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ALLEN SOLLY VS

COLOR PLUS

PRESENTED BY:RENU DUTT SACHDEVSARTHAK GAMBHIRSWATI NIRWALMAYANK TYAGIATAL MATTOO

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INTRODUCTION

IN 1744 BRAND ALLEN SOLLY WAS INTRODUCED BY WILLIAM HOLLINS AND CO. AND THEN TAKEN OVER AND INTRODUCED BY MADURA GARMENTS IN 1993.

COMPANY: MADURA GARMENTS,WHICH IS A PART OF ADITYA BIRLA GROUP.

AD AGENCY: OGILVY.

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INNOVATIVE IDEAS THEY WERE FIRST TO SPOT THE NEED OF CASUAL

WORK WEAR FOR YOUNG PROFFESIONALS.

THEY ENTERED THE MARKET WITH A BLOCK BUSTER CONCEPY OF FRIDAY DRESSING.

THEY USED UNCONVENTIONAL SHADES OF BEIGE AND TAN AND USED FABRICS LIKE KHAKI IN SHIRTS AND TROUSERS, WHICH BECAME A INSTANT HIT.

ALLEN SOLLY INTRODUCED THE IDEA OF RELAXED FORMALS FOR INDIAN CONSUMERS

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ALLEN SOLLY IDENTIFIED THE DEMAND FOR DIFFERENT SIZES OF TROUSERS FOR WOMEN AND LAUNCHED THEIR EXCLUSIVE WOMEN WEAR AND IT WAS WELL ACCEPTED BY THE TARGET GROUP.

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MARKETING STRATEGIESSPECIAL PRIVELEGES ARE GIVEN TO *MY

SOLLY* MEMBERS, WHICH ARE:1. GET AN ENROLLMENT DISCOUNT.2. SPECIAL B’DAY GIFTS AND BONUSES.3. EXCLUSIVE PREVIEW TO SALES.4. GETTING INVITED TO COFFEE

MORNINGS.5. ATTEND SPECIALLY HOSTED ALLEN

SOLLY EVENTS BY INVITATIONS.6. FREE GARMENT PICK UP AND DROP

SERVICES

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REPOSITIONING EXERCISEALLEN SOLLY WENT FOR AN REPOSITIONING

EXERCISE BECAUSE OF THE CHANGE IN THE DEMOGRAPHICS OF THE TARGET SEGMENT.

1. THE BRAND WANTED TO BE MORE REVELANT TO THE NEW WORKING CLASS.

2. ALSO THE BRAND WANTED TO ATTRACT THE CONSUMERS BEYOND THE WORK PLACE.

3. CHANGE IN ITS POSITION FROM WORK WEAR TO FASHION BRAND.THE BRAND POSITIONED ITSELF AS A CASUAL BRAND FOR ALL OCCASIONS.

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CAMPAIGNS

1. IN 2009, THE BRAND LAUNCHED ITS FAMOUS “ I HATE UGLY” CAMPAIGN TARGETTING THE YOUTH.

2. IN 2010, THEY GOT INTO A CONTRACT WITH COSMOPOLITAN MAGAZINE FOR THE COVER GIRL HUNT.

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FUTURE PROSPECTSBRANDED WOMEN APPAREL

MARKET WAS PROJECTED TO RISE AT A RATE OF CLOSE TO 25%.

TODAY ALLEN SOLLY TURNOVER IS MORE THAN 200 CRORE.

AIMS TO GROW WITH A TURN OVER OF 500 CRORE THIS YEAR.

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COMPETITORSRITU BERI’S “LABEL”.PUJA’S “ BIZZARE”.UNITED COLORS OF BENETTON.BLACKBERRY.COLOR PLUS.

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COLOR PLUS

THE COMPLETE MAN RAYMONDS GROUP

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INTRODUCTIONLAUNCHED IN 1993. COLOR PLUS

IS A BRAND OF RAYMOND. IT WAS A UNIT OF COIMBATORE BASED AMBATTUR CLOTHING LIMITED.

COMPANY: RAYMONDS.

AD AGENCY: RUBECON

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INNOVATIVE IDEAS

COLOR PLUS BROUGHT IN AN INTERNATIONAL SHOPPING EXPERIENCE IN THE COUNTRY.

DISTRIBUTION CHANNEL SPREAD NOT ONLY ALL OVER THE COUNTRY BUT ALSO CROSSED BORDERS TO THE MIDDLE EAST.

THEY USE HIGHEST QUALITY FABRICS AND PRODUCT ENGINEERING TECHNIQUES.

PIONEERED IN TECHNIQUES SUCH AS GOLF BALL WASH, COME DYED CASUALS AND THERMO FUSED BUTTONING.

ALL THE PRODUCTS ARE COMPLEMENTED BY A MATCHING RANGE OF ACCESSORIES.

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MARKETING STRATEGIES

SEEN ONLY IN PREMIUM PUBLICATION AND MAGAZINES REVEALS THAT THE BRAND IS CLEAR ABOUT THE TARGET SEGMENT.

COLOR PLUS IS THE STAR.(MEANING IT USES NO CELEBRITY)

EXCELLENT USE OF THE PRINT MEDIA. REALLY SMART BRAND BUILDING.

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COLOR PLUS STRENGTHSHAS 180 STORES IN INDIA.

1000 CRORE RAYMONDS ACQUIRED 74% STAKE IN CHENNAI BASED COLOR PLUS FASHION LTD.

BY THE END OF FINANCIAL YEAR COLOR PLUS WAS EXPECTING A TURNOVER OF 300 CRORE.

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BRAND VALUESITS CORE VALUE IS CONSTANT

PRODUCT INNOVATION.ITS AIM IS TO PRODUCE

PRODUCT THAT HAS NEVER BEEN OFFERED IN THE MARKET.

THE PRODUCT HAS ALWAYS OCCUPIED THE CENTRE STAGE IN EVERYTHING THE COMPANY DOES.

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THANK YOU