Download - 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)