Download - Allen Solly
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MY WORLD. MY WAY.
A L L E N S O LL Y
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LAUNCHING THE WOMEN’S WEAR
Few branded playersLack of access to comfortable western
wearCompetitor’s entry
◦ Indus League – Scullers Women◦Raymonds - Be
Market size ◦Women’s wear 161 Billion ◦Growth Rate
9% Overall 15 %– 20 % Women’s western wear
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WHY ONLY MEN’S WEAR?Fewer working women than men Variety of personal choiceTraditional Indian Woman
◦Ethnic wear◦Saree – Highest selling product in India
◦Salwar Suits – Tailor made
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LAUNCH OF WOMAN’S WEAR
Cultural◦Entry of MNC’s◦Liberalization of society◦Marked increase in Indian working
woman Social
◦Reference groups Primary, Secondary, Membership,
Aspirational Interaction with western colleagues
◦Bollywood
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RETAIL AND PROMOTION STRATEGYMarket research
◦ Indian work cultureExclusive and retail outlets
◦ Customized retail store (Claude Pannighetti) Extensive Promotions
◦ 60 Million for advertising◦ 40 Million for research◦ Fashion Shows◦ Mailers◦ Outdoor advertisements ◦ Print campaign
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DIFFERENCES – Men/Woman
Availability of size Customized tailor made clothingWomen’s perception of a shoppingAttention to minute detailsUnique shopping experienceLess shelf life
◦Higher variety ◦Changing trends
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Developed Vs DevelopingLack of variety of choicesLess importance to perfectionLess exposure to choices
available Strict adherence to dress code
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RISK INVOLVED
Loss of customersBrand diversificationCustomer AcceptanceBased on market studyEver changing trend
◦ Styles and colorsLoss of identity as a male brandPositioning as a unisex brand
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ALLEN SOLLY’S BRAND EQUITY AT RISK?Strong brand image Strong brand loyalty Madura Garments
◦ Variety of men’ brands ◦ Peter England◦ Louis Philippe◦ Van Heusen
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Will it be able to grow? USP of Allen Solly
◦ Trim, Regular, Comfort, Straight Competitive Advantage
◦ High quality fabric to suit work environment Cotton, rayon blends, lycra, soft acrylic etc
◦ Pricing Premium /low-priced segment (Rs 499 to Rs 1,599)
◦ Variety of colours and designs Customer Value Analysis
◦ Market Research Consumer Needs
◦ Maslow’s Hierarchy Belongingness, Ego, Prestige needs
Personal Factor◦ Occupation , economic circumstances, personality ,life styles,
age and stage
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Positioning◦ Formal wear with relaxed, contemporary attitude ◦ Customised to the Indian woman (Stephen King)
Western wear with Indian flavour Tops which have side slits like kurta
◦ Target Customer Western outfit , once or twice a week 22-40 year age group Did not focus on converting sari/salwar-clad woman Nor a segment which lives in Western wear Some spill over to college-going crowd
Customer Relationship Management◦ Loyalty Programs
Total Customer Benefit ◦ Product, Personal, Image Benefit
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Marketing Strategy – Women’s Western Wear
Visual advertisementsDivide and buyBrand ambassador
◦The Indian Corporate Woman – Devita SarafTie up with
◦Corporate◦Retail outlets◦News channels ◦Aviation sector◦Online promotion◦Educational Institutes
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AccoladesMost Admired Brand – Women’s – Images
Fashion Awards – 2007,2005, 2004
Most Admired Brand – Smart Casuals – Images Fashion Awards – 2006
Most Admired Women’s Wear Brand – 2007 (CMAI – Clothing and Manufacturers Association Of India)
Super Brand of the Year – 2004
'Site of The Day' award for August 9, 2010
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