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.
The document discusses using archetypes to understand and influence human behavior at a subconscious level. It describes analyzing target markets to understand their "group personality" and the unconscious thoughts and feelings they associate with brands. Brands can then be designed using specific archetypal "triggers" to create desired feelings and thoughts. Additional analysis of a group using Maslow's hierarchy revealed aspirations around love, family, and self-actualization that could be leveraged in branding strategies.
Provogue is an Indian retail apparel brand based in Mumbai that was launched in 1998. It operates over 126 stores across India and has expanded into operating shopping malls through its subsidiary Prozone. The company aims to expand its retail operations nationally and internationally in the coming years. It has seen the most profitable years in 2009-2010 and 2011-2012 based on positive absolute and percentage changes in financial analysis ratios compared to other years.
Provogue is an Indian clothing retailer based in Mumbai that was launched in 1997. It offers men's and women's fashion apparel and accessories and has become a leader in the Indian garments segment through tactical marketing, promotions, and stores in malls. Provogue sponsors cricket teams in the Indian Premier League and has brand ambassadors like Hrithik Roshan and Mahesh Babu to promote its men's and women's clothing, shoes, accessories, deodorants, watches and sunglasses. It has over 150 stores across 80 cities in India and launched an e-commerce portal in 2013.
Neon Pens & Gifts
Contact: Vikram Thadeshvar
Mail: neongift@gmail.com, thadeshvar@gmail.com
Call: +91 8767487205 / 8976259765
Pls call or mail with your required quantity for good Discount on all products for bulk qty orders.
Pls like this page and share..
The document discusses the concept and evolution of retailing in India. It defines retailing as the final step of distribution involving the sale of goods and services to final consumers. Retailing in India has evolved from traditional small family-run stores to the modern organized sector with shopping malls and complexes. Currently, over 90% of Indian retail remains unorganized while organized retail is a growing sector.
The document provides an overview of retail management. It discusses how retail management involves all activities related to selling goods and services to final consumers. The various processes of retail management help customers procure desired merchandise from retail stores for personal use. An effective retail management system saves time for customers and avoids chaos in stores. Retail management in India has evolved from traditional formats like village markets to emerging formats like malls and specialty stores. Key factors influencing retail management include social, legal, economic, political, and technological factors.
The document discusses using archetypes to understand and influence human behavior at a subconscious level. It describes analyzing target markets to understand their "group personality" and the unconscious thoughts and feelings they associate with brands. Brands can then be designed using specific archetypal "triggers" to create desired feelings and thoughts. Additional analysis of a group using Maslow's hierarchy revealed aspirations around love, family, and self-actualization that could be leveraged in branding strategies.
Provogue is an Indian retail apparel brand based in Mumbai that was launched in 1998. It operates over 126 stores across India and has expanded into operating shopping malls through its subsidiary Prozone. The company aims to expand its retail operations nationally and internationally in the coming years. It has seen the most profitable years in 2009-2010 and 2011-2012 based on positive absolute and percentage changes in financial analysis ratios compared to other years.
Provogue is an Indian clothing retailer based in Mumbai that was launched in 1997. It offers men's and women's fashion apparel and accessories and has become a leader in the Indian garments segment through tactical marketing, promotions, and stores in malls. Provogue sponsors cricket teams in the Indian Premier League and has brand ambassadors like Hrithik Roshan and Mahesh Babu to promote its men's and women's clothing, shoes, accessories, deodorants, watches and sunglasses. It has over 150 stores across 80 cities in India and launched an e-commerce portal in 2013.
Neon Pens & Gifts
Contact: Vikram Thadeshvar
Mail: neongift@gmail.com, thadeshvar@gmail.com
Call: +91 8767487205 / 8976259765
Pls call or mail with your required quantity for good Discount on all products for bulk qty orders.
Pls like this page and share..
The document discusses the concept and evolution of retailing in India. It defines retailing as the final step of distribution involving the sale of goods and services to final consumers. Retailing in India has evolved from traditional small family-run stores to the modern organized sector with shopping malls and complexes. Currently, over 90% of Indian retail remains unorganized while organized retail is a growing sector.
The document provides an overview of retail management. It discusses how retail management involves all activities related to selling goods and services to final consumers. The various processes of retail management help customers procure desired merchandise from retail stores for personal use. An effective retail management system saves time for customers and avoids chaos in stores. Retail management in India has evolved from traditional formats like village markets to emerging formats like malls and specialty stores. Key factors influencing retail management include social, legal, economic, political, and technological factors.
This document discusses building the next generation of creative leaders and the rise of the Design Executive Officer (DEO). It defines the DEO as a hybrid strategic business executive and creative problem solver who puts design at the center of the company. The document provides a seven step toolkit for how to build creative leadership, including changing mindsets to see design as change, prioritizing people over machines, sharing power through a "we not me" approach, championing creative culture, embracing failure early, continuously iterating and evolving, and leading by authentic example.
Crystallising your vision, mission and valuesCharityComms
The document discusses branding elements for organizations. It defines vision as the organization's reason for being and long-term aspirations. The mission describes how the vision can be accomplished through practical business goals. Values are the principles that guide relationships and reinforce the vision and mission. The document provides examples of how organizations can develop and use their vision, mission, and values in communications, products/services, behavior, and human resources. It also offers tips for finding the right elements and ensuring they are true, easy to understand, memorable, and differentiating.
This document discusses personal branding as a career strategy. It defines personal branding as developing an identity and image that differentiates yourself from others in your field. The key points made are:
1) Personal branding involves creating your own "brand" by determining your unique value proposition, developing a consistent message, and establishing a network to promote yourself.
2) Elements of personal branding include crafting a mission statement, defining your skills and experiences, and maintaining your brand through ongoing career development and networking.
3) Maintaining your personal brand over time involves periodically evaluating whether you are on track with your goals and enhancing your career development through new skills or relationships.
This document discusses a workshop on brand and culture held by Neo & The Human Change Agency. It includes exercises for participants to reflect on what brand and culture mean to them, what drives them, and to match brands with their values. The workshop aims to help organizations create a culture that lives its values and builds their brand from the inside out. It provides contact information for Kelly Smith from Neo and Laura Harrison from The Human Change Agency at the end.
Telling Your Story Through Branding is an overview of how stories serve as vehicles to illustrate differentiation and easily share the brand experience.
1. The document outlines steps to develop a branding and communication strategy, including identifying the audience, specifying the product, shaping the brand, and taking initial marketing actions.
2. It provides templates and questions to help with each step, such as creating a persona for the target audience, defining the product's unique selling proposition and positioning, and determining marketing activities for different stages like awareness and advocacy.
3. The overall objective is to follow a process to establish an attractive brand and effective external communication for an unnamed product or service.
1) The document discusses aligning a company's brand through strategic communications by uncovering the authentic brand narrative and helping all employees deliver on it.
2) It emphasizes the importance of vision, leadership involvement, an eclectic team, internal alignment, brand evangelists, fluidity, compelling stories, optimal forms of communication, experience design, external communication, and attracting storytellers.
3) The key is sharing an inspiring vision that motivates employees and connects with customers through consistent yet flexible branding across all touchpoints.
The document discusses planning and managing a PR campaign. It covers creating the campaign brief and objectives, understanding the target audience, developing a strategic communication plan, building out the campaign components, phasing the launch, and evaluating the results. Key aspects include connecting with culture, creating moments, and rolling out the campaign in phases to different audience groups over time.
Attention, Art & Social Capital in BrandingYvette Dubel
Invites viewers to consider the role of Attention and social capital in branding. Slides are from storyboard for related project(s) still in development.
Brand archetypes represent common patterns of human motivation that remain consistent across cultures. There are 9 main archetypes that can help brands connect with customers on an emotional level, including the Creator, who values self-expression and innovation; the Lover, who seeks intimacy and relationships; and the Outlaw, who rebels against social norms. Understanding which archetype best represents a brand can guide storytelling and experiences to align with customer values and expectations.
Equip yourself to leverage archetypes to create a differentiating personality and hence, positioning for your brand, connecting with the ideal consumer.
The era of emerging global business disruptive models – Olatunde Falase, Brai...theNETng
The speech of MD Braincraft Limited, Olatunde Falase at the fourth Nigerian Entertainment Conference highlighted that the global business model is one that creates success, game and wealth on a sustainable basis.
Designing Great Products The Power of Design and LeadershipProduct School
The document discusses what makes products great through the lens of design and leadership. It argues great products are inspiring, empowering, and transformative by challenging norms. Great leaders understand that technology enables but design establishes value. They are committed to quality and excellence, and focus on the core idea rather than just form and function. Achieving greatness requires knowing your mission, understanding your audience, embracing challenge through culture, and relentlessly delivering real value through design.
The document discusses creating communication consistency for a sports team by exploring the team's core values, mission, history and story. It also recommends getting to know the team's fans by creating a persona and understanding their demographics, affinities and values. The key is finding the team's authentic voice through guidelines for tone and language, visual design that resonates, and events that bring the brand personality to life. The overall goal is to define the team's consistent personality across all platforms and interactions to build a stronger emotional connection with fans.
When BlackDog refers to brand, the brand, or branding, you can be sure that we’re not talking about your logo. When we talk brand we’re talking about a much bigger inspiration: The Big Idea.
The Big Idea that possesses the psyche and triggers the zeal of a working community. The Big Idea that inspires change, grabs hold of an opportunity, and purposes to do what no one else had the courage to do. The sort of Big Idea that wins over the last skeptic, pushes the limits, makes something bold happen, and escalates enthusiasm to a visceral level. The kind of Big Idea that has the power to turn heads, change minds, and re-order the hierarchy from who has the business to a more just system of who deserves the business. The kind of Big Idea that’s deserving of a little attention, please.
The Big Idea isn’t hype, spin, or hoopla.
The Big Idea very often begins with a question. “What do we want this company to look like when it grows up”, or “What organizational flaws are clues to my true strengths”, or “Given our expertise and proximity to other area businesses what need can we meet (locally, regionally, nationally, or internationally)” While explanations get bogged down with details, the Big Idea, vividly painted in clear strokes of purpose and outcomes, has the power to clarify. The Big Idea is easily understood, passed on and carried forth. The Big Idea is clear and compelling, serves as a unifying focal point of effort, and acts as a catalyst for team spirit.
Are you prepared for your first job out of college? How about your next promotion? Vaco wants to honor college students and young professionals. On July 16th, 2010, Vaco will be hosting a conference focused on discovering your personal brand, and how you will use it to launch your first career, job, or promotion. Our powerhouse panel of speakers include Denise Bennett-Walls, Founder and Managing Partner of Vaco Orlando; Steve Pflugner, Vice President of Capital Management at Orange Lake Country Club and Holiday Inn; Eric Rawlings, CTO of DigitalRisk; and Pete Bennett, New Business Intern at Dragon Rouge New York. Come ready to ask questions and interact with our panel. College juniors, seniors, young professionals, and parents are welcome to attend this invaluable conference.
Ueber-Brands is a consulting firm that helps brands become "peerless, priceless, and profitable" through their approach called "Ueber-Branding". The model is based on analyzing over 100 brands that achieved sustained premium growth. Ueber-Branding focuses on developing brands that accrue "meaning beyond the material" for key stakeholders. This allows brands to go "Ueber" and stand out in the minds of influencers, consumers, and employees. Ueber-Brands' process includes deep diving into a brand's DNA, understanding their "Ueber-Target", defining iconic elements, and ensuring the brand's "Truth" is expressed consistently across touchpoints.
This document provides an overview of brand identity and its key components according to marketing expert Judy Hopelain. It discusses the importance of brand identity in explaining how a brand supports organizational objectives and informs marketing decisions. Key aspects of brand identity discussed include internal culture and values, capabilities, personality, noble purpose, shared values and community, aspirational self-image, and rallying cry. An example of Patagonia's strong brand identity is also provided. The document concludes with an exercise asking the audience to analyze the potential brand identity issues contributing to the decline of a brand from the Interbrand Top 100 list.
This document provides contact information for ordering hand-crafted sterling silver jewelry from twelmoons. Potential customers can call Sid at 814 000 2228 or Juhi at 9227 4040 41 to place orders. The jewelry is handmade and shipping is available across India.
Ghottos (enjoying coffee, not the usual cafe way)Siddharth Soni
I love my morning coffee.
Here's a presentation on setting up a different kind of cafe.
Don't have the money to put into execution but love to see something like this come up.
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This document discusses building the next generation of creative leaders and the rise of the Design Executive Officer (DEO). It defines the DEO as a hybrid strategic business executive and creative problem solver who puts design at the center of the company. The document provides a seven step toolkit for how to build creative leadership, including changing mindsets to see design as change, prioritizing people over machines, sharing power through a "we not me" approach, championing creative culture, embracing failure early, continuously iterating and evolving, and leading by authentic example.
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The document discusses branding elements for organizations. It defines vision as the organization's reason for being and long-term aspirations. The mission describes how the vision can be accomplished through practical business goals. Values are the principles that guide relationships and reinforce the vision and mission. The document provides examples of how organizations can develop and use their vision, mission, and values in communications, products/services, behavior, and human resources. It also offers tips for finding the right elements and ensuring they are true, easy to understand, memorable, and differentiating.
This document discusses personal branding as a career strategy. It defines personal branding as developing an identity and image that differentiates yourself from others in your field. The key points made are:
1) Personal branding involves creating your own "brand" by determining your unique value proposition, developing a consistent message, and establishing a network to promote yourself.
2) Elements of personal branding include crafting a mission statement, defining your skills and experiences, and maintaining your brand through ongoing career development and networking.
3) Maintaining your personal brand over time involves periodically evaluating whether you are on track with your goals and enhancing your career development through new skills or relationships.
This document discusses a workshop on brand and culture held by Neo & The Human Change Agency. It includes exercises for participants to reflect on what brand and culture mean to them, what drives them, and to match brands with their values. The workshop aims to help organizations create a culture that lives its values and builds their brand from the inside out. It provides contact information for Kelly Smith from Neo and Laura Harrison from The Human Change Agency at the end.
Telling Your Story Through Branding is an overview of how stories serve as vehicles to illustrate differentiation and easily share the brand experience.
1. The document outlines steps to develop a branding and communication strategy, including identifying the audience, specifying the product, shaping the brand, and taking initial marketing actions.
2. It provides templates and questions to help with each step, such as creating a persona for the target audience, defining the product's unique selling proposition and positioning, and determining marketing activities for different stages like awareness and advocacy.
3. The overall objective is to follow a process to establish an attractive brand and effective external communication for an unnamed product or service.
1) The document discusses aligning a company's brand through strategic communications by uncovering the authentic brand narrative and helping all employees deliver on it.
2) It emphasizes the importance of vision, leadership involvement, an eclectic team, internal alignment, brand evangelists, fluidity, compelling stories, optimal forms of communication, experience design, external communication, and attracting storytellers.
3) The key is sharing an inspiring vision that motivates employees and connects with customers through consistent yet flexible branding across all touchpoints.
The document discusses planning and managing a PR campaign. It covers creating the campaign brief and objectives, understanding the target audience, developing a strategic communication plan, building out the campaign components, phasing the launch, and evaluating the results. Key aspects include connecting with culture, creating moments, and rolling out the campaign in phases to different audience groups over time.
Attention, Art & Social Capital in BrandingYvette Dubel
Invites viewers to consider the role of Attention and social capital in branding. Slides are from storyboard for related project(s) still in development.
Brand archetypes represent common patterns of human motivation that remain consistent across cultures. There are 9 main archetypes that can help brands connect with customers on an emotional level, including the Creator, who values self-expression and innovation; the Lover, who seeks intimacy and relationships; and the Outlaw, who rebels against social norms. Understanding which archetype best represents a brand can guide storytelling and experiences to align with customer values and expectations.
Equip yourself to leverage archetypes to create a differentiating personality and hence, positioning for your brand, connecting with the ideal consumer.
The era of emerging global business disruptive models – Olatunde Falase, Brai...theNETng
The speech of MD Braincraft Limited, Olatunde Falase at the fourth Nigerian Entertainment Conference highlighted that the global business model is one that creates success, game and wealth on a sustainable basis.
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The document discusses what makes products great through the lens of design and leadership. It argues great products are inspiring, empowering, and transformative by challenging norms. Great leaders understand that technology enables but design establishes value. They are committed to quality and excellence, and focus on the core idea rather than just form and function. Achieving greatness requires knowing your mission, understanding your audience, embracing challenge through culture, and relentlessly delivering real value through design.
The document discusses creating communication consistency for a sports team by exploring the team's core values, mission, history and story. It also recommends getting to know the team's fans by creating a persona and understanding their demographics, affinities and values. The key is finding the team's authentic voice through guidelines for tone and language, visual design that resonates, and events that bring the brand personality to life. The overall goal is to define the team's consistent personality across all platforms and interactions to build a stronger emotional connection with fans.
When BlackDog refers to brand, the brand, or branding, you can be sure that we’re not talking about your logo. When we talk brand we’re talking about a much bigger inspiration: The Big Idea.
The Big Idea that possesses the psyche and triggers the zeal of a working community. The Big Idea that inspires change, grabs hold of an opportunity, and purposes to do what no one else had the courage to do. The sort of Big Idea that wins over the last skeptic, pushes the limits, makes something bold happen, and escalates enthusiasm to a visceral level. The kind of Big Idea that has the power to turn heads, change minds, and re-order the hierarchy from who has the business to a more just system of who deserves the business. The kind of Big Idea that’s deserving of a little attention, please.
The Big Idea isn’t hype, spin, or hoopla.
The Big Idea very often begins with a question. “What do we want this company to look like when it grows up”, or “What organizational flaws are clues to my true strengths”, or “Given our expertise and proximity to other area businesses what need can we meet (locally, regionally, nationally, or internationally)” While explanations get bogged down with details, the Big Idea, vividly painted in clear strokes of purpose and outcomes, has the power to clarify. The Big Idea is easily understood, passed on and carried forth. The Big Idea is clear and compelling, serves as a unifying focal point of effort, and acts as a catalyst for team spirit.
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This document provides contact information for ordering hand-crafted sterling silver jewelry from twelmoons. Potential customers can call Sid at 814 000 2228 or Juhi at 9227 4040 41 to place orders. The jewelry is handmade and shipping is available across India.
Ghottos (enjoying coffee, not the usual cafe way)Siddharth Soni
I love my morning coffee.
Here's a presentation on setting up a different kind of cafe.
Don't have the money to put into execution but love to see something like this come up.
The document discusses strategic marketing options for Hand Tools division to achieve a 900% growth target over 5 years. It analyzes the industry, competition and consumer landscape. Two main strategic ideas are proposed:
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2) Create demand by facilitating and tapping into strong subcultures like bike maintenance workshops, skills workshops, and an reality show contest to engage enthusiasts.
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At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
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https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
Part 2 Deep Dive: Navigating the 2024 Slowdownjeffkluth1
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The global retail industry has weathered numerous storms, with the financial crisis of 2008 serving as a poignant reminder of the sector's resilience and adaptability. However, as we navigate the complex landscape of 2024, retailers face a unique set of challenges that demand innovative strategies and a fundamental shift in mindset. This white paper contrasts the impact of the 2008 recession on the retail sector with the current headwinds retailers are grappling with, while offering a comprehensive roadmap for success in this new paradigm.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s Dholera
Provogue Strategy Presentation 31st March 09
1.
2. 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
3. In Marketing, simplicity works.
But the connection between…
Simplicity = Common Sense = Logic = Marketing
The connection is through…
Perception
Logic of Perceptions
& Oppositions
4. 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%?”
5. 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
7. 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)
9. 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
10. 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
11. 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
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
13. 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?
14. 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
15. So, do we reposition
Provogue?
To reposition Provogue
could mean changing
its DNA.
Is it worth the risk?
16. 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.
17. 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.
18. 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
19. Seeing the problem in
perspective
Competition of
categories
(between kingdoms)
or
Competition within
category
(infighting)
20. 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
21. Louise
Philippe / Allen
Solly / Van
Heusen Zodiac
substitutes doesn’t substitute
Provogue
22. 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.
23. 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?
24. 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.
25. What is the sense organ that gives you a sense
of fashion?
Eye
27. Which is that one question that everyone asks
after buying/wearing a dress?
How does it lk?
How do I lk?
28. For fashion/clothing/style there’s nothing bigger
than the ‘lk’.
Provogue’s focus should be a lk.
A lk that’s unique and different.
Better, if that lk is the opposite of what’s
prevalent.
Once identified, Provogue should own that lk
and promote it .
29. A lk at popular
brands are doing
The lks made
popular
36. Many interpretations… but in general observation
many jeans wearers keep the top button open and
that’s considered cool as well.
37. 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.
38. Louise
Philippe / Allen
Solly / Van
Heusen Zodiac
Sorting out a typical closet might further help in
substitutes finding an answer. doesn’t substitute
Provogue
39. 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…
40. And that will increase Provogue’s share of
a typical wardrobe and help it tap into new
wardrobes.
41. 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.
42. 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?
43. 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.
50. A brand is nothing but a short-cut.
How does Provogue become the best
short-cut?
51. 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.
52. 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.
55. 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
61. 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
66. 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)