PARX Clothing

Brand
Prof. R. Kamble
Salil Sharma (2013254 Brand !anagement
"able of Content#
$ntrod%&tion................................................................................................................ 2
'i#trib%tion.............................................................................................................. 2
Po#itioning.................................................................................................................. 2
$m(ro)ement#............................................................................................................ 3
Store 'e#ign and Pre#entation................................................................................ 3
'igital $ntera&ti)e Platform...................................................................................... 4
Referen&e#.................................................................................................................. 5
$ntrod%&tion
Ra*mond A((arel +td (RA+ a 100,
#%b#idiar* of Ra*mond +imited ran-#
among#t $ndia.# large#t and mo#t re#(e&ted
a((arel &om(anie#. "he &om(an* bring# to
the &%#tomer# be#t of fabri& and #t*le
thro%gh #ome of the &o%ntr*.# mo#t
(re#tigio%# brand#/ one of them i# Parx. RA+
entered into the read* to 0ear b%#ine## 0ith
the introd%&tion of Par- A)en%e (1123
&atering to men.# formal 0ear mar-et and
Par4 0a# *ear 1122 to addre## the gro0ing
trend of #mart &a#%al#. Color Pl%# 0a#
a&5%ired a# a #trategi& e4(an#ion (lan for their read* to 0ear b%#ine##.
Par4 i# a &a#%al life #t*le brand to &ater to the need# of &on#%mer# 0ho are loo-ing
for dre##ing %( for life a&ro## o&&a#ion# and e)ent#. "he brand re6e&t# the (er#ona
of the energeti& 22 to 30 *ear old 0ho i# o%tgoing/ d*nami&/ aggre##i)e and li)e#
hi# life the f%lle#t. "he brand# re6e&t# generation 0hi&h i# loo-ing at &lothing a# a
re6e&tion of their attit%de and )ibran&*. "he brand ha# been addre##ed thro%gh
&ategorie# li-e Urban, Sport, Excursion, and Club.
'i#trib%tion
"he di#trib%tion of the brand ta-e# thro%gh follo0ing &hannel#7
84&l%#i)e Par4 brand #tore (Com(an* o0ned. "he* are total 22 in n%mber at
(re#ent.
"he Ra*mond Sho(.
+arge format #tore# li-e Central.
9ther leading men#0ear #tore#.
Po#itioning
Casual Live Easy
"he &%rrent (o#itioning 0hi&h the brand hold# i# )er* &orre&t a&&ording to me. "he
brand 0ent for thi# re(o#itioning in *ear 2011 along 0ith rede#igning the logo and
brand #*mbol :A Ra&ing Stag;. "he ne0 (o#itioning :+i)e 8a#* :al#o go along 0ith
the (er#onalit* trait# of $nde(enden&e/ Attit%de/ Ca#%alne##. "he &om(an* to gi)e
an a#(irational to%&h to the brand ha# %#ed foreign model#. "he &om(an* la%n&hed
it# <r#t e)er "= &ommer&ial #in&e 1112 in the *ear 2011.
$f 0e loo- at the hi#tor* of the brand 0e &ome to -no0 that the brand didn.t had a
&lear (o#itioning and 0a# (er&ei)ed to be >%#t another &a#%al 0ear brand from a
re(%ted man%fa&t%rer. "he brand did not &a%ght the fan&* of &on#%mer# and failed
to gi)e an* meaningf%l >%#ti<&ation to the (ri&ing either in term# of the brand or
(rod%&t feat%re#. "he brand did not ma-e to the big leag%e and 0a# d0arfed b* the
#%&&e## of brand# li-e Allen Soll* and Color Pl%# in the earl* 2000.
$m(ro)ement#
"he brand i# in dire&t &om(etition 0ith brand# li-e "omm* ?il<ger/ +e)i Stra%##/ and
+o%i# Phili((e. All three of them re6e&t# the (%l#e of the ne0 generation and relate#
to attit%de and )ibran&*. Par4 al#o 0ill ha)e to #et a #trateg* that di@erentiate# the
brand e4(erien&e and blend# 0e#tern attit%de 0ith $ndian &%lt%re. ?ere are fe0
re&ommended #te(# to be ta-en b* Brand.
Store 'e#ign and Pre#entation
"he brand after it# re(o#itioning re6e&t# the (er#ona of energeti& 22A30 *ear old
0ho i# o%tgoing/ d*nami&/ and li)e# life the f%lle#t. $t re6e&t# the ne0 generation
and #o #ho%ld be the #tore de#ign. "he de#ign and #tore &olor #ho%ld be &hanged
from d%ll *ello0 to a &olor 0hi&h be#t #%((ort# the mer&handi#ing. "he interior
de#ign #ho%ld ha)e an ele&tri& a((roa&h that &ombine# the 0e#tern and $ndian
in#(iration#. "o reinfor&e the &a#%al li)e ea#* (o#itioning the #tore #ho%ld be
(re#ented %#ing (ro(# li-e g%itar/ #tra((ing#/ and (%lle*#.
"hi# t*(e of image ma-eo)er 0a# (iloted at a ne0 #ite in the Phoeni4 !ar-et Cit*
!all/ P%ne b%t thi# need# to be done in all the &om(an* o0ned e4&l%#i)e Par4 #tore.
'igital $ntera&ti)e Platform
"here i# a 8%ro(ean &om(an* &alled Beda( 0hi&h ha# in#talled The Tweet Mirror
0hi&h &ater# the te&h #a))* *o%ng &%#tomer# to ta-e feedba&- on their &lothing
&hoi&e from their friend#/ famil* before ma-ing the <nal (%r&ha#e. "he &%#tomer#
tr* o%t )ario%# a((arel# b* (o#ing in front of the "0eet !irror and get their (i&t%re#
&li&-ed 0hi&h &an be (o#ted/ t0eeted or emailed on Ca&eboo-/ "0itter or their
re#(e&ti)e mail a&&o%nt#. "hi# te&hnolog* if ta-en b* Par4 &an hel( in &reating a
b%DD in the $ndian !ar-et and a Point of 'i@eren&e for the &om(an*.
$ntegrated !ar-eting Comm%ni&ation Per#(e&ti)e
"he &om(an* after the re(o#itioning in *ear 2011 i# #till far behind the brand# #%&h
a# +e)i Stra%##/ "omm* ?il<ger in the &omm%ni&ation (art. $f 0e tal- abo%t the
)ario%# (romotional tool# then in term# of Ad)erti#ing the &om(an* >%#t ha# 2 of the
&ommer&ial# that too not )er* (o0erf%l one. "he &om(an* should go for new
coercials which ha!e less content but powerful one. "he &omm%ni&ation
#ho%ld be de#igned to &reate the de#ired im(a&t and #ho%ld copleent the
brand personalit" of d"naic, outgoing, li!e life the fullest.
"he &om(an* #ho%ld al#o #(end on the other !ar-eting Program# li-e 8)ent#/ PR
a&ti)itie#/ 'ealer# Promotion #&heme#/ Sale# (romotion and al#o #ho%ld #tart 0ith a
ne0 +o*alt* (rogram. "he &om(an* #ho%ld al#o &on&entrate on the Sale# Promotion
the mar-eting a&ti)itie# that (ro)ide e4tra )al%e or in&enti)e# to the #ale# for&e/
di#trib%tor#/ and %ltimate &on#%mer# and &an #tim%late immediate #ale#.
Referen&e#
Ra*mond +td. (2014. Readymade Apparel Brand. A)ailable7
htt(7EE000.ra*mondindia.&omEgr(Fral.a#(G.H18I0fmS4J8. +a#t a&&e##ed 20 I%l*
2014.
Ra*mond +td. (2014. Premium Casual Lifestyle. A)ailable7
htt(7EE000.ra*mondindia.&omEo@FbrndF(a.a#(G.H1'#5FmS4J8. +a#t a&&e##ed 21
I%l* 2014
Cran&hi#e $ndia ?olding#. (2013. Sharad Walia Brand head at Parx. A)ailable7
htt(7EE000.indianretailer.&omEne0#ESharadAKaliaAbrandAheadAatAPar4A5L32E. +a#t
a&&e##ed 22 I%l* 2014.
Ca#hion Cad. (2012. Teet !irr"rs. A)ailable7 htt(7EEfa#hionfad.inEinAfo&%#Et0eetA
mirrorAb*A(ar4E. +a#t a&&e##ed 22 I%l* 2014.