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Research to aid in
identifying brands
for association
possibilities for Puig

Presentation from Secondary Research Findings


September, 2016
Presented by: AZ Research Partners Pvt Ltd.

Copyrights AZR PPL. Please do not print or reproduce without

11) Color Plus

2
Copyrights AZR PPL. Please do not print or reproduce without

Color Plus the brand

The culture of Color Plus as a brand started back in the 90s. Launched in 1993, Color Plus
created a niche in the ready to wear market by establishing smart casual clothing for men
to advance their dressing sense by tailoring cotton and linen based apparels that
embodied a contemporary vibe at work-places

The brand in no time has become the choice of the up market, trend-savvy, sophisticated
and discerning Indian man with flagship stores in the best locations and international
service, Color Plus brought in an international shopping experience to the country

Color Plus with highest quality fabrics and product engineering techniques like Golf Ball
Wash, Come Dyed Casuals and Thermo-fused buttoning to name a few of these
innovations taking casual clothing for men to a new level, making it synonymous with the
words Luxury & Style

Color Plus today is a complete lifestyle brand complementing every facet of your
personality: be it at work, leisure or those special moments

Raymond the portfolio


Their portfolio consists of ready to wear, fabric accessories , innerwear home dcor,
personal care

Jacket priced between INR 3000 to 10000

Park Avenue Black


Men Jackets
INR.4,699

Park Avenue Blue


Men's Jackets
INR.7,999

Jeans priced between INR 1500 to 3000

Parx Dark Blue Men


Jeans
INR.1,724

Park Avenue Blue Men


Jeans
Rs.2,174

Raymond the portfolio


Their portfolio consists of ready to wear, fabric accessories , innerwear home dcor,
personal care

Shirts priced between INR 1500 to 3000

T Shirts priced between INR 700 to 2500

Park Avenue White


Men Shirt
INR.1,699

ColorPlus Light Blue


Men's T-Shirt
INR.1,595

Raymond White
Men's Corporate
Shirt
INR.2,499

Raymond Dark Maroon


Men's T-Shirt
INR.2,199

Raymond the portfolio


Their portfolio consists of ready to wear, fabric accessories , innerwear home dcor

Shirts & Trouser combo priced between INR 700 to 1500

Raymond White
Unstitched Trouser &
Shirt Combo Packs
Rs.899

Raymond Orange
Unstitched Trouser &
Shirt Combo Packs
INR 999

Kurta & Pyjamas priced between INR 700 to 2500

Raymond Unstitched
Kurta & Pyjama Fabric
Set
INR.1,059

Raymond the portfolio


Their portfolio consists of ready to wear, fabric accessories , innerwear home dcor,
personal care

Wallet priced between INR 700 to 2200

Park Avenue Brown


Leather Wallets
INR.950

Raymond Black
Leather Wallets
INR.2,159

Belts priced between INR 700 to 2500

Park Avenue Black


Leather belts
Rs.1400

Park Avenue Black


Leather belts
Rs.950

Raymond the portfolio


Their portfolio consists of ready to wear, fabric accessories , innerwear home dcor

Loungewear priced between INR 400 to 900

Park Avenue Dark


Blue Men
Loungewear
Rs.404

Socks priced between INR 200 to 500

Park Avenue Dark


Blue Cotton Socks
Rs.299

Raymond the portfolio


Their portfolio consists of ready to wear, fabric accessories , innerwear home dcor

Bed sheet priced between INR 3000 to 5000

Raymond
Double
Bedsheet
Rs.3,699

Quilt priced between INR 11000 to 15000

Raymond Double
Blanket
Rs.11,549

Raymond growth story


During FY 2016, despite challenging business environment, Raymond total Textile sales
registered a growth of 5.82%; Net Revenue being ' 2683.21crore in FY 2016 as against '
2535.59 crore in FY 2015. The increase in sales was led by growth in B2C shirting
business1.
In 2011-12 , across the categories Raymond had a turnover of around Rs 1500 crore ,
which grew to approximately 2683 crs in 2016
Over last 5 years till 2016, the brand has had a compounded annual growth rate of
over 12.33 per cent
The Raymond Group is reworking its consumer products strategy to enter newer
categories, and has roped in a celebrity endorser to bump up sales of its deodorant 2
Raymond have 543 stores in the country and 40 overseas stores
Our vision is to be player of choice amongst the emerging and enterprising India for
their daily personal and home care need Gautam Hari Singhania , Chairman, Raymond
(Mar16 Economic Times )
1

http:http://economictimes.indiatimes.com/raymond-ltd/directorsreport/companyid-13214.cms

http://economictimes.indiatimes.com/industry/cons-products/fmcg/raymond-group-targets-newcategories-in-consumer-products-strategy-rejig/articleshow/48166857.cms
2

Raymond media strategy


Raymond has launched a new campaign titled The Complete Man which portrays the
qualities of a complete man who believes in staying real and has not allowed his
digitallife to overpower his real life.1
Raymond Ltd is planning to spend Rs. 250
crore in the current fiscal on media and on
renovating its showroom.
The textile company has estimated its capital
expenditure at Rs. 250 crore in FY16, besides
setting aside Rs. 35 crore towards media
spends2

The company wants to spend money on


its marketing, media and on renovating
its showrooms in order to increase its
retail footprint.
The company is now planning to reduce
its seasonal discount period to derive
better margins2

The brand still cater to the different faces of The complete man- who is caring ,
sensitive and places a huge premium on relationship

http://www.exchange4media.com/advertising/raymond-launches-%
E2%80%98the-complete-man%E2%80%99-campaign-with-an-anti-digital-theme_62037.html#sthash.tOXHzqyu.dp
uf
2
http://www.exchange4media.com/advertising/raymond-launches-%E2%80%98the-complete-man%E2%80%99campaign-with-an-anti-digital-theme_62037.html#sthash.tOXHzqyu.dpuf
1

Raymond outdoor
communication

Raymond leverage the branding = Strong connect

Raymond social media strategy


The company had spent about Rs35 crore on advertising and marketing last fiscal of
which Rs5 crore was on social media which was witnessing 400% 1
Contest on Facebook & Twitter : Share why you feel he is The Complete Man
Trending topics like #what girl want # he loves you if #100 truthaboutme get
excellent response on twitter

Raymond on Twitter 6,225 followers

Raymond on Facebook 13,88,477 likes

http://sharekhan.com/stock-market/news/Raymond%E2%80%99s-adspend-on-social-media-to-gr/c7b2d6ad-6386-43af-842baf565c52318f/MustKnowNews/161/News.htm
1

Follow Raymond on

12) Monte Carlo

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Copyrights AZR PPL. Please do not print or reproduce without

Monte Carlo the brand

Monte Carlo Fashions Limited was initially launched as an exclusive woollen brand. The
Company has well diversified presence across different categories such as Cotton, Home
Furnishing and Kids

Currently, winter wear contributes around~35% of the Companys total revenues.


Historically, the Companys presence has been strong in the Northern and Eastern
regions. However, Monte Carlo remain focused to improve presence in the Southern and
Western regions too by increasing the share of all season cotton product categories

FY 16- Regional wise


Revenue Break up
Overseas;
Central;
13.1 0.2
West; 4.4

East; 25.9
South; 3.6

North
52.7

FY 16- Category wise


Revenue Break up
Home Furnishing
9.7
Woolen; 34.1

Kids; 4.9

Cotton; 51.3

Monte Carlo the portfolio


Their portfolio consists of cotton, woolen home furnishing, kids

Shirts- priced between INR 800 to 1000

Monte Carlo Light


Pink Printed Casual
Shirt
INR.800

Monte Carlo Mens


Linen Half Sleeve
Shirt
INR.999

T Shirts priced between INR 700 to 1000

Monte Carlo Pack of 3


Multicolored Solid V Neck
T-Shirts
INR.743/-

Monte Carlo the portfolio


Their portfolio consists of cotton, woolen home furnishing, kids

Bermuda priced between INR 700 to 900

Monte Carlo Navy


Printed Casual
Bermuda
INR.700

Monte Carlo Blue


Solid Formal Shorts
INR 900

Lower priced between INR 700 to 1500

Monte Carlo Light Brown


Formal Lower
INR.600

Monte Carlo Coffee Solid


Lower
INR.1,199

Monte Carlo the portfolio


Their portfolio consists of cotton, woolen home furnishing, kids

Sweater/Pullover priced between INR 1500 to 3500

Monte Carlo
Multicolor Striper T
Neck Pullover
Rs. 3060

Monte Carlo Navy


Solid V Neck Sweater
INR 1875

Jacket priced between INR 2500 to 6000

Monte Carlo Mens Zipper


Jacket
INR.2447

Monte Carlo Mens Long


Coat
INR 6000

Monte Carlo the portfolio


Their portfolio consists of cotton, woolen, home furnishing, kids

Bed sheet priced between INR 2000 to 4000

Monte Carlo Multicolor


Printed Bedsheet With
2 Pc Pillow Covers
Rs. 2239

Bed sheet priced between INR 2000 to 4000

Monte Carlo Multicolor


Printed Bedding Set
Rs.3,859

Monte Carlo the portfolio


Their portfolio consists of cotton, woolen, home furnishing, kids

Kids T Shirts priced between INR 350 to 500

Monte Carlo Red


Striper Polo Boys TShirt
INR. 395

Monte Carlo Cream


Printed Polo Boys Tshirt
INR. 420

Burmuda priced between INR 300 to 500

Monte Carlo Black Blue


Mix Casual Bermuda
INR. 495

Monte Carlo Multicolor


Printed Casual Boys
Bermuda
INR. 325

Monte Carlo growth story


In 2015-16, total turnover of Monte Carlo was INR 635 cr
This was ~INR 600 cr in 2014 15 seeing a modest growth of ~6%
The Companys future growth strategy is a combination of three prime elements
branding & promotion to enhance brand visibility; increasing focus on cotton & cottonblended apparel; and expansion of retail distribution network 1
The company is also focusing on the kids wear under its Tweens range launched two
years back, as there is no large organized player present in the market
They have a network of over 200 stores and 1500 retailers spread across the country
and plan to open 20-25 more Exclusive Brand Outlets (EBOs) by FY2017, mainly
through the franchisee route and establish a truly Pan-India presence by increasing
penetration in the southern and western regions of India
The Company is also focusing on tapping the rapidly growing online sales platform
through its own portal as well as through strategic tie-ups with leading e-commerce
portals in India

http://www.montecarlocorporate.com/pdf/Annual-Report-2015-16.pdf

Monte Carlo media strategy


Monte Carlo a home grown brand from the house of Oswal Woollen Mills
Because of this, the brand has a strong positioning of being a winter wear brand, and
is trying hard to come with summer collections also over time
Monte Carlo are aggressively positioning themselves in the youth wear and fashion
garments segment
Monte Carlo marketing budget ranges from 5 to 8 per cent of their annual turnover
within this budget spends are allocated accordingly into categories including- media,
outdoor, events, sales promotion expenses, Public Relation activities.
of all these, print is the strongest category, closely followed by television in terms of
marketing spends1
Swapan Dutta, marketing head, has said We cater to upwardly mobile audience. We
position ourselves as mass premium brand and value for money is our core proposition.
The age group that we target is young mobile entrepreneurs and executives in the age
group of 25 to 40 year1

http://www.exchange4media.com/marketing/print-is-the-strongest-category-inour-media-mixswapan-datta_56327.html
1

Monte Carlo outdoor


communication
The high decibel outdoor Campaign was to announce its Winter Collection using a well
planned out of home medium strategically targeted to generate impact and drive sales

They were associated with a significant Bollywood film Bhaag Milkha Bhaag, movie based
on life and times of an Indian athlete

Monte Carlo social media


strategy

Monte Carlo presence in social media limited to attract customers to Monte Carlo
Exclusive Brand Outlets depends heavily on locating outlets in suitable locations

Apart from woollen apparels, company expanded to cotton apparels segments


and is recognized as all season apparels brand
The company has strong and well penetrated distribution network comprising of
its exclusive brand outlets and Multi Brand Outlets Franchises

Monte Carlo on Twitter 2,649followers

Monte Carlo on Facebook 12,25,550 likes

Follow Monte Carlo on

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