Hidesign Brand Audit

1. BRAND AUDIT

2. INTRODUCTION
• Leather goods manufacturer
• Based in Pondicherry.
• Founder and President: Mr. Dilip Kapur
• Founded: 1978
• Stands out for its natural high quality leather and its solid brass
fittings in its leather goods
• It carved a niche for itself as an eco-friendly leather goods brand and
impressed customers with the beauty of its handcrafted products.

3. • Global presence: 23 countries
• Distribution network: 2000 stores
• Manufacturing facilities: 4 places
• Products: Briefcases, Computer bags, Handbags, Travel bags, Wallets,
and small accessories like coin purse, key chains, and passport cases.
• Seasonal collection: Added every 2 years

4. INDUSTRY ANALYSIS
• Indian Leather Industry
• People employed: 2.5 million
• Annual Production Value: $7 Billion
• Value of Exports: $3.59 Billion (3% of global leather trade)

5. BRAND ELEMENTS
• Brand Name: Hidesign (Hide + Design)
• Logo:
• url: https://hidesign.com/
• Tagline: Real Leather Crafted The Forgotten Way.

6. BRAND ARCHITECTURE
Brand Positioning:
• Hidesign is an internationally successful brand in the “affordable
luxury” category.
• The exclusive ambience of their stores that is customer made.
• Made from high quality materials that are natural: solid brass, real
leather and wood.
• The personalized service provided at all the stores.

7. BRAND ARCHITECTURE
Brand Values:
• Natural
• Ecological
• Craftsmanship
• Innovation
Brand Promise:
• Luxury Products
• Made in a natural way

8. BRAND ARCHITECTURE
Brand House:
• Single master brand
• Sub-brands use the parent brand name
• Eg: Hidesign Sunglasses
Hidesign Handbags
Hidesign wallets

10. BRAND TARGET GROUP
• Between 25 and 40 age group
• Are career focused, part of mid and senior level management, is
increasingly sought by career aspirants and fresh graduates, aligns
with the values of people in alternate professions like media, art,
education and home makers alike.
• Belongs to high income group
• Travels frequently (often abroad)
• Buys quality products that have a lasting value
• Has a strong commitment to nature and ecology.

11. POINT OF DIFFERENCE
• Eco-friendly (made from natural grains)
• Emphasized on recycling
• Made in traditional ways. Recall of old methods.
• Uniquely handcrafted (no mass manufacturing)
• First luxury retailing in leather

12. POINT OF PARITY
• Leather bags
• Luxury/premium brand
• High price

13. PRICING
• Price range – Rs.2,000 to Rs.25,000
• Target people – High Income Group
• Markup of 550-600% over factory cost
• Most expensive bags in India, an Upper-Class brand
• Prices half of those for the same bags sold outside India

14. SALES PROMOTION
• International orientation
• Advertising: Relatively lower budget
• Foreign models with international appeal
• Services of professionals for store’s interior design

15. SALES PROMOTION
ATL(Above The Line) and BTL(Below The Line) Activities:
• Merchandising and display in retail environment
• Bollywood parties and Fashion shows
• Wide media coverage to press conference by company
• Promotional activities and events

19. ADVERTISING CAMPAIGN
• The award winning ad campaign from 2000 is a landmark in
Hidesign’s history and helped Hidesign to established itself as a brand
of excellence in India and markets globally.
• The ad campaign showcased Hidesign’s art of real leather, crafted the
forgotten way

21. BENEFITS AND REWARDS:
• Earn 2 points for every Rs.100 spent
• Automatically receive a pre-loaded gift card of Rs.500 points
accumulating 500 points.
• Additional 1 year warranty and free repair service
• Birthday discount of 30% on any 1 item
• Access to exclusive events and promotions
BRAND LOYALTY PROGRAMME

22. BENEFITS AND PRIVILEGES:
• Earn 4 points for every Rs.100 spent
• Automatically receive a preloaded gift card of Rs.500 after
accumulating 500 points
• Additional 4 year warranty and free repair service
• Birthday discount 50% on any 1 item
• Access to exclusive events and promotions

23. CORE BRAND ASSOCIATION
HIDESIGN:
• Affordable luxury
• Eco-friendly
• Vegetable tanning
• Handcrafted

24. BRAND IMAGE
• Sophistication
• Style
• Design
• Luxury

25. Brand
Competitive
Analysis

26. INFERENCE
• Difference > Relevance: It stands out and receives attention in the
market place.
• Esteem > Knowledge: When Esteem is more, the consumer knows
what they like about the brand and is willing to find out more about
the brand, suggesting brand growth potential.

27. Resonance:
Customer loyalty program
Judgments:
• High quality leather
• Unique designs
• Natural leather
Feelings:
• Feel
• Confident
Performance:
• Premium price
• Eco-friendly
• Warranty
• Vegetable tanned
Imagery:
• Youngsters
• Shopping/work
• Sophisticated
• High end experience
Salience:
Premium brand

28. RECOMMENDATIONS
• Aggressive expansion into new markets.
Signs of this: the company is now expanding to become lifestyle
brand across categories like footwear and eventually apparel.
• Pursue minimal yet effective product and price differentiation to
make product range more attractive in entering markets
• Explore various retail channels to maximize potential sale and
minimize risk in these growing markets
• Huge opportunity to build brand reputation and loyalty
• Concentrate on creating more of a domestic feel to their products and
brand

29. REFERENCES
• https://hidesign.com/
• https://www.icmrindia.org/
• https://fashiongear.fibre2fashion.com/brand-
story/hidesign/history.asp

30. THANK YOU