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HIDESIGN - Leather heritage or lifestyle brand?SUBMITTED BY: GROUP 1 NIDHI | AASHIRWAD | HELENE | PANKAJ | VISWA | PIERRE | HARSHEENTimeline CONTEXTHidesign before 2011CONTEXTHidesign after 2011Brand extension as growth strategyAdvantages of Brand Extension for HidesignDisadvantages of Brand extension for HidesignEVALUATION OF BRAND EXTENSION OPPORTUNITIESHIDESIGNS BRAND IMAGE

9Positioning : Option 1Having a separate tagline for each categoryPositioning : Option 2Do way with the tagline altogether

BRAND POSITIONING PSYCHOGRAPHIC SEGMENTATIONBRAND POSITIONINGDEMOGRAPHIC SEGMENTATION

BRAND POSITIONING contd. IDENTIFYING THE COMPETITORSRay Ban, Oakley, Provogue, Fastrack, Maui Jim HOW COMPETITORS ARE PERCEIVED?Ray Ban- perceived as eternal, classic, and expensive, 100% synonymous with sunglasses; Fastrack- perceived as stylish, and value for money, brand association lower with sunglasses; Oakley- perceived as athletic; Maui Jim- perceived as luxury brand, strong brand equityPOSITIONING OF COMPETITORS ? Ray Ban's Tagline- Never Hide, See and Be seen; Fastrack Single Tagline-Move on; Oakley sunglasses- positioned as rugged, competent, and exciting; Maui Jim No tagline, positioned as a high value brand ANALYSIS OF CUSTOMERSSunglasses is a common accessory with function more important than fashion (for 45+) and vice versa for younger age groups. Customers who buy sunglasses are strong brand loyalists or not brand loyal at all. BRAND POSITIONING contd. Rayban-occupies a unique place in consumers mind, bought as status-symbolFastrack-Value for money, stylishGucci- strong brand equity across all product categories15BRAND POSITIONING contd. Emotional ModifierDescriptive ModifierBrand FunctionEco-friendlyOutdoor StyleFor the style conscious, educated customer, Hidesign Sunglasses is the everyday wearable, close to nature, authentic and innovative accessory brand that delivers range of variety and craftsmanship qualities at an affordable price because only Hidesign has close to nature approach combined with new age designsBRAND MANTRAPOSITIONINGMarketing Mix for Brand ExtensionsMarketing Mix for Brand ExtensionsTHANK YOU