MARCA DE FABRICA

Jim Hoffman is a leading lifestyle brand and one of the largest designer brands
globally. Distributed in 65 countries, the group’s products can be found in its network
of dedicated retail stores in Europe, the United States and Canada, as well as in
leading specialty and department stores throughout Europe and North America. The
Group designs, sources and markets men’s and women’s casual wear, sportswear,
jeans, children’s wear and footwear.

The company story began in 1978 when the famous fashion designer Jim K Hoffman
founded the company, which subsequently went public on the New York Stock
Exchange in 1984.

An important part of the group’s strategy has been to redefine the group’s focus to
reflect the brand’s global presence, premium brand image and positioning, and to
improve operating efficiencies and eliminate loss-making activities.

The brand has undertaken a number of key initiatives including the revitalization of
the corporate culture in the US and the extension of successful European products
into the US market. The US brand has been repositioned and the wholesale
organization has been rationalized.

It has been reported that it is gaining popularity in Europe which should more than
offset any slowing of its market share growth in the US market.

The news has been reporting that Jim Hoffman is up for sale. There are various
clothing brands and investment groups pondering an acquisition of the Jim Hoffman
company.

It has been reported that Wal Mart is interested in making a deal with the future
acquirer of Jim Hoffman. Wal Mart would like to carry apparel and other accessories
from Jim Hoffman.
But the dilemma for a buyer of Jim would be the consequence of having their brand
sold by a national discount retailer.

Would the brand lose its cache as a top brand if customers can buy it at a
discount at Wal Mart?

Any sane buyer would stop buying Jim clothing at department stores if they can buy
it at Wal Mart for less. This would lead to the department stores dropping Jim
Hoffman clothing from their stock.

Why should Jim Hoffman take a chance on selling to Wal Mart when it will lose
its department store accounts?
Yet integrating the brands could pose a challenge. After all, women's Hoffman
cardigans average $60, while the most expensive sweater at Walmart.com is $19.94.
Much would depend on how the deal is put together.

Include your idea of brand management for integrating the brands.

The deadline given for this entire work is December 12, 2010.

Rules and Regulations:

General:

1. This event will be held in two stages.

2. Maximum Team size: 4

Prelims:

• You are required to submit two PDF files- one containing the details of the
Logo, Tagline and USP and a separate report containing their idea of brand
management for integrating the two brands.

The first page of the pdf should clearly mention the types of ads submitted and
unique team id given during registration. In no page of the submission should
the participants mention the team name, the names of the members, the
college name or any other information which reveals their identity.

• Any three of the following have to be submitted in prelims:

1. Web banner
2. An email advertisement
3. 2 Magazine advertisements (one color and one black and white).
4. 1 banner
5. 1 poster
6. A pop-up advertisement

These three components of the ad campaign can be submitted in any

desired format.

• 15 selected teams go to the final round.

Finals:

• The finals will take place during Kshitij 2011 in IIT Kharagpur.
• The teams will arrive with the following advertisement parameters ready for
presentation:
1. Logo
2. Tagline
3. USP
4. Report on Brand Management Strategy

The above four parameters will be the same as submitted in the prelims.

5. Soft copy of a four page brochure (i.e. two pages joined together in the
middle and printed on both sides) to be shown to a multinational
company for getting capital to help their company survive.
6. Viral marketing (any one of the following 3 options):
1. Flash ads : of a maximum 3 minutes
2. Flash game : of maximum 1MB
3. Television advertising:

Create an infomercial of maximum time limit 5 minutes.

• Each team will be provided with a computer equipped with Microsoft office
and Microsoft windows; microphones, projectors and a screen.
• There will be a round of remnant advertising (on-the-spot), in which the teams
will be asked to prepare print ads on a given matter within certain time
constraints. Time limit: 2 hours.
• The teams will then give a presentation (power point or flash) which will
include the print ad, as well as all, the parameters in the above mentioned
(second) point.
• Max time limit for the presentation: 15+2 minutes. Any obscene article
presented will attract immediate disqualification from Kshitij 2011.
Judging Parameters:

Prelims:
40% for compulsory parameters
60% for elective parameters

Finals:
Logo + tagline + USP: 25%
Report: 15%
Sponsorship Brochure: 20%
Viral Marketing: 25%
Remnant advertising: 15%

Prize Money:
1st Prize: Rs. 11,000
2nd Prize: Rs. 6,000
3rd Prize: Rs. 4,000

Contact:
Somwrita Biswas
Email: somwrita.biswas@ktj.in
Phone: +91 9433726473

Sahastranshu Sinha
Email: sahastranshu@ktj.in
Phone: +91 9830197256