INTEGRATED MARKETING

COMMUNICATIONS AND MEDIA

MANAGEMENT

IMC Campaign Report- Allen Solly

Submitted by
Rajath Gogi- 4NY19MBA16
Hima Bindu- 4NM19MBA39
Manisha M Pai- 4NM19MBA62
Shri Nidhi Udaya Rai- 4NY19MBA46

Submitted to
Dr. K.P Sandhya Rao
Professor, JKSHIM, NITTE

Date of Submission
24th December 2020
INDUSTRY: ADITYA BIRLA FASHION AND RETAILS LTD
SUBSIDIARY: MADHURA FASHION & LIFESTYLE(MPL)
COMPANY: ALLEN SOLLY
CAMPAIGN: ALLEN SOLLY DENIMS CAMPAIGN

HISTORY OF INDUSTRY (Aditya Birla Fashion and Retails Ltd)

Aditya Birla Management Corporation Pvt. Ltd., d/b/a Aditya Birla Group, is an Indian
multinational conglomerate, headquartered in Worli, Mumbai, Maharashtra, India. It operates
in 34 countries with more than 120,000 employees. The group was founded by Seth Shiv
Narayan Birla in 1857. The group has interests in viscose staple fiber, metals, cement, viscose
filament yarn, branded apparel, carbon black, chemicals, fertilizers, insulators, financial
services and telecom. The group had a revenue of approximately ₹3,42,930crore in 2019.
In 2013, Aditya Birla Nuvo Limited took over Pantaloons. Then, ABFRL came into form after
the consolidation of the apparel businesses of the Aditya Birla Group, consisting of ABNL's
Madura Fashion division and ABNL's subsidiaries- Pantaloons Fashion and Retail Ltd and
Madura Fashion & Lifestyle in May 2015. Post the consolidation, PFRL was renamed Aditya
Birla Fashion and Retail Ltd. (ABFRL). MFL brands included Louis Philippe, Van Heusen,
Allen Solly and Peter England. The Collective, India’s first and largest multi-retail brand for
international brands, was launched in 2008. In 2016, ABFRL struck a deal with a global luxury
brand Ted Baker. In 2017, ABFRL brought Simon Carter to India. In the same year, ABFRL
entered into a strategic alliance with American Eagle. In 2018 Style Up, the family store was
launched by ABFRL and it entered into a Store License and Distribution Agreement with Ralph
Lauren Asia Pacific Limited (“RLAPL”) under the brand name Polo Ralph Lauren and Ralph
Lauren. In 2018 ABFRL entered into a Store License and Distribution Agreement with Ralph
Lauren Asia Pacific Limited (“RLAPL”) under the brand name Polo Ralph Lauren and Ralph
Lauren. ABFRL brings Fred Perry to India. In 2019, ABFRL acquired ethnic wear brands,
Jaypore and TG Apparel & Décor, for an enterprise value of up to Rs. 110 Crore. In the same
year, the company bought 51% stake in M/s Finesse International Design Private Limited
(“Finesse”) under the brand name Shantanu & Nikhil.

Size of Allen Solly Brand

All over India there were 235 Allen Solly exclusive stores in 2015. Allen Solly sells through
different online portals like Amazon, Flipkart, Myntra and Trendin.com; online portals give
3% in total sales. Aditya Birla and Retail Limited has a USD 44.3 billion Aditya Birla Group,
the revenue of Rs8118crore has a retail space of 7.5million sq. ft. as on March 31 st, 2019,
around 120000 employees, belonging to 42 nationalities. Its 50% of revenue flow from its
overseas operations spanning 36 countries.
Sooraj Bhat Brand Head of Allen Solly told that, the brand fits into the ‘wardrobe stratification’
and ‘casual continuum’ and has been in the market since 1993. He is also mentioned that there
is no slowdown in the Ready-made in the readymade industry size of Rs.3, 000crore premium
brand account for Rs6000crore.

Product Line

Men Women Juniors

Tees & Tops Shirts & Tees

Shirts
Dresses Frocks
T- Shirts
Shirts Tops, Tees and
Jackets Blouses
Jeans& Jeggings
Trousers Bottoms
Allen Solly Friday Dressing

In India bringing the concept of ‘Friday Dressing’ to menswear, Allen Solly is called an
understated cheerful brand. When Allen Solly came to corporate dressing it stomped all the
rules. The brand aimed to add a pop of vibrant persona to formal wear with its range of garb
for males and females. With corporate culture getting extra cozy and ditching norms, the brand-
new age workforce can now dress fashionably smart and express their character fashion with
Allen Solly’s variety of clothing. Termed as ‘paintings casuals’ the gathering stages from shirts,
T-shirts, chinos, trousers, jeans and jackets for guys, at the same time as for girls the plethora
of patterns range from attire, skirts, blouses, pants and tunics.

Allen Solly- Work Appropriate Casuals

Stylish but sufficiently informal, you may browse and store for an Allen Solly shirt on-line and
pair it up with dark washed denims and loafers for a piece-suitable look this is additionally
ideal for days while you blend a little business with entertainment. You also can discover the
colourful range of Allen Solly chinos to add a dash of colour for your work put on pill. For
new-age marketers who opt to step out of the boardroom, you could purchase an Allen Solly
blazer and accomplice it with a casual shirt, chinos and brogues for a clever yet results easily
nonchalant look.
Solly Sport- Style on and Off the Court

Partnering with the maximum prestigious tennis event inside the global, The Championships,
Wimbledon, Allen Solly’s sub brand Solly Sport offers a set of sports inspired apparel. The
stylish casual put on line gives a group of T-shirts, shirts, shorts, trousers and jackets. Perfect
for the weekends, an Allen Solly T-blouse paired with shorts and loafers marks a smart but
nonchalant ensemble that is good to put on and off the court docket.

Solly with the aid of Allen Solly

A pioneer for western put on for women in India, Allen Solly caters to the young woman expert.
Redefining work-wear for ladies, the sublime and elegant variety is perfect for your 9 to 5.
With womenswear getting extra experimental with shiny colours, modern fabrics and stylized
silhouettes, Allen Solly captures this transition with their range that consists of clothes, tops,
tunics, trousers, skirts, shirts, shorts, fits and blazers. Ditch the blacks and greys, and upload a
pop of coloration on your paintings put on style with a trendy Allen Solly dress partnered with
pumps and a fashionable tote bag.
Present Status and Developments
Allen Solly is an initiative of Mudra Fashion & Lifestyle, division under Aditya Birla Fashion
and Lifestyles in India; it is the fastest growing brand in apparel industry and a premium
lifestyle player in the retail sector. After merging its market leadership with its own brands, it
introduced top international labels, enabling Indian Consumers to purchase the most
prestigious global fashion apparels and accessories. The company’s brand portfolio includes
product lines that are affordable to mass market and luxurious range, high end style and
segment to every age group from kids to youth and for both men and women. Mudra brand
defined as personify style, attitude, comfort and luxury by its brands. It is also contains first
fast fashion youth brand, India’s fully integrated multi brand outlet chain, Planet Fashion,
India’s fastest and largest premium international brand retailer.
Aditya Birla Fashion and retail Ltd has acquired exclusive offline and online rights to the
market. ABFRL is India’s largest fashion network which includes 2700+ brand outlets of
ABFRL, a footprint of 7.5 million sq. ft. of retail space across 750+ cities and towns, It has 30
million Loyalty Members as of 31st March 2019 Allen Solly has 235 exclusive stores across
the country presently an network is set to expand 60 to 70 more exclusive stores, two of which
may come up in Odisha. 39% of total sales come from Allen Solly exclusive stores of which
flagship stores contribute 20%. Brand products also available through multi brand retail
formats in Pantaloons, Central and Shoppers Stop. On the online platform brand sales through
e commerce portals like Amazon, Flipkart, Myntra and TRendin.com and give 3% in total
sales. In the year 2002 My World, My Way a brand tagline was formed to show the brands new
trend and it became the first to introduce work fashion for women. In 2013, the kid’s apparel
was expanded into a complete smart young wardrobe, “Allen Sally Junior” for boys and girls.
Solly Jeans Company was launched in 2014 and Solly Sport was introduced as a tennis-inspired
lifestyle sports brand.
Social Media Marketing
Allen Solly has a significant presence on Facebook, Twitter, and Instagram, and is slightly
lively on YouTube. Allen Solly has 16.6K followers on Twitter, 13.6K fans on Instagram and
extensive 1.7 billion likes on its Facebook Page. Though the brand sells products for men &
ladies, their social media content is intensely targeted closer to women. Allen Solly made to
promote local brand it uses smart combination of digital outdoor and social media.
Which media was used and why?
Allen Solly has revealed its recent campaign in the year 2019, it was its first ever denim
campaign with the tag line “Though Jeans for a Tough Day at Work”. The Ogilvy and Mather
India ad agencies conceptualized the campaign. This ad was promoted on Television, print
media, digital, over thousand halls and social media platforms.

IMC Mix
Identification of the major program elements of the IMC
campaign, the relative emphasis to be placed on each.
The elements of Allen Solly campaign are the campaign will be promoted on platforms such
as TV, digital, print, 1000+ movie halls and social media platforms. Conceptualized by Ogilvy
& Mather India, the TVC continued to use Allen Solly's greatest asset – the Stag. It features a
young Solly man attired in Allen Solly Denim accompanied by the stag on his way to work.
Failing to rev up the engine of his car stuck in snow, The Stag turns his attention to a sledge,
giving him the idea of sledging to work. He eases his way through barbed wires, ferns and
twigs. The TVC draws attention to the durability and aesthetics of the range effectively as the
man indulges in arduous activity.
#YouTube_s3m4m6M1tHQ#
Mahesh Gharat, Chief Creative Officer, Ogilvy & Mather, Bangalore said “Allen Solly has
been bringing its own little twist to apparel for many years now. And this year was no different.
To emphasize the toughness of the denims in the film, the Stag takes our protagonist on a road
less travelled by, thus demonstrating the strength of the denims. We wrote the lyrics and
collaborated with Antonio Sanchez, the music composer of the Oscar - winning movie Birdman
and the renowned Thana Alexa on vocals to create an original soundtrack for the film. I think
this one will be truly memorable.”
This range of durable, fashionable jeans is crafted from an ultra-stretch fabric. The high tear
and tensile strength of the fabric adjusts to the dynamic lifestyle of the customers effectively.
It also comes with a triple needle construction, along with a reinforced back pocket for added
durability in sewing, thus serving the brand’s promise of being unconventional and futuristic
in terms of design and products.
Jayanth Gurumurthy, Creative Director, Allen Solly further added “Allen Solly now sets new
benchmark for work wear fashion through jeans. This fashion forward range of “tough jeans”
combines fashion with durability and comfort. With modern construction and durafit fabric the
collection offers excellent recovery and stability.”
The denim range comes in a palette of indigo washes, offering a number of striking wardrobe
options for the new-age professionals, enabling them to make an effortless style statement at
workplace. The contemporary collection will be available online and in stores across India.
The print ad released in the Times of India by Adithya Birla and the as per the report of Audit
Bureau of Circulation the circulation figure of TOI is 3,057,678. The overall readership of TOI
is estimated to be over 7.6 million throughout the country as per the reports obtained from
Indian Readership Survey (IRS).
8th August 2019 12398620 view in YouTube only 209 likes and 45 dislikes, 7comments.
Instagram 3406452 views in the year August 9th.

ALLEN SOLLY’S DENIMS CAMPAIGN – DESCRIPTION

Allen Solly has uncovered its first-historically speaking denim crusade "Extreme Jeans for a
Tough Day at Work". The mission will be advanced on stages, for example, TV, computerized,
print, more than 1000 film corridors and online media stages.
Talking on the event, Anil S Kumar, COO, Allen Solly, stated: "Allen Solly has reliably run
after serving the requirements of youthful working experts through unusual design. This
mission on pants brings alive "intense pants" which is the ideal ally for work and past. In this
mission also, our image logo "Stag" joins our excursion into the denim world bringing live the
strength of our pants."

To all the employment class individuals, ALLEN SOLLY is one of their number one brands
since it makes them in vogue while working. THE WAY YOU LOOK IS THE WAY YOU
FEEL. The garments you wear characterizes your character too.an activity of Madura Fashion
and Lifestyle. A division of Aditya Birla Fashion and Lifestyle. It is India's biggest and quickest
developing marked attire organization in the retail area as a result of its advancement in the
design pattern

STRENGTH

➢ Operates in 40+ nations

➢ Own plan group

➢ Multiple sub-brands

➢ Self-worked item group

➢ Strong administration team

WEAKNESS

➢ Worldwide infiltration is less

➢ Cannibalization impact

➢ High rivalry
 ➢ Local business sectors are duplicating their plan, design, and so on.

OTHER FACTORS

TAGLINE– Friday Dressing; Why so serious

USP– Stylish office wear
SEGMENT – Young fashion-conscious MEN AND WOMEN
BRAND AMBASSADOR – Indrani Dasgupta
BRAND NAME – ALLEN SOLLY
CATEGORY– Apparel and accessories

HEADQUATERS– Bengaluru
OPERATING STATUS– active
NUMBER OF EMPLOYES– 120,000
IPO STATUS – private

COMPETITORS

1.Raymond Limited
2.Arrow
3.BelmonteAll

Service performance

business activity spins around consumer loyalty and administration, the primary motivation
behind the business is to make a beneficial market for their items or administration and
subsequently to make a client, god made men and men made market'. Promoting has a special
centrality in the advanced administration of the business and industry and is one of the
administrative ideas except if it is appropriately perceived and a large number of the business
or mechanical venture will implode or demonstrate disappointment. Throughout the long-term
showcasing has gone through a gigantic change the two its job and capacities are compelled to
advance new strategies and methods to manage the current issue all the more effectively. The
point of the cutting-edge business is to fulfil the shoppers and there by acquire benefit the
fundamental association and point is to demonstrate quality items at less expensive rates to
client with the quickly increment underway of a wide scope of creation. Advertising was
expected more noteworthy significance in later chosen by the activity of the shopper that is
either purchasing the item or dismissing it so maker makes a decent attempt to accomplish to
give serious proficiently over the other by embracing new advancements underway and
creation measures. Market is buyer arranged and begins with the assurance of purchaser desire
and finishes with their fulfilment advertising program

ABOUT COMPETITORS

The main 10 rivals in Allen Solly's serious set are Stephen Armor Brands, Indian Terrain,
Trendin, Blackberrys, Van Heusen, Tommy Hilfiger, ZARA, Pantaloons, Myntra, Amazon and
Flipkart. Together they have raised over 10.3B between their assessed 1.1M workers. Allen
Solly's income is the positioned tenth among its main 10 rivals. The main 10 contenders normal
31.8B. Allen Solly has 55 representatives and is positioned most reduced among its main 10
rivals. The best 10 contenders normal 75,374.

Top Competitor - Stephen Armor Brands

Stephen Armor Brands has been one of Allen Solly's top rivals. Stephen Armor Brands is a
Private organization that was established in invalid in, . Stephen Armor Brands works in the
Apparel Retail industry. Contrasted with Allen Solly, Stephen Armor Brands has 49 less
representatives.

Top Competitor - Indian Terrain

Indian Terrain is viewed as one of Allen Solly's greatest adversaries. Indian Terrain is a Public
organization that was established in Chennai, Tamil Nadu in 2000. Indian Terrain is in the
Apparel Retail industry. Indian Terrain has 282 additional workers versus Allen Solly.

Top Competitor - Trendin

Trendin is seen as one of Allen Solly's greatest opponents. Trendin was established in Inn
Bangalore, Karnataka in 2012. Trendin contends in the Logistics, Wholesalers and Retail
Distributors industry. Contrasted with Allen Solly, Trendin produces $9M less income.

To all the employment class individuals, ALLEN SOLLY is one of their number one brands
since it makes them in vogue while working. THE WAY YOU LOOK IS THE WAY YOU
FEEL. The garments you wear characterizes your character too.an activity of Madura Fashion
and Lifestyle. A division of Aditya Birla Fashion and Lifestyle. It is India's biggest and quickest
developing marked attire organization in the retail area as a result of its advancement in the
design pattern

CAMPAIGN BY – OGILVY INDIA

Ogilvy is a New York based British advertising, marketing and public relations agency. It was
founded in the year of 1850 by Edmund mather.
Ogilvy India is named as India’s most effective agency at Effie awards
Some of the campaigns by Ogilvy India are-
➢ Amazon’s #MomBeAGirlAgain campaign
➢ Sprite- lightened heart campaign
➢ Lava- promoting pixel series campaign
➢ Bata- #JaaUngliDikha campaign

USER PROFILE

Who buys?
➢ Formals are mostly purchased by office going men and women
➢ Casuals are purchased by men, women and for kids

Who is the decider?

➢ In case of kids, the selection and the decisions are said to be done by their parents
➢ In case of men and women, it is they themselves in mist of the cases

Who is the influencer?

➢ People are influenced by their family and friends’ circle
➢ Some of them are also influenced by the TV commercials and celebrities endorsed in it

Level of involvement in purchasing:

➢ Low level of involvement
➢ As it does not take much time in decision making. Most of them just go and grab it
COMPETITIVE REVIEW

DIRECT COMPETITOR- INDIAN TERRAIN

Sales:
➢ Allen Solly’s sales as on March 2020 was 8787 Crores
➢ Indian Terrain’s sales as on March 2020 was 369 crores
Positioning:
➢ Allen Solly in recent times has positioned itself from “work wear” to a “fashion
brand”. That is, casual wear for any occasion
➢ Indian Terrain positioned itself as a brand for “Global Indian”
Message:
➢ Allen Solly: “Tough jeans”- Durable and fashionable jeans, that is crafted from an
ultra-stretch fabric
➢ Indian Terrain: “The spirit of a man”- issues men quietly face on a global scale

Media strategies:
➢ Allen Solly:
o Corporate collaborations to increase sales
o Also, online promotions, print media, telecommunication promotion
o Strong digital marketing presence
➢ Indian Terrain:
o It is planning to have brand’s own webstore
o Strategic persuasion with Flipkart and Myntra
o Store to door service- where, virtual catalogue is sent to a customer via
WhatsApp and product is delivered to customer’s doorstep
INDIRECT COMPETITORS:
➢ Indirect competitors for brands like Allen Solly can be any other fashion brands like
handbags, shoes, etc
➢ Example: Caprese by VIP Industries

Strength and weakness of Allen Solly over its competitors:

Strength:
➢ Expertise in fashion, design and new product development
Weakness:
➢ Large competition for casual and denim wears

SEGMENTATION, TARGETING AND POSITIONING

SEGMENTATION
> Demographic
> Geographic TARGETING POSITIONING
> Lifestyle > Urban men "Lightening up the workspace"
> Family life cycle
> Social class

SEGMENTATION:
➢ Demographic
o Gender: Men
Women
Kids
o Age: 2-10
21-50
 ➢ Geographic
o Urban
o Semi-urban

➢ Lifestyle
o Young fashion-conscious men and women

➢ Family life-cycle
o Young and unmarried
o Young and married
o Young and married with children

➢ Social class
o Upper class
o Middle class

TARGETING:
➢ Urban men
o Upper class
o Upper middle class

POSITIONING:
“Lighten up the workspace” – This statement helps the brand to deliver the message they
wish to tell the target customers

OBJECTIVE, COMMUNICATIONS AND BUDGET OF THE

CAMPAIGN
Objective:
➢ This campaign draws attention to the durability and aesthetics of the range effectively,
as the man indulges in the arduous activity
➢ It also emphasises the toughness of the Allen Solly denims
➢ This campaign combines fashion with durability and comfort

Communications:
TV, digital, print media, over 1000 movie halls and various social media platforms

PRINT AD FACEBOOK
 TWITTER LINKEDIN

Budget:
➢ With regards to the print ads, the cost of the ad depends upon the region/location. In a
daily newspaper, the cost varies from Rs. 70 per sq. cm to Rs. 6000 per sq. cm
➢ Cost for TV ads ranges from 1 lakh-10 lakhs for 30 seconds commercial
➢ With regards to YouTube, the advertising costs varies from $0.10 to $0.30
➢ Earnings: a basic campaign with 1 Billion impressions/total number of views, costs
around Rs. 3 crores
Allen Solly has 12 Million YouTube views (for denims campaign video)