Peter England- Honest Success Dr Amit Rangnekar 2007-08 Case Objectives Can a product be sold without any marketing

gimmicks, or film actors, or the hype Can you sell a product honestly? Peter England did that successfully and captured the Indian middle class mind, honestly Brand Heritage 1885- Started in 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 & Planet Fashion outlets, & multi-brand outlets Madura Garments- prefered manufacturer for Marks & Spencers, Tommy Hilfiger and Ralph Lauren (Polo), and exclusive marketer for Esprit in India 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 connect Peter England Strategy Build a national image Carve out a national foot-print Gain share from store promoted/ local/ regional labels Peter Englands competitive edge Extensive range of office & casual wear Good quality label and branding Contemporary designs, colours & fabric Wide distribution, easy availability Well-orchestrated merchandising High market visibility 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 & price Long term Build strong brand preference Sustain brand loyalty through attractive imagery & constantly reiterating the product benefits Consumer Insights- The mid-price buyer

Lack of benchmark brands No standardisation of quality, high variation Pre- and post-purchase uncertainty & 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 & emotional pay-offs Peter England incorporated these in its ads Peter England simplified the buying process Is happy, Comes back to PE Start hunt all over

Buy PE Buy a shirt with a label Select 1 from PE Select 1 from many Know price band Ask price Check colour/design, decide on overall look Check for merchandise, colour / design, fabric / stitching, overall look, brand / label Ask for PE as their first choice Search for a good shirt across counters To Consumer Insight: Things seem to happen only to people who wear good looking (read expensive) shirts Launch Ads

Creative strategy Communication needed to link brands position good quality product at a great price and the consumers need for product plus brand imagery Research insight most consumers thought premium shirt brands were overpriced provided the link Just honest-to-goodness quality available at an honest-to- goodness price emerged Thus the brand line Peter England - The honest shirt Creative- Alter-ego format with an element of simplicity 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 colour identity of Red used with significant impact. advt

Media Strategy & Objectives Print- Press ads: 150/100 cc colour Outdoor- Hoardings in Metros/ mini metros Launch South India, Delhi & UP in Mar-Apr 1997 Maharashtra in Jan-98 and ROI by May-98 Post Launch TVC - two creative units- 30 sec Objective- Ensure high & quick awareness among target group Media plan- Adequate weightage to reach, frequency and campaign continuity Media choice- To build a clear identity for the brand Innovative approaches 1st 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, unlike the big brands

 Taking over Dadar Railway Station sites Sponsor male oriented programmes- News, Sports (cricket) & crime thrillers Phase 2 Ads

Ads on CT 2003 AND MAY 2004

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- Casual 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 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- Casual 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 Extensions Trousers T-Shirts Denims Socks Suits Ties

 Wallets Launched Peter England Elite Peter England Today Prefered brand 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