Prepared by:Joydeep SahaAnirban BhaduriArijit GhoshGaurav NandyAnwesha Das

INTRODUCTIONINTRODUCTIONVan Heusen is a premium lifestyle brand under Madura Fashion and Lifestyle ,a division of Aditya Birla Fashion and Retail Ltd., for men, women and youth. The brand covers all aspects of an individual's clothing needs, be it corporate wear, casual wear, party wear or ceremonial wear. The core audience is professionals and corporate executives.

A Brief History: In 1880s, Dramin Jones, a Prussian immigrant founded D Jones & Sons,

which became the largest shirt maker in the US. In 1881, Moses Phillips and his wife Edel began sewing shirts by hand &

started selling them to Pennsylvania coal miners. Jones merged with Phillips after Dramin Jones death. Later Isaac Phillips met

John Van Heusen, resulting in both their popular line of shirts (Van Heusen) and the subsequent renaming of the corporation to PHILLIPS VAN HEUSEN in 1950s. By 1950, Van Heusen and ‘Power Dressing’ became synonymous.

Established in 1988 by Madura Coats Limited, Madura Fashion & Lifestyle has its origins in the erstwhile Coats Viyella Plc, Europe's largest clothing supplier.

In 1990, Van Heusen was launched in India by Madura Fashion and Lifestyle. In December 1999, Aditya Birla Nuvo, an Aditya Birla Group Company,

acquired Madura Fashion &Lifestyle to become the leader in the readymade menswear industry in India. In 2000, the company became a wholly-owned subsidiary of Aditya Birla Nuvo.

PROMOTIONAL MIXPROMOTIONAL MIX

First, we will discuss about the promotion mixes and then we will analyse how van heusen use it:

Advertising Sales promotion Personal selling Events and experiences Public relations and publicity Direct Marketing

ADVERTISINGADVERTISING

Advertising is a means of communication with the users of a product or service. In today's world, advertising uses every possible media to get its message through. It does this via television, print (newspapers, magazines, journals etc), radio, press, internet, direct selling, hoardings, mailers, contests, sponsorships, posters, clothes, events, colours, sounds, visuals and even people.

VAN HEUSEN POWER DRESSING TV AD

How Van Huesen use it?How Van Huesen use it?

• Celebrity Endorsements:Celebrity Endorsements: VDOT CAMPAIGN WITH JOHN ABRAHAM- which

promotes the exclusive range of party wear for Men LIMITED EDITION CAMPAIGN –promotes exclusive

range of dresses for women-endorsed by Deepika Padukone

VAN HEUSEN WOMAN- by Nargis Fakri

Other Popular Ads by Van Heusen :

CHINO COUSINS BY VAN HUESENCHINO COUSINS BY VAN HUESEN

JEANO LINO PEACHINO ALPHA-CHINO

AIRCHINO

Travelog Collection For business travellers Products : Non iron (wrinkle free) Ever clean ( stain resistant) Ever fresh ( Odour free) Super dri (sweat free)

Van Heusen MY FIT

SUB BRANDS ADS:

VAN HEUSEN X-LIFESTYLE VAN HEUSEN ECO -RANGE

Van Heusen's new Van Heusen's new NFL-inspired Ad-NFL-inspired Ad-campaign is campaign is targeting the targeting the coveted 18-34 male coveted 18-34 male demographicdemographic

SALES PROMOTIONSALES PROMOTION

Through discount coupons,

contests, daily deals and other offers, one can promote your product sales and create short-term marketing effects.

• Through Through Discounts, Discounts, Offers and Offers and Vouchers.Vouchers.

How Van Heusen uses it?How Van Heusen uses it?

• Slick and Stylized official websiteSlick and Stylized official website

• Differentiated and unique products: whitest shirt Differentiated and unique products: whitest shirt in the industry and shirts with detachable cuffs in the industry and shirts with detachable cuffs and collarsand collars

• Coffee events at the stores where good customers Coffee events at the stores where good customers are drawn it for a meet and greet.are drawn it for a meet and greet.

Detachable cuff and collar

Online Sales promotion through TRENDIN.COM

VAN HEUSEN STYLE STUDIO VAN HEUSEN STYLE STUDIO

Van heusen has come up with its new digital store for the first time in Van heusen has come up with its new digital store for the first time in Bengaluru’s Indiranagar on 19Bengaluru’s Indiranagar on 19thth December,2015. December,2015.

Developed by Fitch, Singapore and Experiential Design Lab, Delhi over a period Developed by Fitch, Singapore and Experiential Design Lab, Delhi over a period of 18 months.of 18 months.

Consists of : Consists of : 42inch digital display called “Today’s Briefing”42inch digital display called “Today’s Briefing” Fit ScannerFit Scanner Style BarStyle Bar Virtual Trial MirrorVirtual Trial Mirror ““Style Simulator” room.Style Simulator” room. “ “ My Fit Station”.My Fit Station”.

VAN HEUSEN STYLE STUDIO

PERSONAL SELLING

In Van Heusen, Personal Selling is done through the “SALES FORCE” who sell the product after meeting face to face with the customer.

The sellers promote the product through their attitude, appearance and specialist product knowledge.

The sellers aim to inform and encourage the customer to buy or atleast trial the product according to his/her preference or choice.

Public Relations and PublicityPublic Relations and Publicity

You can use company news, promotionalevents, sponsorship programs etc. alongwith other promotion tools to reach out toprospective customers. Such a campaigns very cost-effective and economicalwhile reaching out to a larger audience.

• Public relations through Public relations through social media engagementssocial media engagements..

• Van Heusen launched the Van Heusen launched the #GiveAShirt campaign to give #GiveAShirt campaign to give away up to 10,000 shirts with the away up to 10,000 shirts with the help of social media users. If you help of social media users. If you share who or what you share who or what you #GiveAShirt about on Facebook, #GiveAShirt about on Facebook, Twitter and Instagram, Van Twitter and Instagram, Van Heusen will donate one shirt per Heusen will donate one shirt per post to Career Gear to help men post to Career Gear to help men trying to enter the workforce.trying to enter the workforce.

• VAN HEUSEN LEVERAGED LINKEDIN & BECAME THE MOST FASHIONABLE PROFESSIONAL BRAND

Business Objective

1. Engage with Young audiences through digitized media.2. Tangible engagement with target audience.3. Reinforcement of the brand among young working professionals by

breaking the clutter.

Make Diwali “Special” with Van Heusen (press release)

Van Heusen’s special Diwali gesture was initiated last year – by partnering with a non-profit organisation called the Association of Mentally Challenged (AMC), which runs special education and vocational courses for its students.

Through this joint project Van Heusen encourages AMC students to design and hand craft earthen lamps, greeting cards, paintings and more. Before Diwali all AMC children participate in a painting competition out of which a few are selected and printed into greeting cards. These greeting cards along with a Diwali lamp are given away to all customers at Van Heusen stores.

Express your gratitude on Father’s Day with Van Heusen :

On the occasion of Father’s Day, Van Heusen, a premium lifestyle brand offers a plethora of gifting options to express your love and gratitude to the most ‘Special Man’ in your life.

gift your father an ideal gift; a combination of tie and cufflinks in an attractive gift box or choose from a variety of watches in addition to the latest collection of half sleeved shirts, linen blazers, or the ceremonial suits from the Master of Ceremonies collection. For a more relaxed day you can gift him denims, polo T-shirts in dark hues – perfect for this monsoon.

Tie and cufflinks ranging from Rs.700/- onwards

 price ranges from Rs.2750/- onwards

By Special Appointment at Van Heusen!  :

By Special Appointment is a unique endeavour from Van Heusen conceptualised for this season of special occasions like weddings.

Customers have the option of booking appointments right from 8am in the morning, or even requesting for the store to be open till 11pm, depending on their convenience.

The brand has provided for a leisurely one hour of shopping during the extended hours.

Van Heusen provides the widest variety and the most stunning range of suits called “Master of ceremonies”.

Events and ExperiencesEvents and Experiences

ASHISH SONI

ARJUN KHANNA

VDot and Viacom 18 consumer products collaborated to create Roadies collection

Launch of X Lifestyle at Jet Airways Hangar, Kalina

RAHUL KHANNA

Katrina Kaif at Van Heusen GQ fashion night Launch of limited edition Spring-Summer

collection 2014 with 10 fans walking the ramp selected out of an online contest named “Walk the ramp with Deepika”

VDot sponsored musical show VH1 supersonic

V DOT Emerge Club nights

“Arm Candy –Bag Fest “ : exclusive and widest collection of hand bagsPrice range: Rs995/-Rs2195/-

Direct MarketingDirect Marketing

• This is a highly personalized communication tool that is addressed to a specific person through emails, telephone or mobile messages, online media etc. It also allows for customer interaction and is mostly used as a targeted marketing approach.

• Van Heusen use it through pop up advertisement in various websites and mobile applications.

• Through Van Heusen Loyalty Cards which are redeemable.

The Power Club is a unique membership and rewards program for loyal customers of Van Heusen. Each time you shop with us as a member, you will be awarded points based on the value of your purchase. These points can be redeemed at any of our exclusive stores across India for more Van Heusen merchandise of your choice.

3 levels of membership, Gold, Silver and Classic - depending on your shopping profile.• AS A GOLD MEMBER, YOU EARN 7 POINTS FOR EVERY RS. 100 SPENT• AS A SILVER MEMBER, YOU EARN 5 POINTS FOR EVERY RS. 100 SPENT• AS A CLASSIC MEMBER, YOU EARN 3 POINTS FOR EVERY RS. 100 SPENT 

ConclusionConclusion

Thus we discussed the main tools of creating an effective marketing communications mix for van heusen. However, while doing so, they should be aware of the various legal and ethical issues surrounding marketing communications ,respect customer privacy and adhere to social norms and government regulations while building a powerful marketing communications mix for an overall organizational growth.