CanLabll 8eLall

9arallel 8rands and 1helr 9erformance

W kouLons remalns Lhe
mosL slgnlflcanL parallel
brand for CanLabll
W 8oLh Lhese brands have
slgnlfled Lhe dlscounL
apparel reLall markeL
W 8oLh Lhese brands remaln
qulLe slmllar wlLh regards
Lo producL llnes (kouLons
Charlle CuLlaw Les
lemme CanLabll La
lanso kanesLon)
,arkeL Share
,arkeLlng LfforLs
W 1he convenLlonal medlum ls used for communlcaLlon
and promoLlonal lnlLlaLlves such as adverLlsemenLs ln
prlnL medla hoardlngs Lelevlslons organlzlng evenLs
parLlclpaLlon ln lndusLry evenLs publlc relaLlons and
lnvesLor relaLlons efforLs
W lL sponsors parLlclpaLe aL varlous fashlon shows and
Lrade semlnars LargeLlng Lhe young generaLlon
W lL ls brand ambassador agnosLlc" and belleves ln
lnvesLlng valuable resources ln developlng Lhe back
end supply chaln managemenL
ConducL a prlmary survey Lo undersLand how people
percelve abouL Lhe brand ,eeL aL leasL 3 people of
slmllar LargeL audlence
W CanLabll's producL llne has
LargeLed people ln Lhe age group
2043
W A research was conducLed where
3 people (college sLudenLs and
worklng professlonals) were asked
abouL Lhe percepLlon of CanLabll
W 8esulLs show LhaL 3 ouL of 3
people percelved CanLabll Lo be a
cheap dlscounLed producL whose
quallLy ls suspecL
W 1he oLher 2 respondenLs
percelved CanLabll's producL
range Lo be qulLe llmlLed and noL
able Lo caLer Lo growlng varleLy
60
40
@f
lscounLed 9roducL
LlmlLed 8ange
SuggesL SLraLegles for 8rand 8evlval
W 8eposlLlon Lhe CanLabll brand ln a fresh and allurlng
mood wlLh a new concepL 'lresh 9rlced 8rand
concepL' keeplng behlnd Lhe dlscounLed brand lmage
W locus CanLabll as a premlum brand and ln Lurn Lry Lo
aLLracL fashlon savvy young people mosLly beLween
Lhe 1843 age brackeL all over Lhe counLry
W Closlng down of nonproflLable ouLleLs go slow on
expanslon and endlng Lhe offer of 80 percenL flaL
dlscounL LhroughouL Lhe year
W 1ake new markeLlng and communlcaLlon lnlLlaLlves llke
new adverLlsemenLs onllne markeLlng and re
brandlng exerclse (reLall brandlng) Lo glve a fresh look
W 1he brand should be evaluaLed on Lhe followlng
1 1he ablllLy of Lhe brand Lo dlfferenLlaLe lLself
from Lhe compeLlLlon ln a hollsLlc manner wlLh
regards Lo range and varleLy
2 1he exLenL Lo whlch Lhe brand could dellver
premlumness whlch ls dlsLlncL and ldenLlflable
3 1he promoLlonal model LhaL Lhe brand uLlllzes Lo
communlcaLe abouL lLself
Check Lhe parallel brand ln Lhe markeL and
undersLand lLs markeL caplLallsaLlon for Lhls
segmenL
W 1he maln parallel brand ln Lhls segmenL ls kouLons
W 1he dlscounL brands lndusLry LhaL sLarLed flourlshlng ln
2000 ls esLlmaLed aL 8s 2000 crore ln lLs lnlLlal years
Lhe lndusLry was boomlng wlLh lncreased consumpLlon
reglsLerlng over 60 per cenL growLh yearonyear 1hls
encouraged reLallers Lo launch oLher brands and run
mulLlple sLores Lo ensure hlgh fooLfall
W lor Lhe pasL 10 years kouLons has focused on Lhe
sLraLegy of a yearround sales offer Lo woo consumers
1he sLraLegy worked on baslc consumer lnslghLs Lhe
obsesslon for dlscounLs among Lhe mlddle and upper
mlddle class
W Cff laLe Lhe buslness dynamlcs have changed
wlLh Lhe new exclse duLles and lncreaslng
compeLlLlon from prlvaLe labels and ecommerce
W kouLons Loo lsn'L unaffecLed by Lhese changes lL
has already reduced Lhe number of company
sLores Lo 823 from 1400 Lo remove non
performlng ouLleLs
W lL currenLly markeLs brands llke kouLons
,enswear Les lemme Charlle CuLlaw and
kouLons !unlor
W CanLabll 8eLall ls lnLo deslgnlng manufacLurlng brandlng
and reLalllng apparels under Lhe brand names CanLabll
La lanso and recenLly launched kanesLon"
W ,aln leaLures of lLs producL llne 1he companys garmenLs
range from formal wear and parLy wear Lo casuals
ulLracasual and conLemporary cloLhlng
W lL ls an lnLegraLed apparel manufacLurlng and reLall
company wlLh lnhouse capablllLles for deslgnlng sourclng
of fabrlc and garmenL accessorles manufacLurlng and
reLalllng of apparels lLs core compeLency lles ln deslgnlng
and malnLalnlng sLrlngenL quallLy conLrol
AvallablllLy and lsLrlbuLlon
W 1he readymade garmenLs are reLalled only Lhrough Lhe
company's Lxcluslve 8rand CuLleLs (8oLh company
managed and franchlsee owned and managed)
provldes company more flexlblllLy ln brand promoLlon
and lnvenLory managemenL and also glves lmmedlaLe
brand recall value wlLh Lhe cusLomers
W As of !uly 2010 Lhe company operaLed a neLwork of
411 excluslve reLall ouLleLs across lndla of whlch 143
are companyowned and franchlse managed whlle 268
are franchlseeowned franchlsemanaged ouLleLs
CompeLlLors
W 1he maln compeLlLor of CanLabll 8eLall ls kouLon 8eLall
1he company ls engaged ln Lhe buslness of
manufacLurlng Lradlng and selllng of LexLlle producLs
accessorles and shoes kouLons markeLs lLs producLs
under Lhe brand name kouLons Les lemme kouLons
!unlor and Charlle CuLlaw
W lL has more Lhan 1400 ouLleLs across lndla and has a
wlde range of apparel deslgns for all segmenLs
lncludlng corporaLe formal and casual dresslngs
almosL Lhe same segmenL LargeLed by CanLabll
9erformance
W ln Lhe lnlLlal years CanLabll 8eLall was successful lL
relled on a yearround sales offer Lo woo consumers
W 1he sLraLegy worked on baslc consumer lnslghLs Lhe
obsesslon for dlscounLs among Lhe mlddle and upper
mlddle class Powever wlLh changlng Llmes Lhe lndlan
consumer has evolved and could sense Lhe underlylng
scheme
W Clven Lhe rlslng lnpuL cosLs lmposlLlon of exclse duLy
and a slowdown ln Lhe reLall lndusLry CanLabll has
suffered a 3040 per cenL dlp ln sales over lasL slx Lo
seven monLhs