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Brand Heritage

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
Madura Garments also markets Louis Philippe,
Van Heusen, Allen Solly, Byford, SF and
Elements through exclusive and Planet
Fashion Outlets and multi-brand outlets.
Madura Garments – preferred manufacturer
for Mark & Spencers, Tommy Hilfiger and
Ralph Lauren ( Polo) and exclusive marketer
Market Scenario
March – 1997
Indian shirt market size – 60 million pieces
(est)
Premium Segment- Rs. 500+@ 15%
Mid price Rs. 250-500 @ 35%
Economy below Rs. 250@ 50%
The mid price segment had good growth rates
Enormous potential for developing a new
brand
Peter England created to tap into that
segment
Background
The mid price market – Plethora of store
brands
Shirts sold mostly on retail push
Regional/local brand strengths
No national brand
Store brands had weak customer relationships
Relationship was primarily product oriented
No distinct brands image or emotional
connection
Peter England Strategy
Build a national image
Carve out a national foot- print
Gain share from store promoted/ local/
regional labels
Peter England’s Competitive
edge
Extensive range of office and casual wear
Good quality label and branding
Contemporary designs, colors and price
Wide distribution , easy availabililty
Well-orchestrated merchandising
High market viability
Objectives
Marketing - Build Peter England into the
largest selling shirt brand in India
Advertising – Establish Peter England as an
international quality shirt at an affordable
price
Short Term – Launch phase communication
designed to create quick and universal
awareness of the brands USP of quality and
price
Long Term –
Build strong brand prefernce
Sustain brand loyalty through attractive
imagery and constantly reiterating the
Consumer Insights- The
midprice buyer
Lack of benchmark brands
No standardisation of quality, high variation
Pre- and Post- purchase uncertainity and
anxiety over fit, quality , shrinkage , durability
etc
Lack of a value –for-money proposition
Belief- Premium shirt brands were overpriced
Good looking shirt always out of price reach
Embarassing feeling to publicly reveal their
budget to the shopkeeper
Seeks a mix of rational, sensory and
emotional pay offs
Peter England simplified the
buying process
From To
Search for a good shirt Ask for Peter England as
across counters their first choice
Check for merchandise, Check color/design ,
color/design , decide on overall look
fabric/stitching, overall
look , brand/label
Ask price
Know price band
Select 1 from many
Select 1 from Peter
Buy a shirt with a label England
Start hunt all over Buy Peter England
Is happy, comes back to
Peter England
Creative Strategy
Communication needed to link brand’s
position “good quality product at a great
price” and the consumer’s need for
“product plus brand imagery”
Research insight “most consumers
thought premium shirt brands were
overpriced”
“just honest-to-goodness quality
available at an honest-to-goodness
price” emerged
Thus the brand line – “Peter England- The
Honest shirt”
Contd….
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”
Concept visualised in vernacular also
Outdoor media, the color identity of Red used
with significant impact
Innovative Approaches
First time in India , a readymade shirt brand
went outdoors extensively to deliver a high
quality launch
Extensive TV usage as main medium for
readymade shirts and garments , earlier only
print
Bold use of vernacular media, earlier the big
brands
Taking over Dadar Railway Station sites
Sponsor male oriented programmes- News,
sports (cricket) and crime thrillers
Target Market
Young executives segment between age
group 25-28 years
Anyone looking for casual international style
at affordable price points
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
1999- Casaul range introduced as sub-brand
“Elements”
The brand theme campaign supported by:
 The Anti-Wrinkle Collection
 The Solids collection
 The Festival Collection
 The English Cottons Collection
 The Summer Mints Collection
 2000- Trousers launched to cover the complete
wardrobe
Performance
Research confirmed Peter England’s high
brand equity
Became a 1 million brand in 2 years
Crossed the 2 million mark in 4 years
The first mid segment brand to cross Rs. 100
cr
Voted “Best Brand” in the IMAGES study
The only new lifestyle brand to feature in
“Best Brand Launch” of The Strategist
Quarterly in 1998
Extensions
Trousers
T-shirts
Denims
Socks
Suits
Ties
Wallets
Launched Peter England Elite
Peter England today
Preferred barnd
Loyal customer base, overall brand
satisfaction
High brand and advertising awareness
Brand value – High
Future purchase intention- High
Intention to recommend- High
Largest selling shirt brand in the country
Robust growth rate
Many Peter England clones in the market
 Shirts range- Rs, 345 – Rs. 445
 Trousers range – Rs. 645- Rs. 745