allen solly
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04/07/2023 IIPM DELHI 1
ALLEN SOLLY VS
COLOR PLUS
PRESENTED BY:RENU DUTT SACHDEVSARTHAK GAMBHIRSWATI NIRWALMAYANK TYAGIATAL MATTOO
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04/07/2023 IIPM DELHI 2
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04/07/2023 IIPM DELHI 3
INTRODUCTION
IN 1744 BRAND ALLEN SOLLY WAS INTRODUCED BY WILLIAM HOLLINS AND CO. AND THEN TAKEN OVER AND INTRODUCED BY MADURA GARMENTS IN 1993.
COMPANY: MADURA GARMENTS,WHICH IS A PART OF ADITYA BIRLA GROUP.
AD AGENCY: OGILVY.
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04/07/2023 IIPM DELHI 4
INNOVATIVE IDEAS THEY WERE FIRST TO SPOT THE NEED OF CASUAL
WORK WEAR FOR YOUNG PROFFESIONALS.
THEY ENTERED THE MARKET WITH A BLOCK BUSTER CONCEPY OF FRIDAY DRESSING.
THEY USED UNCONVENTIONAL SHADES OF BEIGE AND TAN AND USED FABRICS LIKE KHAKI IN SHIRTS AND TROUSERS, WHICH BECAME A INSTANT HIT.
ALLEN SOLLY INTRODUCED THE IDEA OF RELAXED FORMALS FOR INDIAN CONSUMERS
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04/07/2023 IIPM DELHI 5
ALLEN SOLLY IDENTIFIED THE DEMAND FOR DIFFERENT SIZES OF TROUSERS FOR WOMEN AND LAUNCHED THEIR EXCLUSIVE WOMEN WEAR AND IT WAS WELL ACCEPTED BY THE TARGET GROUP.
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04/07/2023 IIPM DELHI 6
MARKETING STRATEGIESSPECIAL PRIVELEGES ARE GIVEN TO *MY
SOLLY* MEMBERS, WHICH ARE:1. GET AN ENROLLMENT DISCOUNT.2. SPECIAL B’DAY GIFTS AND BONUSES.3. EXCLUSIVE PREVIEW TO SALES.4. GETTING INVITED TO COFFEE
MORNINGS.5. ATTEND SPECIALLY HOSTED ALLEN
SOLLY EVENTS BY INVITATIONS.6. FREE GARMENT PICK UP AND DROP
SERVICES
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04/07/2023 IIPM DELHI 7
REPOSITIONING EXERCISEALLEN SOLLY WENT FOR AN REPOSITIONING
EXERCISE BECAUSE OF THE CHANGE IN THE DEMOGRAPHICS OF THE TARGET SEGMENT.
1. THE BRAND WANTED TO BE MORE REVELANT TO THE NEW WORKING CLASS.
2. ALSO THE BRAND WANTED TO ATTRACT THE CONSUMERS BEYOND THE WORK PLACE.
3. CHANGE IN ITS POSITION FROM WORK WEAR TO FASHION BRAND.THE BRAND POSITIONED ITSELF AS A CASUAL BRAND FOR ALL OCCASIONS.
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04/07/2023 IIPM DELHI 8
CAMPAIGNS
1. IN 2009, THE BRAND LAUNCHED ITS FAMOUS “ I HATE UGLY” CAMPAIGN TARGETTING THE YOUTH.
2. IN 2010, THEY GOT INTO A CONTRACT WITH COSMOPOLITAN MAGAZINE FOR THE COVER GIRL HUNT.
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04/07/2023 IIPM DELHI 9
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04/07/2023 IIPM DELHI 10
FUTURE PROSPECTSBRANDED WOMEN APPAREL
MARKET WAS PROJECTED TO RISE AT A RATE OF CLOSE TO 25%.
TODAY ALLEN SOLLY TURNOVER IS MORE THAN 200 CRORE.
AIMS TO GROW WITH A TURN OVER OF 500 CRORE THIS YEAR.
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04/07/2023 IIPM DELHI 11
COMPETITORSRITU BERI’S “LABEL”.PUJA’S “ BIZZARE”.UNITED COLORS OF BENETTON.BLACKBERRY.COLOR PLUS.
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04/07/2023 IIPM DELHI 12
COLOR PLUS
THE COMPLETE MAN RAYMONDS GROUP
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04/07/2023 IIPM DELHI 13
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04/07/2023 IIPM DELHI 14
INTRODUCTIONLAUNCHED IN 1993. COLOR PLUS
IS A BRAND OF RAYMOND. IT WAS A UNIT OF COIMBATORE BASED AMBATTUR CLOTHING LIMITED.
COMPANY: RAYMONDS.
AD AGENCY: RUBECON
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04/07/2023 IIPM DELHI 15
INNOVATIVE IDEAS
COLOR PLUS BROUGHT IN AN INTERNATIONAL SHOPPING EXPERIENCE IN THE COUNTRY.
DISTRIBUTION CHANNEL SPREAD NOT ONLY ALL OVER THE COUNTRY BUT ALSO CROSSED BORDERS TO THE MIDDLE EAST.
THEY USE HIGHEST QUALITY FABRICS AND PRODUCT ENGINEERING TECHNIQUES.
PIONEERED IN TECHNIQUES SUCH AS GOLF BALL WASH, COME DYED CASUALS AND THERMO FUSED BUTTONING.
ALL THE PRODUCTS ARE COMPLEMENTED BY A MATCHING RANGE OF ACCESSORIES.
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04/07/2023 IIPM DELHI 16
MARKETING STRATEGIES
SEEN ONLY IN PREMIUM PUBLICATION AND MAGAZINES REVEALS THAT THE BRAND IS CLEAR ABOUT THE TARGET SEGMENT.
COLOR PLUS IS THE STAR.(MEANING IT USES NO CELEBRITY)
EXCELLENT USE OF THE PRINT MEDIA. REALLY SMART BRAND BUILDING.
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04/07/2023 IIPM DELHI 17
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04/07/2023 IIPM DELHI 18
COLOR PLUS STRENGTHSHAS 180 STORES IN INDIA.
1000 CRORE RAYMONDS ACQUIRED 74% STAKE IN CHENNAI BASED COLOR PLUS FASHION LTD.
BY THE END OF FINANCIAL YEAR COLOR PLUS WAS EXPECTING A TURNOVER OF 300 CRORE.
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04/07/2023 IIPM DELHI 19
BRAND VALUESITS CORE VALUE IS CONSTANT
PRODUCT INNOVATION.ITS AIM IS TO PRODUCE
PRODUCT THAT HAS NEVER BEEN OFFERED IN THE MARKET.
THE PRODUCT HAS ALWAYS OCCUPIED THE CENTRE STAGE IN EVERYTHING THE COMPANY DOES.
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04/07/2023 IIPM DELHI 20
THANK YOU