Inspired by


                                            Geoffery Miller’s How Sexual Selection Shaped The Human Mind


 ...
In Marketing, simplicity works.


               But the connection between…


          Simplicity   =     Common Sense  ...
Two conversations




A friend to another friend, “Do you   A pal to another, “Do you know
   know how did he improve the ...
Schools of thought

               #1                                                          #2


Management            ...
what’s the objective?




                        Expand the kingdom
Inspired by


                                                                                            Geoffery Miller’...
what’s in the name?




                      everything or nothing
Provogue

provog, v.t. to originate, initiate, create or invent a mode, trend, style or fashion
which becomes popular and ...
Current Status




                                                               r/
                                     ...
Current Status




                                                                               tely!
                 P...
Current Status




                                                                    t…           tely!
                ...
Current Status




                                                                    t…           tely!
                ...
Current Status                                  Leadership in club-wear / party-wear /
                                   ...
So, do we reposition
     Provogue?

                       To reposition Provogue
                        could mean chan...
A well-positioned brand is a flag hoisted atop a
  mountain with the stick thrust down to the
                    bottom.
...
A well-positioned brand is like the belief of
a fanatic. The more you try to oppose, the
    greater you strengthen the be...
Strategic Options

          1                          2                       3                      4


 Brand has lead...
Seeing the problem in
     perspective
                           Competition of
                            categories
  ...
Default for                           Not considered for
     Louise                              Office                  ...
Louise
              Philippe / Allen
                Solly / Van
              Heusen Zodiac




substitutes             ...
The thing about categories

       Level 1             Fashion

On the basis of objects

  Level 2 could be         Clothi...
The thing about categories




       Defining categories is a fuzzy process. Not so delineated as it’s always represented...
The thing about categories

       Level 1             Fashion

On the basis of objects

  Level 2 could be         Clothi...
What is the sense organ that gives you a sense
                 of fashion?


                    Eye
What is the function of eye?


          Lk
Which is that one question that everyone asks
        after buying/wearing a dress?


         How does it lk?
         ...
For fashion/clothing/style there’s nothing bigger
                than the ‘lk’.


     Provogue’s focus should be a l...
A lk at popular
brands are doing


                    The lks made
                         popular
For a classy kingly look.
For a cool casual look at work.
For the perfect look.
For the street-smart executive look.
The complete look - shirt, tie, suit, cuffs, etc. Taken
   metaphorically to mean the complete man.
For the confident look.
Many interpretations… but in general observation
many jeans wearers keep the top button open and
         that’s considere...
Reading of these brands


     Every look has an attitude.

     Most successful & popular brands seem to lead with shirts...
Louise
                         Philippe / Allen
                           Solly / Van
                         Heusen Zo...
A typical closet/wardrobe


   Total of 30 shirts…

                                                                      ...
And that will increase Provogue’s share of
a typical wardrobe and help it tap into new
                 wardrobes.
Well-positioned competitors facilitate
   developing a strong opposite position.


 Instead of defining the brand in terms...
Look of other brands           Provogue Look




          Dull                        Vibrant

         Light            ...
Evokes the mood of                    That’s how the Provogue              The colours, the shine and
‘clubbing, partying’...
Articulating the
  positioning



                   Deep Dashing Brilliant
Deep. Dashing. Brilliant.
Sheer Brilliance
A Dash Of Brilliance
Beauty & Brilliance
The Enduring Visual
   (the hammer)



                      An Icon / A Mnemonic
A brand is nothing but a short-cut.


How does Provogue become the best
            short-cut?
Why?


So that a single visual connotes everything about
        the look that the brand stands for.


  So that the brand...
What kind of mnemonic/icon?


A culturally accepted symbol which can evoke associations
                      instantaneou...
Icon Option # 1
Prodiam
Inspiration: Diamond                A Diamond is precious and always
                                    signals fine tast...
Icon Option # 2
Septastar
Inspiration: Star                A Star is a mark of recognition and
                                 high achievement
A S...
Summarizing…



               Kingdom, nail &
                  hammer
Brand Strategy (or call it Marketing Warfare)
Name (the king)

Category Definition (we’ll call it the Kingdom)

Positionin...
Going forward



                   Marketing
                Communication Plan
It’s the that lk dammit!



Lk brilliant.
Provogue Strategy Presentation 31st March 09
Provogue Strategy Presentation 31st March 09
Provogue Strategy Presentation 31st March 09
Provogue Strategy Presentation 31st March 09
Provogue Strategy Presentation 31st March 09
Provogue Strategy Presentation 31st March 09
Provogue Strategy Presentation 31st March 09
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Provogue Strategy Presentation 31st March 09

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Provogue is a known brand on the Indian fashion scene. It seems they are in a situation where they are finding it tough to expand. Some time back we made a presentation helping them leverage their existing brand equity and solidify their positioning (indeed, keeping their expansion plans in mind) :).

It's obvious that they haven't bought our thoughts. However what they've implemented doesn't seem to make sense. Let's wait and see.

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Provogue Strategy Presentation 31st March 09

  1. 1. Inspired by Geoffery Miller’s How Sexual Selection Shaped The Human Mind Douglas Hofstadter’s GEB: An Eternal Golden Braid Al Ries & Laura Ries’ Origin of Brand, Focus & The War in the Boardroom Seth’s Blog Chris Andersen’s The Long Tail A Brand Strategy Presentation for By Fresh Communication Solutions
  2. 2. In Marketing, simplicity works. But the connection between… Simplicity = Common Sense = Logic = Marketing The connection is through… Perception Logic of Perceptions & Oppositions
  3. 3. Two conversations A friend to another friend, “Do you A pal to another, “Do you know know how did he improve the what pains did he go through to plant’s efficiency by 1%?” improve efficiency by just 1%?”
  4. 4. Schools of thought #1 #2 Management Brand Marketing Marketing Communication Brand Management This presentation is • apparently a brand strategy presentation • it might have implications for product strategy • on a larger canvas, implications for business strategy as well
  5. 5. what’s the objective? Expand the kingdom
  6. 6. Inspired by Geoffery Miller’s How Sexual Selection Shaped The Human Mind Douglas Hofstadter’s GEB: An Eternal Golden Braid Al Ries & Laura Ries’ Origin of Brand, Focus & The War in the Boardroom Brand Strategy (or call it Marketing Warfare) Seth’s Blog Chris Andersen’s The Long Tail Name (the king) Territory, the mind Al Ries & Jack Trout’s Positioning & Marketing Warfare Category Definition (we’ll call it the Kingdom) of the consumer Positioning Line (we’ll call it the Nail) The Enduring Visual (we’ll call it the Hammer) Celebrity (we’ll call it the Persona / Outward Personality)
  7. 7. what’s in the name? everything or nothing
  8. 8. Provogue provog, v.t. to originate, initiate, create or invent a mode, trend, style or fashion which becomes popular and established n. a mode, trend or fashion which previously did not exist
  9. 9. Current Status r/ arty - w ea r -we a r / P s ual w ea Club re & Ca Provogue u Leis provog, v.t. to originate, initiate, create or invent a mode, trend, style or fashion which becomes popular and established n. a mode, trend or fashion which previously did not exist
  10. 10. Current Status tely! Provogue D efini provog, v.t. to originate, initiate, create or invent a mode, trend, style or fashion which becomes popular and established n. a mode, trend or fashion which previously did not exist
  11. 11. Current Status t… tely! itel y bu efini Provogue Defin D provog, v.t. to originate, initiate, create or invent a mode, trend, style or fashion which becomes popular and established n. a mode, trend or fashion which previously did not exist
  12. 12. Current Status t… tely! itel y bu efini Provogue Defin D provog, v.t. to originate, initiate, create or invent a mode, trend, style or fashion which becomes popular and established n. a mode, trend or fashion which previously did not exist Phenotype (Body) Genotype (DNA) How does this DNA shape into a body which swims far and wide?
  13. 13. Current Status Leadership in club-wear / party-wear / leisure & casual wear Category Definition (Kingdom) Positioning Line (Nail) The Enduring Visual (Hammer) Celebrity (Persona / Outward Personality) When Provogue entered, nothing like it was seen in the market. But… Category definition seems to limit the growth Positioning Line seems to have lost relevance Current celebrities do not seem too effective
  14. 14. So, do we reposition Provogue? To reposition Provogue could mean changing its DNA. Is it worth the risk?
  15. 15. A well-positioned brand is a flag hoisted atop a mountain with the stick thrust down to the bottom. You can change the flag but getting the stick out is mighty tough.
  16. 16. A well-positioned brand is like the belief of a fanatic. The more you try to oppose, the greater you strengthen the belief. You can change the clothes of the fanatic, mighty tough to change his/her heart.
  17. 17. Strategic Options 1 2 3 4 Brand has leadership Brand has leadership Brand is well known and position & the future of position, future looks Brand is unknown sees huge potential in a the category looks good but not assured new category definitely good Keep the DNA Try mutating the Try re-creating the Try re-creating the intact. DNA. DNA. DNA. The garb will Create a new Create a new Change the garb. change. animal. animal. New Position, New Same position Similar position Reposition Brand
  18. 18. Seeing the problem in perspective Competition of categories (between kingdoms) or Competition within category (infighting)
  19. 19. Default for Not considered for Louise Office Provogue Philippe / Allen High frequency Solly / Van Heusen Zodiac Accepted for Default for Party Ac Low frequency c ep te df or Accepted for Accepted for Leisure D ef a ul t f o Low frequency r r ul t f o D ef a Not considered for Accepted for T-shirt & College Jeans High frequency
  20. 20. Louise Philippe / Allen Solly / Van Heusen Zodiac substitutes doesn’t substitute Provogue
  21. 21. The thing about categories Level 1 Fashion On the basis of objects Level 2 could be Clothing Accessories Etc. Level 3 Shirts Trousers Etc. On the basis of occasions Level 2 could be Office-wear Club-wear Etc. Level 3 Formal Semi-formal Etc. On the basis of looks Level 2 could be Classy Look Funky Look Etc. Level 3 Office-wear Party-wear Etc. On the basis of price Level 2 could be Premium Executive Etc. Level 3 Office-wear Party-wear Etc. On the basis of material Level 2 could be Cotton Synthetic Etc. Level 3 Office-wear Party-wear Etc.
  22. 22. The thing about categories Defining categories is a fuzzy process. Not so delineated as it’s always represented on paper. The above categories aren’t, of course, mutually exclusive. But when we look at levels like these, bases of comparison & competition become clearer. Category definition depends a lot on the evolution of the market & the choices people have. The more evolved the market the finer the differences. The more the choices the more discrete the preferences. And in an area like fashion, in what terms do we think the most?
  23. 23. The thing about categories Level 1 Fashion On the basis of objects Level 2 could be Clothing Accessories Etc. Level 3 Shirts Trousers Etc. On the basis of occasions Level 2 could be Office-wear Club-wear Etc. Level 3 Formal Semi-formal Etc. On the basis of looks Level 2 could be Classy Look Funky Look Etc. Level 3 Office-wear Party-wear Etc. On the basis of price Level 2 could be Premium Executive Etc. Level 3 Office-wear Party-wear Etc. On the basis of material Level 2 could be Cotton Synthetic Etc. Level 3 Office-wear Party-wear Etc.
  24. 24. What is the sense organ that gives you a sense of fashion? Eye
  25. 25. What is the function of eye? Lk
  26. 26. Which is that one question that everyone asks after buying/wearing a dress? How does it lk? How do I lk?
  27. 27. For fashion/clothing/style there’s nothing bigger than the ‘lk’. Provogue’s focus should be a lk. A lk that’s unique and different. Better, if that lk is the opposite of what’s prevalent. Once identified, Provogue should own that lk and promote it .
  28. 28. A lk at popular brands are doing The lks made popular
  29. 29. For a classy kingly look.
  30. 30. For a cool casual look at work.
  31. 31. For the perfect look.
  32. 32. For the street-smart executive look.
  33. 33. The complete look - shirt, tie, suit, cuffs, etc. Taken metaphorically to mean the complete man.
  34. 34. For the confident look.
  35. 35. Many interpretations… but in general observation many jeans wearers keep the top button open and that’s considered cool as well.
  36. 36. Reading of these brands Every look has an attitude. Most successful & popular brands seem to lead with shirts because: In 2007, men’s apparel industry was mainly dominated by shirts (in value terms) accounting for 36.5% of total men’s segment. Shirt is the most (and the first) visible aspect of the attire for obvious reasons. We won’t even realize on occasions that our colleague has worn the same pair trousers every day of the week because he has worn a good shirt every day.  In a typical wardrobe, shirts will always outnumber any other form of clothing / accessory.
  37. 37. Louise Philippe / Allen Solly / Van Heusen Zodiac Sorting out a typical closet might further help in substitutes finding an answer. doesn’t substitute Provogue
  38. 38. A typical closet/wardrobe Total of 30 shirts… Light shades most often, 12-13 for usual days plane-jane staid colours 15-18 for normal office wear 3-5 for Fridays / More colorful, more Saturdays design-filled 4-5 for special occasions office wear 4-5 for party wear/leisure Both these above described kinds of shirts / attires are no match to the vibrant, bold, showbiz-inspired colors or Provogue has its share designs of Provogue. And this will pave here with a couple the way for a Provogue look…
  39. 39. And that will increase Provogue’s share of a typical wardrobe and help it tap into new wardrobes.
  40. 40. Well-positioned competitors facilitate developing a strong opposite position. Instead of defining the brand in terms of club-wear / party-wear it would be better if the brand owns and evokes a look which is opposite to what’s popular and prevalent.
  41. 41. Look of other brands Provogue Look Dull Vibrant Light Deep / Dark Light Colors Colorful Colors Conformism Standing Out Managers Intrapreneurial Limited Lustre Knight in shining armor How can this opposite position be described in a few words which can evoke a clear look/image?
  42. 42. Evokes the mood of That’s how the Provogue The colours, the shine and ‘clubbing, partying’, the color protagonist has always been the lustre of Provogue of night, the colors of the depicted. merchandise. apparel that have always These words promote a look. been associated with the brand. They increase the scope of the brand without Deep Dashing Brilliant diluting its long-established DNA. They promote a look different from what’s the norm in the Describes the nature of a corporate world but thethe same time increase the That’s what at corporate Captures the essence of the professional who thinks chances of Provogue always admired world has getting accepted as an alternative professional who Provogue deep, who’s steeped deep and has always needed. readily. look in the office more is as alert, witty and into his work and life. intelligent as the brilliance of his Provogue attire.
  43. 43. Articulating the positioning Deep Dashing Brilliant
  44. 44. Deep. Dashing. Brilliant.
  45. 45. Sheer Brilliance
  46. 46. A Dash Of Brilliance
  47. 47. Beauty & Brilliance
  48. 48. The Enduring Visual (the hammer) An Icon / A Mnemonic
  49. 49. A brand is nothing but a short-cut. How does Provogue become the best short-cut?
  50. 50. Why? So that a single visual connotes everything about the look that the brand stands for. So that the brand isn’t excessively reliant on celebrities/stars that feature in the communication.
  51. 51. What kind of mnemonic/icon? A culturally accepted symbol which can evoke associations instantaneously. A symbol which can capture the look that the brand stands for.
  52. 52. Icon Option # 1
  53. 53. Prodiam
  54. 54. Inspiration: Diamond A Diamond is precious and always signals fine taste A Diamond is always brilliant and glittering A Diamond is beautiful and cynosure of everyone’s attention
  55. 55. Icon Option # 2
  56. 56. Septastar
  57. 57. Inspiration: Star A Star is a mark of recognition and high achievement A Star is always brilliant and glittering A Star is aspirational and demands high respect and regard
  58. 58. Summarizing… Kingdom, nail & hammer
  59. 59. Brand Strategy (or call it Marketing Warfare) Name (the king) Category Definition (we’ll call it the Kingdom) Positioning Line (we’ll call it the Nail) The Enduring Visual (we’ll call it the Hammer) Celebrity (we’ll call it the Persona / Outward Personality)
  60. 60. Going forward Marketing Communication Plan
  61. 61. It’s the that lk dammit! Lk brilliant.

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