Allen solly

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Allen solly

  1. 1. ALLEN SOLLY VSCOLOR PLUS<br />PRESENTED BY:<br />RENU DUTT SACHDEV<br />SARTHAK GAMBHIR<br />SWATI NIRWAL<br />MAYANK TYAGI<br />ATAL MATTOO<br />3/14/2011<br />IIPM DELHI<br />1<br />
  2. 2. 3/14/2011<br />IIPM DELHI<br />2<br />
  3. 3. INTRODUCTION<br />IN 1744 BRAND ALLEN SOLLY WAS INTRODUCED BY WILLIAM HOLLINS AND CO. AND THEN TAKEN OVER AND INTRODUCED BY MADURA GARMENTS IN 1993.<br />COMPANY: MADURA GARMENTS,WHICH IS A PART OF ADITYA BIRLA GROUP.<br />AD AGENCY: OGILVY.<br />3/14/2011<br />IIPM DELHI<br />3<br />
  4. 4. INNOVATIVE IDEAS<br />THEY WERE FIRST TO SPOT THE NEED OF CASUAL WORK WEAR FOR YOUNG PROFFESIONALS.<br />THEY ENTERED THE MARKET WITH A BLOCK BUSTER CONCEPY OF FRIDAY DRESSING.<br />THEY USED UNCONVENTIONAL SHADES OF BEIGE AND TAN AND USED FABRICS LIKE KHAKI IN SHIRTS AND TROUSERS, WHICH BECAME A INSTANT HIT.<br />ALLEN SOLLY INTRODUCED THE IDEA OF RELAXED FORMALS FOR INDIAN CONSUMERS<br />3/14/2011<br />IIPM DELHI<br />4<br />
  5. 5. ALLEN SOLLY IDENTIFIED THE DEMAND FOR DIFFERENT SIZES OF TROUSERS FOR WOMEN AND LAUNCHED THEIR EXCLUSIVE WOMEN WEAR AND IT WAS WELL ACCEPTED BY THE TARGET GROUP.<br />3/14/2011<br />IIPM DELHI<br />5<br />
  6. 6. MARKETING STRATEGIES<br />SPECIAL PRIVELEGES ARE GIVEN TO *MY SOLLY* MEMBERS, WHICH ARE:<br />GET AN ENROLLMENT DISCOUNT.<br />SPECIAL B’DAY GIFTS AND BONUSES.<br />EXCLUSIVE PREVIEW TO SALES.<br />GETTING INVITED TO COFFEE MORNINGS.<br />ATTEND SPECIALLY HOSTED ALLEN SOLLY EVENTS BY INVITATIONS.<br />FREE GARMENT PICK UP AND DROP SERVICES<br />3/14/2011<br />IIPM DELHI<br />6<br />
  7. 7. REPOSITIONING EXERCISE<br />ALLEN SOLLY WENT FOR AN REPOSITIONING EXERCISE BECAUSE OF THE CHANGE IN THE DEMOGRAPHICS OF THE TARGET SEGMENT.<br />THE BRAND WANTED TO BE MORE REVELANT TO THE NEW WORKING CLASS.<br />ALSO THE BRAND WANTED TO ATTRACT THE CONSUMERS BEYOND THE WORK PLACE.<br />CHANGE IN ITS POSITION FROM WORK WEAR TO FASHION BRAND.THE BRAND POSITIONED ITSELF AS A CASUAL BRAND FOR ALL OCCASIONS.<br />3/14/2011<br />IIPM DELHI<br />7<br />
  8. 8. CAMPAIGNS<br />IN 2009, THE BRAND LAUNCHED ITS FAMOUS “ I HATE UGLY” CAMPAIGN TARGETTING THE YOUTH.<br />IN 2010, THEY GOT INTO A CONTRACT WITH COSMOPOLITAN MAGAZINE FOR THE COVER GIRL HUNT.<br />3/14/2011<br />IIPM DELHI<br />8<br />
  9. 9. 3/14/2011<br />IIPM DELHI<br />9<br />
  10. 10. FUTURE PROSPECTS<br />BRANDED WOMEN APPAREL MARKET WAS PROJECTED TO RISE AT A RATE OF CLOSE TO 25%.<br />TODAY ALLEN SOLLY TURNOVER IS MORE THAN 200 CRORE.<br />AIMS TO GROW WITH A TURN OVER OF 500 CRORE THIS YEAR.<br />3/14/2011<br />IIPM DELHI<br />10<br />
  11. 11. COMPETITORS<br />RITU BERI’S “LABEL”.<br />PUJA’S “ BIZZARE”.<br />UNITED COLORS OF BENETTON.<br />BLACKBERRY.<br />COLOR PLUS.<br />3/14/2011<br />IIPM DELHI<br />11<br />
  12. 12. COLOR PLUS<br /> THE COMPLETE MAN<br /> RAYMONDS GROUP<br />3/14/2011<br />IIPM DELHI<br />12<br />
  13. 13. 3/14/2011<br />IIPM DELHI<br />13<br />
  14. 14. INTRODUCTION<br />LAUNCHED IN 1993. COLOR PLUS IS A BRAND OF RAYMOND. IT WAS A UNIT OF COIMBATORE BASED AMBATTUR CLOTHING LIMITED.<br />COMPANY: RAYMONDS.<br />AD AGENCY: RUBECON<br />3/14/2011<br />IIPM DELHI<br />14<br />
  15. 15. INNOVATIVE IDEAS<br />COLOR PLUS BROUGHT IN AN INTERNATIONAL SHOPPING EXPERIENCE IN THE COUNTRY.<br />DISTRIBUTION CHANNEL SPREAD NOT ONLY ALL OVER THE COUNTRY BUT ALSO CROSSED BORDERS TO THE MIDDLE EAST.<br />THEY USE HIGHEST QUALITY FABRICS AND PRODUCT ENGINEERING TECHNIQUES.<br />PIONEERED IN TECHNIQUES SUCH AS GOLF BALL WASH, COME DYED CASUALS AND THERMO FUSED BUTTONING.<br />ALL THE PRODUCTS ARE COMPLEMENTED BY A MATCHING RANGE OF ACCESSORIES.<br />3/14/2011<br />IIPM DELHI<br />15<br />
  16. 16. MARKETING STRATEGIES<br />SEEN ONLY IN PREMIUM PUBLICATION AND MAGAZINES REVEALS THAT THE BRAND IS CLEAR ABOUT THE TARGET SEGMENT.<br />COLOR PLUS IS THE STAR.(MEANING IT USES NO CELEBRITY)<br />EXCELLENT USE OF THE PRINT MEDIA. REALLY SMART BRAND BUILDING.<br />3/14/2011<br />IIPM DELHI<br />16<br />
  17. 17. 3/14/2011<br />IIPM DELHI<br />17<br />
  18. 18. COLOR PLUS STRENGTHS<br />HAS 180 STORES IN INDIA.<br />1000 CRORE RAYMONDS ACQUIRED 74% STAKE IN CHENNAI BASED COLOR PLUS FASHION LTD.<br />BY THE END OF FINANCIAL YEAR COLOR PLUS WAS EXPECTING A TURNOVER OF 300 CRORE.<br />3/14/2011<br />IIPM DELHI<br />18<br />
  19. 19. BRAND VALUES<br />ITS CORE VALUE IS CONSTANT PRODUCT INNOVATION.<br />ITS AIM IS TO PRODUCE PRODUCT THAT HAS NEVER BEEN OFFERED IN THE MARKET.<br />THE PRODUCT HAS ALWAYS OCCUPIED THE CENTRE STAGE IN EVERYTHING THE COMPANY DOES.<br />3/14/2011<br />IIPM DELHI<br />19<br />
  20. 20. THANK YOU<br />3/14/2011<br />IIPM DELHI<br />20<br />

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