Branding Strategy Used by "Gini & Johny"

1. Relieving our Childhood

2. Gang -3

3. Industry Overview
•Market for kids apparel is the fastest growing industry in India .
•Children's apparel includes clothing for kids between 1 and 14 years of age.
•The market for kids' apparel in India exceeds Rs. 20,000 Crore of which around
Rs. 3000 Crore is constituted by branded kids' wear.
Figure 1: Market Size of Major Apparel segments (2007). Total size Rs122400 crores.[1]

4. Market Classification
The market for kids wear can be classified as follows:
• Infants (0 - 6 months)
• Toddlers (7 months - 2 years)
• Kids (3 - 8 Years)
• Pre-teens (9 - 12 Years)
• Teens (13-16 Years)

6. Philosophy
“We believe that children must be happy.
It’s the only goal set for ourselves.
A happy, laughing child is one of
the best sights of life. We believe that
childhood lasts a lifetime.”

7. Why Gini and
Jony and no
other name ?

9. Brand identity is comprised of:
• Pricing
• Distribution
• Quality
• Presence
• Awareness
• Reputation
• Image
• Benefits
• Positioning salience
• Preference
• Share of market .
• Customer commitment

10. Brand Name
• The Brand Gini and Jony was coined with two missions :
1. International Appeal
2. Easy Recall

11. Facts
• Giny & Jony India Ltd. was founded by the Lakhani brothers in 1980.
• Over the 30 years, the company has emerged as a brand with a strong identity.
• GINI & JONY ventured into the organised retail, by launching an exclusive Gini & Jony
Store in 1996.
• Launched a Concept store, “Gini & Jony’s Freedom Fashion store”, the 1st lifestyle
store that racked exclusive International brands for KIDS in 2007.

15. Son we are
middle class
people,
we could not
afford it.
Mama I
want jeans
and casuals
from G&J

16. Our target
segment is not
able to afford it.
What should we
do?

17. We should go for
brand extension
and new segments
for that, “What
should I do ? “

19. Implementation of Research
Gini & Jony spread its wings,
and launched various other
brands such as GJ Jeans,
Palm Tree and Baby Dreamz.

20. Design Strength
Introducing over 700 designs
with 2 collections in a year
- Spring Summer
- Autumn Winter.

21. How should I
position this
brands what
questions
should I ask?

23. Gini & Jony Happy Style
• ‘Gini & Jony – Happy Style’ is a niche mother brand of the Company.
• Positioning: Super premium.
• Key attributes :-Innocence, Happiness, energy and cutting edge style along with
rich design and superior fabric
• Segments : Young customers belonging to SEC A, A+ section of society in the age
group of 2 years up to 14 years.
• Price Point: Rs. 325/- up to Rs. 1345/-.
• Presence: Every premium large format stores, Malls & A-Class Multi-branded
stores across the country. The brand has pan India presence with Exclusive stores
in high streets & malls.

24. GJ Jeans
• ‘GJ Jeans Unltd’ is mainly a denim-based brand
• Positioning:- As a premium offering
• Key Attributes:- Focuses on international styling & fits, innovative treatments and
washes on denim fabric.
• Segment:-SEC A, A+ section of customers in kids wear segment, the Brand is
focused on the kids in the age group of 2 to 14
• Price point :- Range of Rs. 295/- up to Rs.1295/-.
• Gini & Jony has an in-house research & development (R&D) team which is
constantly involved in experimenting with various techniques on denim to develop
exclusive attributes for company’s products.

25. Palm Tree
• Positioning: Mid-market product.
• Key Attributes: Affordable pricing without compromising on quality and style.
• Segment: SEC B+, B categories residing in the suburbs of A /B & C Class towns.
• Price Point: Price range between Rs. 175/- up to Rs.795/-, age group of 2 to 14.

26. Rocky S
• Gini & Jony Rocky S makes kids’ clothes in the same style as their adult versions that are so
popular with film stars, without sacrificing any of the spunk and funk that made the label so
trendy. The products are available in print-size, medium, large and extra large kid versions,
they are irresistible to the discerning parent.
• The whimsical patterns and cuts from one of the best names in Bollywood and international
fashion. Style that lets your little stars show off their fun-loving and groovy personalities.
• Bold contrasting cuts and punchy colors and textures make Rocky S a stand-out in fashion.
Available in print-size, medium, large and extra large kid versions, they are irresistible to the
discerning parent

27. Baby Dreamz
• Gini and Jony has licensee franchisee for distribution of Puma Kids Wear in India.
• The product category is meant for the infant between the age group of 0 to 18
months.
• The product includes: Apparels, Cradles, socks and accessories for infants with the
price ranging from Rs 150 to 500/-.
• The target audience is the Middle Class upwards.

28. Resources
:: Brand Strength ::
Gini & Jony a flagship brand of the company
enjoys top of mind recall.
It has strong brands to offer from its portfolio.
These are both in-house
and those from International alliances.

29. Expanding in new
markets and
formats

30. Retail Formats
Ideal area required - 1200-1500 sq.ft.

31. Retail Formats
GINI & JONY – Freedom Fashion
It meets Kids' Lifestyle requirements, offering a variety of
world class brands for apparels, shoes, accessories and
more, all under one roof.

39. Retail Formats
Powering through with the Mantra – 'Happy Style',
Gini & Jony has brought smiles to many little faces.
Ideal area requirement – 600-800 sq.ft

46. Retail Formats
Ideal area requirement – 500-700 sq.ft

52. Retail Formats
Value brand providing good quality and trendy apparels at
an affordable price. It caters to a vast audience in tier 2 & tier 3 cities.
Ideal area requirement – 350 -500 sq.ft.

60. Retail Formats
A brand exclusively for Infants in the age group – 0 to 4 yrs;
with the best in Cradles, Shoes, Socks, Apparels and much more.
The ideal area requirement for this outlet is 500-700 sq.ft

63. 234
Exclusive Brand Outlets
In more than 79 cities

70. Presence in
201
Large Format Stores

75. More than
500
Multi Brand Outlets

76. Please Listen

77. Marketing & Promotions
• 6-8% of Sales
– Bag to School
– Gift Voucher Schemes
– Branding activities and initiatives
throughout the year

78. Marketing Tools
National Local
– Print – Cable
– TV – Outdoor
– Radio – Events
– SMS – SMS
– CRM Activities – CRM Activities

79. PRESS MEDIA
ADVERTISEMENT

83. Hoardings

86. Visual Merchandising
• Window display
• In store
• Promo or Theme based
– Store Opening
– Season
– Brand based
– Offer based
– Large Format Stores

89. Visual Merchandising
• Promo or Theme based
– Store Opening
– Change in Season
– Brand based
– End of Season Sale
– Offer based
– Large Format Stores

98. CRM Initiatives
• Wonderworld Club:
– A club membership for kids
– Exciting point system
– Amazing activities & offers
• Tie-ups
– Chak De Bachche
– SBI/Axis

99. Events - Chak De Bachche

100. Events - Chak De Bachche

101. Events – Kane visit

102. Lets Find out
their store
personality

106. Brand Position
• Target Audience
o Primary: In and around goregaon
o Secondary: From other suburbs

114. What kind
of
personality
do I
associate
this store
with?

116. Reference
• http://www.oniodesign.com/download_pdf/How_to_Build_a_Brand.pdf
• http://books.google.co.in/books?id=eYLo7JpONtQC&dq=how+to+build+a+brand&printsec=frontcover&so
urce=in&hl=en&ei=UfeVS8_NA4rGrAf6s4S3DA&sa=X&oi=book_result&ct=result&resnum=13&ved=0CDw
Q6AEwDA#v=onepage&q=how%20to%20build%20a%20brand&f=false
• http://www.va-interactive.com/inbusiness/editorial/sales/ibt/branding.html
• http://books.google.co.in/books?id=hgKmXISa9M8C&dq=how+to+build+a+brand&printsec=frontcover&s
ource=in&hl=en&ei=UfeVS8_NA4rGrAf6s4S3DA&sa=X&oi=book_result&ct=result&resnum=14&ved=0CD4
Q6AEwDQ#v=onepage&q=how%20to%20build%20a%20brand&f=false
• http://visual-branding.com/eight-outlines/creating-a-brand-personality/
• http://www.amazon.com/Building-Brand-Identity-Strategy-Marketplace/dp/047104220X
• http://epubl.luth.se/1402-1773/2006/159/LTU-CUPP-06159-SE.pdf
• www.giniandjony.com

117. THANK YOU FOR LISTENING TO
OUR LAST PRESENTATION OF MBA

118. Thank you!
• Questions?
• Comments?