Description
This is a comprehensive presentation on Marketing strategy of Peter England and it contains topics like brand heritage, market scenario, company background, strategy, competitive advantage, objective, innovation, brand building, performance, extensions
Brand Heritage
? 1885 – started in Londonderry, Ireland , 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 for Espirit in India.
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 product benefits.
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 incorporated these in its advertisements
Peter England simplified the buying process
From
? Search for a good shirt across
?
To
? Ask for Peter England as their
? ?
?
?
counters Check for merchandise, color/design , fabric/stitching, overall look , brand/label Ask price Select 1 from many Buy a shirt with a label Start hunt all over
first choice ? Check color/design , decide on overall look
? Know price band ? Select 1 from Peter England ? 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” ? Creative – “Alter-ego format with an element of simplicity”
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
doc_607265297.ppt
This is a comprehensive presentation on Marketing strategy of Peter England and it contains topics like brand heritage, market scenario, company background, strategy, competitive advantage, objective, innovation, brand building, performance, extensions
Brand Heritage
? 1885 – started in Londonderry, Ireland , 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 for Espirit in India.
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 product benefits.
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 incorporated these in its advertisements
Peter England simplified the buying process
From
? Search for a good shirt across
?
To
? Ask for Peter England as their
? ?
?
?
counters Check for merchandise, color/design , fabric/stitching, overall look , brand/label Ask price Select 1 from many Buy a shirt with a label Start hunt all over
first choice ? Check color/design , decide on overall look
? Know price band ? Select 1 from Peter England ? 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” ? Creative – “Alter-ego format with an element of simplicity”
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
doc_607265297.ppt