is not so far required as the
research is done Topic Oriented and it is difficult to make
accessible topic-suitable material. Although, I have referred a
couple of magazines having articles containing some data about
PANTALOONS.

PAGE 52

ANALYSIS AND INTERPRETATION

Analysis and Interpretation is one of the most important
steps in the research procedure. The success or failure of research
largely depends on how successfully the analysis and interpretation
is done.
To make data, meaningful, the data is classified according to
different variables to make it simplified. Following the previous
step, tabulation is done of the classified data. The main purpose of
tabulation is to know the frequency of response. It helps to develop
relationship between the data and also to compare. This whole
process of
Collection
Classification
Tabulation
is called analysis of data.
After the data is analyzed it needs to properly be interpreted.
This is a very crucial step, as, wrong / imperfect interpretation
leads to wrong conclusion and there by futility of Research
Interpretation means to get over the tabulation and give meaning
to that analysed data. And on the bases of the analysed data,
determine the exact cause and effect relationship between different
variable which are a part of Research Study.

PAGE 53

Q - Gender:
Sr. No.
1
2

Occupation
Male
Female

Percentage
60
40

ANALYSIS
Turning out ration in case of gender is male 60% and female 40%.

PAGE 54

Q - Occupation :
Sr. No.
1
2
3
4
5

Occupation
Businessmen
Profession
Service
Any other
Students

Percentage
12
30
15
5
38

ANALYSIS
The study clearly shows that the student persons which
accounted to 38% of the total sample is the clear indication that
they prefer more the branded products than the other groups with
the least difference. Profession accounted for 30% followed by
service with 15% and businessmen/women 12% respectively. A

PAGE 55

remarkable low 5% of housewives prefer to purchase branded

product .

Q - Income (Per Month):

Sr. NO
1
2
3
4
5
6

Income
1000-10,000
11,000-20,000
21,000-30,000
31,000-40,000
41,000-50,000
Above-50,000

Percentage
60
20
12
2
2
4

ANALYSIS
The study clearly shows that 60% of the respondents belong
to the first income group i.e. 1,000-10,000. Being favorably
followed by 20% relevant income group 11,000-20,000 other
income group accounts to 2% 31,000 40,000 and 2% 41,000
50,000 and 4% above 50,000.

PAGE 56

Q - Material status
Sr.No.
1
2

Material status
Married
Unmarried

Percentage
46
54

ANALYSIS
Among the respondents the married respondents enumerated
to be 46% and unmarried respondents enumerated to be 54% .

PAGE 57

Q - Have you ever visited PANTALOONS

Rajkot ?
Sr. no.
1
2

Particulars
Yes
No

percentage
100
0

ANALYSIS
The survey report shows that all the respondents i.e. 100% of
respondents they have to visit in pantaloons Rajkot.

PAGE 58

Q - Do you prefer the use of branded

products?
Sr. no.
1
2

Particulars
Yes
No

percentage
80
20

ANALYSIS
The survey report shows that all the respondents i.e. 100% of
respondents prefer to use branded products. This shows that
upcoming branded products can project a potential market.

PAGE 59

Q - In which of the following is prefer

branded products?
Sr. no.
1
2
3
4
5
6

Particulars
Garments
Accessories
Underwear
Jewelers
Perfumes
cosmetics

percentage
45
8
7
15
11
14

ANALYSIS
The most preferred branded products is covered under the
head of Garments products turning up to 45% being entailed by s
being Jewelers 15% being followed by at cosmetics 14% and
Perfumes at 11% and Accessories 8% , Underwear at 7% of the
total respondents.

PAGE 60

Q - If yes, why do you prefer them?

(Reasons)
Sr. no.
1
2
3
4
5
6
7
8
9
10
11

Particulars
Durability
Style
Influenced throught celebrity
Design
Status
Fashion
Co lour
Quality
Varity
Service
schemes

PAGE 61

percentage
5.2
20
3
17
9.2
14.50
10
12
2.8
0.8
5.5

Q - Which specific brand do you prefer

which purchasing?
Garments

Male
Sr.No.
1
2
3
4
5
6
7
8
9
10
11
12
13

Particulars
Rig utility clothing
Schaller
Indigo nation
Lombard
Jone miller
Urbana
F- The factor
Bare leisure
Akkriti
All
Umm
Urban yoga
Ajile

PAGE 62

Percentage
2.22
4
8.80
13.33
28.66
2
15.55
6.70
4.44
5
8
0.9
0.4

ANALYSIS
Male members prefer jone miller who turn out to be 28.66%
and F- The factor out at 15.55%. These are competent to their
Competitors like Lombard at 13.33%, Indigo nation at 8.80 % the
rest but remarkable collectively form about 20% comprising the
share of Urban yoga and Ajile and Urbana ,Rig utility clothing ,
Schaller hich are not popular at the extend to of former ones.

PAGE 63

Q - Femal
Sr.No

Particulars

percentage

1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16

Rig utility clothing

Schaller
Annabelle
All
Mix N Match
Arha
Rang lauch
Trishaa
Akkriti
Ajile
Urben yoga
Jealous
Umm
Bare demine
Honey
109 F

2.66
4
8
3
13.33
10
7
9
3
8
4.10
6.66
11
2
5
3.25

PAGE 64

ANALYSIS
The female respondents prefer Mix N Match the most which
figures out to be 13.33% being followed by Umm11% the rest like
Looks, Arha and Annabelle contribute by 10%, and 8% Jealous
6.66%, Honey 5%, Rang lauch 7%respectively. This proves simple
that there is remarkable good preference of Mix N Match garments
among women brand conscious consumers.

PAGE 65

Q Children
Sr.No
1
2
3
4
5

Particulars
Bare 7214
Lilliput
Gini & jany
Chark Boys
Kid Studio

percentage
10
14
43
20
13

PAGE 66

ANALYSIS
The childrens respondents prefer Gini & jany the most
which figures out to be 43% being followed by Chark Boys 20%
the rest like Looks, Lilliput and Kid Studio contribute by 14%, and
13%,Bare7214Honey respectively. This proves simple that there is
remarkable good preference of Gini & jany garments among
children brand conscious consumers.

PAGE 67

Q - Are you satisfied with brands of

PANTALOONS?
Sr.No
1
2

Particulars
Yes
No

percentage
76
24

ANALYSIS
That is the clarify 100% of respondents that 76% of
respondents is satisfied with the brand of pantaloons, and 24%
respondents is not satisfied.

PAGE 68

Q - Have you buy non branded clothes ?

Sr.No
1
2

Particulars
Yes
No

percentage
50
50

ANALYSIS
Exactly 50% of the respondents prefer non branded products
over branded ones and the rest 50% do not prefer it. This is quite in
resemblance to the type of customer whether innovative, switcher,
loyal customer etc.
.

PAGE 69

Q - If yes, why?
Sr.No
1
2
3

Particulars
Low price
Varity
Schemes

percentage
60
20
20

ANALYSIS
If the 100% respondents 50% should have to purchased the
non branded cloths because the customer is highly important for
the low price ,no. of Varity and bundles of schemes are available.

PAGE 70

The customer is first low price 60% and Varity and schemas
are20%and 20% respectively.

Q - To what extend is price important for

purchase of branded products?
Sr.No
1
2
3

Particulars
Not at all
Moderrate
Highly important

ANALYSIS

PAGE 71

percentage
36
23
41

Price is a dominating and decisive factor at the time of actual

purchasing of products. 41% of respondents are such for whom
Price is high important. Whereas 23% of the respondents show
moderate important significance of price as deciding factor while
purchase of branded products.
For 36% of respondents Price is negligently important and here
the purchasing decision depends on the other factors.
The above ratio shows a good blending of potential customers and
the non potential but future prospective customers.

PAGE 72

Q - What are the other convenience you will

prefer ?
Sr.No
1
2
3
4

Particulars
Jade blue
Option
Icons prozone mall
V-mart

ANALYSIS

PAGE 73

percentage
46
16
23
15

That are show the respondents have to other convenience of

Jade blue being followed by 46% that is highly important. Than the
other option like shows icons prozone mall, Option and V- mart
being followed by 23% ,16% and less important is V-mart 15%.

Q - Which media of advertisement

PANTALOONS should prefer?
Sr.No
1
2
3
4
5
6

Particulars
Newspaper
Pamptets
T.V
Radio
Hoardings
Mouth & Mouth

PAGE 74

percentage
35
5
20
10
26
4

ANALYSIS
With the increasing Info-trend there is a burst of modes of
advertisements being opted by the marketers to attract the
consumers attention by hook or crook.
35% of the respondents are influenced by the most common and
costly mode of advertisement i.e. newspapers being followed by
35% by hoardings which have greater scope in Gujarat especially
whereas only 26% of respondents .the T.V being followed by 20%
of respondents.
There is again a remarkable contribution radio of at 10% of the
respondent where as pamptets poorly contributes 5%.
The negative remarkable aspect in this matter is that none of the
respondents get influenced by pamphlets. This proves further cut
down from the list of print media mode of advertisement.

PAGE 75

Q - Which brand ambassador of

PANTALOONS?
Sr.No
1
2
3
4

Particulars
Lara data
Boby deoal
Bipasa basu
Zahid khan

percentage
40
24
26
10

PAGE 76

ANALYSIS
The current brand ambassador of Lara data and Boby deoal .The
past brand ambassador is Bioassay basso and Zahid khan .The
respondents point of view Lara data 40% and bipasa basu 26%of
good brand ambassador. other than the Boby deoal 26% and last
the Zahid khan 10%of the less response.

Q - Any another suggestion from you for

brand ambassador ?
Sr.No
1
2

Particulars
Yuvraj shingh
Rutvik rosan

percentage
45
55

ANALYSIS

PAGE 77

That is clarify that the respondents are suggested other

brand ambassador of most of the respondents are suggest actors of
Rutvik rosan by 55% and famous cricketer of Yuvraj shing by 45%.

SWOT ANALYSIS
STRENGTH
o

15 years of experience in
garment retailing with most popular brands.

The most prominent location on

150ft. Ring Road with an attractive fascade (front elevation).

A very wide display area with

shop-in-shop concept helps to enhance each and every brand.

Professionally trained staff to

serve the customers.

Occassionally visited by the

consultants from Mumbai for staff training and guidance.

Approximately 600 foot-falls

on daily basis including prominent personalities, business and
corporate class visitors of Saurashtra.

WEAKNESS
o

The public perception about high price for high quality

shall become an obstacle to increase the customer base.

PAGE 78

Lack of brand awareness among the Rajkot consumers and

other surrounding regions.

OPPORTUNITIES
o

The increasing base of the customers preferring brands and

their increasing importance for increasing the standard of
living.

Entry of newer brands which are looking for bulk customer

hunt in the small towns
- According to some of the magazines

Increasing market in small towns looking for good

brands.only shopping juncture offering a number of brands at
one place.

Its innovative customer service ending up to customer

awareness and preference.

THREATS

The emergence and inception of shopping malls like

PANTALOONS and entries of great brands in one shop stop
business.
He already established shops which offer only some brands are
also a competing threatful factor which make a share in their total
brand market share.
The in affordability of the most of the customers as the
discreationary income here (in Saurashtra) is lower.

PAGE 79

PAGE 80

CONCLUSION
Branding is a major issue in product strategy. A brand is a
complex symbol that can convey many levels of meaning.
Branding is expensive and time consuming and it can make or
break a product. The most valuable brands have a brand equity that
is considered an important company asset and that must be
carefully managed.
In thinking about branding strategy, companies must decide
whether or not to brand: whether to produce manufacturer brands,
or distributor or private brand: which brand name to use: and
whether to use line extension, multibrands, new brands or cobrands.
The best brand name suggests something about the products
benefits: suggests product quality: are easy to pronounce, recognize
and remember are distinctive and do not carry negative meanings
or connotations in other countries or languages.

PAGE 81

SUGGESTIONS
1)

The excessive utilization of money in the accessories like

lighting and other showroom furniture is proving to be
unproductive.

2)

Rajkot consumers are less interested in posh-accessories

for garments and they may avoid the high brand purchase
due to high price which should be eliminated

3)

Continuous announcements of different schemes will

keep the brand recall better in the minds of consumers.

4)

Emphasising on other aspects such as increasing the

product-brand-offering will attract more consumers.

5)

Giving cost benefits to regular customers will help build

a strong loyal customer base.

6)

Emphasise on the modern marketing approach of

CUSTOMER RELATIONSHIP which will help the
firm in future.

PAGE 82

FUTURE PLANS
Despite sufccess, Kishorbhai Biyani believes that there is a
lot more to be done. He has great plans to make Pantaloons a
great player in the retail industry.
The future plans of Pantaloons include the launch of the
Customer Loyalty Programme, which will offer its members an
opportunity to collect points and avail of innumerable special
benefits. Also in pipeline is home-shopping for special clientile.
Ensuring that the Pantaloons group does its bit towards the
very society that has allowed to grow and succeed. He also plans to
set up a training institute for retail management, and hopes that this
will become the foremost of such institutions in the Saurashtra
region.

PAGE 83

BIBLIOGRAPHY
1) Marketing Management
By Philip Kotler
2) Business Today
A magazine, advanced in Business
Buzz
3) Images
Business of Fashion
4) Marketing Management
Philip Kotler & Gary Armstrong

PAGE 84