STP OF PANTALOON

GEOGRAPHIC-urban,metropolitan cities
DEMOGRAPHIC-
Family Size-family life cycle
Income-upper middle &high
PSYCHOGRAPHIC-
Socioeconomic Class-A1,A2,B2
Lifestyle-culture-oriented,sports-
oriented,outdoor-oriented
BEHAVIORAL-
Occasions-regular
Benefits-quality,economy,service
User status-regular
Usage rate-medium
Loyalty status-medium & strong
Attitude-positive


POSITIONING STRATEGY
Initially positioned as a family store, it finally
veered towards becoming a fashion store with
and emphasis on youths and clear focus on
FRESH FASHION. They are targeting youth
and even women, since they are the ones
defining most purchasing decisions
INTRODUCTION

Led by its flagship enterprise, Pantaloon Retail, the group operates over 12 million
square feet of retail space in over 71 cities and towns and 65 rural locations across
India.
The group owns several leading formats including Pantaloons, Big Bazaar, Food
Bazaar, Home Town, eZone and Central.
Pantaloons is among India's largest chains of fashion stores. Pantaloons Fresh
Fashion, with its focus on 'fresh look, feel and attitude' offers, trendy and hip
collections that are in sync with the hopes and aspirations of discerning young and
'young-at-heart' consumers.
Pantaloons Fresh Fashion stands out as a fashion trendsetter, on the lines of how
fashion is followed internationally. This 'fresh fashion' destination allows
customers to shop for the latest in fashion apparel and accessories throughout the
year in an attractive and visually stimulating ambience.
Pantaloons Fresh Fashion stores have presence with stores not just in Metros but
also in smaller towns. All stores have a wide variety of categories like casual wear,
ethnic wear, formalwear, party wear and sportswear for Men, Women and Kids.
Major milestones
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.