T.S.B

ROHAN SHAHSEMESTER VI

ROLL NO:49TEACHER: Mrs. S. Lall

Discussion 1

Indian Brand-Wills Lifestyle

Who are their target markets?Wills Lifestyle has been established as a premium brand & it communicates glamour,fashion & sophistication among the consumers.It portrays an international range of ready to wear apparels and a complete wardrobe solution for its customer base.Target Audience includes fashion conscious working men & women.Targeted age group 18-50.

What are their products? Wills Lifestyle sells apparel,fragrances & personal care items for both men & women.They segment their products under the name of WILLS SPORT, WILLS SIGNATURE,AND WILLS CLUBLIFE for better recognition and age differentiation.

What are their main points of parity and points of difference?

The concept of Points of Parity helps marketers to place the product in line with the consumer's frame of reference. Points of parity are those associations that are not necessarily unique to the brand but may in fact be shared with other brands.Wills Lifestyle entered the market with the concept of different clothing labels such as Wills Classic,Wills Clublife,& Wills Signature. Generally,it helped them differentiating their apparel under different age group.

Wills Lifestyle provides its customer with CLUB ITC-a distinctive loyalty programme exclusively by ITC,which helps the members to collect points and upgrade themselves and enjoy various rewards and privilege.

Do you agree with their positioning strategy?

Wills Lifestyle always positioned itself as a premium high street brand.It caters to the need of young fashion conscious people,the working class and the sporty group.I totally agree with the positioning strategy because Wills Lifestyle became title partner of of the country's most premier fashion event – Wills Lifestyle India Fashion Week - that has gained recognition from buyers and retailers as the single largest B-2-B platform for the Fashion Design industry.

How might the strategies be improved in your opinion?Wills Lifestyle should make fashion more accessible at multiple consumer segments by entering new geographies, open more stores and make products more appealing.It can come up with a new segment,like kids section,proper ethnic wears,etc. . It can use ITC’s hotel properties to set up boutique stores.

Foreign Brand-H&M

Who are their target markets?H&M strategy is offering high fashion at low prices, typically targeting working class, lower middle class and students. The most popular segment is women aging between 15 and 30 years, eitherstill living at home, in student dorms, or in their first house in urban regions. The target customers of H&M belong to the group of fashionable and trendy consumers who see shopping as a socialactivity provide pleasure in their daily life, who wants to follow the trends without investing a lot of money. Thetarget market for H&M is for younger people.

What are their products?

H&M is a retailer that is looking to provide consumers with fashionable, high-quality clothing at the best pricepossible. They offer “fast fashion” clothing, in other words from runway to racks in record time, and sell European influenced clothing in the American market. Additionally, H&M carries clothing in a variety of categories including women’s casual, men’s business, children’s wear, footwear and accessories.

What are their main points of parity and points of difference?

H&M starting out in Sweden, shares its international recognition with its fellow competitors like Zara(Spain) and Uniqlo(Japan). These brands have more than 1000 stores each worldwide, targeting both the male and female population.

H&M has carefully targeted specific groups such as young teenagers or fashion freaks, in regards to targeting, they believed in differentiating themselves by providing discounts in noticeably different ways. Hence, offering stylish fashion deals that were for premium price by other clothing manufacturers.

Do you agree with their positioning strategy?H&M aims to occupy a distinct position, relative to competing brands, in the mind of the customers. I totally agree with their positioning strategy as H&M is looking to provide consumers with fashionable, high-qualityclothing at the best price possible.

How might the strategies be improved in your opinion?

H &M’s target customers are interested in season’s latest looks inspired by design houses around the world and providing women, men, and children contemporary clothing styles at low prices. So H&M should start building strong strategy and focus on digital stores in India.

Bibliography

Wills Lifestylehttp://articles.economictimes.indiatimes.com/2010-04-21/news/27595300_1_wills-lifestyle-atul-chand-john-players

http://www.willslifestyle.com/classic.aspx

http://www.itcportal.com/about-itc/profile/history-and-evolution.aspx

H&M

http://blogs.wsj.com/indiarealtime/2015/10/01/a-sneak-peek-into-hms-first-store-in-india/

https://www.academia.edu/12881172/Marketing_Strategy_H_and_M

http://www.investopedia.com/articles/markets/120215/hm-vs-zara-vs-uniqlo-comparing-business-models.asp