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Case: Peter England- The Honest Shirt

Case: Peter England- The Honest Shirt

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Published by Dr Amit Rangnekar
Brand Identity creation
Brand Identity creation

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Published by: Dr Amit Rangnekar on Mar 18, 2008
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05/08/2014

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Peter England- Honest Success

Dr Amit Rangnekar 2007-08

Case Objectives
• Can a product be sold without any marketing gimmicks, or film actors, or the hype • Can you sell a product honestly? • Peter England did that successfully and captured the Indian middle class mind, honestly

2007-08

Dr Amit Rangnekar

Brand Heritage
• 1885- Started in 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 & Planet Fashion outlets, & multi-brand outlets • Madura Garments- prefered manufacturer for Marks & Spencers, Tommy Hilfiger and Ralph Lauren (Polo), and exclusive marketer for Esprit in India
2007-08 Dr Amit Rangnekar

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

2007-08

Dr Amit Rangnekar

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 connect

2007-08

Dr Amit Rangnekar

Peter England Strategy
• Build a national image • Carve out a national foot-print • Gain share from store promoted/ local/ regional labels

2007-08

Dr Amit Rangnekar

Peter England’s competitive edge
• • • • • • Extensive range of office & casual wear Good quality label and branding Contemporary designs, colours & fabric Wide distribution, easy availability Well-orchestrated merchandising High market visibility

2007-08

Dr Amit Rangnekar

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 brand’s • USP of quality & price • Long term • Build strong brand preference • Sustain brand loyalty through attractive imagery & constantly reiterating the product benefits
2007-08 Dr Amit Rangnekar

Consumer Insights- The mid-price buyer
• Lack of benchmark brands • No standardisation of quality, high variation • Pre- and post-purchase uncertainty & 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 • Embarrassing feeling to publicly reveal their budget to the shopkeeper • Seeks a mix of rational, sensory & emotional pay-offs • Peter England incorporated these in its ads

2007-08

Dr Amit Rangnekar

Peter England simplified the buying process
From Search for a good shirt across counters To Ask for PE as their first choice

Check for merchandise, colour / design, Check colour/design, decide on fabric / stitching, overall look, brand / overall look label Ask price Know price band Select 1 from many Select 1 from PE Buy a shirt with a label Buy PE Start hunt all over Is happy, Comes back to PE Consumer Insight: Things seem to happen only to people who wear good looking (read expensive) shirts
2007-08 Dr Amit Rangnekar

Launch Ads

2007-08

Dr Amit Rangnekar

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’ provided the link • ‘Just honest-to-goodness quality available at an honest-togoodness price’ emerged • Thus the brand line ‘Peter England - The honest shirt’ • Creative- ‘Alter-ego format with an element of simplicity’

2007-08

Dr Amit Rangnekar

Creative strategy
• 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 colour identity of Red used with significant impact.

2007-08

Dr Amit Rangnekar

Advt

2007-08

Dr Amit Rangnekar

Media Strategy & Objectives
• • • • • • • Print- Press ads: 150/100 cc colour Outdoor- Hoardings in Metros/ mini metros Launch South India, Delhi & UP in Mar-Apr 1997 Maharashtra in Jan-98 and ROI by May-98 Post Launch TVC - two creative units- 30 sec Objective- Ensure high & quick awareness among target group • Media plan- Adequate weightage to reach, frequency and campaign continuity • Media choice- To build a clear identity for the brand

2007-08

Dr Amit Rangnekar

May 2003

2007-08

Dr Amit Rangnekar

Innovative approaches
• 1st 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, unlike the big brands • Taking over Dadar Railway Station sites • Sponsor male oriented programmes- News, Sports (cricket) & crime thrillers

2007-08

Dr Amit Rangnekar

Phase 2 Ads

2007-08

Dr Amit Rangnekar

2007-08

Dr Amit Rangnekar

Oct 2003
2007-08 Dr Amit Rangnekar

May 2004

Jul 2002

2007-08

Dr Amit Rangnekar

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- Casual 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
2007-08 Dr Amit Rangnekar

2007-08

Dr Amit Rangnekar

Peter England Suits May 2004

2007-08

Dr Amit Rangnekar

2007-08

Dr Amit Rangnekar

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 1st 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

2007-08

Dr Amit Rangnekar

Extensions
• • • • • • • • Trousers T-Shirts Denims Socks Suits Ties Wallets Launched Peter England Elite

2007-08

Dr Amit Rangnekar

Peter England Today
• • • • • • • • • Prefered brand 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

2007-08

Dr Amit Rangnekar

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