Pantaloons

Project TopicProject TopicA Study on the gap model A Study on the gap model

of service quality of of service quality of PANTALOONSPANTALOONS

Presented byPresented bySuvashis Mahapatra (10DR009)Suvashis Mahapatra (10DR009)Arka deep Dasgupta (10DR012)Arka deep Dasgupta (10DR012)

Subroto Bej (10DR015)Subroto Bej (10DR015)

ContentContent

A. Introduction about the Retail Industry

B. Introduction about the industry to which the company belong to.

C. Service Classification of the company

D. Service marketing Mix analysis of the company

E. Service Blueprint of the company

F. Theoretical overview of the terms used in the SERVQUAL gap model.

G. Study on the customer gap of that company

H. Study on the provider gap of the company. The gaps may include:

a. Gap-1 ,Gap -2,Gap-3,Gap-4

I. Analyze each gaps and the factors leading to the respective gaps

J. Gap reduction strategies that the company is practicing

Indian Retail SectorIndian Retail Sector Retail Sector is the most booming sector in the Retail Sector is the most booming sector in the

Indian economy. Some of the biggest players of the Indian economy. Some of the biggest players of the world are going to enter the industry soon. It is on world are going to enter the industry soon. It is on the threshold of bringing the next big revolution the threshold of bringing the next big revolution after the IT sector.after the IT sector.

The sector contributes 10% of the GDP, and is The sector contributes 10% of the GDP, and is estimated to show 20% annual growth rate by the estimated to show 20% annual growth rate by the end of the decade as against the current growth end of the decade as against the current growth rate of 8.5%.rate of 8.5%.

There are about 300 new malls, 1500 There are about 300 new malls, 1500 supermarkets and 325 departmental stores supermarkets and 325 departmental stores currently being built in the cities across India.currently being built in the cities across India.

Introduction about the company Introduction about the company Future Group, led by its founder and Group CEO, Mr. Kishore Future Group, led by its founder and Group CEO, Mr. Kishore

Biyani, is one of India’s leading business houses with multiple Biyani, is one of India’s leading business houses with multiple businesses businesses

operates multiple retail formats in both the value and lifestyle operates multiple retail formats in both the value and lifestyle segment of the Indian consumer market. Headquartered in segment of the Indian consumer market. Headquartered in Mumbai (Bombay), the company operates over 16 million Mumbai (Bombay), the company operates over 16 million square feet of retail space, has over 1000 stores across 80 square feet of retail space, has over 1000 stores across 80 cities in India,13.2 million employs over 30,000 people.cities in India,13.2 million employs over 30,000 people.

The company’s leading formats include Pantaloons, a chain of The company’s leading formats include Pantaloons, a chain of fashion outlets, Big Bazaar, a uniquely Indian hypermarket fashion outlets, Big Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, a supermarket chain, blends the look, chain, Food Bazaar, a supermarket chain, blends the look, touch and feel of Indian touch and feel of Indian bazaarsbazaars with aspects of modern retail with aspects of modern retail like choice, convenience and quality and Central, a chain of like choice, convenience and quality and Central, a chain of seamless destination malls. Some of its other formats include seamless destination malls. Some of its other formats include Brand Factory, Blue Sky, aLL, Top 10 and Star and Sitara. The Brand Factory, Blue Sky, aLL, Top 10 and Star and Sitara. The company also operates an online portal, futurebuzzar.comcompany also operates an online portal, futurebuzzar.com

Introduction about the industry to which Introduction about the industry to which

the company belong to.the company belong to.

Future Group India was established in 1994 with a vision to provide diverse services in Indian Future Group India was established in 1994 with a vision to provide diverse services in Indian and Global markets. The business areas of Future Group cover BPO (Business Process and Global markets. The business areas of Future Group cover BPO (Business Process Outsourcing), New Media, Security Management, and Construction. Through their strategic Outsourcing), New Media, Security Management, and Construction. Through their strategic investment and services, the future of Future Group shows a rising star in the business sky of investment and services, the future of Future Group shows a rising star in the business sky of India. India.

FUTURE RETAIL:FUTURE RETAIL:The retails businesses of Future Group in India are divided into three main categories: The retails businesses of Future Group in India are divided into three main categories: Pantaloon Retail India LimitedPantaloon Retail India LimitedThe leading retail formats under this include:The leading retail formats under this include:

Pantaloons StoresPantaloons Stores Big BazaarBig Bazaar CentralCentral Food BazaarFood Bazaar Home TownHome Town E ZoneE Zone DepotDepot Health & Beauty MallsHealth & Beauty Malls Online retail through futurebazaar.comOnline retail through futurebazaar.com

Cont…Cont… Joint Ventures with International BrandsJoint Ventures with International Brands Indus League Clothing that owns leading apparel brands like Indigo Indus League Clothing that owns leading apparel brands like Indigo

Nation, Scullers and Urban YogaNation, Scullers and Urban Yoga Galaxy Entertainment Limited that operates Bowling Co, Sports Bar, F123 Galaxy Entertainment Limited that operates Bowling Co, Sports Bar, F123

and Brew Barand Brew Bar French retailer ETAM group, US-based stationary products retailer, French retailer ETAM group, US-based stationary products retailer,

Staples and UK-based Lee Cooper.Staples and UK-based Lee Cooper. Franchisee of international brands like Marks & Spencer, Next, Franchisee of international brands like Marks & Spencer, Next,

Debenhams and Guess in IndiaDebenhams and Guess in India Indian Joint Venture PartnersIndian Joint Venture Partners Manipal HealthcareManipal Healthcare Talwalkar'sTalwalkar's Blue FoodsBlue Foods Liberty Shoes.Liberty Shoes.

Companies Line of Companies Line of BusinessBusiness

Lines of BusinessLines of Business

The company is present across several lines of business which have various formats (stores) Plywood, The The company is present across several lines of business which have various formats (stores) Plywood, The Dollar Store (JV)Dollar Store (JV)

Fashion - Fashion - PantaloonsPantaloons, Central, aLL, Brand Factory, Blue Sky, Top 10, Fashion Station, Big Bazaar, Lee , Central, aLL, Brand Factory, Blue Sky, Top 10, Fashion Station, Big Bazaar, Lee Cooper (JV),IPM MEERUT(JV)Cooper (JV),IPM MEERUT(JV)

General Merchandise - Big Bazaar, Shoe Factory, Navras, Electronics Bazaar, Furniture Bazaar, KB'S General Merchandise - Big Bazaar, Shoe Factory, Navras, Electronics Bazaar, Furniture Bazaar, KB'S FAIR PRICEFAIR PRICE

Electronics - eZone, Electronic Bazzaar, STAPLES (JV)Electronics - eZone, Electronic Bazzaar, STAPLES (JV) Home Improvement - Home TownHome Improvement - Home Town Furniture - Collection i, Furniture Bazaar, Home BazaarFurniture - Collection i, Furniture Bazaar, Home Bazaar E-tailing (Online Shopping) - E-tailing (Online Shopping) - www.futurebazaar.comwww.futurebazaar.com Books & Music - DepotBooks & Music - Depot Leisure & Entertainment - Bowling Co., F123Leisure & Entertainment - Bowling Co., F123 Wellness - Star & Sitara, TulsiWellness - Star & Sitara, Tulsi Telecom & IT - Gen M, M Bazaar, M-Port, ConvergeM, Future AxiomTelecom & IT - Gen M, M Bazaar, M-Port, ConvergeM, Future Axiom Consumer Durables - Koryo, Sensei, IPAQConsumer Durables - Koryo, Sensei, IPAQ Service - E Care, H Care , Design & ServiceService - E Care, H Care , Design & Service Malls - Central (Bangalore, Hyderabad, Pune, Mumbai, Vadodara, Gurgaon, Indore, Ahmedabad)Malls - Central (Bangalore, Hyderabad, Pune, Mumbai, Vadodara, Gurgaon, Indore, Ahmedabad) Investment & Savings - Insurance: ULIP, Pension, Endowment etc.Investment & Savings - Insurance: ULIP, Pension, Endowment etc.

A service is an act of performance offered by A service is an act of performance offered by one party to another.one party to another.

Classification of service benefit, such as Classification of service benefit, such as providing better understanding of particular providing better understanding of particular service under consideration, this assisting in the service under consideration, this assisting in the development of marketing strategy and tactics.development of marketing strategy and tactics.

Service Classification of the companyService Classification of the company

CategoryCategory OptionOption PantaloonsPantaloons

Purpose(SatPurpose(Satisfy needs isfy needs of)of)

Individual Individual BusinessBusiness

BothBoth

Purpose is to satisfy the needs Purpose is to satisfy the needs of both Business and individualof both Business and individual

StructureStructure ProfitProfit

Non ProfitNon Profit

Pantaloons is profit orientedPantaloons is profit oriented

TypeType PublicPublic PrivatePrivate

Pantaloon is public Pantaloon is public Organization Organization


Degree of Degree of TradabilityTradability

Embodied ServiceEmbodied Service

Pure ServicePure Service

Degree of Tradability in Degree of Tradability in Pantaloons is Pure Service & Pantaloons is Pure Service & embodied serviceembodied service

Service directed Service directed Towards Towards

IndividualsIndividuals ThingsThings

Service in Pantaloons is Service in Pantaloons is directed towards Individualdirected towards Individual

Degree of Degree of MerchantabilityMerchantability

HighHigh

MediumMedium

LowLow

Degree of Merchantability in Degree of Merchantability in Pantaloons is highPantaloons is high


Type of Type of RelationshipRelationship

FormalFormal

InformalInformal

BothBoth

In Pantaloons the type of In Pantaloons the type of Relationship with the Relationship with the customer is formal as well customer is formal as well as Informalas Informal

Degree of Degree of ParticipationParticipation(DP)(DP)

Customer must be Customer must be presentpresent

Customer must start and Customer must start and finish the servicefinish the service

Customer has to start the Customer has to start the serviceservice

Customer has to finish Customer has to finish the servicethe service

Degree of participation in Degree of participation in Pantaloons is the Customer Pantaloons is the Customer must be present & customer must be present & customer must start and finish the must start and finish the serviceservice


Level of Level of DemandDemand

Demand Exceeds CapacityDemand Exceeds Capacity

Demand Does not exceeds Demand Does not exceeds capacitycapacity

In Pantaloons Level of In Pantaloons Level of Demand sometime Demand sometime exceeds Capacityexceeds Capacity

Degree of Degree of FluctuationFluctuation

WideWide

NarrowNarrow

VariableVariable

No FluctuationNo Fluctuation

Degree of Fluctuation in Degree of Fluctuation in Pantaloons is variablePantaloons is variable


Number of Number of Services and Services and GoodsGoods

One ServiceOne Service

One Service-One GoodOne Service-One Good

One Service-Multiple One Service-Multiple GoodsGoods

Multiple ServicesMultiple Services

Multiple Services-One Multiple Services-One GoodGood

Multiple Services-Multiple Services-Multiple GoodsMultiple Goods

In Pantaloons they provide In Pantaloons they provide Multiple Services with Multiple Services with multiple goods multiple goods

Units of Units of ServiceService

Defined by situationDefined by situationDefined by timeDefined by timeBothBoth

Units of service is defined Units of service is defined by both time and situationby both time and situation


Degree of Degree of Equipments baseEquipments base

HighHigh

MediumMedium

LowLow

Degree of Equipment base in Degree of Equipment base in Pantaloons is very highPantaloons is very high

Degree of Degree of CustomizationCustomization

HighHigh MediumMedium

LowLow

Degree of Customization in Degree of Customization in Pantaloons is highly modifiedPantaloons is highly modified

Degree of Degree of DurabilityDurability

HighHigh

MediumMediumLowLowRelative to CustomerRelative to Customer

Degree of durability in Degree of durability in Pantaloon is relative to Pantaloon is relative to customercustomer


Availability of ServiceAvailability of Service One SiteOne SiteMultiple SiteMultiple Site

Availability of service in Availability of service in Pantaloons is multiple sitePantaloons is multiple site

Nature of DeliveryNature of Delivery ContinuousContinuousDiscreteDiscreteBothBoth

Nature of Delivery in Nature of Delivery in Pantaloons is continuousPantaloons is continuous

Type of ConsumptionType of Consumption IndependentIndependentCollectiveCollectiveBothBoth

Type of Consumption in Type of Consumption in Pantaloons is collective Pantaloons is collective

Allocation of CapacityAllocation of Capacity ReservationReservationOrder-of-arrivalOrder-of-arrivalPreferentialPreferentialReservation and order-of-Reservation and order-of-arrivalarrivalReservation and PreferentialReservation and PreferentialOrder-of Arrival and Order-of Arrival and PreferentialPreferentialAll All

Allocation of capacity in PVR Allocation of capacity in PVR is by all methodis by all method

Service marketing Mix analysis of Service marketing Mix analysis of the company the company

Services are produced and consumed Services are produced and consumed simultaneously.simultaneously.

Customers want intangible servicesCustomers want intangible services Nature of the serviceNature of the service

PRODUCTPRODUCT E-commerce:pantaloons website E-commerce:pantaloons website

futurebazaar.com has revolutionzed the e-futurebazaar.com has revolutionzed the e-commerce business in india.commerce business in india.

FOOD:In food business the group offers a vast of FOOD:In food business the group offers a vast of options.options.

Food bazaar:A chain of large supermarket brew Food bazaar:A chain of large supermarket brew bar,a beer bar,café bollywood a national chain of bar,a beer bar,café bollywood a national chain of snack counters and a sporty bar.snack counters and a sporty bar.

Fashion:The group have variety of option in Fashion:The group have variety of option in fashion.its brand include All,blue sky,gimi and fashion.its brand include All,blue sky,gimi and jonny and pantaloons top 10.jonny and pantaloons top 10.

Contd.Contd.

Home and Electronics:Home and Electronics: Collection i:it is a lifestyle furniture storeCollection i:it is a lifestyle furniture store Electronic bazaar:offers branded electronic goods Electronic bazaar:offers branded electronic goods

and appliances.and appliances. E-zone:trendiest electronic itemsE-zone:trendiest electronic items Furniture bazaar:entire range of home furnituresFurniture bazaar:entire range of home furnitures Home town:one stop destination for all the home Home town:one stop destination for all the home

needs.needs.

Cont……..Cont……..

General Merchandise:it include big bazzar, shoe General Merchandise:it include big bazzar, shoe factory,brand factory,central,blue skyfactory,brand factory,central,blue sky

Leisure entertainment:bowling co,central offering Leisure entertainment:bowling co,central offering multiplex,F123 offers a wide range of gaming option.multiplex,F123 offers a wide range of gaming option.

Willingness and Beauty:Willingness and Beauty: Health village:a store that offers spa and yogaHealth village:a store that offers spa and yoga Salon for man and woman:tulsi,turmeric,hair product Salon for man and woman:tulsi,turmeric,hair product

and bath accessories.and bath accessories. Books and music:future group offers ‘DEPOT’ a Books and music:future group offers ‘DEPOT’ a

store of books,cds and stationary items.store of books,cds and stationary items.

PRICEPRICE

Pantaloons india has brought a whole new Pantaloons india has brought a whole new revolution when it comes to pricing strategy revolution when it comes to pricing strategy through big bazaar and food bazaar.through big bazaar and food bazaar.

Pantaloons offers affordable price to branded Pantaloons offers affordable price to branded garments.garments.

More than 70% of sales at pantaloons consists More than 70% of sales at pantaloons consists of price labels like john miller,HNY etcof price labels like john miller,HNY etc

They offer different types of price like They offer different types of price like seasonal price,discount price,bundle price. seasonal price,discount price,bundle price.

PLACEPLACE

The company operates over 12 million sq.ft of The company operates over 12 million sq.ft of retail spaceretail space

Has over 1000 stores across 71 cities in india Has over 1000 stores across 71 cities in india and 65 in rural citiesand 65 in rural cities

They are planning to have 3000 new store by They are planning to have 3000 new store by 20112011

They are targeting tier2 and tier3 cities which They are targeting tier2 and tier3 cities which has huge unleashed potentialhas huge unleashed potential

PROMOTIONPROMOTION

The use television,magazines,newspaper etcThe use television,magazines,newspaper etc They have giant ventures and alliances with They have giant ventures and alliances with

many companies to promote the brandmany companies to promote the brand To gain customer loyalty pantaloons launched To gain customer loyalty pantaloons launched

following loyalty programmesfollowing loyalty programmes

1.1. Green cardGreen card

2.2. Kids bankKids bank

3.3. Gift vouchersGift vouchers

Cont…..Cont…..

4.Weekend adventure programmes4.Weekend adventure programmes To promote the product they use bollywood To promote the product they use bollywood

film stars,regional film star and models.film stars,regional film star and models.

PEOPLEPEOPLE

At the senior management level the group At the senior management level the group hired high profile executive from popular hired high profile executive from popular organisation.organisation.

They provide training to the freshersThey provide training to the freshers To motivate employees they provide rewards To motivate employees they provide rewards

and incentive and incentive

PROCESSPROCESS

Pantaloons retail has implemented SAP in Pantaloons retail has implemented SAP in keeping pace with the technologykeeping pace with the technology

They are in a process setting up a SAP They are in a process setting up a SAP consultancy softwareconsultancy software

PHYSICAL EVIDENCEPHYSICAL EVIDENCE

They assign their services at the top most levelThey assign their services at the top most level The employees are properly groomed The employees are properly groomed They choose the best locationThey choose the best location

Service Blueprint of Service Blueprint of PANTALOONSPANTALOONS

PHYSICAL EVIDENCE

CUSTOMER ACTIONS

ONSTAGE CONTACT EMPLOYEE ACTION

BACK STAGE CONTACT EMPLOYEEACTION

SUPPORE PROCESS

Blue print analysisBlue print analysis

Stages areStages are 11stst

22ndnd

33rdrd

55thth

77thth

88thth

10th10th

12th12th

13th13th

F. Theoretical overview of the terms used in F. Theoretical overview of the terms used in the SERVQUAL gap model. the SERVQUAL gap model.

The Customer GapThe Customer Gap Not Knowing What customer expectNot Knowing What customer expect Not Selecting the right service design & Not Selecting the right service design &

standardsstandards Not delivering to service designs & standardsNot delivering to service designs & standards Not matching performance to promisesNot matching performance to promises

Customers’ Service

Expectations

CUSTOMER SERVICE ORGANIZATION

Service Quality Gap

Customers’ Service

Perceptions

GAP 5

Organization’s Understanding of

Expectations

Organization’s Service Standards

Organization’s Service Performance

Organization’s Communications to

Customers

Market Information Gap

Service Performance Gap

Internal Communication

Gap

Service Standards Gap

GAP 1

GAP 2

GAP 3

GAP 4

Gap 2Gap 2Customer- driven service

Designs & standards

Management perceptionOf customer expectations

1.Poor service design-Unsystematic new service development process

-Un defefined service designs-Failure to connect service design to service positioning

2.Absence of process management to focus on customer Requirements

-absence of process management to focus on Customer requirements

-absence of formal process for setting service quality goals3. Inappropriate physical evidence & servicescape-Failure to develop tangibles in line with customer

expectations-servicescape design that does not meet customer needs- Inadequate maintenance & updating of the servicescape

Service facilityService facility

e- purchase facilitye- purchase facility Relaxed return policy Relaxed return policy Home deliveryHome delivery T-24T-24

Green card Green card facilityfacilityExclusive Sale PreviewExclusive Sale Preview Exclusive Billing CountersExclusive Billing Counters Complimentary Home DeliveryComplimentary Home Delivery Instant DiscountsInstant Discounts Relaxed Return PolicyRelaxed Return Policy

Complimentary ParkingComplimentary Parking

SEND GIFTS TO INDIASEND GIFTS TO INDIA BirthdayBirthday AnniversaryAnniversary Love & RomanceLove & Romance Gifts For Him Gifts For Him Gifts For Her Gifts For Her FlowersFlowers Chocolates & MoreChocolates & More Exquisite CakesExquisite Cakes Gift Vouchers Gift Vouchers Personalized GiftsPersonalized Gifts Spiritual Products Spiritual Products Soft Toys Soft Toys Unique Gifts Unique Gifts Leather Accessories Leather Accessories Skin Care Skin Care Gifts to U.S.AGifts to U.S.A

Gap 2 start Gap 2 start

Management may understand & know what Management may understand & know what customer want but fail to translate these customer want but fail to translate these expectations into the correct specificationexpectations into the correct specification

Complains Complains

Problem in AlterationProblem in Alteration Problem in gift voucher to cashProblem in gift voucher to cash Problem in billing in bulkProblem in billing in bulk Problem in e- purchasing (futurebazzar.com) Problem in e- purchasing (futurebazzar.com) Problem in replacementProblem in replacement Problem in wrong billingProblem in wrong billing Sending gifts in IndiaSending gifts in India Problem in prepaid cardProblem in prepaid card T24T24

Gap reduction strategies that the company is Gap reduction strategies that the company is

practicingpracticing

Employee trainingEmployee training

Taken the help from 3Taken the help from 3rdrd party for survey party for survey

Made one team for handling thisMade one team for handling this

Pantaloons

Education

Transcript of Pantaloons