1. INTRODUCTION
• Founder & President – MR.DILIP
KAPUR,1978
• Hidesign stands out for the sensuous
naturalness of its high quality leathers and the
smooth soft glow of its solid brass fittings in
its leather goods
• It carved a niche for itself as an eco-friendly
leather goods brand and impressed customers
with the beauty of its handcrafted products.
4. OVERVIEW OF THE COMPANY
• Global Presence-23 Countries
• Distribution Network-2000 Stores
• Manufacturing Facilities in 4 Places
• Products Manufactured-Briefcases, computer
bags, handbags, travel bags, wallets, and small
accessories like coin purses, key chains, and
passport cases
• Seasonal Collection-Added every 2 years
5. INDUSTRY ANALYSIS
• Indian Leather Industry
• People Employed-2.5 million
• Annual Production Value-7 Billion US $(2009)
• Value Of Exports-3.59 Billion US $(3% Of
Global Leather Trade)
6. BRAND ELEMENTS
• BRAND NAME - Hidesign (HIDE+DESIGN)
• LOGO -
• URL - http://hidesign.com/
• TAGLINE
Real leather crafted the forgotten way.
7. BRAND ARCHITECHTURE
BRAND POSITIONING
• Hidesign is an internationally successful brand
in the “affordable luxury” category.
• The exclusive ambience of their stores that is
custom made
• Made from high quality materials that are
natural: solid brass, real leather and wood
• The personalized service provided at all the
stores
8. BRAND ARCHITECHTURE
BRAND VALUES
• Natural
• Ecological
• Craftsmanship
• Innovation
BRAND PROMISE
• Luxury Products
• Made in a Natural Way
10. BRAND ARCHITECHTURE
BRANDED HOUSE
• Single Master Brand
• Sub-Brands use the Parent Brand Name
• Brand Extensions Built by Descriptors
• Eg: HIDESIGN Handbags
HIDESIGN Sunglasses
HIDESIGN Wallets
11. BRAND TARGET GROUP
• Between 25 and 40 age group
• Are career focused, part of mid & senior level
management, is increasingly sought by career
aspirants and fresh graduates, aligns with the
values of people in alternate professions like
media, art, education and home makers alike.
• Belongs to high income group
• Travels frequently (often abroad)
• Buys quality products that have a lasting value
• Has a strong commitment to nature and ecology
12. POINT OF DIFFERENCE
• Eco-friendly (made from natural grains)
• Emphasized on recycling
• Tremendous recall
• Uniquely handcrafted(no mass manufacturing)
• First luxury retailing in leather
14. PRICING
• Price Range- Rs.2000 to Rs.25,000
• Target People- High Income Group
• Markup of 550-600% over factory cost
• Most expensive Bags in India, an Upper-class
Brand
• Prices half of those for the same bags sold
outside India
15. SALES PROMOTION
• International Orientation
• Advertising- Relatively Lower Budget
• Foreign Models with International appeal
• Medium-Advertising & PR Agency
• Services of Professionals for Store’s Interior
Design.
16. SALES PROMOTION
ATL(Above The Line) & BTL(Below The
Line) Activities:
• Merchandising and display in Retail
Environment
• Bollywood parties and Fashion shows
• Wide media coverage to press conference by
company
• Promotional activities and events
21. ADVERTISING CAMPAIGN
• The award winning ad campaign from 2000 is
a landmark in Hidesign’s history and helped
Hidesign to establish itself as a brand of
excellence in India and markets globally.
• The ad campaign showcased Hidesign’s art of
real leather, crafted the forgotten way.
28. HI DESIGN CAPRESE LAVIE DA
MILANO
BAGGIT
UNIQUE
SELLING
PROPOSITI
ON
Real leather
crafted the
forgotten way
Everyday bag
with stylish
twist
Bag for every
mood
Sophistication
and class
Practical and
functional
bags. Go- to
bags
PRICE
RANGE
Rs. 2,000-
Rs. 25,000
Rs.1000-
Rs.4000
Rs.1000-
Rs.5000
Rs.5,000-
Rs.20,000
Rs.500-
Rs.5000
TARGET
AUDIENCE
High income
group
(25-40 yrs)
Young Ladies Confident,
Yong and
style
conscious
women
Men and
Women
(23-35yrs)
Students and
professionals
POD Eco-friendly Sleek Cut
Design
Dynamic
colors
Quality
( made from
Italian Hide)
Casual Look
29. INFERENCE
•Differentiation > Relevance : It stands out and receives
attention in the market place.
•Esteem > Knowledge : When Esteem is more the consumer
likes what the consumer knows what they like about the brand
and is willing to find out more, suggesting growth potential.
32. Recommendations
• Aggressive expansion into new markets
Signs of this: the company is now looking to become
lifestyle brand across categories like footwear and
eventually apparel.
• Pursue minimal yet effective product and price
differentiation to make product range more
attractive in entering markets.
33. Recommendations
• Explore various retail channels to maximize
potential sale and minimize risk in in these
growing markets.
• Huge opportunity to build brand reputation and
loyalty
• Concentrate on creating more of a domestic
feel to their products and brand.
