SEGMENTATION

Demographic segmentation

Age group : 10 +

Income level : 25 k

Gender : men and women both

Maritial status :

Geographic segmentation

Tier 1 and tier 2 cities

PSYCOGRAPHIC SEGMENTATION

REINVENTING ETHNIC WEAR IN INDIA

FUSION OF TRADITIONAL AND WESTERN WEAR

CELEBRATION WEAR

aims to inspire people to celebrate every occasion

BEHAVIOUR SEGMENTATION

PARTY WEAR , WEDDING , FESTIVALS

OCCASION : IN CELEBRATION

USE : DEPENDS

TARGET MARKET:

MANYAVAR FOR MEN ( CURRENTLY HAVING 30 % MARKET SHARE IN MEN )

MOHEY for women

Young people who want a mixture of traditional and western wear

POSITIONING

1 CURRENT CAMPAIGN : ‘Parivar Ravivar’ campaign

2 ‘a mark of respect’ 3 FROM RAKHI TO ROKHA (FOR EVERY CELEBRATION ).