House of Simon Carter

Group 4
Introduction
Company
• Simon Carter entered India in 2017, in • Known for unique designs & premium quality apparels
collaboration with ABFRL • Positioned between Premium and Luxury category

Product
• Shirts, T-shirts
Price Collaborator
• Rs. 2500-6000
• Trousers, Jeans • ABFRL’s The Collective & Planet Fashion Counters
• Accessories
• Footwear • Amazon, Ajio & Myntra like E-commerce Channel

Place
• Chennai
Promotion
• Premium
Customers
• Tier-1 cities • Quirky and unique • Urban Effluent Men between 30 – 40 age group
design • Risking taking attitude and looking to stand out

Competitors
• Purchase is influenced by Women • The House of Rare, Power look, MenXP, H&M

• Lack of worth for money and variety

Climate
• Suffering from low Brand awareness
• Dealing with higher rentals & staff costs
and Brand equity(Awareness,
• Desires to scale up operations and increase
Preference, Momentum)
profitability
Market Survey(STP)

Target Customer- (Married with wife working, Age 30- Busy Print
Simon
40, Sal 4.8LPA+, Tier 1, 2500+)
Carter
• 75% shopped Quarterly
• 50% shopping were influenced by women (Family)
• Quality, Comfort & Brand were decision maker
Customer
• Raymond's, Louis Philippe & Van Huesen

Old school
Business
Potential Customer- (Unmarried, Age 25-30, Sal casual
7.2LPA+, Tier 1)
• 75% have the buying power
• 50% decision were influenced by women (GF/BFF)
• New mid level recruits
• Quality, Brand, Print & Trend were decision maker
• Allen Solly, Louis Philippe & Van Heusen

Minimal Print
 Consumer
Target
Exclusivity
Men who wants
to stand out
from the crowd
fabrics from renowned mills across
Quirky Innovative
the world
Consumer
Insight Consumer
Getting unique Take Away
Friendly customer service
and quality Simon carter
apparel is often Brand gives me an out
Versatile store
rare Mantra Good fit Sartorial of the box
Collection décor
Share your experience collection and
Consumer Best quirkiness Unique comforting
Need State fabrics designs fabric.
Desire for
quality and Simon
Authentic British element
comfort Youthful carter in
experience orange
Competitive color
Designed and personalized by Simon
Product Set
himself
Apparel
stores
Globe with flying airplane
Marketing Strategies
• Niche Marketing
Ranking Localities Description
4 Nugambakkam Shopping hub-National International

5 Velachery Huge IT companies

6 Adyar IT companies, eateries and shopping malls

8 Old Mahabalipuram road(OMR) IT companies, tech parks, shopping malls

Source-http://blog.urbantreehomes.com/most-expensive-areas-in-chennai/

• Launching complimentary products

• The brand should consider launching watches in India as well, since the market survey suggest people prefer watches as an essential
accessory of the brand

• Apart from T-shirts and Shirts the brand should promote the other products like trousers as a whole and relate to a complete look that a
man can get
Marketing Strategies
• Cross Promotion
• Simon carter should look into the possibility of cross promotion with Skinn a perfume brand by Titan and also with Fablestreet

https://www.skinn.in/
https://www.fablestreet.com/

• Collaborating with high end pubs and bars

• The brand can partner with leading pubs and clubs in the city to promote their products by arranging for theme parties and
rock/hip hop music nights
Revenue Calculations

Population of Chennai = 1,09,71,108 Average footfall in a Clothing outlet = 300

Population of Age group 25-30 (X) = 9,97,273 People initiating a Transaction = 15%
Population of Age group 30-40 (Y) = 17,36,726 = 300*0.15 = 45 TXN/Day
X = 57.42% of Y Profit margin of Outlet = ~12% (10-15%)

/Day TG = (30-40) years TG = (25-30) + (30-40) years Difference

Footfall 300 472 172
TXN 45 71 26
Revenue 1,21,500 1,91,700 70,200
Profit 14,580 23,000 8,420
@12%
+ 57% Profit
The operational cost being fixed, we can have higher profits now
Say ~15%
Profits = 15% of 1,91,700 = 28,755 /day
This is 97% high than the earlier profits
Summary (Outcomes expected)
• Brand mantra- “Share your quirkiness” captures the essence where consumers can pair the
unique styles with their partners/ co workers

• Including the target group of consumers to 25 years of age will lead to an increase in sales and
they can be loyal to the brand in long run if they are retained

• Brand equity can be increased by cross promotion with Fablestreet and Skinn with no extra cost,
this will also lead to increase in brand awareness

• Niche marketing will enable the brand to penetrate more in to the target group through focussed
cost effective strategies

• As per one to one consumer discussion, it was inferred that consumers having affinity towards
rock and hip-hop music might be more inclined towards Simon Carter

• Leveraging this insight the brand can select premium bars or clubs in a city to organise theme
parties and promote Simon Carter

• Being a premium brand customer service is important so instead of cutting down in store
customer experience, a new distribution strategy must be look for
Appendix
Google survey data-
https://drive.google.com/file/d/1lgJK5D04taOVeRup0ZIM1Z9EalES7w7J/view?usp=sharing

Calculation data-
https://drive.google.com/file/d/1X5HoNiSpMFcwSG6ui0KAsJuxmyKLFR73/view?usp=sharing