Pantaloon brought smiles to millions... Question is: Will it continue smiling?

IIPM MANAGEMENT INSTITUTE

Basking in its initial success for four long years, it unleashed its next hypermarket chain – Big Bazaar, cashing in on ‘branded affordability’. His economical pricing strategy without a compromise in quality along with a wide product portfolio enabled Pantaloon to steal the show from mass retailers like Vishal Mega Mart. Explained Bina, “In retailing, the success lies in offering a wide range of products and as Big Bazaar was targeted for the masses, the prices were comparatively lower. To create brand awareness in about the store in the household and about our offering, we promoted it in a big way.” Hence the success of Big Bazaar and Pantaloon became Biyani’s mascot.

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2007

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative