Documente Academic
Documente Profesional
Documente Cultură
WHOLESALERS
OWNED STORES /
EXCLUSIVE BRAND OUTLET
DISCOUNT STORES EXPORTS DISTRIBUTORS
MULTI-BRAND OUTLETS
SWOT Analysis
STRENGTHS OPPORTUNITIES
Weakness THREATS
markets
Technological obsolescence in the
supply chain
Cheaper imports
Peter England simplified the
buying process
Consumer Insights- The
midprice buyer
Lack of benchmark brands
No standardization of quality, high variation
Pre- and Post- purchase uncertainty 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
Embarrassing feeling to publicly reveal their
budget to the shopkeeper
Seeks a mix of rational, sensory and emotional
pay offs
Peter England incorporated these in its
advertisements
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
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
Price range.
v
Peter England(MID PRICED BRAND)
vShirts range- Rs, 345 – Rs. 445
vTrousers range – Rs. 645- Rs. 745
Peter England-ELEMENTS(CASUALS)