Industry Background

Indian textile and clothing industry during 2006 was estimated to be about INR1,511 billion ( USD 38 billion) , which includes apparel of men, women and kids . Kids wear segment constitutes INR 226.66 billion (USD 5.7 billion). Balance USD 32.3 billion constitutes for mens wear and womens wear. About 15% of total textile and apparel market and has grown at a CAGR of 11.60% in the last 5 years. Bulk of the apparel market in India is currently dominated by a number of local and unorganized players. This presents an excellent potential opportunity for organized players to expand.

ABOUT GINI AND JONY

GINI & JONY India Ltd. was founded by the Lakhani brothers in 1980. Over the past 3 decades, the company have emerged as a brand with

a strong identity, progressive management and dynamic growth.

GINI & JONY ventured into the organised retail, by launching an

exclusive GINI & JONY Store in 1996.

Launched a Concept store, GINI & JONY s Freedom Fashion store,

the 1st lifestyle store that racked exclusive International brands for KIDS in 2007.
Association with international brand i.e. Levis, Puma, etc. for selling

their products in G&J outlets.

Brand Ideology
The brand firmly believes that children must be happy. Its the only goal they have set for themselves. And therefore the Brands Mantra is Gini & Jony Happy Style.

Philosophy:
We believe that children must be happy. Its the only goal set for ourselves. A happy, laughing child is one of the best sights of life. We believe that childhood lasts a lifetime.

Retail presence
EBOs: 245 in more than 79 cities; LFS: 252; MBOs: 500+Eco-friendly practices use of Eco friendly dyes; wodden buttons replacing plastics and metal buttons; lead and nickel free garments; use of virgin plastic for packaging.

GINI & JONY CURRENT PRODUCTS

Gini & Jony Happy Style

It is a niche mother brand of the Company Positioning: Super premium. Key attributes: Innocence, Happiness, energy and cutting edge style along with rich design and superior fabric .

Segments: Young customers belonging to SEC A, A+ section of society in the age group of 2 years up to 14 years.
Price Point: Rs. 325/- up to Rs. 1345/-.

Presence: Every premium large format stores, Malls & A-Class Multi-branded stores across the country. The brand has pan India presence with Exclusive stores in high streets & malls.

GJ Jeans:

GJ Jeans Unltd is mainly a denim-based brand Positioning: As a premium offering Key Attributes: Focuses on international styling & fits, innovative treatments and washes on denim fabric. Segment: SEC A, A+ section of customers in kids wear segment, the Brand is focused on the kids in the age group of 2 to 14 Price point: Range of Rs. 295/- up to Rs.1295/-.

Gini & Jony has an in-house research & development (R&D) team which is constantly involved in experimenting with various techniques on denim to develop exclusive attributes for companys products.

Palm Tree:
Positioning: Mid-market product. Key Attributes: Affordable pricing

without compromising on quality and style.

Segment: SEC B+, B categories

residing in the suburbs of A /B & C Class towns.

Price Point: Price range between

Rs. 175/- up to Rs.795/-, age group of 2 to 14.

Rocky S: Designer Clothes

Gini & Jony Rocky S makes kids clothes in the same style as their adult versions that are so popular with film stars, without sacrificing any of the spunk and funk that made the label so trendy. The products are available in print-size, medium, large and extra large kid versions, they are irresistible to the discerning parent. The whimsical patterns and cuts from one of the best names in Bollywood and international fashion. Style that lets your little stars show off their fun-loving and groovy personalities. Bold contrasting cuts and punchy colors and textures make Rocky S a stand-out in fashion. Available in print-size, medium, large and extra large kid versions, they are irresistible to the discerning parent

Baby Dreamz:
Gini and Jony has licensee

franchisee for distribution of Puma Kids Wear in India.

The product category is meant for

the infant between the age group of 0 to 18 months.

The product includes: Apparels,

Cradles, socks and accessories for infants with the price ranging from Rs 150 to 500/-.
The target audience is the Middle

Class upwards.

 Strength:

Established brand for kids segment Tie-ups with international brands Knowledge of textile market

Weakness: No presence in youth segment

SWOT

Opportunities: Huge market potential in youth sector

Threats: Competition with other brands

Brand extension

Unorganised sector

High disposable income increases spending

Perception about the brand

Increasing operational costs, decreasing margins

Way Forward:
GINI & Jony expanding its horizons into newer areas
Clothes Footwear and Accessories

as a part of its mission to offer the youth everything they need to be cool!

Philosophy:

Youth in India should experience the best of fashions and become trend setters

Our Objective:
To establish ourselves in youth segment To be amongst the top 5 brands

Business Plan:
Introducing new range for Youth under Gini & Jony umbrella.
Product line: Casual & regular, Sports and Designer wear youth

Positioning the brand as a youth brand by using different marketing

tools.
Opening more stores across the city with the new collections for

Youth and also increase presence in Modern Trade.

Extending current association with the youth section of Levis,

Benetton, Puma
Target Market Share of 10% in the first two years of introduction.

SEGMENTATION :
Target Audience:
Age group 17 to 35 Income group lower middle, upper middle and rich class Psychographics fashion & brand conscious, trendy, party lovers,

go getters, sporty, western culture oriented.

NEW RANGE:

Casual & Regular Wear:

Positioning: mid-market product Key Attributes: Affordable

pricing without compromising on quality and style

Segment: SEC B+, B categories

residing in the suburbs of A /B & C Class towns.

Price Point: Price range between

Rs. 400/- up to Rs.1500/-, age group of 17 to 35.

Sports Wear:
Positioning: Premium offering Key Attributes: trendy, bright

colours, comfort level

Segment: SEC A, A+ section of

customers, age group of 17 to 35

Price Point: Price range between

Rs. 750/- up to Rs.7000/-.

Designer Wear:
Positioning: fashion wear Key Attributes: style, trend,

customization
Segment: SEC A, A+ section of

customers, age group of 17 to 35

Price Point: Price range between

Rs. 1500/- up to Rs.20000/-.

Strategy:
Extend association with Levis, Puma for youth segment Increased presence in retail stores Capacity enhancement Launch with good advertisement budget and sales promotion

concepts

7 BOX STRATEGY
Target Audience: Age group 17-35 Current belief: Gini & Jony for kids between 3 16 yrs

Current do: Change the perception to a youth brand

Preposition: Brand Extension as a Youth Brand

Desire belief: Gini & Jony for kids and youth

Support: Brand name and association with brands like Levis and DJ

Desire Do: Change the product range and target youth and more retail reach

MARKET PROMOTION:
Gift Voucher Schemes Branding activities and initiatives throughout the year Taking a brand ambassador for Aparrel e.g.:
Casual & Regular: Ranbir Kapoor and Katrina Kaif
Sports: Virat Kohli, Vijendra Kumar, Saina Nehwal Designer Wear: Dipika Padukone and Hritik Roshan

MARKETING TOOLS:
National Print Outdoor Event SMS Local Cable TV Radio CRM activities

Visual Merchandising:
Window display In store Promo or Theme based
Store Opening Season Brand based Offer based Large Format