The document outlines a brand positioning strategy for Shenshi, targeting young men aged 25-40 in India who aspire for success and value affordable fashion. It highlights the importance of consumer aspirations and identity, emphasizing motivational content that communicates achievement and personal growth. The strategy includes tailored advertising, content delivery through digital platforms, and a well-designed retail experience to enhance the consumer's self-image and social acceptance.

2. Brand Positioning and Target Consumers
Target Consumer:
• Young Men between 25-40 years
• Aspiring middle class who has just started working and wishes to be seen as a
successful person by others.
Value Proposition:
• Affordable high street fashion
Positioning:
“For younger men who dream of a brighter future, the Shenshi brand of trendy but
affordable fashion makes men feel and appear more successful to others than they
are.”

3. Consumer Persona
The case study is seen in context to
Indian markets.
Name – Aman
Age – 30 years
Profession - Accountant

4. Consumer Persona – deep dive
Market Potential – Positive because of:
• High percentage of young working
population
• Rise in emerging Middle class
population
Societal Framework – Males are seen as
the primary life earners and providers for
the family
* A large section of Indian males are
unmarried and the sex ratio is skewed
towards males

5. Content Strategy:
What do we say to this consumer Persona
* People are not always born rich.
* Success can be achieved through hard work and passion only
Inspiration
•The consumer idolizes the successful businessmen/ professionals who he might have seen in office/ newspapers etc.
•He needs to be reinforced that success is NOT always inherited but is to be achieved through hard work. This inspires him to try his
own luck.
•He aspires for a fine lifestyle and better taste in life.
•The tagline “Dressing you for Success” inspires him and sets the brand as complimentary to his success story
* Good clothes makes one look smart, feel confident and sets you apart from the crowd
* Being well groomed, neat & presentable are key factor in succeeding in corporate world & be respected
Identity
•The consumer wishes to make a mark for himself and wishes to be recognized by others
•Acceptance, Recognition and Respect forms the cornerstone for his Identity framework.
•He wants to be appreciated by others not just for his work but also for his fashion and culture.
•He is also looking out for new friends and looking dapper would make look attractive.
* Becoming successful is an arduous journey which only a confident & hard working person can undertake
* One constant needs to work on himself and pick up new skills to get closer to a better life
Utilitarian
•In this journey, he would appreciate motivational stories of people who started in similar background but have made it big in life.
•Since he is acquiring new culture, a personality development course/ tips along with a Grooming course/ tip will be well appreciated
•The consumer at the end of the day is value conscious; so a section on personal finance management and how saving on unnecessary
splurging on clothes can help build a better future could also work well.

6. Content Strategy:
Delivering the Experience
What is the experience a consumer should feel after seeing a Shenshi adWhat to communicate
•The ad should exuberate positivity and motivation to the viewer.
•The ad should also communicate aspiration and achievement keeping upper middle class social strata in mind
•The ad should communicate how well dressed people look smart and stands out from the crowd.
•The ad should provoke viewers to visualize themselves in the portrayed scenario using simple but appealing punchlines
What should be the Tone and Voice of delivering this experienceHow to communicate
•The brand’s task here is primarily to sell dreams & corroborate clothing/ grooming as a key element of realizing the dreams
•The brand would assume the role of a COACH and would strive to motivate the consumer towards achieving SUCCESS
•The voice therefore would be Warm, Simple, Commanding yet Motivating. It should sound like a MENTOR
•The tonality should be fresh, that of dream-chaser and reflect youthful exuberance
Choice of media vehicles & how to manage experience in touchpointsWhere to communicate
•Digital platforms specially Social Networking sites augmented by influencer from fashion/ lifestyle coach promoting the brand. Their
post should integrate the brand in situations showing how well groomed males fared better than others
•Company own website with separate section on grooming/ personality development tips.
•Bill Boards in prominent places in posh market/ office localities
•The stores should be neatly arranged, well lighted and exhibit high end taste
•Lifestyle Magazines and News paper tabloids (Page 3 section)
AC1
AC4

7. Slide 6
AC1 Conveys emotion & attitude
Abhra Chatterjee, 23-04-2020
AC4 Conveys personality & authority
Abhra Chatterjee, 23-04-2020

8. Transformation from
Ordinary to Extra-ordinary
• Taps into the desire of the consumer to be seen as different
from his earlier self which he feels was mundane.
• He wants to break free of his older self and ordinary
background. He wants to shout out that he has progressed
from where he had started.
• Fine, Fashionable clothes helps establish his image as a person
who is doing well in life.
• SUCCESS is when people who are close to you appreciate your
transformation and you are able to create a new identity.
• Builds on his desire to be Respected and Appreciated by others

9. To be Noticed and Respected in Workplace
• Creative attempts to portray how
a upper management person
would dress like. This sets
benchmark/ model for the TG.
• It not only motivates him but
also says that successful people
dress fashionably.
• Re-affirms his belief that one can
be successful despite having an
ordinary upbringing.
• The model and the quote serves
as an inspiration for him.

10. Breaking the inhibition in
making new friends
- Since he is yet to establish himself, he feels a natural
inhibition to approach girls and befriend them. This
creative attempts to tackle it by saying opposite sex is
attracted to an well groomed person.
• Taps on the need of the consumer to be able to increase his
social circle and be accepted/ appreciated by others.
• Also since the target consumer is young, he also feels a desire
to be loved by the opposite sex
• Sometimes having attractive girlfriends too is seen as sign of a
successful man.

11. Complimented by a full blown website:
- Talk about new fashion trends
- talk about grooming tips
- Share success stories of people

12. Contextual promotion in Newspapers and outdoor
signage to build reach
Billboards in high footfall places/ shopping district Newspapers
Lifestyle & Sports Magazine

13. The experience is accentuated & completion
happens when the consumer walks into a store
• Exclusive Outlets should be
located in top city locations
(applicable to all cities except
metro)
• Well Lit and Nicely Decorated
• Trained Staffs to advise on
fittings and latest fashion
• Outlets too should have
prominent pictures of well
dressed models/ celebrity
• Strong customer relationship
and loyalty program to give
personalised offering

14. Thank you