3. Future Strategies Establish 30 outlets across the world Make
a foray into low price Market Expansion of domestic market in
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4. Case Facts An exception in Indian Leather market Reflected
spirit of cultural revolution USP : Craftsmanship - Brand still
uses the traditional craftsmanship (70% of the work is by hand)
Boutiques for branded leather products non existent Focus in Indian
Market after 1990 Business run by ethics and represented a concern
for the environment Stylish, elegant and classy products, Work
oriented brand Sale only in upmarket
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5. Customer feedback Better than expectedI love the cross-body
design of this purse. They very smartly designed theway that the
strap attaches to the purse. It looks sleek and holds everything
that I need. Theleather isvery soft and nice , and I love the way
that the purse will stand on itsbase. The purse did ship with an
unusual tanning smell but it wore off quicklySource :
http://www.amazon.com/HIDESIGN-by-Scully-Mara-Cross-Body/product-reviews/[email protected]
7. Case Analysis Product Premium brand Work oriented Huge
variety High quality Ecological Values Personalized service Every
product a limited edition Hand crafted exclusive design Emotional
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9. Case Analysis Place Business associates overseas- Mrs Lowel,
John Lewis Over 60 exclusive retail in 20 countries Channel
Partners UK- John Lewis, House of freses Australia- Myers, David
Janes South Africa- Stauttafards, Edgars South East Asia- Parkson,
Robinson, Istaean India- Lifestyle, Shoppers
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10. Case Analysis Promotion International orientation
Relatively lower budget Foreign models with International appeal
Medium- Advertising and PR agency Services of professionals for
interior designing of stores ATL & BTL activities Print ad
Attempt to get into Guinness book of world records Wide media
coverage to press conference by company Merchandising & display
in retail environment Bollywood Parties & Fashion shows
Promotional activities and [email protected]
11. Strategic Vision We have always taken innovative steps in
reaching outto our target group through concentrated campaigns. In
theearly 2000s instead of going mass with advertising, ordirecting
marketing activities towards airports way beforeother luxury
lifestyle retailers saw the opportunity, Dilip Kapur, President of
Hidesign Source :
http://economictimes.indiatimes.com/news/news-by-industry/cons-products/durables/social-networking-sites-drive-
hidesign-to-tier-ii-cities/articleshow/[email protected]
12. Positioning Brand rightfully identified its core value
Positioning is in line with the strength of the brand Choice of the
media and the copy of the campaign also reflect the positioning
Brand has wide product portfolio Looking into expanding to
different segments within the category Company is planning to
introduce bags under a separate brand
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13. Integrated Marketing Activities Using its stores and all
the marketing mixes carefully in promoting the brand Brand has been
built over time Management has been careful in building the core
values of the brand Company has been spending the money wisely and
carefully Targeted segments rather than masses Overall marketing
activities have been very rational Helped the company to create a
world class [email protected]
14. Strategies Establish 30 EBOs across the world Boost brand
image Business expansion Better stature in the global league Wide
range of high quality products Enabling conditions International
brand recognition Global presence Channel partners Funds Additional
production [email protected]
15. Won the Accessory of the Year award from a British
magazine, which gained the firm much visibility Best Brand- Bags
& Accessories :Shoppers Stop Pinnacle Awards
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16. Strategies Expansion of domestic market in India Conducive
opportunity Urbanization on rise Growing economy Increase in
professional class Propensity to spend on lifestyle product Rising
brand consciousness Growing mall and retail
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17. StrategiesMake a foray into low price market Getting access
to a wider segment Increased volume and revenue ? Better visibility
and awareness Dilution of brand and quality May loose existing
loyal customers Low price not the forte of hidesign Not fitting to
the niche crafted in the luxury segment Competition from
unorganized sector Different Brand- Similar
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19. Existing cost structure Sold overseas in upper-Middle price
range ($125 and $200 Yr-2006) Markup of 550-600% over factory cost
Wholesale price was 85% over the landed costs Standard retail
markup in the vicinity of 240-250% Most expensive leather bags in
India, an upper-upper class brand Average markup from the factory
gate - About 220% Prices about half of those for the same bags sold
outside [email protected]
20. Strategies Strategy for expansion in India Channel Partners
Company outlets Concentrate on posh clusters Personalized service
Customer care Marketing campaign Merchandising Status connect
Exclusivity in the store Premium
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21. Recommendations Global expansion through EBOs and retail
stores Focus on domestic market Maximizing opportunities at
airports Relationship Marketing Ambush marketing @ high profile
events (Faishon Shows, Sports etc) Cashing on the Social networking
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