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By Ritesh Umraniya

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Company Profile

Peter England Was Established in 1889 and isknown for its quality products worldwide

Different Products manufactured are

Shirts

Trousers

Suits

Denims

Ties Socks

Wallets

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Consumer Profiling

Demographic

Cultural

Social

Economic Psychographic

Behavioral

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Market Segmentation: Demographic

All are Males All are pursuing PGDM from ITM Warangal

All are Single

All are Student

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Market Segmentation: Cultural

All are Indian, Currently in Warangal A.P.

Except one Christian , others are Hindu.

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Market Segmentation: Social

Except one all have primary reference group asFriends

Except one all have secondary reference group

as family

By Role everybody is Student.

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Market Segmentation: Economic

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Market Segmentation:

Psychographic

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Market Segmentation: Behavioral

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Target Market

92% Students have good opinion about PeterEngland (36 Students)

92% Students Have Positive Attitude about Peter

England (36 Students)

20% are hardcore loyal to Peter England (8), 40%

are Switchers (16), 27% are Splitters (11)

Target Market Becomes of 35 Students

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Positioning

Positioning is all about position our product in the

customer mind by providing those advantages which

they are not getting by using our competitors

product.

So for that we have to analyze point of parity and

point of difference with our competitors.

Our main competitors are Koutons, Arrow and JohnPlayer.

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Positioning By Product Attributes

Positioning Statement: Peter England Because Style

Matters

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POINT OF DIFFERENCE

PRODUCT NAME FEATURES POD AVAILABLE IN

PETER ENGLAND

KOUTONS High price , Less

Less brand loyalty

affordable price,

higher than koutons , High

Brand loyalty

ARROW Less promotion ,less

loyalty

Promotion higher than

, brand loyalty is higher

JOHN PLAYER High promotion as

to Peter England

Less promotion

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POINT OF PAIRITY

PRODUCT NAME FEATURES POP AVAILABLE IN

PETER ENGLAND

KOUTONS ,ARROW Quality with good brand

image

Quality with good brand

image

JOHN PLAYER Competitive price Competitive price

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Marketing Mix

ProductAvailable in wide range of colours and Designs

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PriceAvailable in Price Ranging From Rs 549 to Rs

1499.

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PlaceAt Mega Mart Near Chaurasta

At Peter England Exclusive Showroom in

Hanamkonda

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Promotion Banner At Khans Cafeteria.

Pamplets in Business Line News Paper once in a

month ( On Monday).

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Sales Forecast

Total Sales

HCL 31

Splitters 22

Switchers 15-------------------

68

Profit Per Shirt = 100

--------------------

Total Contribution 6800

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Total Profit

Contribution 6800

Less:

Banner Printing 250

Banner Ads Cost(200x12) 2400Pamphlets Printing and Distr 250

-----------------

Nett Profit 3900

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