Brand name: BlackberrysBrand logo:Brand Website: www.blackberrys.inOwner: Mohan Clothing Co. Pvt LtdCountry: IndiaIntroduced: 1991Markets: IndiaCategory: Men’s wearVision statement: A ceaseless endeavour to delight the fashion forward customer withgreat style and care teamed with speed and innovation.
BRAND OVERVIEW OF BUSINESS: Blackberrys is equipped with the latesttechnology of manufacturing in 3 factories. The 22000 sq. ft plant has beenspecially designed for the manufacturing of suits and jackets produce 1000units per day and 1200 formal trousers and 1500 casual trousers per day. Atrue assembly line system of production with latest technology incomputerized sleeve setters, automatic pocket welting machines, differentialfeed machines, and specialized press finishing to facilitate a very high level ofconsistent quality.Today Blackberrys can be accessed across India through about 900 plus retailoutlets, 125 company owned showroom and all large format stores likeshoppers stop, lifestyle etc.
RETAIL UNITStore keeper’s name: Rohitstore address: store no.137 ISCON MALL, S G hiway, Ahmedabad Gujrat.Store: Shoppers stopStore address: alpha mall,,Vastrapur Ahmedabad, gujrat.STP analysis of store: SEGMENTATION men’s wear, formal and casual clothing TARGETTING design conscious upper middle and upper class. POSITIONING updates to regular customers, long customer relationship services.
4 P’s analysisPRODUCT- Blackberrys stand for innovations in product and have created astrong image of ‘Sharp Edged Clothing’. The brand has a high recall value and isperceived a premium clothing brand and has been documented in various tradesurveys as ‘The Best FIT’.PLACE- Retail outlet in ISCON mall in metro city ahmedabad.PROMOTION- 1.Long customer relationship as they use to update customerswith new merchandise by SMS and email alerts.2. Special discount offers for regular customers in end of month sale.3. Gift distribution to regular customers in festival time by courier at homeaddress.4. Online catalogues and style direction suggestion on official website.5. Regular promotion by celebrities and advertisement.PRICE- Jacket- 5000 onwards.Trouser- 2000 onwards.They target the customers of upper middle and middle class.
Retail Assortment StrategiesRetail outlet of Blackberrys in Ahmedabad follows Narrow & shallow assortmentstrategies i.e. Few categories & limited assortment in each product category.Optimal merchandise mixVARITY- At the retail unit their is only men’s wear category with 7 Productverities. Products are Jackets, Suits, Shirts, Trousers, Tie, Belt, wallet.BREADTH- Only category of men’s wear with Narrow & Shallow assortment.DEPTH- The average number of SKU’s within each product categories is 1500 withthree different sizes occupying 30% of small, 40% medium and 30% large sizes.AcquisitionBlackberrys brand has its own factories for product development andmanufacturing. However raw material like fabric, trims etc are procured fromdomestic or around the world as best fitted.
HandlingBlackberrys has its own manufacturing units so, they takes care of timely availability atspecific locations in time when required. Having own factory makes them ensure foravailability of required assortment at particular location within right time.ControlBlackberrys has its own manufacturing so they utilises total production capacity to ensurethe merchandise available in right time with right quantity. Store in ahmedabad ofblackberrys is brand outlet of blackberrys so quantity is always maintained as they havebackup stock of 1500 per design category and utilises over all space of the store.Range planningThe store has good range of each individual product with backup stock of 1500 whichalmost gets one month to be sold. In any condition of merchandise shortage they availablemerchandise at the store within two days. Their are verities of the design within eachproduct categories, for example if we take suits as a product then it is available in five toseven design variations with different colour shades.
Target customer demographicsFocal points areMarket size/growth pattern: Their is a huge market size opportunity asAhmedabad is a metro city and brand focuses on upper middle and upper class astheir customers. So their is good consumers opportunity market and will extendin future.Volume trend: Ahmedabad is a fashion forward metro city so their is a volumeof customers who follows the trend and follow the queue of fashion updating.Consumer opportunities: Huge consumer opportunities as ahmedabad is ametro city and is economically forward. People of Ahmedabad are fashionforward and their is opportunity of extension of fashion conscious people infuture.Target consumer: Huge target consumers as a huge number of upper middle andupper class customers.
Target fashion imageFashion image is calculated by the key termsConsumer needs- Brand focuses on the consumer groups who are designconscious and favours sharp edged clothing. Brand offers best fit to consumers.Brand attributes- Blackberrys offers great style and care teamed with speedand innovation and offers sharp edged clothing.Product attributes- Products of the Blackberry offers best fit, wellfinishing, best fabric material, colour and feel and innovations in product.Consumer profile- Brand focuses on youth men of upper middle and upperclass who prefers the innovations and fit.Pricing- Pricing of the products are according to target customer group of uppermiddle and upper class. Pricing also categorises and restricts the customersidentity and status.Competition- Blackberry is an Indian brand and basically focus on the Indian menas their target consumer. So, some way it is well advance and forward than otherbrands to satisfy the consumers need and fashion identity and style statement.Brand is also award winner for best men’s classic wear preferences by thecustomers.
InnovationsInnovations of the product includesProduct attributes- Great style, care teemed, speed and innovation, best fitand sharp edged clothing.Styling- sharp edged clothing with best fit.Added values- Brand attributes and fabric and other material in products of thebrand.CommunicationBrand imagery- Imagery of the brand is developed as great style and careteamed with speed and innovation and offers sharp edged clothing.Building of relationship- They adds a customer as special member withpurchasing of 5000 onwards and gives them a member card which offers discounton every purchase and is added to member card account. The card holders aregiven a special discount in end of month sale. Brand itself sends the gift to cardholders in festivals. Customers are always given email and SMS alerts on arrival ofnew collection or in any sale offer.Education within the company- Store keepers, staffs and store managers arewell trained for store management and customer relationship building.
Promotions- Brand offers trade shows, advertisements, website promotions,catalogues and press release.Retail presentation- Visual merchandising of the store is good as to attract thecustomers and make them to spend more and more time in the store so as theycan make the selection of the product. They makes the customers easy access tothe product so as they can judge and test the product.Market segmentationThey approaches certain policy for market segmentation these are,Broad product market- This is the process of selection of target customerswho prefers certain product categories. As main focus of the brand is innovationand sharp edged clothing so they targets the youth who are huge in numbers.List potential consumer needs- Designers of Blackberrys do regular surveys atthe store and invites store keepers to share the demands of the customers and tohelp in the selection of the materials which is feasible at destined store locations.Research the attitudes and behaviour of each market segment-Merchandiser of the brand do regular survey of the market and stores for bettermarket opportunity.
Identifying the consumer needs that drive the purchasing decision-Brand is more active in binding youths who prefers innovations and sharp edgedclothing.Determine the approximate size of each market segment- Merchandiserof the brand regularly collects the information of the consumers and theirpreferences to the products and the amounts of the product are sold in the retailoutlets. This information makes them to analyse their market size and theirfuture consumer opportunities.
Market researchMerchandisers of Blackberrys does regular research by the means of certain datacollection. These are,Quantitative research- They are updated of calculation of right amount of themerchandise should be available at retail outlets.Qualitative research- Brand makes regular research and survey of the materialsused in the product for better material selection of the products.Focus groups- They majorly focuses the youth men.Mall intercepts- They do regular mall interception for trend updates, customerpreferences and innovations.Consumer panels- They takes regular suggestion of permanent consumers.Telephone surveysPoint-of-sale dataCorporate sales recordWebsitesTrade showsSubscriptive servicesMerchandise quality levels
Merchandise quality levelThe brand decision for quality is serious concern for their target customer.The blackberrys brand name suggest good material quality, innovation and sharpedged clothing. Since labels don’t mean as much to the target customer as to,perhaps, a younger group of men, so the “quality” that the label the Blackberrysconnotes provoke the target customer to spend a little bit more for their clothingpreferences.Price point policyMen’s wear is one of the product which costs more because of the materials,construction, finishing and innovations as their is least possibilities of explorationin men’s wear. So, determining the price point is a key factor for selling of theproduct and determining the target customer.Blackberrys target youth men of upper middle class and upper class society soprice range of the product isSuits- 5000 onwardsTrouser- 2000 onwardsThese prices best targets a customer of upper middle class and upper class whoprefers innovation and sharp edged clothing at that much lower prices.
Desired profit marginProfit margin of blackberrys is 25-300% of the final costing.Marketing approachesBlackberrys follows increased margin from higher markups which allow the brandmore markdowns without completely destroying its overall margin. Therefore, a10% markdown on product with a 70% markup still gives brand a 60 % endingmargin. However this 10% margin is given to regular customers in end of monthsale. So marketing approaches of brand is safe.Customer service labelsIn all Brand outlets at Blackberrys customer service levels had to increase.Merchandiser of blackberrys has concluded this by way of the overall companystrategic plan. Since men typically do not like to shop, staff must develop andwork their own client lists. To make this goal more attainable blackberrys plannedto start maintaining customer purchase history for future marketing programs.Blackberrys also provides free alteration for best fit to customers.
MERCHANDISING POLICY A QUESTNER FOR STORE KEEPER
What is merchandise exchange policy of the store?In any case of fitting, colour fading, material defects merchandise is exchangedwithin seven says of purchasing.Any kind of refund policy of the store? If, mentionAny product is not refunded. Their is only merchandise exchange policy.Do you provide any kind of advance order policy? If yes, mentionYes, if any kind of merchandise is not available at the store or some different sizeis demanded by the customer then they take advance order.Any kind of extra service you provide by shop/store?Yes there is facility of alteration of product, presenting snacks and coffee, SMS &email alerts for sales and fresh merchandise arrival.Any kind of licence to sell products?Since store is a brand outlet so there is no licence for store.How do you apply sales tax and vat tax on the product?Sales tax and vat tax are included in the MRP of the product.
Do you have any gift voucher policy?Yes, they nominates some of the customers as special member of the store onthe basis of their shopping from the retail outlet and sends gifts to the customersat their home address.For example in this dipawli brand has distributed a dipp of silver to everynominated customers.Do you provide any extra service, sale, benefit to your regularcustomers?Yes, their are many such facilities to special and regular customers of the brand.These are1. Customers are given a special membership card in which they records thepurchasing records of the customer and they gives them points on the basis ofprice points which is again converted into rupees and is added to the customeraccount balance.2. Special members are invited for end of month sale which is arranged in lastdates of months and customers are given additional discount of 10% or more.
Have you any fundraising policies?In any such cases company it self takes decesion.Any kind of beginning of month planning?Product stocks, monthly sale estimates, any sale proposals, total data analysis isdone in beginning of the month.