INTEGRATED MARKETING

COMMUNICATION

Presented by,

PIYUSH VERMA

ROLL NO.29

Adds spark in your life……….

Presented to,

Mr.Tarun
Kumar Ghosh

The Company
The Spykar story started way back in 1992, when Mr. Prasad
Pabrekar led by ambition ventured
into fashion apparels and
accessories to make use of his vast
repertoire of technical knowledge in
processing of denim garments.

He started the company with the

firm belief that the best investment for the Co. was Human
Capital, starting with a just a handful, and slowly built up a
company with over 150 employees. He gave them the best
possible infrastructure to work within, resulting in a strong &
dedicated team.

The company is based on strict code of ethics which is

evident in its dealing with all its partners; namely
employees, trade associates, vendors and the like.

Its accent on the quality of its products has been unwavering

right from its inception. It has always strived to produce a
product, having a global appeal. Denims are the core of the
company's business. This has been facilitated by the
company's in-house processing unit and gives the company
the competitive edge in consistently producing denims of
international quality.

To continuously innovate, and to bring new styles, cuts and

fabric to the market, the company has a team of young and
dedicated designers and merchandisers, who are extremely
aware of the latest trends in the international market. The
company experiments a great deal on new styles and
accessories, making them trendy and accessible to the
Indian consumer. Since Spykar designs specifically for Indian
audiences, it has the best fits and designs in its repertoire.

In 1994, Spykar moved beyond denims and introduced

Helium's, a collection of cotton casual wear. This was
followed by Forays in 1996; a brand with an attitude
positioning that caters to the after-office leisurewear
segment.
SPYKAR products are available at over 500 MBOs across the
country, apart from the large format stores like Shopper's
Stop, Globus, Lifestyle, Pantaloons, Pyramids, etc. and at the
Exclusive Spykar Jeans outlet at Ahmedabad, Ghazi bad,
Hyderabad, Indore, Kolkata, Lucknow, Mumbai, Nasik, New
Delhi and Pune. Spykar Jeans currently has 90 Exclusive
Brand Outlet and plans to increase that number to 150 by
the end of 2008. To mark its foray in the international arena,
Spykar has also opened its first exclusive outlet at Glades
Mall, London.

The brand has always focused on the u: th and their

aspirations and built up the product portfolio accordingly. All
its marketing efforts are targeted at making the brand
relevant at all times to this discerning audience.

The
Pioneers..
Prasad Pabrekar - MD

An electrical engineer from VJTI by qualification Mr. Pabrekar

before inheriting his father's dry cleaning business ran an
audiocassette-assembling unit whilst in college. It was in the
laundry business that he accumulated vast experience
related to denims.
Having gained experience in processing denim garments he
set up his own denim-processing unit with a seed capital of
Rs. One Lakh from a credit society. Since he knew
everything about finishing a garment he decided to try his
hand at stitching and selling his own brand of jeans.

In 1992, Mr. Pabrekar started manufacturing and selling his

own brand under the Spykar name, first year of operations
saw him incur a loss of Rs. Ten Lakh due to the lack of a well
thought marketing strategy.

His experience with processing garments taught him to be

sensitive to the needs and tastes of the consumers, which
gave him the idea for all trials of Spykar to be done on
humans rather than on mannequins.

His vast technical knowledge and his immense potential in

understanding the brand and its market have formulated
Spykar into one of India's leading brands today.

A firm believer in giving a quality product at the right price

has always been the hallmark of his strategy towards the
growth of Spykar. Right from its inception, Spykar's focus
hasn't wavered from being customer-centric. The brand
portfolio has since expanded with line extensions. Spykar
has successfully transcended the traditional denim maker
image and moved towards catering 'total casual dressing',
by providing complete fashion needs. Currently the Spykar
portfolio encompasses an array of casual apparel, from the
authentic five-pocket jeans to fashionable denims that
includes Cargos, Loozers, Casual shirts, T-Shirts and Cotton
Chinos. Today Spykar provides a bigger range and more fits,
consistently maintains international standards and has never
set foot in the volume game.

The Boomerang pneumonic was introduced in 1998. In spite

of all its activity and energy and vitality, the boomerang
always comes back. The Spykar customer behaves
somewhat similarly. He too comes back for more. This is the
kind of loyalty that brand Spykar inspires.
Mr. Prasad Pabrekar has always been a visionary in the
casual wear segment and, in a short span of 14 years, has
made Spykar into one of the leading Denim brands in the
country today.

Mr. Prasad Pabrekar's vision to make Spykar one of the best

denim brand in the country, in terms of top of the mind
recall, he plans to make Spykar available at all premium
MBOs and Large Format Stores, apart from opening
exclusive stores across the country, which would present the
Spykar range in totality. Spykar has also opened its first
exclusive outlet at Glades Mall, London.

Mr. Pabrekar has travelled extensively. In fact the dream to

set up Spykar started with the desire to travel and
experience people and places and different cultures. Now his
travel is more focused towards building up knowledge on the
garment industry that can be put to practice at Spykar.

Sanjay Vakharia - Director - Marketing

Mr. Sanjay Vakharia has been associated with Spykar since

its inception in 1992. Quick to spot marketing opportunities,
Mr. Vakharia has been primarily responsible for the brand
image that Spykar enjoys today.

With a Master's Degree in Management, his sharp business

acumen saw him rise from the position of Manager
Marketing to Marketing Director. Today he is responsible for
the overall Marketing & Brand Communication strategies of
the company.

Prior to joining Spykar, he worked with Magna Publications

as the Export Manager (Garments) wherein he was
responsible for setting up the marketing network in the US &
UK markets. Additionally, he was the Marketing Manager for
their Toys & Games division. By 1992, was heading the
manufacturing and marketing of the denim company, Ragz.

His focus, in terms of communicating directly to Spykar's

core audience, people in the 14 - 26 years age bracket has
never wavered, the product line and marketing
communications have evolved with the changing tastes of
this discerning group. But the aspirational value of the
Spykar brand has never been compromised.

Under the astute direction of Mr. Vakharia, Spykar Jeans has

followed a distribution strategy of retailing through at over
500 Multi Brand Outlet across India and Large Format Stores
like Shoppers' Stop, Lifestyle, Pyramid, Globus, Pantaloons
etc. Spykar also retails through exclusive stores across the
nation.

Mr. Vakharia is currently spearheading Spykar Jeans foray

into retail business, having already set up 90 Exclusive
Spykar Outlets and plans are afoot to have a total of 150
exclusive stores by 2008. Spykar strategy has also taken the
brand to the Middle East. Mr. Vakharia has a keen eye on
everything about the stores - right from the theme, décor,
aesthetics, music, to the range of garments and accessories
displayed.

Mr. Sanjay Vakharia has travelled extensively. Each of these

visits are undertaken to acquire knowledge, be it garments
or accessories or marketing techniques and POS material.
And these inputs have really propelled Spykar in to a truly
world class denim brand, where the accent on quality of the
garment never wavers. And at the same time delivers a
product that is easily distinguishable from the rest of the
brands in the denim market.

---- Strategic Intent--------

The company is committed to being the first choice casual
wear brand of the youth.

The company’s brand does not

have a fixed definition but has
always been relevant to the u:th
and also to the changing market
dynamics.

The company’s brand building

activities will continue to maintain
the premium positioning and make it
one of the most inspirational, trendy and obviously the most
sought after brand.

The Company is compliant, eco friendly, socially responsible,

evolving, profit oriented, always people-centric and doing
justice to those who work for it.

Though professional and passionate; the people will have

their professional and personal lives aligned.

We revolutionized Cargo's in the country with the very non-

conformist look and its innovative presentation. We broke all
norms of how a pair of pants should be sold.

Rolled and tied by a canvas strip and stocked in this form on

the shelves - it defied conventional norms and challenged
tradition. Target audience who identified with this Rebellious
approach lapped-up the product and yet again Spykar
scored in turning the table upside down. We sold nearly
70,000 pants and cargos with not even 60% of the demand
fed.

To cut the monotonous complacency of basic 5 pockets we

stylized denims as flamboyant blues. This fashioned persona
of denims was introduced as Actifs (Spykar's Fashion Denim
Collection) with 5 fits - Stern, Rebel, Maverick, Recruit &
Renegade.
 Exclusive outlets

Journey
1992 - Proprietary concern set up to launch ready to wear
garments

1993 - Emergence of the Brand (Spykar)

1996 - Introduction of Heliums and Forays

1998 - The company Span Apparels was incorporated and

the workings of the proprietary concern was taken
 over

1999 - First Exclusive Retail Store in Hyderabad

2000 - Started Spykar Jeans Lab

2002 - Started Spykar Style Lab

2003 - First Flag ship retail store in Phoenix Mills-Mumbai

2004 - Revolutionised the category of Cargos by

innovative packaging & design

2005 - Set up its own washing unit at Kharine, Navi

Mumbai

2006 - Set up an exclusive store in UK, London

Set up 50th Exclusive Brand Outlet at Khar, Linking

Road, Mumbai

Won the Best Casual Wear Brand of the Year and

Product Innovator of the year at CMAI APEX awards.

Spykar Lifestyles goes in for Private

Equity
Spykar Lifestyles, India's No.1 U: th Fashion Brand,
announced its PE Funding today in Mumbai, with Avigo
Capital Partners. Avigo Capital Partners has invested INR 21
Crore (INR 210 Million) in Spykar; with the final percentage
stake would be worked out on the milestone based method
in 2009. The stake is likely to be in the region of 10 - 15%.
This is the first PE funding that Spykar Lifestyle has had.
Commenting on the PE funding Mr. Prasad Pabrekar,
Chairman & Managing Director, Spykar Lifestyles stated
"Spykar has sustained growth of over 60% pa, compounded
purely on own resources throughout the last 4 years. Spykar
is looking at an exciting growth of about 100% compounded
annually for next few years and would cross 500 crores mark
in short time span of about 36 months. To sustain this
growth infusion of capital is must. We are pleased to have
Avigo Capital Partners invest in Spykar purely because they
are valued and respected as matured Private Equity player
with right approach and world connectivity. Spykar's
turnover of about 90 Crores in 06-07 will take quantum
jumps to Rs.160 Crores in 07-08 and Rs.330 Crores in 08-09
followed by Rs.500 Crores in 09-10. The funds mobilized
through this private equity stake are sufficient for Spykar
Lifestyle to finance projected growth for next 3 years.
However, in case the targets are surpassed second round of
infusion is not ruled out. Further Spykar has will plan
towards its IPO by Sept, 2009. The details of issue will be
worked out by March, 2009."

Mr. Siaf Dohrajiwala, VP- Investment, Avigo Capital Partners

commented "The deal is about non-intrusive partnership.
Avigo has full faith in management ability of Spykar and as
such there is no control envisaged over functioning of
Spykar."

Spykar believes that retail expansion is the key to

future growth. Developing adequate sourcing ability to
match sales growth would entail expansion of designing and
sampling ability along with creation of infrastructure for
world class quality control. The investments in next two
years are clearly focused on these areas clearly in the
domestic market.

With biggest of the brands trying to enter India it would be

certainly out of place for established Indian brand to shift
focus. However international market will become attractive
due to removal of trade barriers post WTO. Spykar has
already taken test marketing entry in Europe by putting up
exclusive branded store at London. The next two years as
Spykar focuses on Indian market; it will also acquire insight
in European market which has been identified as market
that can offer attractive margins and tremendous learning's.
International foray would be thereafter begin with Europe
and extend to other countries.

On anvil are two more brands addressing different market

segments; one would be for the kidswear segment and the
other for a 25 year to 40 yrs age group, 24 x 7 leisure and
workwear fashion brand. The entry in other lifestyle products
has also been made with world-class eyewear, footwear,
junk-jewellery, and other lifestyle accessories already
launched. Nearly 15 different categories of accessories are
planned out of which about 9 have already hit the stores.

The focus is addressing the fashion needs of U:th segment

which is extended on both sides of that spectrum and to
deliver world-class fashion products consistently. As an
incident of identifying fashion need Spykar has been only
one to offer concept of style labs in selected cities where the
U:th gets entire makeover including hairstyling, tattooing,
body piercing, eyewear/ coloured lenses and of course the
core of Spykar clothing with well matched accessories.

Internationally these concepts and products have

tremendous acceptability, however there are country
specific facets to be studied and Spykar has plans to make
big international foray once the insight in these finer aspects
of overseas markets are acquired over next two years.

About Avigo Capital

Partners:
Avigo Capital Partners (Avigo), an independent private
equity manager based out of New Delhi, plans to formally
announce the closing of The Avigo SME Fund II in June 2007
having received commitments of over USD 125 million from
marquee international and Indian institutions. The Fund has
made investments in 5 companies to date in the
Manufacturing, Industrial Services, Energy & Infrastructure
and other emerging sectors. One of its fastest growing
portfolio companies, Tecpro Systems, is a leading company
in the bulk material handling business. The other companies
in its portfolio - GET Engineering Constructions involved in
the power distribution industry and Privi Organics, a leading
global manufacturer of intermediate aroma chemicals for
Flavors & Fragrance (F&F) industry are both growing
aggressively.

------Span Apparels Pvt

Ltd--------

Brand vision

Deliver cutting edge fashion to the Indian youth and become

a youth cult(ure).

Brand worth

It's obvious that the brand is worth much more than what it
used to be in earlier times. People have started recognising
the worth of a brand as an intellectual property, the same
way they used to see their tangible assets. In the WTO
backdrop this will be all the more significant because the
world will become much smaller and closer to each other.
Your brand will then allow you a lot of opportunities to
function and leverage. Probably the brand may then be the
most important asset owned by the organisation having its
value much higher than a lot of other assets owned by that
organisation.

Where does the brand fit in?

Spykar Jeans happens to be India's

only denim brand in its category. It's a
space created by itself and is enjoying
a near monopoly in its category.
Internationally there are quite a few
similiar players, but in India there
aren't any emerging to compete. Until
these international players come down
for company, Spykar feels pretty lonely
at the top.

The brand came into being in 1992. The focus of our

business and the product has always been the youth. The
concept was to deliver cutting edge fashion denims and
casualwear to the youth, which will stimulate their instincts
and appetite. The brand has evolved over a period with the
youth. Wherever the youth has ventured, we have done so
in some way. We have religiously focused on the youth. So
the flavour one gets out of our brand is always young, fresh
and youthful. To consumers, Spykar Jeans has always tried
to deliver a value-for-your-money proposition. No
compromise is ever made on the product, and we have
never charged a premium for it. We are in the premium
category due to the category we cater to – fashion of
premium quality. Our business associates have grown with
the brand, and we boast of probably the lowest personnel
turnover ratio in the industry. Our ethical business practices
have served us well, and we attribute our growth to it as
well. All the people involved with Spykar Jeans, in whatever
capacity, are passionate and loyal to the brand. Since it’s a
tightly held company, the promoters are for sure a happy
bunch.

Challenges ahead

To communicate its philosophy to the target audience in

such a way that the essence is not lost and setting up a
retail network to reach to the youth in the most effective
manner.

Social responsibility

Prove to the world and ourselves that we Indians are good at

everything and will deliver the best always. To believe in our
capabilities and strive to achieve the best in all our
attempts.

Competitors
 Spykar Jeans introducing more products
range

Plans to enter with undergarments, luggage, eyewear

and kidswear

Positioning & Branding

Targeted at the 13-26 years age group, Spykar has

managed to position itself as a distinct denim brand, that
is brash and inspirational, confident, energetic and
exuberant, as a modem fashionable wear in the true
sense of price, styling, colour and availability.Spykar, as
we define is catered to a youth who believes in doing the
uncommon with Class, Perfection and Confidence. The
Spykar wearer relishes a challenges and rises to the
occasion when put to test. Adventurous to the core, a
Spykar customer often sets himself the highest standards
and strives to achieve them, challenging the conventional
norms.
”Spykar is in sync
with the vibrant U:th
of today. Kim Sharma”
Spykar Jeans Terence Lewis
Calendar launch

Spykar Style Lab 2002 was a huge success for Spykar as

well as the associated brands in terms of Brand Visibility.
Partners encash on the media visibility and event
experience, for which they invest in by providing their
products and services at the venue as well.
In keeping with the unique event proposition, the partners
are expected to provide niche offering. A brief profile of the
offering is:

• A recent introduction in the market

• Creative ways of using a particular product
• Promoting the character values of a particular product
• A teaser towards a new product/service yet-to-be
launched

This year, as part of our winter 2003-04 collection, will be

the new combat range to be displayed at the Spykar Style
Lab. The theme, therefore, would be 'army' ish, soldier-like,
but in a very subtle manner. Can't go all out on the combat
because the combat range too would only have the same
subtle reference to combat uniforms. Think Desert warfare
as opposed to Jungle warfare. More khakhi and cream than
military fatigues / camouflage.

The tops and the bottoms would be so designed that the

style more than the fabric gives the combat feel.

Promotional ideas.
1. Spykar launches a new look
for winter

"Introduces trendy, exciting,

glamorous 70's of studio' 54 look"-
Distressed, bold and asymmetric,
fusion and washed out are the
looks for the season. SPYKAR
launches its new Winter Range. The
Winter Range has been inspired by
the glamorous 70's of STUDIO '54
look. Overall and asymmetric print and embroideries,
pigment sprays, bold and psycho graphic prints, applique
works are the main features of the collection.
The denims this season have been treated with multiple
processes and washes; overall discharge, uneven blasting,
pigment sprays and stitch detailing. Denim-cord-canvas
fusion and distressed look are the exclusive merchandise
from the range.

Several techniques and materials are blended together to

give richness and individuality to the fabric. Mixing fabrics in
a kind of patchwork style are eye-catchers. The range is
significant with a multitude of contrasts in fabrics, patterns
and prints.

Spykar also presents a refreshed new attitude of strength,

trends and utility in its knitwear line, with an addition of a
vast flat knit range to its existing range of T-shirts.

The new range of shirts is priced between 695/- to 1095/-,

jackets Rs. 1195/- to Rs. 1395/-, Helium's Rs. 995/- to Rs.
1395/-, Actifs Rs. 1195/- to Rs. 1395/-, Knits Rs. 375/- to Rs.
1245/-. The range is currently available off the shelves of
Shopper's Stop. The new range will also be retailed at the
exclusive Spykar stores at Hyderabad, Kolkatta, Patna and
Mumbai (opening shortly).

2 .50% off On Spykar Jeans In Spykar Factory

Outlets.
upto 50% off. Offer For Spykar Jeans at Factory Outlets and
Excusive Showrooms.Spykar Jeans intends to offer complete
styling solutions to consumers and has set up the spykar
style lab which is a mix of a clothing store and a hair salon
that offers the customers their attire, hairdo, tattooing,
accessorizing them, bearing the trademark of Spykar,
informs an official release.

Promotional Ideas from our group……

Free Samples: Look for key locations where your target
group can be found and give out free samples. If possible
give free demonstrations of your service or product.

Also, they have to go different collages, and they have to

take some events... So that they can increase there sale
among the youngsters.

THANK YOU…………………