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    “INTEGRATED MARKETING COMMUNICATION”

    “Manyavar - Advertisement Analysis”

    Submitted By:Rishabh Mehta

    PGDM 14-16

    SECTION-I

    Roll No: 38

    Submitted To:Prof. Jayanta Sengupta

    YEAR: 2014-2016

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    Tag Line: “Earn your Respect”

    If tradition means ethnic wear, ethnic men’s wear means Manyavar. Weddings inIndia have usually adorned Manyavar, be it regal sherwanis, elegant kurtas or evenIndo-Western wear. But the brand means more. Ethnic Wear, Party Wear,Accessories; each is a signature; reflecting intense research, ideas, technology,craftsmanship and benchmarking at every level. Manufactured at the facility inKolkata, on a capacity of three million units of apparel, the category’s highest inthe world. More than an industry-leader, Manyavar symbolizes the category.

    Manyavar is expanding its circle. It will soon reach out to its kind, through 600Exclusive Brand Outlets (EBOs) by 2018 from the current 387 EBOs (September2015), 100 Shop in Shops and 500 Multi Brand Outlets (MBO), across the countryand business channels in U.S.A., U.K., Nepal and the Middle East. Manyavar hasfounded its first international store (EBO) in Dubai. The global footprint continuesrapidly with a new store now open at Bangladesh. Soon, crossover stores,merchandising diverse products too, will be added across the world. Global is thenew local now. Merchandising tie ups with retail chains like ethnicity, central and

    pantaloons are being augmented in display as well as destinations. The Manyavarattitude is niche, not its access.

    Manyavar cashing in on ethnic wear In fact, the brand Manyavar has been asuccess ever since its inception in 2001 by Ravi Modi. At present it has more than100 EBOs across India and is 500 plus MBO’s in Class I cities. Along with thisare 150 plus shop-in-shops and retail presence in large formats like Pantaloons,Shoppers Stop, Lifestyle, Westside and Central. It also showcases its product rangeat Ethnicity, Pantaloons marriage theme concept in Ahmedabad, Ghatkopar andKandivili outlets. These outlets offer made-to-order designer sherwanis. However,

    it’s the EBOs and MBOs that yield maximum profits at 70 to 80 per cent, while thelarge formats bring in around 10 per cent. The company now has plans to cash inon their EBO’s an d will open over 500 EBOs by 2014-15. These will be bothfranchisees and company-owned.

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    Quality

    The country’s finest fashion designers and artisans apply state -of-the-arttechnology to construct a Manyavar. Their inspiration and command over thedomain is the key to Manyavar’s uniqueness. The annual production capacity ofthe facility at Kolkata, is three million units of apparel, ten times more than theclosest player. Every Manyavar is an idea, empowered by Technology.

    Maximum Operations

    A seamless back-end system facilitates low turnaround time and enhanced servicequalities. An integrated, technology-led distribution and logistics networkincluding Warehouse Management System and Merchandise Management Systemensure optimum utilization of resources. Internal control systems supervise

    inventory management, sourcing, store management, and logistics. The improvinggross margins over the years and the rising gross margin per square foot of retailspace, reflect their merit.

    Branding the emotional connect

    Manyavar is not just among the most visible men’s wear brands in the country.Communications across press, television and peripheral media have clearly definedits personality as an essence of respect. For a consumer, Manyavar is more thansomething-to- wear. It’s a relationship. And now, it’s spreading rapidly across thecountry and the world at large; into a cult.

    Vision

    Mr. Ravi Modi, founder, is a first generation entrepreneur. Manyavar, amongIndia’s most valued men’s wear brand today, is a reflection of his domainknowledge, vision and initiatives. Shilpi Modi, Chief Visualiser, leads the designand merchandise teams, since inception. They, along with sales, production and

    operations resources are driven by a collective mission. "To share, celebrate andevolve the Manyavar cult." Beyond superior ideas and designs, wider offering,greater retail presence and a continuous leadership, Manyavar will endeavour toshape the category’s future towards a global acceptance and preference, whichgoes beyond cultural and ethnic sensibilities. This means new sections, new

    products and new concepts. Clearly, the evolution of the category will be theevolution of Manyavar.

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    Consumer Connect

    The company strives to forge an emotional connect with its target customer. Itcreates impact by presenting itself as ‘a mark of respect’, a brand with whichconsumers can proudly associate with. Modi says, “Our customers can easily relateto our brand’s personality. For them, Manyavar is more than something to wear; itis a relationship wh ich essentially translates into brand loyalty.” He goes on to saythat customer service and commitment to its patrons are the driving force behindthe business. High service standards are cornerstones of Manyavar’s customerservice. The company has a dedicated team of customer support executives, which

    provides 24/7 assistance. Consumers can contact them via online, help desk or toll-free phone numbers.

    Undoubtedly, Manyavar is the unrivaled category leader but even today traditional

    wear is typically reserved for weddings and cultural events. However, the brand isstriving to present itself as a ‘celebration wear’ for all occasions. For this, it plansto bring in newer designs and broader offerings to gain better reception.

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    Target Group:

    With the upwardly mobile urban Indian population focusing on ethnic clothes forvarious occasions and festivals, Manyavar the men’s lifestyle brand is reaping onthe demand while claiming that it has no other competitors at the national level.With the ethnic market growing rapidly, Manyavar as a leading brand of VedantFashions is spiraling at a growth rate of 70 to 80 per cent a year with a turnover ofRs 200 crores at present. Their goal is to reach Rs 500 crores by 2014-15. With itsinnovative cuts and a range of uncommon colors such as pink, turquoise blue andorange, Manyavar’s men’s sherwanis, kurta sets, Indo -westerns , party wear andformal wear suits as well as accessories such as dupattas, cummerbunds seem to

    be striking the right chord with its target group.“Manyavar cater to a range of prices from Rs 500 to a lakh. And it takes time toclimb the price points because one has to offer value at every level. In ethnic wear,

    buyers don’t have a budget and even if they set out to buy a kurta for Rs 3,000,they still buy it even if it costs Rs 4,000. Ethnic is worn for particular occasionswhen one wants to look their best,” says Mohit Tikmany, CEO, Vedant Fashions. The company targets the metros as well as Tier I-II-III cities as a part of its missionto be a pan-Indian affordable ethnic wear brand. However Tikmany says ethnicwear is a difficult business as a wrong move can wipe out an entire year’s profits.“In ethnic wear you should sell 90 to 95 per cent of what you make. Otherwise youcan’t survi ve. And if you sell at a discount, no one will touch it. As regards ourother categories, we may get into women’s ethnic wear down the line. We alreadyhave children’s ethnic wear range which we started one and a half years ago. It haskurta-pajamas and sherwani patterns and soon we will have Indo- western,” heconcludes.

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    Objective of Ad:

    To promote their ethnic wear. To link tradition and culture prevailing in India.

    To make every infividual understand the importance of code of clothing onsuch days. The advertisement revolves around the importance of ethnic wear on

    important day like Independence Day. People have somewhere forgotten ethnic clothing and have adopted

    complete western culture. Advertisement also highlight that when kids are taught something from their

    childhood they have carving to follow it. It reminds that ethnic wear should be given priority and people in India

    should promote themselves wearing them. Manyavar has been dealing with ethnic wear and this ad highlight the

    tradition and culture that must be maintained while festival likeIndependence Day, so this is proper objective for this brand.

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    Story Board Manyavar: Ad Analysis

    Manyavar, one of India’s top ethnic wear for men is warming hearts yet again withtheir new ad campaign. Celebration-wear brand Manyavar has launched a

    campaign ahead of Independence Day, saluting the spirit of celebration. A filmconceptualised by Shreyansh Innovations, Kolkata, went live on the fashion brand's YouTube channel on 20 July, and is also airing on TV.

    The film is about a little boy and how much he is looking forward to Independenceday. He looks forward to wearing traditional attire and hoisting the national flag.He constantly reminds his father about the same. The father is amused by the boy'senthusiasm around the day, while he himself is immersed in work. The little boyeven dresses up as Mahatma Gandhi in the lead up to the day. He gets up earlierthan his father on Independence day, calls his mother to figure where the kurtasare, wears his and wakes up his father. He also picks one for his dad, surprisinghim in the process. They end up in the courtyard around a flag post, with fellowIndians dressed for the celebrations.

    The brand's YouTube page leaves us with the message: "Our kids are more patriotic than we know."

    Credits

    Brand: ManyavarAgency: Shreyansh Innovations, KolkataYoutube L in k:https://www.youtube.com/watch?v=5COdzJNQ594

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    The advertisement opens with two characters father and son.

    Father is explaining his child right before 15 th August the importance ofIndependence Day and it is the day when people in India wear traditional clothsand host Indian flags. The kid then counter questions his dad that will we also weartraditional cloths tomorrow and his dad says yes we will.

    The child thinks about that whole day and keeps on reminding his dad as wellabout it.

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    He calls his wife who went to her parents’ home and tells that your son has become“ Krantikari” (Freedom fighter)He then ask where are the ethnic cloth (kurta) kept.

    The kid dressing and portraying himself like Gandhi ji.

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    Ongoing preparations in society for Independence Day.

    During dinner the kid again reminds his dad to take out the ethnic wear. His dadnodded his head agreeing that he will take out the Kurta by morning.

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    Kid wasn’t able to sleep in night and wake up.

    He calls his mom late night and asks where Kurta is kept.

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    The next morning he dresses up in ethnic wear and waits for his dad to wake up.His dad was surprised to see him in kurta and woke up.

    Dad tells his kid that let me take you down for Independence Day function.

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    The kid stops his dad and tells him to go and wear “vesh bhusha” (ethnic dress) pointing towards table.

    There he sees and find his ethnic dress kept.

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    Dad took his son to the function of his society celebrating Independence Day.

    Brief:

    Manyavar being a market leader in ethnic wear thinks today traditional wear istypically reserved for weddings and cultural events. However, the brand is strivingto present itself as a ‘celebration wear’ for all occasions. For this, it plans to bringin newer designs and broader offerings to gain better reception.

    They are concerned because traditional wear is losing its importance and people inIndia are moving towards western clothing. It is very important to promote Ethnicclothing since the coming generation would not possess such tradition and culturethat must be maintained.

    Consumers are definitely attracted to such ads especially kids, resulting their parents following them. In this ad we saw that the kid was influenced by his dadsteaching and when the occasion came he directed his dad to wear ethnic cloths.

    As regards to other categories, they may get into women ’s ethnic wear down theline. They already have child ren’s ethnic wear range which they started one and ahalf years ago. It has kurta-pajamas and sherwani patterns.

    Manyavar wants people in India to wear traditional cloths not only duringweddings but also on occasions such as Holi, Diwali, and Independence Day etc.For each occasion they have different advertisement so that they can presentthemselves as celebration wear for all occasions.

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    The ad shows the relationship of father and son where at early stage father wasteaching son what one must wear on important days and later the kid reminds hisdad about what he taught.As far as brand recognition is concerned, Manyavar is among the most visiblemenswear brands in the Indian market. It is the largest spender in the segmentacross 360-degree media including a mix of ATL and BTL communication. The

    brand also leverages on social media for marketing purposes. Its official Facebook page has a fan base of over 4.5 lakh people. The brand has also joined forces withIndia’s biggest sporting event, the Indian Premier League.

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    Conclusion:

    Yes, I suppose after seeing its advertisements which are emotionally and culturallyattached people have a craze of traditional wears on occasions apart from weddingsas well nowadays.Consumers in India like such advertisements especially youths.