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