By Syed Mateen Hashmi 10M095 K.Srikanth 10M092 Tarun 10M096 Suham Paul 10M094 Srikamalam 10M091

PRAN
By
Syed Mateen Hashmi 10M095
K.Srikanth 10M092
Tarun 10M096
Suham Paul 10M094
Srikamalam 10M091
Sreenivas 10M093
Index
1. About company
2. Mission and Vision
3. Product
4. Pricing
5. Distribution
6. Promotion strategy
7. Swot Analysis
ABOUT COMPANY
It was founded in 2000 and has headquarters in the INDIA, Pran is worldwide designer,
marketer and distributor of sports, fitness, casual footwear . Pran is an Indian-inspired, global
brand that creates and markets sports and lifestyle products built upon a strong heritage and
authenticity in sports wear and casual wear .The brand is committed to designing products
and marketing programs that reflect creativity and the desire to constantly challenge the
status quo.
MISSION AND VISION
The Mission:
Pran has a long term mission of becoming the most desirable Sports
life style company.
The Vision:
We are committed to working in ways that contribute to the world by

supporting creativity, sustainability and peace and by staying true to the values of being Fair,
Honest, Positive and Creative in decisions made and actions taken.
PRODUCT
Pran offers a wide range of Footwear for both Men and Women. In the footwear product mix
it offers in Athletic, Casual in a color range like black, brown, grey, white, blue and pink.
The footwear mix is offered both in men and women.
Pran for men
Footwear
Pran offers a wide variety of footwear for the Men. It constantly upgrades its shoes with new
comfort levels and offers in various designs, colors, sizes and prices.
The footwear from Pran are: Pran swing, Pran cover point, Pran sweep, Pran Verona, Valde
Pran for women
Footwear
Pran offers a wide range of women footwear:
Pran offers: Premier kfg, Premier road plus, Verona, Hexride ready, Jungle low, Rang de
Basanti, Rangela, Swades, Black, Satyam Shivam Sundaram, Cirque du soleil boot, Easytone
flips, Easytone go outside, Premier sf cushion II .

Pran offers in apparel: College strip tank, Disney polo, Graphic tee, Retro tee, Jacquard waist
coat, Stripper.
Pran for Children
Pran offers its apparels for children as well. It offers cargo pants, tees, force shirt, jackets,
polo t-shirts, sweat shirts, pullovers and Shaimak Davar apparel.
PRICING
Competitive to other fashion shoe retailers. Pricing based on premium segment
as target customer. Prans’s pricing strategy includes Perceived Value pricing
and target return pricing. The price points start from around Rs. 2200 &
maximum reaches out up to around Rs. 9500. Here the average price point is
around Rs.5850.
DISTRIBUTION
ZERO LEVEL CHANNEL

• Site that markets the Pran brand, but is focused on selling its products directly to the
consumer
• Contains an extensive online catalog, current news on Pran, employment
opportunities, new items and an online shop

• Positive aspects Interactive site; interactive online shopping for consumers from
extensive online catalog; very user friendly site with easy navigation.
ONE LEVEL CHANNEL

• PRAN is focusing on retail expansion and retail-specific knowledge through the
opening of new stores.
• The new concept store demonstrates its efficacy for driving the brand and generating
profits.
• PRAN is planning to create more excitement in its stores, expand its consumer base,
and firmly maintain its position that retail should function simultaneously as a tool to
generate profitable growth.
PROMOTION STRATERGY
The company uses various promotional tools to bring awareness among its customers. It
offers discounts, vouchers, coupons and custom made sneakers on their products. Apart from
this, there will be celebrity endorsements, road shows, sponsorship events, television
commercials, print ads, billboards, alliance events.
Pran has hired currently DBB Worldwide as its advertising and creative agency. Pran, have
separated 15% of its capital for its advertising and promotion activities. It has different
advertising strategy in different areas in the country.
Media Channels
Pran is planning to use various media tools to promote its brand and create awareness about
the products,which includes television commercials, print ads, billboards, online advertising,
sponsorship events and various advertising campaigns for its promotion.
Print Media Advertising
Print Media Advertising consists of newspapers and Magazines. It also includes outdoor
billboards, transit posters, the yellow pages, and direct mail.
The media vehicles that were used for magazines are Dime Magazine, URB1 Magazine,
What’s Haute Magazine, Sports Illustrated and ESPN Magazine.
SWOT ANALYSIS
Strength
• Financial growth is phenomenal.
• Wide range of shoe- wear.

• Brand stands for quality, latest technology and prestige.
• Increase in demand is the expected market trend
• Global brand
• Pran’s top management is highly marketing oriented, and most of the key personnel
come from marketing background. This is strength in this business because industry is
market driven instead of product driven.
Weakness
• competators have diversified range of spot products but income of the business
heavily depends upon its share of footwear market.
• Retail sector is very price sensitive
• Profit margins tend to squeezed as retailer try to pass some of the low price
competition pressure onto Pran.
Opportunity
• Open more stores.
• Product development.
• Strong global recognition.
• Expand in markets which has more disposable income.
• Participate in global marketing events like world cup, Olympics, etc.
• Being more focused on youth, Pran is certainly a fashion brand.
Threats
• Heavy competition.
• Weaking markets may be serious threat.
• Retail sector is becoming very competitive and consumers are highly price sensitive.
So the consumer can compare the prices for exactly same item for the best deal and
this is potential external threat to Pran

By Syed Mateen Hashmi 10M095 K.Srikanth 10M092 Tarun 10M096 Suham Paul 10M094 Srikamalam 10M091

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PRAN

2. Mission and Vision

MISSION AND VISION

We are committed to working in ways that contribute to the world by

The footwear mix is offered both in men and women.

Pran for men

Pran for women

Pran offers a wide range of women footwear:

flips, Easytone go outside, Premier sf cushion II .

Pran for Children

polo t-shirts, sweat shirts, pullovers and Shaimak Davar apparel.

Competitive to other fashion shoe retailers. Pricing based on premium segment

as target customer. Prans’s pricing strategy includes Perceived Value pricing

ZERO LEVEL CHANNEL

• Contains an extensive online catalog, current news on Pran, employment

opportunities, new items and an online shop

ONE LEVEL CHANNEL

opening of new stores.

generate profitable growth.

commercials, print ads, billboards, alliance events.

advertising strategy in different areas in the country.

sponsorship events and various advertising campaigns for its promotion.

Print Media Advertising

billboards, transit posters, the yellow pages, and direct mail.

What’s Haute Magazine, Sports Illustrated and ESPN Magazine.

• Financial growth is phenomenal.

• Wide range of shoe- wear.

• Increase in demand is the expected market trend

• Retail sector is very price sensitive

• Open more stores.

• Strong global recognition.

• Expand in markets which has more disposable income.

• Participate in global marketing events like world cup, Olympics, etc.

• Being more focused on youth, Pran is certainly a fashion brand.

• Weaking markets may be serious threat.

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