Park Avenue Brand Extension Analysis
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Brand Extension Park avenue Grooming Solutions, PGP30148, Nadeem Natrajan IIML
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Park Avenue Brand Extension Analysis
- 2. Submitted to - Professor Sameer Mathur, IIML
- 3. Journey from wardrobe solutions..
- 4. To also grooming solutions for men..
- 7. • Raymond introduced Park Avenue to offer men "CompleteWardrobe Dressing Solutions“ • Park Avenue launchedWomen's range in 2007 • J. K. Helen Curtis (a Raymond associate) launched Park Avenue grooming solutions
- 8. Today - India's premium lifestyle brand Stylish and innovative wardrobe solutions to well-dressed gentlemen
- 9. Presence in 565+ 'The Raymond Shops‘, 50+ Exclusive Brand Stores, 656+ Multi-Brand Outlets
- 13. To fulfill the growing needs of today’s man Launch of a fresh chapter with new logo Eagle representing vision and focus
- 18. Product Sub-category Product Name Quantity Price (Rs.) Beer Shampoo 200 ml 160 After Shave Normal 50 ml 105 Mercury 50 ml 105 Ace 50 ml 105 After shave lotion 50 ml 135 Silver FaceWash Dry 50 ml 67 Oily 50 ml 67 Normal 50 ml 67 Room Freshner Jasmine 95 Lavender 105 Rose 105 Sandal 105 Rajnigandha 105 Soap For Men Double Deo 125 g 40 Good Morning 125 g 40 Normal 125 g 40 Cool Blue 125 g 40
- 19. Product Sub-category Product Name Quantity Price (Rs.) Hair Styling Gel Chrome 100g 95 Neo 100g 95 Glacier 100g 95 Men talc Double Deo 300 g 100 ClassicTale 300 g 100 Perfume spray Entice 50 g 126 Elevate 50 g 126 Body Deodrants Alpha 150 ml 180 Believe 150 ml 180 Delve 150 ml 180 Good Morning 150 ml 180 Terra 150 ml 180 Imagine 150 ml 180 Tranquil 150 ml 180 Cool Blue 150 ml 180 Storm IQ 150 ml 180
- 23. Marketing Mix
- 24. • Product mix - Soaps, deodorants, aftershave, shaving cream, talcum powder, gels • Exclusively male grooming products • Focus on fragrance -Their deodorants and perfumes read- “Genuine French Eau De Parfum” • French fragrance gives uniqueness to perfumes • Elegant stylish packaging to give the brand an international look
- 25. • Price-wise middle range products • Loyal customers – less price sensitive • Many grooming products such as Deodorants are still considered expensive at 180- 190 price range • Park Avenue -> products affordable
- 26. • Regular distribution outlets, like traditional and modern trade, chemists, cosmetics and general stores • Soaps and Deodorants available at normal general stores • Perfumes in supermarkets unlike other big brands which are available only in big shopping malls • Locations suitable to middle class consumers • Distribution increased by 50,000 outlets in past year
- 27. • Been a shy brand till yet • 2 years back – No point of purchase displays, no testers, no digital/social marketing • Now they are coming up front • Promotion through print and electronic and social media • Increase in spending in promotions from last year = 50% • Introduced 50 ml deodorant SKU to let people try the product • Ads have moved from ‘English’ to ‘Hinglish’ for mass appeal
- 28. Men Focused Ads
- 29. Age Groups (Demographic) Behavioral and Psychographic characteristics 14-17 years Influenced by parents, curious and explorative, no loyalty 18-22 years Experimenting group, seek attention, want to be trendy 23-28 years Tend to become loyal towards a particular brand, try expensive variants, status seekers 28 + years High brand loyalty, health conscious, high expenditure
- 30. Target Customers - Demographics • Male • Middle class • Young (Typically 25+) • Not on high purchasing power • Male who likes to explore the unknown, do something different • Entrepreneurial spirit and wants to be a leader • Wants to express himself and his style, prove his worth PsychographicsBehavioral • Long travelling hours • Short on time • Living alone • Men into personal care • Mostly new customers from small towns
- 32. Park Avenue Positioning • Viewed as Indian brand with product qualities like western • Indian men used personal care accessories for women • No major grooming brand in men’s market • Male exclusive products • Low price but high quality
- 33. • Use its expertise in clothing to project its image of a classy male grooming brand • Positioning tagline in 2000 –Try something new • Latest tag line – Play the lead • Management believes - Seduction is not the only motivation a man has • Park Avenue – Partners the man who seeks success in life – the alpha male
- 36. Perceived Quality, Classiness High Low Low High Price • Dettol • Dove • Nivea • Old spice • Axe • Park Avenue • Fair and Lovely • Emami • Gillette
- 40. CoreValue: Confidence, Success EmotionalValue : Stylish, Premium, Classy FunctionalValue: Best quality in decent price Product:Variety of products, Unique fragrance, Elegant packaging
- 42. Thanks