INTRODUCTION TO BRAND PETER ENGLAND

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

PETER ENGLAND
The hallmark of honest started off with shirts and now comprises of the entire mens wardrobe containing the full range of garments. It is popular for lifestyle brands. The largest selling shirt brand in the country. Launch phase communication designed to create quick and universal awareness of the brands USP of quality and price .Build strong brand preference Sustain brand loyalty through attractive imagery and constantly reiterating the Product benefits.

THE BRAND ESSENCE

Why Peter England? Because it is a good buy. Why is it a good buy? Because it is affordable and good quality Why is affordability and good quality important to you ? Because I want to look good and at the same time not spend too much

SWOT ANALYSIS

STRENGTHS OPPORTUNITIES Increasing disposable incomes Increasing demand for luxury of the people brands from the middle class. Brand conscious customers Research and new product development can help the Availability of cheap finance companies to move across the Growing domestic market value chain Increase in number of malls WEAKNESS Predominance of unorganized sector. Technological obsolescence in the supply chain. THREATS Increased competition in the domestic markets Cheaper imports Changing Governments policy on FDI

Peter Englands Competitive Extensive range of office and casual wear Good quality label and branding Contemporary designs, colours and price Wide distribution, easy availability High market viability It pictures itself as Honest Brand It offers value for customers at affordable price.

MARKET SEGMENTATION
While venturing into The Ready to wear garment sector, it identified the shirt segment as its focal entry point. Since then it has identified further segments namely trousers and suits with further sub segmentation in each segment. It identified customers need for brand +product imagery. Used the demographics and lifestyle to enter the mid price segment. (Rs250-500) in both formal and casual (elements) Test launch in diverse geographies.(like suits &blazer). Huge Potential and Good Growth Rate in the price segment. Value proposition of quality Via the imported fabric +Affordable Price

Formal,casual,style statement, ambition

Incom,occupation, Age(25-28) , Gender (man) 1st Qtr 2nd Qtr 3rd Qtr

Situational factor

Incom, price range

4th Qtr 5th Qtr

Value for price , quality, durablity

CRITERIA FOR SEGMENTATION

Substantiality Identifiability Measurability Accessibility Responsiveness

The middle income segment is large,Peter England now considers high income level segment. The segment is identifiable. The middle and high income groups have access to marketing mix (televisions, Newspapers, hoardings etc). The price ranges available are economic, mid-price and premium.

TARGETING
Targets both middle income and high income men It targets only male population of a particular age group Young executives segment between age group25-28 years. Anyone looking for casual and formal international style at affordable price points entry into premium segment. 1. 2. 3. 4. Followed the selective specialization strategy through shirts Trousers Suits Inner wears Accessories

POSITIONING
UNIQUE SELLING POINT: Peter England has its unique designs and is made with absolute quality, which not available in any brand, and this is its unique selling point.

BRAND UNIQUENESS Attributes: Good Quality Functional : Comfort Emotional : Simplicity Values: Honesty Culture: Fashionable Personality : Honest User: Young Executives Word Association: Honesty Personifying The Brand: Down to earth Peter England brand has been positioned for the masses and is in the midprice category. It offers value for consumers at affordable price. It is distinctly positioned for different categories as that it is ensured that Madura Garments brands grow through different target customers rather than cannibalizing on each others target segment. Positioning for Competitive Edge Peter England shirt was projected as an honest shirt The image was reinforced by honestly impressive

MARKET ANALYSIS: Peter England after analysing launched high-to-low and low-to-high priced products so that it is affordable to different segments of customers. It provides seasonable discounts according to the demand of customers.

 Also it launched ties, statements, belts and essentials other than shirts and trousers according to the need and demand of the market.

MARKETING MIX:
Peter England follows the four Ps of the marketing mix:

PRODUCT
The range comprises regular office wear, special occasion wear and casual wear. A string of innovation delivering value introduced across all above categories starting from English cotton shirts at Rs 375 right up to British micros at 595 Trousers range from RS 545 classic formals to wrinkle free cotton chinos at 895 Element polo fees at 299 an instant hit in casuals. Quality and price: mid priced to premium range. quality increases with price

PRICING
Price grid integrity is maintained by ensuring that 65 %of the brand offering is below MRP 500 through Core range. PRICING OBJECTIVE Peter England aims at maximizing its market share Introduces Market Penetration pricing PRICING STRATEGY Price grid integrity maintained by ensuring 65 per cent of the brand offering was below MRP 500 through 'Core' range At the same time premium products introduced at the top end through collections like the solids collection and the festival collection Factor For Price Setting The Peter England range available at Peter England (MID PRICED BRAND) Shirts range- Rs, 345 Rs. 445 Trousers range Rs. 645- Rs. 745 Peter England-ELEMENTS(CASUALS) Shirts & T-shirts range- Rs, 345 Rs. 445 DENIMS Rs. 645- Rs. 745 Peter England-Elite(PRIMUM BRAND)

 Shirts range- Rs,1099 Rs.14445 Trousers range Rs.1099- Rs.13999

PROMOTION
Bold usage of vernacular media, press and TV media, Print media , right brand associations through sponsorships. Promotion TV and print, the main vehicle for PE Local support added through hoarding campaigns showcasing product innovations Right brand associations built through sponsorships (such as WISDEN Cricketer Awards 2003 co-sponsor) to build consumer connection

ADVERTISING: MEDIA SELECTION Peter England has around 160 showrooms, spread across 69 towns. So, optimum to cater to audience through television.. Also, communicating through print medium, for expanding retail network. To build Peter Englands retail, going for vinyl outdoors for announcing the new collection as well as the new locations

SALES PROMOTION Communication: TV, newspapers, internet, hoardings, vernacular media etc. Incentives: discounts , sales ,Buy One Get One Free Offer Invitation Public Relations and Publicity The Honest Shirt Campaign creates a distinct positioning for itself. High Credibility: Six month against guarantee against material, colour, stitching. Honest to goodness price and quality. Ability to Catch Buyers off Guard Dramatization

PLACE
The distribution strategy is adapted to meet newer demands Core range was made available on tap so that the retailer could increase his stock turns through weekly replenishments Collections distributed through monthly advance ordering to customizing to the retailer needs in terms of the design-size-style preference Branded shelf route taken in MBOs to showcase the range The Peter England exclusive outlet network expanded to 162 across 69 towns. Distribution Channels Most efficient and powerful distribution network Loyal and dynamic network of agents & distributors Strong retail presence with over 250 dedicated retail outlets(Planet Fashions) and over 1500 multi brand outlets Fashion

SEGMENTATION, TARGETING AND POSITIONING