its about a new company.

1. Brand Management
Course code: BUS-454
Submitted To
Nafees Imtiaj( Lecturer, USB )
Submitted By
Sharif Ashiful Islam
ID: 121011131
Department: BBA
10-Mar-15

2. Vinci
The Company Name: Vinci
Vinci is new clothing stores in Bangladesh. The store is now very popular among the present and
young generation for unique collection of designs, specially Punjabis, shirts, pants, jeans, coat
for men and maintains the modern fashion trend. The quality of its product is extremely good as
it has been successful to keep old customers always coming. The name Vinci, itself has now
become a distinct clothing brand in Bangladesh and the credit goes to its exclusive collection and
comfortable products.
The Brand Name: Vinci
POPs(Points of Parity) PODs(Points of Difference)
 Trendy
 Fashionable
 Variety
 Attractive
 Rebellious
 Quality materials
 Locally made
 Good sales service
 Western fashion
 Export Quality Materials
 Premium pricing
 Rugged designs
 Rapid trend adoption
 Limited period offerings
 Authentic Style
 Innovative
 Original
 Young & Vibrant

3. Target Market and Segmentation
Geographic
Country Bangladesh
Country Region Dhaka, Chittagoan, Khulna, Shylet, Barishal
Demographic
Age 15 - 40
Gender Male
Occupation Student , Corporate men
Income ( monthly ) 30,000 BDT – 1,00,000 BDT
( family income )
Location Mostly Dhaka & Chottagoan
Education Not relevant
Psychographics
Social Class Upper & upper middle class
Lifestyle Outgoing , trendy, fashion, comfort lover,
style concerned.
Attitude Fashion conscious
Mental Map
So far “Vinci” is innovative, interesting and credible among its target audience. And its
continuous updating of its designs makes “Vinci” a true point of reference for anyone interested
in fashion. Strategy to connect with target consumers define as “spirited minds” that they are
ageless, positive and dynamic. These consumers are iconic, experimental in nature. There is a
change in attitude marked by greater confidence and free thinking. Consumers look for the
brands which they can identify with. Vinci is all about attitude and this is the key differentiation
which gives the brand a distinct identity. “Vinci” is about “making colour”.

4. 1) Authentic products.
2) Classy look product.
3) Wide range of variety collection.
4) Cheaper than ecstacy, texmart, occult.
5) Easy to remember the brand mantra.
6) Offers special discount in every occasions.
7) Both asian and european sizes.
8) Available size.
9) Target oriented.
10) Fashion conscious.
11) Arising of international markets.
12)Ability to produce new products.
13)Low manufacturing and production cost (locally made)
14) Starting online shopping.
Core Brand Associations
• Vinci has a major influence in street fashion, and was a natural consequence which differentiates them
from other similar Brands.
• Vinci collection includes a trendy and fashionable assortment of flattering styles
• Authentic details and functional attributes give Vinci a strong sense of identity.
• At the beginning Vinci always tried to establish itself as famous brand but could not be able to do it due
to the lacking of high financing so they used to sell different brands in Vinci which were export
leftovers. It was a fashion house where they used to sell different brands under the same umbrella.
• Vinci tried to create a Brand Image by their exclusive designs and high quality product which can
compete with any renowned Brand.
• The brand is the innovator in fashion product. Vinci will continue to innovate and design unique
strategies and product .

5. BRAND Mantra/Slogan
Each every brand has a brand mantra or slogan. It is a heart and soul of a brand. It is like telling
all about the brand what it’s about the brand. A brand mantra is a 3-5 word shorthand
encapsulation of your brand position. It is not an advertising slogan, and, in most cases, it won't
be something you use publicly.
Vinci’s brand mantra/slogan is “WE color your life”.
Product, Pricing and Channel strategy
Product : They offer a wide range of product line at Premium price. When it comes to product
they maintain a quality. The Vinci product range is developed under different categories to fit
with the market requirements and to address different segments of the luxury consumer market.
The product however have a single unifying factor in the elements of its development. The same
high level of skill, precision, craftsmanship and quality material is applied in the development of
each product, whether its denim-based .
Pricing : Vinci’s pricing strategy is the premium pricing strategy. Some of the products in lower
priced categories such as denim but the brand applies the same premium pricing to all product
categories in varying degree.
Channel strategy : Vinci goods are retailed through directly owned store and selected
distributors. The company’s online boutique also retails selected products in the Dhaka and
Chittagoan market only. Vinci also has store at outlet shopping center such as the company’s
own outlet shopping center located in basundhara city, jamuna future park, navana tower. In
addition, Vinci products can also be found at several of the value retail outlet. The brand might
need to tighten up its product distribution channel to generate a higher level of brand equity.