CUSACCHI

BRAND MANAGEMENT PROJECT (GROUP 3)

29/8/2020

SUBMITTED TO PROF. DHANANJAY KUMAR SINGH (Assistant Professor, Institute of

Management Technology Hyderabad)

Mohit Singh 19A3HP639

Vattumilli Venkata Sai Manoj 19A3HP649

Saurav Das 19A3HP651

Koyalakonda Anurag 19A3HP673

Anindya Basu 18A1HP081

Category: Luxury suits and formal wear for men

Overview: Bespoke and made to measure luxury suits for men

Brand Elements:

Name of the brand: Cusacchi

Tagline: Elegance stitched in fabric

URL: www.cusacchi.com

Slogan: A class apart.

Logo:

Brand Mantra: Quality extraordinaire. Tailored to perfection.

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Marketing Mix

 Product
The products offered by Cusacchi come under the Luxury apparels category and the
subcategory is Men’s formals and suits. These products are made using premium Italian
fabric exported from various famous cotton mills Vitale Barberis Canonico, Reda, Drago
and Loro Piana of Italy and are customizable according to the needs of the customer.
Every store has top notch inhouse designers who are perfectionists in designing the suits
to meet the expectations of the customers. The Suits can be customized according to the
size, occasion, type of whether you are going to wear in. The main aim of Cusacchi is to
maximize comfort, style and elegance through the offerings. Every suit is made to make a
statement about the elegance of the customer.

The product offerings include:

 Custom fit formal shirts, Trousers, Suits, Ties and pocket squares.
 Top notch designers for making custom designer suits.
 Custom made buttons as per requirement of the customers.
 Top stitching quality and precision with zero errors and if there are any errors in the final
product or the customer is not satisfied with the final outcome then it will be compensated with
another suit with same measurements in the next 7 days.
 There is a flexibility of our employees visiting at your doorstep to take measurements along with
samples of clothes to choose from.
 Measurements can also be taken in online with the use of high-end technology.
 3 times free laundry service with purchase of every suit above a certain price.
 Premium “carry cases” for suits.
 Customers can also purchase unusual size numbers such as, for pants, 33, 35, 37, which
generally are not available in the market.
 Doorstep delivery of the final product.

 Price:
The product line seeks to target men with a high disposable income who share similar values to
the company and associate quality, comfort, luxury, a sense of style and essentially identify with
the Cusacchi brand. Depending on the mix of fabric, style, and customizations involved Cusacchi
offers their products at a price range of Rs.40, 000 and above.

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 Place
Physical store

The stores are limited in number and can be seen only in the prime locations in select tier 1
cities where the target market resides or shops, for example Jubilee hills in Hyderabad,
Koramangala in Bangalore, Koregaon park in Pune, Delhi, Malabar Hills in Mumbai.

Stores are spread across a single floor with elegant interiors designed using Italian themes and a
mild Italian fragrance is used to enhance the ambience of the store. The stores are standardized
in nature across all the locations for giving the same kind of experience to the customers. The
staff inside the store are multilingual and are trained to maximize the customer shopping
experience.

The store has the testimonials of famous celebrities which were present on the walls of the
store who spoke about the brand and its quality, fit and its elegance.

Online store

· Cusacchi has created its presence in both offline and online stores. In online, products
are sold exclusively through its dedicated website (www.cusacchi.com).

· The interface of the website is user friendly, customers can chat/call to customer
executives and resolve their queries.

· By visiting the website, a customer can get to know the testimonials of customers,
review of the products, type of fabric used and so on.

· The theme of the website resembles the offline store, so that it can create a similar type
of experience for customers while shopping it through online.

· Every week on Friday, a new product gets uploaded on the website and customers can
pre book their product from Friday and the sale happens from Monday, so that it creates
anticipation for consumers to wait for the new product and regularly visits the website.

· Customers are also having the luxury to customize their apparels in online i.e. Type of
fit, Type of collar, Number of pockets, Button colour etc. There are a few videos which
guide the customers about the measurements.If customers are in dilemma to choose
which kind of fabric and colour which best fits them, we provide them with online
assistance from the fashion designer

 Promotion:
· For promotions, Cusacchi focuses on conducting fashion shows and the event happens
once every year where the participants from all over India participate in the event.

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· For its Regular customers, passes can be provided to the fashion event conducted by
Cusacchi.

· In Digital Marketing, it has to manage both Search Engine Optimization and Search
Engine Marketing

· Cusacchi has created its presence in many social media platforms like Facebook,
YouTube, Twitter, LinkedIn and Instagram

· Cusacchi advertises its products in fashion magazines like Vogue, Verve and
Cosmopolitan India

· Blogs are widely available on the internet, so the customer who prefers to search for
information through the internet can get ideas about the brand.

· Testimonials of the customers (including celebrities) are available in both online and
offline stores.

· Billboard advertisements are available in the Tier-1 cities and can be mainly seen near
Airports, 5-7star hotels, Golf clubs, Horse race clubs, Corporate offices

· Permission marketing can be done by sending personal messages to customers wishing

them on various events and alerting them on new style arrivals

· On every anniversary (Usually on any public holiday), an event is conducted at a

resort/5star hotel for which only the premium customers are invited and can be provided
with luxury treatment

· Cusacchi attempts to do Product Placement with the Brand Endorser by making him
wear the custom made Cusacchi suits/ Outfits to various events like award functions,
interviews and movies.

Segment:
The market segmentation is done on mainly demographic and geographic characteristics.
Demographic segmentation is done on the basis of two factors i.e Age and Income levels.
Because tastes in the product will definitely vary according to the age and also we would
cater to mainly people with high disposable income. Based on Geographic segmentation,
we have chosen just Tier 1 cities. Our first priority would be the high-income Southern
and Western India and then high to middle Northern India

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Target:
Target customers are aged between 23- 65 who are affluent, mostly corporate in top
positions, businessmen, entrepreneurs, TV and cinema personnel and people with a good
fashion sense who give equal importance to comfort, elegance and style.

Positioning:
For affluent high disposable income male demography, Cusacchi is the aspirational
bespoke and made to measure luxury formal wear brand that clubs richness and texture of
fabric with innovative and leading edge design enabling it to be positioned as an
exclusive and highly competent brand competing against the likes of Gucci and Armani.

Secondary Association: Collaboration with other luxury brands across categories in

alignment with Cusacchi’s brand image of luxury and class. For example, Cusacchi has
recently collaborated with Porsche to create made to measure interior fabric quality and
aesthetics.

Celebrity Association:
Our brand compliments with the self persona of the wearer. To match our quality and
exclusivity in style and finesse, we have Milind Soman as our brand ambassador and face
of our style wear.

Points of Parity:
The PoPs enable the brand to respond well with existing associations with other players
in the industry lending it credibility in the process.

• Cusacchi shares both high quality and cost points with other players in the market
to meet the demand and desire for these standard elements in a luxury industry by
the customer.

• The brand specializes in men’s formal wear, suits and tuxedos.

• Sourcing material from mills of fashion capital of the world, Italy.

Points of Difference:
• Extremely personalized and tailored formal menswear which lend and/or
compliments a class act extending the wearer’s self image.

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 • We provide an exceptional service both online and offline.

• Our stores exude luxury and exclusivity in various ways under aesthetics,
ambiance and décor.

Brand Resonance Model:

Salience
Category: Luxury suits and formal wear for men

Needs satisfied: Luxury suits for men. Tailored to suit your posture and body figuration and
ensure the best fit. To personalize iconic suits and tuxedos made from premium wools and other
luxury fabrications for men.

Performance and Imagery: Suits are tailored with high precision and attention to detail.
Quality is maintained in measurements as we reject the final products if the measurements are
off by even 1/8 of an inch. The suits are made from high quality fabrics catering to sensory
th

characteristics with an eye on detail to the texture, lightness, appearance and quality. They are
sourced from the best Italian woolen, silk and cotton mills of Venice and Levant.

It provides a unique equity and is highly personalized for every individual in providing the most
premium service in the form of a complete bespoke and “made to measure” experience.

Judgment and Feelings: Personality redefined. Our products specially suits has been
featured in top fashion magazines such as GQ, Men’s Vogue, Esquire. Apart from that, our
tailors have been nominated for Mayfair Awards, 2017 for best Bespoke Tailors Category.

Personality Redefined - “For all men, for all styles and for all tastes”

The brand extends luxurious experiences in the form of personal made to measure products at
both retail outlets as well as the online store. Consequently, it extends these benefits and
enhances the full experience for the consumer. Thereby, contributing to the consumer’s
associations towards the brand.

Resonance: To be unrivalled in the world of aspirational luxury suits and tuxedos for men. We
try and put our best craftsmanship into practice towards making suits which our customers on
wearing can feel all eyes on them. We are there for our customers who want to be seen amidst
the crowd.
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