CASE STUDY - QUINTILIANO

9401 – CONSUMER BEHAVIOUR

Prof HV Verma

Group 15

Puneet Pant (S085) Aditya Nim (S002)

Kapil Kaushik (S032) Sumit Bhogal (S063)
Brijesh Sharma (S020) Arun Yadav (S014)
Ashish Singh (S016)
 Brand History
• Quintiliano – A family business of high class Men’s Outerwear.

• Origin – Triuggio, Italy

• Industry – Fashion

• Product – Suits, leisure wear, accessories, fragrances, socks and

fragrances
• Nature of product- Customised
 Problem Statement
India is becoming global destination for luxury brand. Luxury segment is
growing at 20% and expected to become more than 14 billion US
dollars & The number of high net worth individuals is likely to double by
2015. Despite being a huge potential player in India, Quintiliano a
successful brand in west, fails to performs well.

According to Paulo- Manger of Indian Operations

Indians have the curiosity, However being unknown to the difference
between fine dressing & being dressed up lead to low sales.
 Perception - Quintiliano
Quintiliano is quintessential name for high class men’s outerwear

Style and substance are two side of a coin. Style without substance
renders the entire outerwear nothing more than attractive patchwork.
It is like a hollow man, a good looking well draped man without what a
gentry stands for. On the other hand there is hardly any value in
substance without attraction. It is like a gentleman who does not look
like one. Hence he gets treated like one. One should never give up the
rich tradition of hard work and craftsmanship. There will always be a
few discerning on this planet who would go out of their way to prize
detail. The god is in detail.
 Perception – Indian Market
For a large portion of suit buying people a suit is a suit

Most of suit buying people do not care about the fabric and construction of suit.
They must have some pair in their wardrobe because everyone has it. There are
people who buy suits for a wedding or some social occasion. Indians splurge big
money on celebrations and clothes probably scores very high on their list. The suits
bought for a marriage is nothing more than a costume bought to make one stand
out in a crowd. The outer shell of the suit, primarily color and design hold the sway
here. Design does not mean cut, craftsmanship, detailing, fit and finish. It literally
implies design or adornment on the cloth used. Many times social gatherings
resemble costume shows. Designing operates in the realm of kitsch. Accordingly
many mass produced brands tends to be aesthetically deficient and theatrical.
 Nature of Brand Promotion
• Daily wear – Necessity for working professionals
• Also Exclusive Product – Luxury Product (for special occasions)
• Fall in both groups
• Low Involvement Group – Daily wear
• High Involvement Group – Exclusive wear for special
occasions
• Competition from Existing Brands
• Park Avenue
• Arrow
• Louis Philippe
• Van Heusen
• Giovanni
• Color Plus
• United Colors of Benetton
 Dicotomy
Quintiliano targeting Exclusive wear - High Involvement product

• Consumer involvement is restricted to existing Evaluation Criteria’s

• Colour
• Design
• Outer Shell
• Quintiliano is differentiated on the basis of
• Craftsmanship
• Canvas Method of production
• Quality of Fabric/ raw materials
• Fitting
• Customised
 Question
What do you want your target Customer Base to Learn about the Product

• Customers need to know about the

• Process of making a suit
• Difference between Factory made and specially crafted suits
• Methods of crafting a suit
• Quality of the fabric
• Importance of fitting
• Importance of Skilled Labour
• Extent of Customisation
 Answer
How to Sway the Customer

• Use ‘Reasoning’ to influence the mind of the Customer

• Need to add new Evaluation Criteria in the mind of the Customer and to
give these new Criteria more weightage
• Additional Evaluation Criteria
• Customisation
• Fabric Superiority
• Design Superiority
• Craftsmanship
• Importance of proper fitting