PROJECT PHASE -1

Enigma_Pantaloons
Ayush gupta
Anirudh nair
Atul kumar
Ravi Ranjan
 1.1 Executive Summary
Our study on “Digital Marketing of Pantaloons (Patna)” involves creating awareness about
the new store that is about to come up in Patna by engaging customers and getting them
involved on social media (facebook).

Digital Marketing is basically a way in which Pantaloons can promote their products and
services using digital technology, mainly on the internet. It also includes the use of mobile
phones, display advertising, and any other digital medium . As the main goal of the project is
to increase awareness, we are trying to spread awareness among youth under the age of 18-
30.
2.1 Project Introduction
a) Introduction about the company
Pantaloons Fashion Retail Limited is India’s leading retailer that works multiple retail
formats in both the value and lifestyle segment of the Indian consumer market.

Type: - Public

Industry: - Retail

Founded: - 1997

Headquarters: - Mumbai, Maharashtra, India

Number of locations: - 86

Area served: - India

Key people: - Pranab Barua (Managing Director)

Shital Mehta (CEO)

S. Visvanathan (CFO)

Suraj Bahirwani (COO)

Product: - Department Stores

Number of Employees: - 5300

Parent: - Aditya Birla Group

Website: - pantaloons.com [ CITATION www1 \l 16393 ]

Pantaloons Fashion & Retail Limited is an Indian best clothing retail

chain. The first Pantaloons store was launched in Gariahat, Kolkata in 1997. As of May
2016, there are 140 Pantaloons stores in 75 cities. Pantaloons was previously controlled by
the Future Group, has now been taken over by Aditya Birla Nuvo Limited (ABNL).
According to the Brand Trust Report 2013-15, a study conducted by Trust Research
Advisory, Pantaloons introduced among 100 most trusted brands in India.
With a chain of 140 fashion stores crosswise over 75 urban areas and towns, Pantaloons is
continually augmenting its impression into whatever remains of modern India. It traverses a
retail space of 1.7 million square feet which is amongst the biggest in India.

Voted as India's Most Trusted Apparel Retail Brand, (Brand Equity Survey 2013-15),
Pantaloons is division of Aditya Birla Fashion and Retail limited has always been one of the
most loved large format fashion retailers in India.

Post-obtaining by Aditya Birla Nuvo Limited in 2013, Pantaloons is today the fastest
developing large configuration retailer in the country. The rate of new store openings has
expanded from one every two months to one every two weeks. The brand is currently present
in 75 Indian urban areas. [ CITATION www14 \l 16393 ]

b) Product/Service description

The company offers wide variety of brand offerings across apparel and non-apparel
categories and it works crosswise over classes of like, Casual wear, ethnic wear, formal wear,
party wear and active wear for men, women and kids. Women wear is the lead classification
adding to half of total apparel sales. Non-apparel products include footwear, handbags,
cosmetics, perfumes, fashion jewellery and watches.

LEADING BRANDS AT PANTALOONS: - Pantaloons today retailers over 200 licensed

and international brands, including 24 exclusive in house brands.

The Pantaloons exclusive brand bouquet includes:

1. Rangmanch

2. Ajile

3. Honey

4. Akkriti

5. Chalk

6. Annabelle

7. Trishaa

8. Alto Moda

9. Poppers
10. Chirpie

And also features brands licensed on a long-term basis like:-

1. Bare

2. Rig

3. SF Jeans

4. Byford

5. JM Sports

6. Lombard and,

7. Candies.

The company launched Three new brands in FY'15, including,

1. Izabel London,

2. Indus Route

3. Urban Eagle.

Pantaloons host MFL before, now the Company PFRL means Pantaloons Fashion & Retail
Ltd. & Madura Fashion Ltd.(MFL) merge together and become ABRL. Before they offer
brands as:-

1. Louis Philippe

2. Van Heusen

3. V.Dot

4. Allen Solly

5. Allen Solly Junior

6. Peter England etc. for Men & Women Both.

Since our goal is to increase awareness among the public we are trying to get them engaged
with the above mentioned brands. These are brands that offer clothes mainly to the youth. So
we are trying to show the target audience what options they have in the market. We will take
the help of Facebook as a social media platform to spread awareness.
C) Business Goal

The goal of the project is to spread awareness among the youth between the ages of 18-30
about the various products offered by Pantaloons using Facebook Selfie contest.

We are expecting responses from at least 200 customers in and around Patna by 20 th March
2017. We will be targeting the existing customers of Pantaloons and also customers who
tend to shop frequently from shopping malls. We believe we can run a successful social
media campaign on facebook and achieve our objectives.

3.1 MARKETING AUDIT

a) Key Challenges in Business

Digital Marketing is gaining popularity and is very effective. It helps in creating new
opportunities.

The biggest challenge is to identify the correct channel that fits the business requirements.
We should be able to find out which channel can help in getting the best out of the campaign.
There will be budget constraints and we have to ensure we make the most of the budget and
other required resources available to us.

Another challenge that we could face is Uncertainty. We do not know for sure if the
campaign is going to break the business. Online campaigns can either be very successful or
can lead to your downfall. We must be very careful while choosing the campaigns. Before
running the campaign there are various factors one needs to consider such as the : is it
feasible to run this campaign, will the audience take it in a positive way, will it have a
negative impact etc.

b) Gap areas in business

The areas of Gap that we identified are as follows:

There is no Facebook page for this particular branch of Pantaloons, Patna, despite having a
huge of population (over half a million) of internet frenzy youth in the city.

This causes lack of interaction between the customers and the company which can lead to
knowledge gap, service gap and the company will lose out on the opportunity of building
strong relationships with the customers which could prove beneficial to the store.
C) Industry and Category Analysis

Pantaloons competes in a dynamic market that has large number of players. It faces stiff
competition from the following stores in Patna:

City name: Patna

Format name: Pantaloons

Location:- Chankya mall Exhibition road, Patna

Size (sq. ft.): 26253

Sales (in lakh for a week): 42.65

SSPD: 25.57

Walk Ins (in a week): 7763

Brand availability: 50

City name:-Patna

Format name: - Central

Location:-The mall, Patna

Size (sq. ft.):-80000

Sales (in crore for a week):-1.1

SSPD:-16.32

Walk ins (in a week):-25000

Brand availability:-500

City name:-Patna

Format name: -Reliance trends

Location:-Reliance trends, Patna

Size (sq. ft.):-18000

Sales (in lakh for a week):-33

SSPD:-21.84

Walk ins (in a week):-7000

Brand availability:-100

City name:-Patna

Format name: - Big bazaar (FBB)

Location:-P and M mall, Patna

Size (sq. ft.):-36000

Sales (in lakh for a week):33

SSPD:-36

Walk ins (in a week):-27500

Brand availability:-35

Category Analysis

The company offers wide variety of brand offerings across apparel and non-apparel
categories and it works crosswise over classes of like, Casual wear, ethnic wear, formal wear,
party wear and active wear for men, women and kids. Women wear is the lead classification
adding to half of total apparel sales. Non-apparel products include footwear, handbags,
cosmetics, perfumes, fashion jewellery and watches.

The categories that Pantaloons offers to the customers that we are targeting (age group 18-30)
with the help of our advertising campaign are:

Allen Solly

Louis Philippe
Van Heusen

Peter England

Rangmanch

d) Environmental Analysis

Pest analysis is done to find out how the Political, Economic, Socio cultural and
Technological factors can influence the running of a business. An organization has to take
into consideration the external environment before starting off with its marketing activities.
In fact, environmental analysis should be done on a regular basis from time to time to get an
idea of what actually is happening in the environment and how it can impact the business.
The organization's marketing environment is made up of: The macro-environment e.g.
Political (and legal) forces, Economic forces, sociocultural forces, and Technological forces.
These are known as PEST factors.

Political Environment

The political environment includes governmental and special interest groups that influence
and limit various organizations and individuals in a given society. The public expects
organizations to be ethical and responsible. Political risk can be defined as the impact of
political change on the export firm's operations and decision-making process.
Though it may seem like the Political scenario of the state can have no impact on the running
of our website, it is far from the truth. Politics also plays a crucial role. In times of Political
turmoil customers may shy away from visiting stores and this has a drastic effect on the
business. We also have to ensure at all times we don’t hurt the Political sentiments or spread
anything that customers might perceive as negative as it can have a negative impact and can
cause the business to go in downward spiral.

Economic Environment

These are factors that can affect the purchasing power of the customers and also the way a
customer spends his money. Economic factors include business cycles, inflation,
unemployment, interest rates, and income. Changes in these major variables have a powerful
impact on the marketplace. For example, income affects consumer spending which affects
sales for organizations. It can cause a rise in prices. It may become expensive for us to send
out our advertisements.
Socio Cultural Environment

Social/cultural forces are the most difficult uncontrollable variables to predict. It is important
for marketers to understand and appreciate the cultural values of the environment in which
they operate. The social and cultural influences on business vary from country to country. It
is very important that such factors are considered. Factors include:

How much time do consumers have for leisure?

What are the roles of men and women within the society?

What is the population of the society and the expected growth rate?

How long have people been living there?

How many of them have access to the internet?

How often do they go for shopping?

Technological Environment

The technological environment refers to new technologies, which creates new product and
market opportunities. Technological developments are the most manageable uncontrollable
force faced by marketers. These are factors that can be managed to an extent if the companies
learn to adapt to new technology. In order to stay in business and ahead of rivals an
organization must know about the latest developments in technology.

Technology affects the buying pattern of consumers. If the customers feel that a product is
technically superior to another then they are most likely to go for that product. So in order to
stay ahead of competition we have to make sure we keep customer engaged on our fan page.
We also have to come up with creative strategies to keep customers interested. We have to
either adapt to the latest trends in the market or create a trend that can go down well with the
customers.

Legal Environment

Legal Environment can also have a major effect on the way a business is done. We have to
ensure we do not get involved in any sort of malpractices. Some of the challenges we may
face legally could be False advertisement, hiding important information, not adhering to
government policies, online frauds etc.

e) Competitive analysis – Porter’s Five Forces Model

Industry Analysis can be done by using Porters Five Forces Model. This model gives us an
insight into what threats/ situations a business could face when they enter the market.

The Five Forces are:

Bargaining Power of buyers: Customers now a days have a plethora of options to choose
from. There are so many places they can buy their products from. So it is important for
Pantaloons to provide something unique in their offering. It is also up to us to come up with
creative ad campaigns on the social media in order to spread the word about the products and
services that are being offered and drawing their attention towards us.

Bargaining Power of Suppliers: Bargaining power of suppliers refers to the extent to which
the suppliers have power over Pantaloons. In this case suppliers also have options to choose
from when it comes to distributing the supplies. So it is important to strike a deal that leaves
both Pantaloons as well as the suppliers in a win-win situation.

Threat of new Entrants: These are the threats that Pantaloons can face from companies that
have entered the market recently. These companies include online businesses like Myntra,
Jabong, etc which are attracting customers.

Threat of Substitutes: These are the threats Pantaloons can face from other existing
shopping malls like Central Mall, Reliance Trends, Lifestyle and Big Bazaar.

Industry Rivalry: Industry rivalry refers to the extent to which rivalry exists in the market
between the existing brands. Pantaloons competes in a dynamic environment. The market is
ever changing and does not wait for anyone. So it is important for Pantaloons to be on the
lookout for every small opportunity to get a competitive edge over the competitors. It is also
important for us to differentiate our offerings and campaigns to stand out in the eyes of
customers.

f) Situation Analysis - SWOT

STRENGTHS

1) They already have a strong customer base.

2) The customer base is huge consisting of people belonging to all age groups.

3) The old Pantaloons in Patna has around 2000 likes.

4) Pantaloons can use this as a foundation to attract customers to the fan page we are going to
create on facebook and it helps in spreading awareness.

WEAKNESS

1) The only weakness can be attributed to lack of or no online interactions whatsoever.

2) Lack of awareness about the new webpage.

OPPORTUNITIES

As mentioned earlier in the strengths, Pantaloons has a huge customer base. So we can take
this opportunity to reach out to as many existing customers as well as new customers as
possible and spread awareness about the products being offered.

THREATS

The serious threats Pantaloons can face in Patna can be from Central Mall, Reliance Trends,
and Big Bazaar.

4.1 DIGITAL AND SOCIAL MEDIA GOALS

Our goal is to create a facebook page for the new Pantaloons store that has opened in Patna.
The store that had opened in the month of August 2016 does not have a facebook page till
date. So this has resulted in a communication gap between the store and the customers. So
our objective is to create a facebook page in order to have real time communication with the
customers and answer their queries and also promote our store and its offerings to the
existing as well as potential customers.

The goal of the project is to spread awareness among the youth between the ages of 18-30
about the various products offered by Pantaloons using Facebook Selfie contest.

We are expecting responses from at least 200 customers in and around Patna by 20th March
2017. We will be targeting the existing customers of Pantaloons and also customers who
tend to shop frequently from shopping malls. We believe we can run a successful social
media campaign on facebook and achieve our objectives.

a) Objectives
 Our main objective is to spread awareness among the people belonging between the
age group of 18-30.
 Create a facebook page for the new store to increase interaction with the customers
with a view to address their issues and also promote the offerings of the store.
 We are also going to run a campaign on facebook which will help in increasing
customer engagement.

b) Strategy – in pipeline format

The pipeline consists of five stages. The following are the stages in terms of our
strategy:
Awareness: This is the stage where you show what value your product or service can
provide to the customer. Here we spread awareness about the products. We are going
to spread awareness using “Pantaloons Selfie Contest”. This is the first stage of
interaction between the store and the customers where the customers learn about what
the offerings of the store.
Consideration: This is where you build a deeper relationship with the customer by
introducing them to the products and services. We will post pictures of the clothes
from the store and let our target audience know what is being offered.
Conversion: Here the goal is to turn a potential customer into an actual customer.
The goal is to get the customer to purchase the product. We will post information
regarding the promotional offers that are currently in use. We will also let the
customers know about the various products and the benefits of using those products.
Loyalty: It involves retaining customers and building strong mutually beneficial
relationships with them. We will provide them with the best products and services
possible in order to keep them interested. We will provide them information
regarding latest offers through our fan page and also revert back to customers at the
earliest in case of complaints or queries.
Advocacy: This is the stage where you turn your customers into your fans. We will
provide them with products and services so good that it gets them talking about us. At
this stage it is important to keep in touch with customers in order to retain them. We
will organize a campaign on facebook that will get them talking about Pantaloons and
the campaign. This will also help in spreading the word about the store and the
products.
c) Channel and platform selection
 The channel we have selected is the online channel i.e. the internet.
 The platform we have selected is facebook. We have selected facebook as a platform
because that is where a gap exists between the customers and the store. They do not
have a facebook page as of now. So we are going to create a facebook page that will
bridge this communication gap between the customers and the store. We could have
selected any other platform but we selected facebook because that is the most used
social media platform and the most effective way to get in touch with customers at
least in the area that we are working on.

d) KPI’S AND MEASUREMENT METRICS

The success of our Project depends on the amount of customer interaction/ engagement
we generate. We are expecting to get a minimum of 200 customers to take part in our
campaign in order to increase awareness.
PROJECT PHASE - 2
5.1 Google AdWords

AD WORD STRATEGY FOR PANTALOONS, PATNA

Google Ad word Strategy

Select Campaign type and name; - Competitions and Giveaways and Pantaloons selfie
contest (In love with selfie...In love with Fashion)

Choose the geographic location where you’d like ads to show; - Pantaloons exhibition
Road, Patna.

Bid strategy and daily budget;-We can reach 42, 60,000 people in Bihar including Patna as
our Target region for campaign.

We will be spending Rs 5 per day because we are getting 13 impression in this bid. We also
saw in bid price of 50. We are getting 1 click and 14 impressions. So we decided a bid of Rs
5 would be a better alternative.

Text Ad

We have taken the headline (Pantaloons Exhibition(R) Patna, Lifestyle store. Fashion outlet)
as our text ad.

The description of our ad is: - Apparel Store Providing High Purchasing experience and
Service Quality of a lifetime.

C) SEO and SEM goals

The search engines we have chosen includes Google search sites and non-Google sites that
use Google as a search engine.

We had taken the key words for the search Like Pantaloons, Pantaloons online, Pantaloons
Sale, Future group, Aditya Birla, Lifestyle store, Pantaloons offer, Pantaloons online
shopping, Holi sale.

The objective behind giving these keywords is to make our facebook page visible as much as
possible whenever any of these words are searched on the internet. Increasing visibility of our
website can also increase the number of views and clicks which in turn will have an effect on
the awareness level of consumers.
We had taken a suggested bid amount of Rs 0.50. We are getting 14 expression and 1 click on
the other side when we have a bid amount of 50 rupees we are getting 20 expression and 1
click. So after evaluating all we come to conclusion that bid of Rs 0.50 is better alternative.

D) Inbound and outbound objectives

Inbound objectives are the objectives that are to be achieved by leaving trails of information
which draws the attention of customers and gets them to enquire about the products/ services.
Outbound objectives are the objectives that we look to achieve by pushing out information to
the customers.

INBOUND OBJECTIVES: We will achieve our inbound objectives by organizing this

“Selfie contest”. We are looking to draw the attention of customers by getting them involved
in this selfie contest. When the customers take part in this selfie contest they will be made
aware of the products that are being offered as a part of the summer / Holi sale.

OUTBOUND OBJECTIVES: We will achieve our outbound objectives by drawing

customers to our Facebook page and posting pictures and information of the clothes that are
not a part of the summer/ Holi sale in order to spread awareness about the product portfolio
of Pantaloons.

e) Strategy - in relation to the overall digital strategy

Our prime objective from digital marketing campaign is to establish a Facebook page for the
new store in Patna. Along with it we also focus on increasing the engagement of the existing
customer on Facebook. For this we are planning to have a pantaloons selfie contest in which
we will be asking customer to take a selfie wearing the outfit that they have purchased from
pantaloons. The tactic behind the campaign is that with the every post we will be giving
contestant number. We will also tag the profile of the contestant’s page from where it will be
visible to other friend who can be potential customers of the new store in Patna.

f) Basic SEO strategy - in relation to the overall digital strategy

The strategy we will be using to optimize the search engine results is Keywords strategy. We
will be having a set of keywords which when searched will lead the customers to the link of
our Facebook fan page. This will help in improving the visibility of our Facebook page which
in turn will spread awareness about the selfie contest which might influence the customer to
take part in it. This will help in increasing awareness about the Facebook page and also the
products and services being offered by that particular store of Pantaloons in Patna.

The key words include: Pantaloons, Pantaloons online, Pantaloons Sale, Future group, Aditya
Birla, Lifestyle store, Pantaloons offer, Pantaloons online shopping, Holi sale.

g) On-Site advanced techniques - in relation to the overall digital

strategy

In order to take our communications further up a notch, we will leave the store’s toll free
contact number on the Facebook page and we will also reply to the customers queries within
an hour. We will also send a default automated message to the customers when they drop in
their queries.