Retail Brand Management Presentation

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Branding Strategy Used by "Gini & Johny"

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Retail Brand Management Presentation

  1. 1. Relieving our Childhood
  2. 2. Gang -3
  3. 3. Industry Overview •Market for kids apparel is the fastest growing industry in India . •Children's apparel includes clothing for kids between 1 and 14 years of age. •The market for kids' apparel in India exceeds Rs. 20,000 Crore of which around Rs. 3000 Crore is constituted by branded kids' wear. Figure 1: Market Size of Major Apparel segments (2007). Total size Rs122400 crores.[1]
  4. 4. Market Classification The market for kids wear can be classified as follows: • Infants (0 - 6 months) • Toddlers (7 months - 2 years) • Kids (3 - 8 Years) • Pre-teens (9 - 12 Years) • Teens (13-16 Years)
  5. 5. Philosophy “We believe that children must be happy. It’s the only goal set for ourselves. A happy, laughing child is one of the best sights of life. We believe that childhood lasts a lifetime.”
  6. 6. Why Gini and Jony and no other name ?
  7. 7. Brand identity is comprised of: • Pricing • Distribution • Quality • Presence • Awareness • Reputation • Image • Benefits • Positioning salience • Preference • Share of market . • Customer commitment
  8. 8. Brand Name • The Brand Gini and Jony was coined with two missions : 1. International Appeal 2. Easy Recall
  9. 9. Facts • Giny & Jony India Ltd. was founded by the Lakhani brothers in 1980. • Over the 30 years, the company has emerged as a brand with a strong identity. • GINI & JONY ventured into the organised retail, by launching an exclusive Gini & Jony Store in 1996. • Launched a Concept store, “Gini & Jony’s Freedom Fashion store”, the 1st lifestyle store that racked exclusive International brands for KIDS in 2007.
  10. 10. Son we are middle class people, we could not afford it. Mama I want jeans and casuals from G&J
  11. 11. Our target segment is not able to afford it. What should we do?
  12. 12. We should go for brand extension and new segments for that, “What should I do ? “
  13. 13. Implementation of Research Gini & Jony spread its wings, and launched various other brands such as GJ Jeans, Palm Tree and Baby Dreamz.
  14. 14. Design Strength Introducing over 700 designs with 2 collections in a year - Spring Summer - Autumn Winter.
  15. 15. How should I position this brands what questions should I ask?
  16. 16. Gini & Jony Happy Style • ‘Gini & Jony – Happy Style’ is a niche mother brand of the Company. • Positioning: Super premium. • Key attributes :-Innocence, Happiness, energy and cutting edge style along with rich design and superior fabric • Segments : Young customers belonging to SEC A, A+ section of society in the age group of 2 years up to 14 years. • Price Point: Rs. 325/- up to Rs. 1345/-. • Presence: Every premium large format stores, Malls & A-Class Multi-branded stores across the country. The brand has pan India presence with Exclusive stores in high streets & malls.
  17. 17. GJ Jeans • ‘GJ Jeans Unltd’ is mainly a denim-based brand • Positioning:- As a premium offering • Key Attributes:- Focuses on international styling & fits, innovative treatments and washes on denim fabric. • Segment:-SEC A, A+ section of customers in kids wear segment, the Brand is focused on the kids in the age group of 2 to 14 • Price point :- Range of Rs. 295/- up to Rs.1295/-. • Gini & Jony has an in-house research & development (R&D) team which is constantly involved in experimenting with various techniques on denim to develop exclusive attributes for company’s products.
  18. 18. Palm Tree • Positioning: Mid-market product. • Key Attributes: Affordable pricing without compromising on quality and style. • Segment: SEC B+, B categories residing in the suburbs of A /B & C Class towns. • Price Point: Price range between Rs. 175/- up to Rs.795/-, age group of 2 to 14.
  19. 19. Rocky S • Gini & Jony Rocky S makes kids’ clothes in the same style as their adult versions that are so popular with film stars, without sacrificing any of the spunk and funk that made the label so trendy. The products are available in print-size, medium, large and extra large kid versions, they are irresistible to the discerning parent. • The whimsical patterns and cuts from one of the best names in Bollywood and international fashion. Style that lets your little stars show off their fun-loving and groovy personalities. • Bold contrasting cuts and punchy colors and textures make Rocky S a stand-out in fashion. Available in print-size, medium, large and extra large kid versions, they are irresistible to the discerning parent
  20. 20. Baby Dreamz • Gini and Jony has licensee franchisee for distribution of Puma Kids Wear in India. • The product category is meant for the infant between the age group of 0 to 18 months. • The product includes: Apparels, Cradles, socks and accessories for infants with the price ranging from Rs 150 to 500/-. • The target audience is the Middle Class upwards.
  21. 21. Resources :: Brand Strength :: Gini & Jony a flagship brand of the company enjoys top of mind recall. It has strong brands to offer from its portfolio. These are both in-house and those from International alliances.
  22. 22. Expanding in new markets and formats
  23. 23. Retail Formats Ideal area required - 1200-1500 sq.ft.
  24. 24. Retail Formats GINI & JONY – Freedom Fashion It meets Kids' Lifestyle requirements, offering a variety of world class brands for apparels, shoes, accessories and more, all under one roof.
  25. 25. Retail Formats Powering through with the Mantra – 'Happy Style', Gini & Jony has brought smiles to many little faces. Ideal area requirement – 600-800 sq.ft
  26. 26. Retail Formats Ideal area requirement – 500-700 sq.ft
  27. 27. Retail Formats Value brand providing good quality and trendy apparels at an affordable price. It caters to a vast audience in tier 2 & tier 3 cities. Ideal area requirement – 350 -500 sq.ft.
  28. 28. Retail Formats A brand exclusively for Infants in the age group – 0 to 4 yrs; with the best in Cradles, Shoes, Socks, Apparels and much more. The ideal area requirement for this outlet is 500-700 sq.ft
  29. 29. 234 Exclusive Brand Outlets In more than 79 cities
  30. 30. Presence in 201 Large Format Stores
  31. 31. More than 500 Multi Brand Outlets
  32. 32. Please Listen
  33. 33. Marketing & Promotions • 6-8% of Sales – Bag to School – Gift Voucher Schemes – Branding activities and initiatives throughout the year
  34. 34. Marketing Tools National Local – Print – Cable – TV – Outdoor – Radio – Events – SMS – SMS – CRM Activities – CRM Activities
  35. 35. PRESS MEDIA ADVERTISEMENT
  36. 36. Hoardings
  37. 37. Visual Merchandising • Window display • In store • Promo or Theme based – Store Opening – Season – Brand based – Offer based – Large Format Stores
  38. 38. Visual Merchandising • Promo or Theme based – Store Opening – Change in Season – Brand based – End of Season Sale – Offer based – Large Format Stores
  39. 39. CRM Initiatives • Wonderworld Club: – A club membership for kids – Exciting point system – Amazing activities & offers • Tie-ups – Chak De Bachche – SBI/Axis
  40. 40. Events - Chak De Bachche
  41. 41. Events - Chak De Bachche
  42. 42. Events – Kane visit
  43. 43. Lets Find out their store personality
  44. 44. Brand Position • Target Audience o Primary: In and around goregaon o Secondary: From other suburbs
  45. 45. What kind of personality do I associate this store with?
  46. 46. Reference • http://www.oniodesign.com/download_pdf/How_to_Build_a_Brand.pdf • http://books.google.co.in/books?id=eYLo7JpONtQC&dq=how+to+build+a+brand&printsec=frontcover&so urce=in&hl=en&ei=UfeVS8_NA4rGrAf6s4S3DA&sa=X&oi=book_result&ct=result&resnum=13&ved=0CDw Q6AEwDA#v=onepage&q=how%20to%20build%20a%20brand&f=false • http://www.va-interactive.com/inbusiness/editorial/sales/ibt/branding.html • http://books.google.co.in/books?id=hgKmXISa9M8C&dq=how+to+build+a+brand&printsec=frontcover&s ource=in&hl=en&ei=UfeVS8_NA4rGrAf6s4S3DA&sa=X&oi=book_result&ct=result&resnum=14&ved=0CD4 Q6AEwDQ#v=onepage&q=how%20to%20build%20a%20brand&f=false • http://visual-branding.com/eight-outlines/creating-a-brand-personality/ • http://www.amazon.com/Building-Brand-Identity-Strategy-Marketplace/dp/047104220X • http://epubl.luth.se/1402-1773/2006/159/LTU-CUPP-06159-SE.pdf • www.giniandjony.com
  47. 47. THANK YOU FOR LISTENING TO OUR LAST PRESENTATION OF MBA
  48. 48. Thank you! • Questions? • Comments?

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