Prepared by:

Joydeep Saha
Anirban Bhaduri
Arijit Ghosh
Gaurav Nandy
Anwesha Das
INTRODUCTION
Van Heusen is a premium
lifestyle brand under Madura
Fashion and Lifestyle ,a
division of Aditya Birla
Fashion and Retail Ltd., for
men, women and youth. The
brand covers all aspects of
an individual's clothing
needs, be it corporate wear,
casual wear, party wear or
ceremonial wear. The core
audience is professionals
and corporate executives.
A Brief History:
 In 1880s, Dramin Jones, a Prussian immigrant founded D Jones & Sons,
which became the largest shirt maker in the US.
 In 1881, Moses Phillips and his wife Edel began sewing shirts by hand &
started selling them to Pennsylvania coal miners.
 Jones merged with Phillips after Dramin Jones death. Later Isaac Phillips met
John Van Heusen, resulting in both their popular line of shirts (Van Heusen)
and the subsequent renaming of the corporation to PHILLIPS VAN HEUSEN
in 1950s. By 1950, Van Heusen and ‘Power Dressing’ became synonymous.
 Established in 1988 by Madura Coats Limited, Madura Fashion & Lifestyle
has its origins in the erstwhile Coats Viyella Plc, Europe's largest clothing
supplier.
 In 1990, Van Heusen was launched in India by Madura Fashion and Lifestyle.
 In December 1999, Aditya Birla Nuvo, an Aditya Birla Group Company,
acquired Madura Fashion &Lifestyle to become the leader in the readymade
menswear industry in India. In 2000, the company became a wholly-owned
subsidiary of Aditya Birla Nuvo.
PROMOTIONAL MIX
First, we will discuss about the promotion mixes
and then we will analyse how van heusen use it:

 Advertising
 Sales promotion
 Personal selling
 Events and experiences
 Public relations and publicity
 Direct Marketing
ADVERTISING

Advertising is a means of communication with the

users of a product or service. In today's world,
advertising uses every possible media to get its
message through. It does this via television, print
(newspapers, magazines, journals etc), radio, press,
internet, direct selling, hoardings, mailers, contests,
sponsorships, posters, clothes, events, colours,
sounds, visuals and even people.
VAN HEUSEN POWER DRESSING TV AD
How Van Huesen use it?
• Celebrity Endorsements:
VDOT CAMPAIGN WITH JOHN ABRAHAM-
which promotes the exclusive range of party wear for
Men

LIMITED EDITION CAMPAIGN –promotes

exclusive range of dresses for women-endorsed by
Deepika Padukone

VAN HEUSEN WOMAN- by Nargis Fakri

Other Popular Ads by Van Heusen :

 CHINO COUSINS BY VAN HUESEN

JEANO LINO PEACHINO ALPHA- AIRCHINO

CHINO
Van Heusen MY FIT

Travelog Collection For

business travellers
Products :
Non iron (wrinkle free)
Ever clean ( stain resistant)
Ever fresh ( Odour free)
Super dri (sweat free)
SUB BRANDS ADS:
VAN HEUSEN X-LIFESTYLE VAN HEUSEN ECO -RANGE
Van Heusen's new
NFL-inspired Ad-
campaign is
targeting the
coveted 18-34 male
demographic
SALES PROMOTION

Through discount coupons,

contests, daily deals and other
offers, one can promote your
product sales and create short-
term marketing effects.
How Van Heusen uses it?
• Through
Discounts,
Offers and
Vouchers.
• Slick and Stylized official website

• Differentiated and unique products: whitest shirt

in the industry and shirts with detachable cuffs
and collars

• Coffee events at the stores where good customers

are drawn it for a meet and greet.
Online Sales promotion through
TRENDIN.COM
Detachable cuff and collar
VAN HEUSEN STYLE STUDIO

 Van heusen has come up with its new digital store for the
first time in Bengaluru’s Indiranagar on 19th
December,2015.
 Developed by Fitch, Singapore and Experiential Design
Lab, Delhi over a period of 18 months.
 Consists of :
 42inch digital display called “Today’s Briefing”
 Fit Scanner
 Style Bar
 Virtual Trial Mirror
 “Style Simulator” room.
 “ My Fit Station”.
VAN HEUSEN STYLE STUDIO
 PERSONAL SELLING

 In Van Heusen, Personal Selling is done through the “SALES

FORCE” who sell the product after meeting face to face with the
customer.

 The sellers promote the product through their attitude, appearance

and specialist product knowledge.

The sellers aim to inform and encourage the customer to buy or

atleast trial the product according to his/her preference or choice.
Public Relations and Publicity

You can use company news, promotional

events, sponsorship programs etc. along
with other promotion tools to reach out to
prospective customers. Such a campaign
s very cost-effective and economical
while reaching out to a larger audience.
• Public relations
through social media
engagements.

• Van Heusen launched the

#GiveAShirt campaign to
give away up to 10,000
shirts with the help of social
media users. If you share
who or what you
#GiveAShirt about on
Facebook, Twitter and
Instagram, Van Heusen will
donate one shirt per post to
Career Gear to help men
trying to enter the
workforce.
• VAN HEUSEN LEVERAGED LINKEDIN &
BECAME THE MOST FASHIONABLE
PROFESSIONAL BRAND

Business Objective

1. Engage with Young audiences through digitized

media.
2. Tangible engagement with target audience.
3. Reinforcement of the brand among young working
professionals by breaking the clutter.
Make Diwali “Special” with Van Heusen (press release)

 Van Heusen’s special Diwali gesture was initiated last year – by

partnering with a non-profit organisation called the Association of Mentally
Challenged (AMC), which runs special education and vocational courses
for its students.

 Through this joint project Van Heusen encourages AMC students to

design and hand craft earthen lamps, greeting cards, paintings and more.
Before Diwali all AMC children participate in a painting competition out of
which a few are selected and printed into greeting cards. These greeting
cards along with a Diwali lamp are given away to all customers at Van
Heusen stores.
Express your gratitude on Father’s Day with Van Heusen :

 On the occasion of Father’s Day, Van Heusen, a premium lifestyle brand

offers a plethora of gifting options to express your love and gratitude to the
most ‘Special Man’ in your life.

 gift your father an ideal gift; a combination of tie and cufflinks in an

attractive gift box or choose from a variety of watches in addition to the latest
collection of half sleeved shirts, linen blazers, or the ceremonial suits from the
Master of Ceremonies collection. For a more relaxed day you can gift him
denims, polo T-shirts in dark hues – perfect for this monsoon.

Tie and cufflinks ranging price ranges from

from Rs.700/- onwards Rs.2750/- onwards
By Special Appointment at Van Heusen! :

 By Special Appointment is a unique endeavour from Van Heusen

conceptualised for this season of special occasions like weddings.

Customers have the option of booking appointments right from 8am in

the morning, or even requesting for the store to be open till 11pm,
depending on their convenience.

The brand has provided for a leisurely one hour of shopping during the
extended hours.

Van Heusen provides the widest variety and the most stunning range of
suits called “Master of ceremonies”.
Events and Experiences
ASHISH SONI

ARJUN KHANNA
 RAHUL KHANNA

VDot and Viacom 18 consumer

products collaborated to create Launch of X Lifestyle at Jet Airways
Roadies collection Hangar, Kalina
Katrina Kaif at Van
Heusen GQ fashion night Launch of limited edition Spring-Summer
collection 2014 with 10 fans walking the ramp
selected out of an online contest named
“Walk the ramp with Deepika”
 V DOT
Emerge Club
nights

VDot sponsored musical show VH1

supersonic
“Arm Candy –Bag Fest
“ : exclusive and widest
collection of hand bags
Price range: Rs995/-
Rs2195/-
Direct Marketing
• This is a highly personalized communication
tool that is addressed to a specific person
through emails, telephone or mobile messages,
online media etc. It also allows for customer
interaction and is mostly used as a targeted
marketing approach.

• Van Heusen use it through pop up

advertisement in various websites and mobile
applications.

• Through Van Heusen Loyalty Cards which are

redeemable.
The Power Club is a unique membership and rewards program for
loyal customers of Van Heusen. Each time you shop with us as a
member, you will be awarded points based on the value of your
purchase. These points can be redeemed at any of our exclusive stores
across India for more Van Heusen merchandise of your choice.

3 levels of membership, Gold, Silver and Classic - depending on your

shopping profile.
• AS A GOLD MEMBER, YOU EARN 7 POINTS FOR EVERY RS. 100
SPENT
• AS A SILVER MEMBER, YOU EARN 5 POINTS FOR EVERY RS. 100
SPENT
• AS A CLASSIC MEMBER, YOU EARN 3 POINTS FOR EVERY RS. 100
SPENT
Conclusion
Thus we discussed the main tools of creating
an effective marketing communications mix
for van heusen. However, while doing so,
they should be aware of the various legal and
ethical issues surrounding marketing
communications ,respect customer privacy and
adhere to social norms and government
regulations while building a powerful
marketing communications mix for an overall
organizational growth.