1. Concept note on Marketing PANTALOONS FRESH FASHION:
INTRODUCTION: Pantaloons Retail (India) Limited is India’s leading retailer that has
developed such a strong consumer franchise that customers are more loyal to the retailer
than they are to the manufacturer’s brand. It isn’t possible without a well-constructed and
realistic plan. The revision plan helps to achieve success in marketing.
Planning involves:
• Setting objectives, quantifying targets for achievement, and communicating these
targets to people responsible for achieving them
• Selecting strategies, tactics, programmes etc for achieving the objectives.
Strategy
Is crucial to achieve goals and objectives
Example: In order to grow sales and profits of the existing products and to broaden the
perspective of Pantaloons Fresh Fashion as leading fashion retailer new products must be
introduced to the existing markets
Tactics
Tactics are the resources that are used in the agreed strategy
Example: Use widespread distribution of Pantaloons fashion products via UK supermarkets to
increase sales and existing products and introduce new products
Goals
Goals provide the “intention” that influence the chosen actions

2. Example: The goal is to achieve market leadership in the existing markets of Pantaloons Fresh
Fashion.
Objectives
Objectives are goals that can be quantified
Examples:
-To achieve a market share of 20% in the existing markets
-To penetrate new markets by achieving a market share of at least 5% within 3 years
-To achieve sales of growth of 15% per annum with the existing products
Aims
Aims are goals that cannot be measured in a reliable way. However, they remain important as a
means of providing direction and focus.
Examples: Pantaloons fresh fashion has always aimed to delight its customers
Hence its popularity.
CONCLUSION: In India market is still developing. Several brands have evolved and
have become more competitive but Pantaloons has not only created a distinct brand image
but has also shown qualitative consistency, courtesy, access, and reliability to its
customers. It has lived up to its promise to deliver specific set of features, benefits and
services to the buyers. It’s key to success is building experience which retains the
customers and make them talk about it and inspire to visit the store again and again.
Since 1987, Pantaloons ushered a retail revolution across the country. It has plans to open over three
thousand new stores by 2010 and providing an exciting shopping experience altogether
GOALS AND OBJECTIVES: Creating a unique brand identity by reaching out to the
customers, understanding their lifestyle and then fathom the space the Pantaloons Fresh
Fashion wants to be in. It has aptly been rewarded with increased levels of trust and

3. preference from the customers. Its focus has always been on customer’s needs and
expectations. Its unique trademark makes the buyers recognize it as a unique brand in itself.
INNOVATIONS: Pantaloons Fresh Fashion is about an extensive perusal of what is in
vogue. It’s a fashion store that looks after the needs and requirements of all age group as
well as of all trends.
EXPERTISE AND EXPERIENCE: Pantaloons Fresh Fashion doesn’t merely sell
products, it’s about customer service and how the sales people greet customers. There is a
thin line between loosing a customer and retaining him. Customer would buy where they
feel comfortable. Pantaloons Fresh Fashion is a store which is well equipped to handle a
customer’s problem; it also provides a fragrant and comfortable ambience to make
shopping a pleasurable experience.
EXPECTED RESULT: It’s key to success is building experience which retains the
customers and make them talk about it and inspire to visit the store again and again.
CONCLUSION: In India market is still developing. Several brands have evolved and
have become more competitive but Pantaloons has not only created a distinct brand image
but has also shown qualitative consistency, courtesy, access, and reliability to its
customers. It has lived up to its promise to deliver specific set of features, benefits and
services to the buyers. It’s key to success is building experience which retains the
customers and make them talk about it and inspire to visit the store again and again.
Since 1987, Pantaloons ushered a retail revolution across the country. It has plans to open over
three thousand new stores by 2010 and providing an exciting shopping experience altogether.