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Peter England- Honest Success

Dr Amit Rangnekar
2007-08
Case Objectives
• Can a product be sold without any marketing gimmicks, or
film actors, or the hype
• Can you sell a product honestly?
• Peter England did that successfully and captured the Indian
middle class mind, honestly

2007-08 Dr Amit Rangnekar


Brand Heritage
• 1885- Started in in Londonderry, Ireland, became a leading
military dress supplier to the British Army
• 1997- Brand came to India through Madura Garments
• 2000- Madura Garments acquired by Indian Rayon, Aditya
Birla Nuvo Group
• Madura Garments also markets Louis Philippe, Van
Heusen, Allen Solly, Byford, SF and Elements through
exclusive & Planet Fashion outlets, & multi-brand outlets
• Madura Garments- prefered manufacturer for Marks &
Spencers, Tommy Hilfiger and Ralph Lauren (Polo), and
exclusive marketer for Esprit in India

2007-08 Dr Amit Rangnekar


Market scenario
• March- 1997
• Indian shirt market size 60 million pieces (est)
• Premium Segment Rs. 500+ @15 %
• Mid price Rs. 250-500 @35 %
• Economy below Rs. 250 @50 %
• The mid-price segment had good growth rates
• Enormous potential for developing a new brand
• Peter England created to tap into that segment

2007-08 Dr Amit Rangnekar


Background
• The mid-price market- Plethora of store brands
• Shirts sold mostly on retail push
• Regional / Local brand strengths
• No national brand
• Store brands had weak customer relationships
• Relationship was primarily product oriented
• No distinct brands image or emotional connect

2007-08 Dr Amit Rangnekar


Peter England Strategy
• Build a national image
• Carve out a national foot-print
• Gain share from store promoted/ local/ regional labels

2007-08 Dr Amit Rangnekar


Peter England’s competitive edge

• Extensive range of office & casual wear


• Good quality label and branding
• Contemporary designs, colours & fabric
• Wide distribution, easy availability
• Well-orchestrated merchandising
• High market visibility

2007-08 Dr Amit Rangnekar


Objectives
• Marketing- Build Peter England into the largest selling
shirt brand in India.
• Advertising
• Establish Peter England as an international
• quality shirt at an affordable price.
• Short term
• Launch phase communication designed to create quick
and universal awareness of the brand’s
• USP of quality & price
• Long term
• Build strong brand preference
• Sustain brand loyalty through attractive imagery &
constantly reiterating the product benefits
2007-08 Dr Amit Rangnekar
Consumer Insights- The mid-price buyer
• Lack of benchmark brands
• No standardisation of quality, high variation
• Pre- and post-purchase uncertainty & anxiety over fit,
quality, shrinkage, durability etc.
• Lack of a Value-for-money proposition
• Belief- Premium shirt brands were overpriced
• Good looking shirt always out of price reach
• Embarrassing feeling to publicly reveal their budget to the
shopkeeper
• Seeks a mix of rational, sensory & emotional pay-offs
• Peter England incorporated these in its ads

2007-08 Dr Amit Rangnekar


Peter England simplified the buying process
From To
Search for a good shirt across counters Ask for PE as their first choice
Check for merchandise, colour / design, Check colour/design, decide on
fabric / stitching, overall look, brand / overall look
label
Ask price Know price band
Select 1 from many Select 1 from PE
Buy a shirt with a label Buy PE
Start hunt all over Is happy, Comes back to PE
Consumer Insight: Things seem to happen only to people who wear
good looking (read expensive) shirts
2007-08 Dr Amit Rangnekar
Launch Ads

2007-08 Dr Amit Rangnekar


Creative strategy
• Communication needed to link brand’s position ‘good quality
product at a great price’ and the consumer’s need for
‘product plus brand imagery’
• Research insight ‘most consumers thought premium shirt
brands were overpriced’ provided the link
• ‘Just honest-to-goodness quality available at an honest-to-
goodness price’ emerged
• Thus the brand line ‘Peter England - The honest shirt’
• Creative- ‘Alter-ego format with an element of simplicity’

2007-08 Dr Amit Rangnekar


Creative strategy
• Effectively used ‘Element of fantasy that a consumer
segment would indulge in, to push the honesty of
quality and price across’
• Key driver- ‘Level of empathy the character generated
amongst consumers’
• Concept visualised in vernacular also
• Outdoor media, the colour identity of Red used with
significant impact.

2007-08 Dr Amit Rangnekar


Advt

2007-08 Dr Amit Rangnekar


Media Strategy & Objectives
• Print- Press ads: 150/100 cc colour
• Outdoor- Hoardings in Metros/ mini metros
• Launch
• South India, Delhi & UP in Mar-Apr 1997
• Maharashtra in Jan-98 and ROI by May-98
• Post Launch TVC - two creative units- 30 sec
• Objective- Ensure high & quick awareness among target
group
• Media plan- Adequate weightage to reach, frequency and
campaign continuity
• Media choice- To build a clear identity for the brand

2007-08 Dr Amit Rangnekar


May 2003

2007-08 Dr Amit Rangnekar


Innovative approaches
• 1st time in India, a readymade shirt brand went outdoors
extensively to deliver a high quality launch
• Extensive TV usage as main medium for readymade shirts
and garments, earlier only print
• Bold use of vernacular media, unlike the big brands
• Taking over Dadar Railway Station sites
• Sponsor male oriented programmes- News, Sports
(cricket) & crime thrillers

2007-08 Dr Amit Rangnekar


Phase 2 Ads

2007-08 Dr Amit Rangnekar


2007-08 Dr Amit Rangnekar
Oct 2003 May 2004

2007-08 Dr Amit Rangnekar


Jul 2002

2007-08 Dr Amit Rangnekar


Brand Building
• Once brand was established, quickly building volumes became
critical
• The category demanded fresh fashion cues every season
• The second phase attempted to give a seasonal flavour to the
brand
• 1999- Casual range introduced as sub-brand ‘Elements’
• The brand theme campaign supported by :
• The Anti-wrinkle Collection
• The Solids Collection
• The Festival Collection
• The English Cottons Collection
• The Summer Mints Collection
• 2000- Trousers launched to cover the complete wardrobe
2007-08 Dr Amit Rangnekar
2007-08 Dr Amit Rangnekar
Peter England Suits
May 2004

2007-08 Dr Amit Rangnekar


2007-08 Dr Amit Rangnekar
Performance
• Research confirmed Peter England’s high brand equity
• Became a 1 million brand in 2 years
• Crossed the 2 million mark in 4 years
• The 1st mid-segment brand to cross Rs 100 cr
• Voted ‘best brand’ in the IMAGES study
• The only new lifestyle brand to feature in ‘best brand launch’ of
The Strategist Quarterly in 1998

2007-08 Dr Amit Rangnekar


Extensions
• Trousers
• T-Shirts
• Denims
• Socks
• Suits
• Ties
• Wallets
• Launched Peter England Elite

2007-08 Dr Amit Rangnekar


Peter England Today
• Prefered brand
• Loyal customer base, overall brand satisfaction
• High brand and advertising awareness
• Brand value- High
• Future purchase intention-High
• Intention to recommend- High
• Largest selling shirt brand in the country
• Robust growth rate
• Many Peter England clones in the market

2007-08 Dr Amit Rangnekar