Scribd
Upload
777 views

Positioning Assignment

Peter England is an Indian clothing brand known for its formal shirts. It entered the Indian market in 1997 targeting the mid-price segment which had high growth potential. Research found customers in this segment lacked trusted national brands and had concerns about quality, fit, and value. Peter England positioned itself as an honest brand offering good quality shirts at reasonable prices. Its branding and advertising emphasized quality, contemporary designs, and widespread availability. This helped Peter England become highly popular and the largest selling brand in India within a few years, outperforming competitors through strong brand equity and customer satisfaction.

Uploaded by

Govindasamy Arumugam
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
777 views

Positioning Assignment

Peter England is an Indian clothing brand known for its formal shirts. It entered the Indian market in 1997 targeting the mid-price segment which had high growth potential. Research found customers in this segment lacked trusted national brands and had concerns about quality, fit, and value. Peter England positioned itself as an honest brand offering good quality shirts at reasonable prices. Its branding and advertising emphasized quality, contemporary designs, and widespread availability. This helped Peter England become highly popular and the largest selling brand in India within a few years, outperforming competitors through strong brand equity and customer satisfaction.

Uploaded by

Govindasamy Arumugam
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 7

INTRODUCTION: 1.

MARKET POSITIONING Marketing is a social and a managerial process by which individuals and groups obtain what they need and want through creating, offering and exchanging products of value with others. The four major steps of marketing are: 1. Segmentation 2. Targeting 3. Differentiation 4. Posiotioning

Market positioning is basically arranging for a product to occupy a clear, distinctive, desirable place relative to competing products in the minds of target consumers.

2. BRAND AND ITS PRODUCT SELECTED FOR THE STUDY The brand PETER ENGLANDs wide range of formal shirts have taken for the study.

HISTORY- BRAND HERITAGE PETER ENGLAND was started in 1885 in Londonderry, Ireland and became a leading military dress supplier to the British army. In 1997, the brand came to India through Madura Garments. In 2000, Madura Garments was 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. It is a preferred manufacturer for Marks & Spencers, Tommy Hilfiger and Ralph Lauren (Polo), and exclusive marketer for Esprit in India.

MARKET SCENARIO- WHEN LAUNCHED IN INDIA Launched- March 1997 Indian shirt market size- 60 million peices (est) Premium segment @ 15%- Above Rs. 500

Mid price @ 35%- Rs. 250- 500 Economy below @ 50%- Below Rs. 250 Target segment- Mid price segment as it had an enormous growth rate and the potential to accept a new brand

PETER ENGLAND STRATEGY It did a detailed research about its target customers i.e. the mid- price segment and found that there was no accepted brand among the group as a national brand, even though some were accepted to as local brands. They did not have any distinct brands image or were emotionally connected to any brand. The store brands had very weak customer relationships and the extent of the customer relationship was limited to product orientation only. Taking in consideration the above research, PETER ENGLAND came up with its below mentioned positional strategy. 1. To build a national image. 2. To carve out a national foot-print 3. To gain share from store promoted/ local/ regional labels.

COMPETITVE EDGE PETER ENGLAND had a wide range of office and casual wear. It had a good quality label and branding. To be a hit in India, it used contemporary designs, colors and fabrics. It was widely distributed so that it is easily available. It had well orchestrated merchandising and high market visibility.

TARGET CUSTOMER INSIGHTS: MID PRICE BUYERS There was a lack of benchmark brands. At that time, there was no standardisation of quality. High variation, pre and post purchase uncertainty and anxiety over fift, quality, shrinkage, durability etc were prime concerns among the consumers. There was lack of a value- for- money proposition and a beilief that premium brands and good looking shirts were over priced and out of price reach. They were seeking a mix of rational, sensory and emotional pay offs. PETER ENGLAND incorporated these in its 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 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 Outdoor media, the colour identity of Red used with significant impact.

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. In 1999- Casual range introduced as sub-brand Elements. The brand theme campaign was supported by: 1. 2. 3. 4. 5. The Anti-wrinkle Collection The Solids Collection The Festival Collection The English Cottons Collection The Summer Mints Collection

PERFORMANCE Research confirmed Peter Englands high brand equity. It became a 1 million brand in 2 years and crossed the 2 million mark in 4 years. It is the 1st mid-segment brand to cross Rs 100 cr and has been voted best brand in the IMAGES study. The only new lifestyle brand to feature in best brand launch of The Strategist Quarterly in 1998 was PETER ENGLAND.

COMPETTITORS AND THE CONSUMER PERCEPTION: PETER ENGLAND faces competition from the below mentioned brand shirts.

1. 2. 3. 4. 5.

Louis Philippe Allen Solly Van Heusen Byford Arrow

PETER ENGLAND TODAYIt is a preferred brand today. It has high customer base and overall brand satisfaction. It has established for itself high brand value and also high future purchase intention. It is the largest selling brand in the country with a robust growth rate.

BRAND BUILDING

INITIAL ADVERTISEMENTS- TO BUILD A NATIONAL IMAGE

ASSIGNMENT

TO STUDY POSITIONING OF A BRAND AND COMPARE THE PERCEPTION AGAINST ITS COMPETITORS IN A PERCEPTUAL MAP
SUBJECT

MARKETING MANAGEMENT
SUBMITTED BY

SANJAY GOPAL
COURSE

MASTER OF FASHION MANAGEMENT SEMESTER 1


SUBMITTED TO

Ms. KRITHIKA

You might also like