Brand Heritage 1885
– started in Londonderry, Ireland , became a leading military dress supplier to the British Army 1997- Brand came to India through Madura Garments 2000- Madura Garments acquired by Indian Rayon , Aditya Birla Nuvo Group Madura Garments also markets Louis Philippe, Van Heusen, Allen Solly, Byford, SF and Elements through exclusive and Planet Fashion Outlets and multi-brand outlets. Madura Garments – preferred manufacturer for Mark & Spencers, Tommy Hilfiger and Ralph Lauren ( Polo) and exclusive marketer
Market Scenario March
– 1997 Indian shirt market size – 60 million pieces (est) Premium Segment- Rs. 500+@ 15% Mid price Rs. 250-500 @ 35% Economy below Rs. 250@ 50% The
mid price segment had good growth rates Enormous potential for developing a new brand Peter England created to tap into that segment
Background The
mid price market – Plethora of store brands Shirts sold mostly on retail push Regional/local brand strengths No national brand Store brands had weak customer relationships Relationship was primarily product oriented No distinct brands image or emotional connection
Peter England Strategy Build
a national image Carve out a national foot- print Gain share from store promoted/ local/ regional labels
Peter England’s Competitive edge Extensive
range of office and casual wear Good quality label and branding Contemporary designs, colors and price Wide
distribution , easy availabililty Well-orchestrated merchandising High market viability
Objectives Marketing
- Build Peter England into the largest selling shirt brand in India Advertising – Establish Peter England as an international quality shirt at an affordable price Short Term – Launch phase communication designed to create quick and universal awareness of the brands USP of quality and price Long Term – Build strong brand prefernce Sustain brand loyalty through attractive
Consumer Insights- The midprice buyer Lack
of benchmark brands No standardisation of quality, high variation Pre- and Post- purchase uncertainity and anxiety over fit, quality , shrinkage , durability etc Lack of a value –for-money proposition Belief- Premium shirt brands were overpriced Good looking shirt always out of price reach Embarassing feeling to publicly reveal their budget to the shopkeeper Seeks a mix of rational, sensory and emotional pay offs
Peter England simplified the buying process From Search
for a good shirt across counters Check for merchandise, color/design , fabric/stitching, overall look , brand/label Ask price Select 1 from many Buy a shirt with a label Start hunt all over
To Ask
for Peter England as their first choice Check color/design , decide on overall look
Know
price band Select 1 from Peter England Buy Peter England Is happy, comes back to Peter England
Creative Strategy Communication
needed to link brand’s position “good quality product at a great price” and the consumer’s need for “product plus brand imagery” Research insight “most consumers thought premium shirt brands were overpriced” “just honest-to-goodness quality available at an honest-to-goodness price” emerged Thus the brand line – “Peter England- The Honest shirt”
Contd…. Effectively
used “Element of fantasy that a consumer segment would indulge in , to push the honesty of quality and price across” Key driver- “Level of empathy the character generated amongst consumers” Concept visualised in vernacular also Outdoor media, the color identity of Red used with significant impact
Innovative Approaches First
time in India , a readymade shirt brand went outdoors extensively to deliver a high quality launch Extensive TV usage as main medium for readymade shirts and garments , earlier only print Bold use of vernacular media, earlier the big brands Taking over Dadar Railway Station sites Sponsor male oriented programmes- News, sports (cricket) and crime thrillers
Target Market Young
executives segment between age group 25-28 years Anyone looking for casual international style at affordable price points
Brand Building Once
brand was established , quickly building volumes became critical The category demanded fresh fashion cues every season The second phase attempted to give a seasonal flavour to the brand 1999- Casaul range introduced as sub-brand “Elements” The brand theme campaign supported by: The Anti-Wrinkle Collection The Solids collection The Festival Collection The English Cottons Collection The Summer Mints Collection 2000- Trousers launched to cover the complete wardrobe
Performance Research
confirmed Peter England’s high brand equity Became a 1 million brand in 2 years Crossed the 2 million mark in 4 years The first mid segment brand to cross Rs. 100 cr Voted “Best Brand” in the IMAGES study The only new lifestyle brand to feature in “Best Brand Launch” of The Strategist Quarterly in 1998
Extensions Trousers T-shirts Denims Socks Suits Ties Wallets Launched
Peter England Elite
Peter England today Preferred
barnd Loyal customer base, overall brand satisfaction High brand and advertising awareness Brand value – High Future purchase intention- High Intention to recommend- High Largest selling shirt brand in the country Robust
growth rate Many Peter England clones in the market
Shirts range- Rs, 345 – Rs. 445 Trousers range – Rs. 645- Rs. 745
