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Mid price segment had good growth rates Enormous potential for developing a new brand Peter England created to tap into that segment. Aims to Build a national image Carve out a national footprint Gain share from store promoted / local / Regional labels.
Mid price segment had good growth rates Enormous potential for developing a new brand Peter England created to tap into that segment. Aims to Build a national image Carve out a national footprint Gain share from store promoted / local / Regional labels.
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Mid price segment had good growth rates Enormous potential for developing a new brand Peter England created to tap into that segment. Aims to Build a national image Carve out a national footprint Gain share from store promoted / local / Regional labels.
Copyright:
Attribution Non-Commercial (BY-NC)
Verfügbare Formate
Als PPT, PDF, TXT herunterladen oder online auf Scribd lesen
became a leading military dress supplier to the British Army 1997- Brand came to India through Madura Garments 2000- Madura Garments acquired by Indian Rayon , Aditya Birla Nuvo Group Madura Garments also markets Louis Philippe, Van Heusen, Allen Solly, Byford, SF and Elements through exclusive and Planet Fashion Outlets and multi-brand outlets. Madura Garments – preferred manufacturer for Mark & Spencers, Tommy Hilfiger and Ralph Lauren ( Polo) and exclusive marketer Market Scenario March – 1997 Indian shirt market size – 60 million pieces (est) Premium Segment- Rs. 500+@ 15% Mid price Rs. 250-500 @ 35% Economy below Rs. 250@ 50% The mid price segment had good growth rates Enormous potential for developing a new brand Peter England created to tap into that segment Background The mid price market – Plethora of store brands Shirts sold mostly on retail push Regional/local brand strengths No national brand Store brands had weak customer relationships Relationship was primarily product oriented No distinct brands image or emotional connection Peter England Strategy Build a national image Carve out a national foot- print Gain share from store promoted/ local/ regional labels Peter England’s Competitive edge Extensive range of office and casual wear Good quality label and branding Contemporary designs, colors and price Wide distribution , easy availabililty Well-orchestrated merchandising High market viability Objectives Marketing - Build Peter England into the largest selling shirt brand in India Advertising – Establish Peter England as an international quality shirt at an affordable price Short Term – Launch phase communication designed to create quick and universal awareness of the brands USP of quality and price Long Term – Build strong brand prefernce Sustain brand loyalty through attractive imagery and constantly reiterating the Consumer Insights- The midprice buyer Lack of benchmark brands No standardisation of quality, high variation Pre- and Post- purchase uncertainity and anxiety over fit, quality , shrinkage , durability etc Lack of a value –for-money proposition Belief- Premium shirt brands were overpriced Good looking shirt always out of price reach Embarassing feeling to publicly reveal their budget to the shopkeeper Seeks a mix of rational, sensory and emotional pay offs Peter England simplified the buying process From To Search for a good shirt Ask for Peter England as across counters their first choice Check for merchandise, Check color/design , color/design , decide on overall look fabric/stitching, overall look , brand/label Ask price Know price band Select 1 from many Select 1 from Peter Buy a shirt with a label England Start hunt all over Buy Peter England Is happy, comes back to Peter England Creative Strategy Communication needed to link brand’s position “good quality product at a great price” and the consumer’s need for “product plus brand imagery” Research insight “most consumers thought premium shirt brands were overpriced” “just honest-to-goodness quality available at an honest-to-goodness price” emerged Thus the brand line – “Peter England- The Honest shirt” Contd…. Effectively used “Element of fantasy that a consumer segment would indulge in , to push the honesty of quality and price across” Key driver- “Level of empathy the character generated amongst consumers” Concept visualised in vernacular also Outdoor media, the color identity of Red used with significant impact Innovative Approaches First time in India , a readymade shirt brand went outdoors extensively to deliver a high quality launch Extensive TV usage as main medium for readymade shirts and garments , earlier only print Bold use of vernacular media, earlier the big brands Taking over Dadar Railway Station sites Sponsor male oriented programmes- News, sports (cricket) and crime thrillers Target Market Young executives segment between age group 25-28 years Anyone looking for casual international style at affordable price points Brand Building Once brand was established , quickly building volumes became critical The category demanded fresh fashion cues every season The second phase attempted to give a seasonal flavour to the brand 1999- Casaul range introduced as sub-brand “Elements” The brand theme campaign supported by: The Anti-Wrinkle Collection The Solids collection The Festival Collection The English Cottons Collection The Summer Mints Collection 2000- Trousers launched to cover the complete wardrobe Performance Research confirmed Peter England’s high brand equity Became a 1 million brand in 2 years Crossed the 2 million mark in 4 years The first mid segment brand to cross Rs. 100 cr Voted “Best Brand” in the IMAGES study The only new lifestyle brand to feature in “Best Brand Launch” of The Strategist Quarterly in 1998 Extensions Trousers T-shirts Denims Socks Suits Ties Wallets Launched Peter England Elite Peter England today Preferred barnd Loyal customer base, overall brand satisfaction High brand and advertising awareness Brand value – High Future purchase intention- High Intention to recommend- High Largest selling shirt brand in the country Robust growth rate Many Peter England clones in the market Shirts range- Rs, 345 – Rs. 445 Trousers range – Rs. 645- Rs. 745