marketing management


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i made this allen solly project for my marketing management class... i hope u all will like it

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marketing management

  1. 1. ALLEN SOLLY "It is not difficult to see that obesity is on the rise due to new lifestyles.
  2. 2. HISTORY <ul><li>Allen Solly was founded in 1744 by a company called William Hollin and Co Ltd. The brand was purchased some time in the 90's by a new company called Madura Garments which was a part of Madura Coats. Madura Coats was a big producer of threads. </li></ul><ul><li>The Vision Of Allen Solly : </li></ul><ul><li>The company aimed to emerge as a brand which was totally new and did not stick to conventions. “Friday Dressing” was introduced to give the company a stronghold. Initially the Indian markets was not open to experimental apparel for men. Friday dressing by Allen Solly gave Indian corporates a chance to transform their wardrobes. The new formal wear was relaxed and not boring. The Aditya Birla Group took over Allen Solly in 2001 </li></ul>
  3. 3. <ul><li>Allen Solly created ripples in the Indian market by releasing new rules in corporate dress code titled ‘Friday Dressing’. It trashed whites and greys thereby making the corporate world a colourful and vibrant place. </li></ul><ul><li>Originating from the large portfolio of international brands of Coats Viyella-UK, Allen Solly is targeted at young, contemporary corporate who was ready to challenge conventions and create their own identity. Encouraged by its progress, over the years the brand has evolved to achieve a high fashion quotient and appeal through its exciting, fashionable merchandise and aspirational imagery. </li></ul><ul><li>Focus on accessories such as eyewear, watches and women's bags; have added to the lifestyle quotient of the brand. There are today more than 30 product categories to its portfolio. </li></ul>
  5. 5. BIGNING <ul><li>In the very early days hosiery manufacture the work was out sourced (as we would say) </li></ul><ul><li>The Master Craftsman would supply the worker with a frame, the raw materials( cotton, silk or wool) and collect and sell the finished product </li></ul><ul><li>The workers (called stockingers )worked from their homes which were small and poorly lit cottages. Some of them preferred to play cricket during the day and work at night, using oil lamps. </li></ul><ul><li>It was very delicate and skilled work . An apprenticeship of seven years is testimony to that. </li></ul><ul><li>Over a period of time men like Thomas could own an increasing number of frames thereby increasing their wealth. </li></ul><ul><li>The &quot;domestic system ,&quot; as it was called , being spread over a wide area, proved in time to be an uneconomical method of production, although it continued on a diminishing scale, well into the 20th Century. </li></ul>
  6. 6. EMERGING <ul><li>The factory system which began to emerge in the early part of the 19th Century, , proved to be more economical. When men and machines were brought together under one roof, discipline could be imposed. productivity increased, and labour costs reduced. Labour specialisation and the use of power driven machines further increased production and reduced costs. (this has a familiar and modern ring about it.) </li></ul>
  7. 7. BUILDING REPUTATION <ul><li>being one of the first to export their merchandise. There is evidence of hosiery being sent to America in 1811. By 1851 Allen Solly were exporting to all the principal European Countries as well as to America. </li></ul><ul><li>By this time the Company had gained a reputation for fine quality hosiery and members of Royal Families, Indian Princes, and Presidents of the U.S.A., enjoyed the garments turned out by successive generations of craftsmen. </li></ul><ul><li>Having built up a world wide reputation for high quality goods and the use of only the highest quality silk, cotton and wool </li></ul>
  8. 8. PRODUCTS <ul><li>Allen Solly Products : </li></ul><ul><li>•  Allen Solly manufactures very comfortable cotton and linen half and full sleeve shirts in solids of beautiful prints patterns like checks and stripes. They come in attractive color combinations of white and yellow, blue, pink, green and the list goes on. </li></ul><ul><li>•  Allen Solly T-shirts are available in half or full sleeves in vibrant colors like orange, black, blue etc. The t-shirts are made of pure cotton. </li></ul><ul><li>•  Allen Solly Trousers are pure cotton varieties which have flat or pleated fronts. </li></ul><ul><li>Allen Solly is considered to be the brand that breaks all rules and conventions of men's wear </li></ul>
  9. 9. NEED TO ENTER IN A NEW PROJECT <ul><li>While customers loved ethnic wear, they found it cumbersome, elaborate and layered, and it tended to sag and fade. As for the Western apparel that was already in the market, its unsuitability to Indian builds and lack of international styling put them off. </li></ul>
  10. 10. TARGET ACCORDING TO THE DEMAND OF NEW MARKET <ul><li>WHEN Madura Garments noticed demand going up for Size 26 and 28 trousers in the Allen Solly brand, it investigated - and found that women were buying those for themselves. It also found that women were admiring the colours the clothes came in, and it was so decided that Allen Solly would become the most suitable vehicle to test-launch Western womenswear Allen Solly's gambit is its offer of various fits for the Indian woman who, according to the company, falls into one of four body types. Comfort, straight, trim and regular are the various fits offered. The trousers range in sizes from 26 to 36 inches, with a 38-inch trouser in the pipeline. The comfort fit was reportedly a hit as women looking for Western clothing in large sizes found something for themselves here . </li></ul>
  11. 11. Allen Solly's latest collection is a tribute to the Indian woman executive
  12. 12. The brand also prides itself on its high quality fabric, a variety of colours and designs and pricing. The fabric includes cotton and cotton blends as well as tencel, polynosics, lycra, rayon blends and soft acrylic, which suit the demands of today's busy work environment. Knitted tops range in price from Rs 499 to Rs 999, woven tops from Rs 599 to Rs 999. Trousers are in the Rs 799-1,099 range.
  13. 13. PRESS RELEASE <ul><li>Allen Solly, the pioneer in Friday dressing, is once again the star of corporate dressing. The star cast in Madhur Bhandarkar's movie Corporate has donned Allen Solly garments, known for their contemporary style at the workplace.Bipasha Basu, Miniisha Lamba, Raj Babbar and Kay Kay Menon are shown wearing the Allen Solly brand throughout the movie. The movie is about corporate houses and the lives they lead. With the style statement Allen Solly has created in the corporate world, it was the perfect fashion brand to help give authenticity and power to the characters in the movie. Suits, casuals, trousers, skirts, tops, handbags and glasses are a few of the Allen Solly products used by the cast of Corporate. As it has turned out, Allen Solly has been able to successfully create an impact on the overall look of the film and its characters, including leading lady Bipasha Basu. </li></ul>
  14. 14. <ul><li>Referring to their tie-up with the movie Corporate, Mr. Hemchandra Javeri, President, Madura Garments said, &quot;It is prestigious to be associated with the movie Corporate. The characters portrayed in the movie are youthful, achievers and trendsetters. The look for the film has been specially created by Allen Solly and fits the image of the characters perfectly&quot;. Commenting on the alliance with Allen Solly, Priti Shahani, head - marketing states,&quot;The brand, Allen Solly was the right fit for the movie and the placement was a great way for the brand to showcase their line of formal attire for men as well as women. The placement is woven seamlessly in to the movie's storyline adding to the creative process </li></ul>
  15. 15. AWARDS <ul><li>Most Admired Brand - Womens Wear IFA 2004 & 2005 & 2007 </li></ul><ul><li>Most Admired Brand – Trousers IFA 2005 </li></ul><ul><li>Most Admired Brand - Smart Casuals IFA 2006 </li></ul>
  16. 16. <ul><li>&quot;. Sahara One Motion Pictures, the producers of the movie, have gained recognition in the film industry with enormous success of their recent ventures like Hanuman, Page 3, Sarkar and Maalamaal Weekly. Sahara One Motion Pictures have supported upcoming and national award winning directors in expressing fresh and innovative concepts. Corporate is an expression of the aspirations of a large number of Indians vying to get into the corporate world. Allen Solly, which stands for unconventionality, has created an impact on the look and feel of the film, making it appealing to a modern, contemporary audience. The Allen Solly brand comes to you from Madura Garments, an Aditya Birla Group company. It scores high in terms of popularity among the corporate groups with its concept of unconventional and relaxed corporate dressing </li></ul>
  17. 17. <ul><li>India : Allen Solly as ‘Most Admired Menswear Brand of the Year’ February 8, 2008 </li></ul><ul><li>Allen Solly, the brand that revolutionized “Friday Dressing” concept in India received the prestigious “Most Admired Menswear Brand of the Year” Award at the renowned Lycra Images Fashion Awards 2008. Says Mr R Satyajit, Chief Operating Officer, Allen Solly, “Its an honour to win this award. This award is a testimony to how Allen Solly continues to stay ahead of the curve and retain a powerful brand identity and a consumer connect. Consumers recognize Allen Solly as a `relaxed work wear brand’. Needless to say, over the years, we have identified this niche and dominated it.” Allen Solly questions the norms of conventional dress code at work and reflects one’s unconventional mind like no other formal wear brand can. The brand is successfully growing at 25% year-on-year and plans are on the anvil to launch new categories that will excite consumers. Recently, Allen Solly launched “Allen Solly Youth” catering to the young consumer who wants to look trendy and fashionable. The Lycra Images Fashion Awards 2008 </li></ul>
  18. 18. ABOUT CMAI <ul><li>CMAI is the oldest and the most representative association of the garment industry in India. With a membership of over 2,500 manufacturers and 15,000 retailers, CMAI represents a wide cross section of manufacturers, exporters and retailers. CMAI also recognises excellence in the export and national apparel industry by honouring its members with apex awards – national awards for excellence in apparel. It also pays tribute to those in the industry who have contributed towards its welfare by conferring life time achievement awards. </li></ul>
  19. 19. AWARD BY CMAI <ul><li>Allen Solly bags the CMAI award for best women's wear for western wear category </li></ul><ul><li>Posted November 17th, 2008 by Aditya Birla Nuvo in Business Services India vote </li></ul><ul><li>nowBuzz up!Allen Solly, the brand that revolutionised the “Friday Dressing” concept in India received the prestigious CMAI award for best women’s wear in the western wear category at a glitzy event held in Mumbai. </li></ul><ul><li>The award instituted by the Clothing Manufacturers Association of India (CMAI), a premium association of the apparel industry in India honours the best in apparel </li></ul>
  20. 20. CORPORATE NEWS <ul><li>‘ GO’ for sharp lookMay 15, 2009 (India) Allen Solly, India's favorite fashion brand now introduces a unique line to take corporate vogue by storm. Presenting ‘GO’ stretch and wrinkle free trousers with DOW XLA - the only stretch fibre with the twin benefits of no-iron convenience and stretch comfort. Wrinkle-free and stretch powers join forces in the revolutionary GO trousers, So you can leap, soar and fly through everyday battles. </li></ul>
  21. 21. Return of spring/summer colour to men with Allen Solly <ul><li>Yellow is the colour of the season which is supported by orange and aqua, lime and green. The other big colour trend is nautical. This is a mainstay of any menswear palette and is marked by the slightly more casual attitude, influenced by youth trends rather than the old, formal nautical. Allen Solly SS09 menswear collection lets you dress down at the workplace, which is the norm these days with its range of 100% cotton smart casual shirts & washed trousers. Dark jeans, unwashed, raw and tapering slim along with Summer polo tees in myriad colors along with a line of urban evening wear shirts are other categories forming part of the SS09 range. Also available is a line of Red, White, Navy signature shirts- called ORIGIN inspired by the Allen Solly logo colors. A line of smooth Neo classics. Its heritage made contemporary. </li></ul>
  22. 23. American Prep & Safari’ – spring/summer themes for woman Allen Solly announced the launch of its Spring Summer ‘09 collection for Women. Allen Solly SS09 Womenswear Collection brings to you a contemporary look with elements of femininity and a fashion forward visage with a philosophy to excite and inspire. The first collection’s theme &quot;American Prep&quot; is all about the 70's influence filtered through where a preppy sports style is also apparent. This collection brightens up the city scape with a color palette of red, white and yellow and also Allen Solly’s traditional tailored neutrals are energised with bold pop brights to create a fun, playful yet chic look. The second collection’s theme &quot;Safari&quot; - As boundaries blur between the urban and rural environment, devolution emerges. Safari reclaims the city. Allen Solly re-evaluate what’s important and embrace the power of nature. The collection’s Prints are inspired from modern tribal motifs and our colors are a palette of weather washed brights used with environmental bases of stone and sky and olive .
  23. 25. Allen Solly unveils Valentine collection February 10, 2009 (India ) <ul><li>Allen Solly announces its Valentines Day collection to make the day really special. Allen Solly's exclusive Valentine day collections for Men & Women have Tops and T shirts corresponding to the theme. They draw inspiration from the King and Queen of hearts of the playing cards. Rule as many hearts as you win with this ‘high on love, high on fashion’ collection. Allen Solly created ripples in the Indian market by releasing new rules in corporate dress code. It trashed whites and greys thereby making the corporate world a colourful and vibrant place. </li></ul>
  24. 26. Fashion line from Allen Solly set to sizzle LFW ramp <ul><li>Lakme Fashion Week (LFW), a prestigious fashion extravaganza offers renowned designers and fashion brands a glorious opportunity to showcase their exclusive creations for their female fan followers and set trends for different seasons. Allen Solly, a western-wear label that redefines fashion for every season will be presenting its collection in both the LFW’s, taking place in April and November at National Centre for Performing Arts (NCPA), Mumbai </li></ul>
  25. 27. India : Allen Solly walks the 'Corporate' way with Bipasha Basu July 8, 2006 <ul><li>Allen Solly, renowned for its work wear, is promoting its products aggressively. One of its latest ventures involves Madhur Bhandarkar’s movie ‘Corporate’ starring the glamorous Bipasha Basu in the lead. This movie completely deals with inner side of the business world, offering a perfect platform for Allen Solly’s formals. Allen Solly has successfully adorned the cast with designer suits, casuals, trousers, skirts, tops, handbags, and glasses are few of garments and accessories that bestow the ultimate feel to the movie. Hemchandra Javeri, President, Madura Garments said, “It is prestigious to be associated with the movie Corporate. The characters portrayed in the movie Corporate are youthful, achievers and trendsetters. The stylized look for the film has been specially created by Allen Solly and fits the image of the characters perfectly </li></ul>
  26. 28. REASONS OF THE SUCCESS <ul><li>2002 leading Indian apparels company, madura garments launched a line of ready made women’s western wear under the brand ‘allen slley women wear’ the launch was baked by advertisements in the national print and outdoor media. The move attracted attention for two reasons. First this was the first –ever nationwide exercise by any company to offer readymade western wear for women in India on a large scale. Second , madura seemed to have In september taken a risk by trying to extend its hitherto exclusively for men brand allen solly to the women’s. the segmentation of female western wear from madura garments under the brand name of allen solly women wear is based on </li></ul><ul><li>1 changing social habit </li></ul><ul><li>2 generations </li></ul><ul><li>3 income level </li></ul><ul><li>4 usage rate </li></ul><ul><li>5 personality </li></ul>