BACKGROUND FOR THE CASE STUDY

For 30 years, Blackberrys has dressed the Indian man in confidence, with products that fit well and
look great. It has held a dominant position in the Branded coat-suits & formal trousers category.

However, the trends have shifted in the past few years with

• A fast growing online population whose natural instinct is to shop online

• Increase in active lifestyle with fitness taking a forefront in the social media channels as well
• Blurring lines between fitness and fashion & a focus on comfort clothing

With these in mind, Blackberrys has created a differentiated garment collection exclusively for the
online channel and targeted at the younger customers. This collection aims to expand the customer
base and be in the consideration set of the younger customer buying online.

Target Customer (Male, 16-25)

• Enthusiastic about doing new things in life

• Comfortable wearing same clothes on multiple occasions
• Likes being active / fit but is not defined by it
• Never misses a chance to go out after class / office

Product Categories
• T-Shirt
• Hoodies, Sweat-shirts
• Joggers, Shorts

Product
Taking forward Blackberrys’ legacy in advanced Fits, Designs & Materials – we have a new offering
in knitwear designed for both everyday use and light activities. The following levers are at play here

• Prominent Use of Logo

• Ergonomic yet Aesthetic
• Stylish yet Comfortable

Promotion
Our Messaging:
Encouraging people to be happier, more energetic and productive without making it look like a
requirement.

Imagery: Everyday people being active in accessible ways

Tone: Active, Restless, Fun, Not Performance Driven

 ABOUT BLACKBERRYS

Since our inception in the year 1991, Blackberrys has consistently grown to define the occasion
wear and category market thereby becoming India’s leading men’s fashion wear company.

The brand provides superior wardrobe solutions to Indian men, starting with Suits and Jackets for
formal occasions, to Khakis and Shirts, and Denim-wear to innerwear, shoes and accessories - as a
preferred one-stop solution provider. We are the leaders in Suits and Formal Trouser category in
India and growing strong across other wardrobe segments.

Our footprint spans across Multi Brand Outlets (MBOs), Large Format Retail (e.g. Lifestyle, Shoppers
Stop, Pantaloons, Central), Exclusive Brand Outlets (EBOs), and key e-commerce platforms, with
over 1,000 doors in 350 cities in India.

Following 3 Brands operate under House of Blackberrys:

Blackberrys Formals : (Male, 25-40)

• Business wear & Ceremonial well for sharp power dressing

Blackberrys Casuale : (Male, 25-35)

• Crafted for men with on-the-go lifestyle; Casual dressing for Work, Leisure and Travel ;
Wide collection of Khakis, Shirts, Knits, Jackets and Shorts
Urban by Blackberrys: (Male, 18-25)

• Crafted for self-expression through the rugged style and for the wanderer spirit;
Complete with wardrobe solution in Denimwear, Shirts, Knits and Jackets

DELIVERABLES

Now that you know about Blackberrys and the changing fashion trends, put your creative hat on
and answer the following:

• Design a promotional campaign, which creates a buzz and pushes Blackberrys in the
consideration set amongst the younger customers (age 16-25).
• You are given a conservative budget of 10 lacs for this promotion, hence your campaign
should be innovative and cost effective
• Do not limit yourself to conventional promotional plan and be willing to stand out from the
crowd; The whackiest ideas may just get the maximum eyeballs!
• Value focus over being omnipresent: Choose 1 or 2 online channels and see how you can
create a buzz on those channels, be it for a short period of time
• Present your ideas in a ppt/pdf format with maximum 7 slides/pages with a focus on the
following factors :
o Focussed thought process
o Ease of implementation
o How the thought fits with the brands’ ideology