INTRODUCTION TO BRAND – “PETER ENGLAND”

1885 – Started in Londonderry, Ireland, became a leading military dress supplier to the British Army

1997- Brand came to India through Madura Garments

2000- Madura Garments acquired by Indian Rayon, Aditya Birla Nuvo Group

PETER ENGLAND The hallmark of honest started off with shirts and now comprises of the

entire men’s wardrobe containing the full range of garments. It is popular for lifestyle brands. The largest selling shirt brand in the

country. Launch phase communication designed to create quick and universal

awareness of the brands USP of quality and price .Build strong brand preference

Sustain brand loyalty through attractive imagery and constantly reiterating the Product benefits.

THE BRAND ESSENCE

Why Peter England?

Because it is a good buy.

Why is it a good buy?

Because it is affordable and good quality

Why is affordability and good quality important to you ?

Because I want to look good and at the same time not spend too much

SWOT ANALYSIS

STRENGTHS Increasing disposable incomes

of the people Brand conscious customers Availability of cheap finance Growing domestic market Increase in number of malls

OPPORTUNITIES Increasing demand for luxury

brands from the middle class. Research and new product

development can help the companies to move across the value chain

WEAKNESS

Predominance of unorganized sector.

Technological obsolescence in the supply chain.

THREATS

Increased competition in the domestic markets

Cheaper imports Changing Government’s policy

on FDI

Peter England’s Competitive

Extensive range of office and casual wear

Good quality label and branding

Contemporary designs, colours and price

Wide distribution, easy availability

High market viability

It pictures itself as Honest Brand

It offers value for customers at affordable price. 

MARKET SEGMENTATION

While venturing into “The Ready to wear garment sector, it identified the shirt segment as its focal entry point.

Since then it has identified further segments namely trousers and suits with further sub –segmentation in each segment.

It identified customer’s need for brand +product imagery. Used the demographics and lifestyle to enter the mid price segment.

(Rs250-500) in both formal and casual (elements) Test launch in diverse geographies.(like suits &blazer). Huge Potential and Good Growth Rate in the price segment. Value proposition of quality Via the imported fabric +Affordable Price

Incom,occupation, Age(25-28) , Gender

(man)

Incom, price

range Value for price , quality,

durablity

Situational factor

Formal,casual,style statement, ambition

1st Qtr2nd Qtr3rd Qtr4th Qtr5th Qtr

CRITERIA FOR SEGMENTATION

Substantiality The middle income segment is large,Peter England now considers high income level segment.

Identifiability Measurability

The segment is identifiable.

Accessibility The middle and high income groups have access to marketing mix (televisions, Newspapers, hoardings etc).

Responsiveness The price ranges available are economic, mid-price and premium.

TARGETING

Targets both middle income and high income men

It targets only male population of a particular age group

Young executives segment between age group25-28 years.

Anyone looking for casual and formal international style at affordable price points entry into premium segment.

Followed the selective specialization strategy through shirts1. Trousers2. Suits3. Inner wears4. Accessories

POSITIONING

UNIQUE SELLING POINT:

Peter England has its unique designs and is made with absolute quality, which not available in any brand, and this is its unique selling point.

BRAND UNIQUENESS Attributes: Good Quality Functional : Comfort Emotional : Simplicity Values: Honesty Culture: Fashionable Personality : Honest User: Young Executives Word Association: Honesty Personifying The Brand: Down to earth

Peter England brand has been positioned for the masses and is in the mid-price category. It offers value for consumers at affordable price.

It is distinctly positioned for different categories as that it is ensured that Madura Garments brands grow through different target customers rather than cannibalizing on each other‘s target segment.

Positioning for Competitive Edge Peter England shirt was projected as an ‘honest shirt’ The image was reinforced by ‘honestly impressive’

MARKET ANALYSIS:

Peter England after analysing launched high-to-low and low-to-high priced products so that it is affordable to different segments of customers.

It provides seasonable discounts according to the demand of customers.

Also it launched ties, statements, belts and essentials other than shirts and trousers according to the need and demand of the market.

MARKETING MIX:

Peter England follows the four Ps of the marketing mix:

PRODUCT

The range comprises regular office wear, special occasion wear and casual wear.

A string of innovation delivering value introduced across all above categories starting from English cotton shirts at Rs 375 right up to British micros at 595

Trousers range from RS 545 classic formals to wrinkle –free cotton chinos at 895

Element polo fees at 299 an instant hit in casuals. Quality and price: mid priced to premium range. quality increases with

price

PRICING

Price grid integrity is maintained by ensuring that 65 %of the brand offering is below MRP 500 through ‘Core ‘range.

PRICING OBJECTIVE

Peter England aims at maximizing its market share Introduces Market Penetration pricing PRICING STRATEGY

Price grid integrity maintained by ensuring 65 per cent of the brand offering was below MRP 500 through 'Core' range

At the same time premium products introduced at the top end through collections like ‘the solids collection’ and ‘the festival collection

Factor For Price Setting The Peter England range available at……

Peter England (MID PRICED BRAND) Shirts range- Rs, 345 – Rs. 445 Trousers range – Rs. 645- Rs. 745

Peter England-ELEMENTS(CASUALS) Shirts & T-shirts range- Rs, 345 – Rs. 445 DENIMS– Rs. 645- Rs. 745

Peter England-Elite(PRIMUM BRAND) Shirts range- Rs,1099 – Rs.14445 Trousers range – Rs.1099- Rs.13999

PROMOTION

Bold usage of vernacular media, press and TV media, Print media , right brand associations through sponsorships.

Promotion –TV and print, the main vehicle for PE Local support added through hoarding campaigns showcasing product

innovations Right brand associations built through sponsorships (such as WISDEN

Cricketer Awards 2003 co-sponsor) to build consumer connection

ADVERTISING: MEDIA SELECTION

Peter England has around 160 showrooms, spread across 69 towns. So, optimum to cater to audience through television..

Also, communicating through print medium, for expanding retail network. To build Peter England’s retail, going for vinyl outdoors –for announcing

the new collection as well as the new locations

SALES PROMOTION

Communication: TV, newspapers, internet, hoardings, vernacular media etc.

Incentives: discounts , sales ,’Buy One Get One Free Offer’ Invitation Public Relations and Publicity The ‘Honest Shirt Campaign’ creates a distinct positioning for itself. High Credibility: Six month against guarantee against material, colour,

stitching. Honest to goodness price and quality. Ability to Catch Buyers off Guard Dramatization

PLACE

The distribution strategy is adapted to meet newer demands Core range was made available “on tap” so that the retailer could increase

his stock turns through weekly replenishments Collections distributed through monthly advance ordering to customizing

to the retailer needs in terms of the design-size-style preference Branded shelf route taken in MBOs to showcase the range The Peter England exclusive outlet network expanded to 162 across 69

towns. Distribution Channels Most efficient and powerful distribution network Loyal and dynamic network of agents & distributors Strong retail presence with over 250 dedicated retail outlets(Planet

Fashions) and over 1500 multi brand outlets Fashion

SEGMENTATION, TARGETING AND POSITIONING