2. Background
• Hachette Group had two of Paris' 26 daily newspapers, 612 French magazines
•It is editorial product company, which is known for its journalistic integrity and
superior design
•It is in the business of producing world class magazines and digital content
•It had entered India to leverage the booming fashion industry with its first fashion
magazine designed for India- Parfaire ( a French word to emphasis its French
background)
• Indian Fashion Industry: INR 750 cr. Market in 2012 (Source: Economic times)
growing at more than 10% in the last 5 years
•Parfaire in English means perfect
3. Positioning Statement
• Parfaire- It is the latest lifestyle fashion magazine from an international editorial
house but unlike others international fashion magazine it is designed and named
uniquely for India- keeping in mind the unique culture of the country
• The magazine is named in French –means ‘perfect’ – to emphasis on its French
root as France is looked upon as fashion heaven of world
• It will quench the thirst of Indians to have a foreign connection but the content of
the magazine is for the economically independent and fashion conscious women
for regular use
• Parfaire is not just for upscale fashion shows and parties but fashion which suits
Indian female body type and let them wear follow it whenever and wherever
they want
4. Points of Parity & Points of Difference
Target Market: Young Women; Age: 23- 35 years
Nature of Competition/Category:
Class: Upscale and chic monthly magazine
Category: Fashion Magazine
Type: Lifestyle
Points of Parity: Points of Difference:
-Can be used for latest fashion -Upscale fashion meets
- Enjoyed by fashion lovers practicality of daily life
who can afford to follow high requirements
end fashions -Try to cashing on ‘French’ image
- Helps in self -asserting social - The name gives it international
status feel
5. Consumer Profile
-Young and/or
- Youthful
- Loves fashion
- French and fashion goes hand in hand
- Economically independent ; Achiever; Fashionable
- Image conscious
- Upper Middle Class; Upper Class
- Experimenting with fashion but keep in touch with Indian Roots
According to the survey carried by Y&R as the survey conducted by them
for the launch of Parfaire ( among a group of women who is considered
to be the target group for Parfaire magazine)
6. Mental Map- Positive Associations
High end
Leisure fashion and
reading upscale French
For all Practical
ages Parfaire fashion
Classy and Independent
Chic women
For young
women
Strong
Average
Note: Associations based on survey responses Weak
conducted by Y&R
7. Mental Map- Negative Associations
High priced
Another
and
foreign
impractical
magazine
Parfaire
Indian meets
Fun And International
Hippy fashion
Strong
Average
Note: Associations based on survey responses Weak
conducted by Y&R
8. Core Brand values
Strong Favorable Unique
-French origin
-For Young
-Design for India
Women -Classy and -Practical
-Leisure Study Chic fashion for
-- High end and -Independent fashion
upscale fashion women conscious
people
9. Brand Mantra
Emotional Descriptive Brand function
Modifier Modifier
Parfaire Classy and Chic French Heritage Fashion
and connection Magazine
• Classy and Chic: A commitment to visual genius, investment in storytelling that
puts women at the centre of the culture, and a selective, optimistic editorial eye.
• French Heritage and connection: Coming from Hachette group and its first Indian
venture in the industry showing 10% -13% growth in last 5 years and fashion and
France is easily relatable
• Fashion Magazine: The distinct and consistent orchestration of the identity is
central to establishing the visibility, familiarity & common identifiable brand
imagery chic , mirror of current culture of fashion( Indian+ Western Balanced
Fashion)
10. CBBE Model
Strengths
:
Brand Salience:Happiness helps to decipher what is it
that matters most to Indian women today and
Parfaire wants to deliver on this in meaningful ways
by constant companion among the glamorous clutter
of fashion magazines; It would be the magazine which
would aim to make you beautiful yourself rather than
making you follow others to look beautiful !!
Brand Performance: Combining learning’s from Brand Imagery :Fashion consultant whose suggestion
cultural change and what a women can wear to look can be followed with keeping your schedules intact
highly fashionable but can go on through her day to rather than waiting for a special occasion to look
day activities with ease but still following fashion stunning and fashionable;
trends made available by Parfaire
Every day Gorgeousness !!!
11. CBBE Model
Weaknesse
s:
Consumer Judgments: By the survey
conducted by Y&R the respondents had
pointed that combination of practical
fashion with premium feel can be difficult
to retain , but it would can be achieved
through constant performance
Consumer feelings: Parfaire’s is about to launch its
product in March 2012, so it yet to compare with Consumer Brand resonance: Consumer yet to display
existing competitors fashion magazine; but the brand loyalty through word of mouth or
according to the survey lots women feel good about recommendations; But Parfaire fashion suggestions
looking glamorous everyday would create that once it is in the market
12. Brand Salience
Depth: Parfaire is looking for high recall value in the mind of its customers;
Given the fact that in the survey the respondents find the name unique and
likely to remember it once thay heard it this will lead to good recall value
down the line; The word had a ‘French’ and foreign feel to it, the
respondents ( 79 5) of them thought it as a premium lifestyle brand which is
good for Parfaire
Breadth:
When asked in survey against its competitors in “likelihood to purchase in the
future,” was high once explained the content and associated names like
Sabysachi Mukherjee, Satya Paul to respondents
61% respondents said if the magazine delivers what it is promised they would
likely to buy it again
13. Brand Performance
Primary Characteristics and Supplementary Feature:
Premium lifestyle magazine should deliver up to its standard;
In the survey it came up the kind of premium brands advertisements within the
magazine also helps them to perceive it as a premium magazine;
So , already association with high end Indian and foreign brands will help
Parfaire
Product:
Hachette group expertise in fashion magazine and its glossy packaging and sharp
editing would help Parfaire to make its place in customer mind as a lifestyle
magazine
Style and Design:
Packaging matters to fashion magazine readers; 91 % respondent in the survey
agreed upon it; Hachette group financial backup and expertise would help
Parfaire’s maintenance of the standard expected from high end lifestyle magazine
Price:
Prices as INR 1295/-; Consciously or sub-consciously, consumers tend to generate
a mental luxury stature or image with the price-range that the brand operates
14. Brand Imagery
User Profiles:
Survey respondents identified by Y&R for Parfaire was young women between 23
years and 35 years
Purchase and Usage Situations:
Parfaire’s is unique in that it has the practical variety of uses.; Most survey takers
said Vogue, Elle, etc ( main competitors) fashions majorly published are for special
occasions, so the unique feature of combination of high end fashion meeting day to
day practicality
Personality and Values:
In a list of personality attributes (sophisticated, old-fashioned, conservative,
youthful, cheerful, feminine, outdated, popular); Parfaire’s is trying to position
itself as feminine, popular, sophisticated in near future
History, Heritage and Experiences:
Parfaire is launching itself in India for the first time uniquely designed for India but
Hachette group had expertise in this field for years and excel in it
15.
Consumer Judgments
Brand Quality
Generate major differentiation in its production and execution
Brand
Superiority
Yet to be
Brand Credibility:
achieved
Role as an expert ‘Absorbing Media’
but will like
to be
number
one in
coming
future Brand Consideration:
Create a world and an aura that is truly exceptional to their brand
signature
16. Consumer Feelings
To possess something which is desirable and recognizable by all; here the
magazine ( as product) and also to be associated with it( people who are
featuring in it and also apart of it)
Step ladder to move to right circle in social status, for upcoming models,
actors , designers and even for established celebrities
Possessing Parfaire magazine is not just buying a magazine, it comes with
the success story of the greatest achievers in the fashion worlds
association and credibility with it; and discovering it through its pages
17.
Consumer Resonance
Behavior Loyalty:
Always produce unique pieces and have the power gained over
a long history to lure the most interesting creative, which creates
trust and sense of reliability among customers
Attitudinal Attachment:
People seeking differentiation
Parfaire’s story is the story of women, of culture, of what is
worth knowing and seeing, of individuality and grace, and of the
steady power of earned influence
Sense of Community and Engagement:
Creating ‘The brand story’ for the magazine;
Public figure’s associated values and personality have to resonate
with that of the luxury brand’s aura
18. IMC
Media Advertising:
Packaging:
It would spend money on editorial. Parfaire would be something you want to own and
keep not just any paper !
Flexible, Reliable and Aesthetically Pleasing
Sales Promotion:
Selling through promoting other brands
When sponsoring fashion events it can be photographed around when the paparazzi's,
fashion bloggers, magazines, celebrities and News such as E! Times Now , Zoom, MTV News
publicize the work around the concept
Direct response:
If they are sponsoring a fashion show, their name would be printed some
where noticeable to the people attending could notice their affiliation
19. IMC
Public relations:
PR in fashion magazine plays an enormous role in image proliferation of the brand,
thereby subtly influencing public opinion
Sophisticated branding machine for maintaining ongoing relevance and dialogue with the
luxury consumer, especially so in fashion, seasonal trends driven categories
Direct marketing:
Advertisement are usually through the magazine itself and publicity
Publicity:
Public-figure or celebrities have been traditionally employed as one of the marketing mix
in luxury brand advertising and they still continue to garner attention, credibility and
impact; Roping in fashion designer Sabyasachi Mukherjee, Satya Paull for Parfaire
20. IMC
Interactive marketing:
At a tactical level, PR is utilized to generate buzz & convey the brand news, point
of views of inspirers and influencers (celebrity talk or the designer speak), a
crucial support for brand activation (like the fashion weeks, sport-events, themed
previews, etc.)
Point of purchase:
Traditional Fashion magazine sellers
Content availability online
21. IMC Components
• The Foundation:
Fashion Magazine talking about latest fashion and featuring ads of high end and high street
brands ( both of India and International style which can be easily emulated in Indian
Context)
• The Corporate Culture:
Parfaire aims to be cultural barometer in India , putting fashion in the context of the larger
world we live in- how we dress, live, socialize; what we eat, listen to, watch; who leads and
inspires us
• The Brand Focus:
A commitment to visual genius, investment in storytelling that puts women at the centre of
the culture, and a selective, optimistic editorial eye
22. IMC Components
• Consumer Experience:
For women in India each month, Parfaire would be the eye of the culture, inspiring and
challenging them to see things differently, in both themselves and the world
• Communications Tools:
Through PR and sponsorship programs
• Promotional Tools :
Campaign effectiveness; use of print media and online and social media for promotion
23. Brand Elements
Memorability Meaningful Appealing Protectability Transferability Adaptability
-Extremely - Meaning - Without - Trademarked -Can be applied - Parfair’s as a
memorable associated to the fashion name to fashion and brand
- 65% of French origin association, - Easy to lifestyle dedicated to
Name: respondents - No initial the name protect India by an
Parfaire’s listed Parfaire’s association holds itself international
as easily the other no special editing house
memorable as fashion value only for India
Vogue or Elle magazine from
Hachette
house
- Mentioned by - No - Liked by - Not - Cannot be - Can easily
survey takers significant consumers protectable used on variety be adapted as
-Has become a meaning due to its - Can be used of other fashion
point of parity; unique and by multiple products magazine
Glossy used by easy sound companies
Packaging companies such and/or brands
as Vogue, Elle,
Marie Claire, etc.
24. Brand Elements
Memorability Meaningful Appealing Protectability Transferability Adaptability
- Extremely - No significant - Simple, - Font is - Can be used - The font has
memorable meaning but not officially for any event potential to
Block, - First association overly licensed and sponsorship be slightly
Uppercase respondents likable associated with changed to
Font gave can be Parfaire’s update the
related to other brand if
existing fashion necessary
magazines such
as Vogue, Elle,
etc
-Mentioned - No meaning - Makes it - Not a - Can be used - Won’t lose
Convention throughout the associated easy to trademarked for some other appeal over
al size and survey for its with the brand read, and feature lifestyle time
shape of easy-to-relate easy for the - Can be used magazine
fashion shape ans size of eye of by competitors
magazines fashion consumer
magazines
25. Competition
• From the existing foreign magazines like Vogue, Elle, Marie Claire, Harper Bazaar,
etc
• Vogue , Elle, etc already had international recognition
• Vogue’s heritage and pedigree in Fasihon history
• Elle’s freshness and funky and chic image
• The existing competitors have been quite a few number of years in India market
• Most of them had transferred an existing brand equity by maintained their
recognized name in the world of fashion
• So, ,Parfaire’s coming from Hachette group but not taking the name of existing
fashion magazines name, is a challenge as well as can be it’s POD
26. Glimpse of Sabyaachi Mukherjee’s
Anarkali collection for Parfaire 1st issue
Glimpse of Satya Paul’s party wear
collection for Parfaire 1st issue
