Peter England

Brand Heritage 1885 – started 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 and Planet Fashion Outlets and multi-brand outlets. Madura Garments – preferred manufacturer for Mark & Spencers, Tommy Hilfiger and Ralph Lauren ( Polo) and exclusive marketer

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

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 connection

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

regional labels

Peter England’s Competitive edge Extensive range of office and casual wear Good quality label and branding Contemporary designs, colors and price Wide distribution , easy availabililty Well-orchestrated merchandising High market viability

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 brands USP of quality and price Long Term – Build strong brand prefernce Sustain brand loyalty through attractive imagery and constantly reiterating the

Consumer Insights- The midprice buyer

Lack of benchmark brands No standardisation of quality, high variation Pre- and Post- purchase uncertainity and

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 Embarassing feeling to publicly reveal their budget to the shopkeeper Seeks a mix of rational, sensory and emotional pay offs

Peter England simplified the buying process From

To

Search for a good shirt

Ask for Peter England as

across counters Check for merchandise, color/design , fabric/stitching, overall look , brand/label Ask price Select 1 from many Buy a shirt with a label Start hunt all over

their first choice Check color/design , decide on overall look

Know price band Select 1 from Peter

England Buy Peter England Is happy, comes back to Peter England

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” “just honest-to-goodness quality available at an honest-to-goodness price” emerged Thus the brand line – “Peter England- The Honest shirt”

Contd…. 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 color identity of Red used with significant impact

Innovative Approaches First 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, earlier the big brands Taking over Dadar Railway Station sites Sponsor male oriented programmes- News, sports (cricket) and crime thrillers

Target Market Young executives segment between age

group 25-28 years Anyone looking for casual international style at affordable price points

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- Casaul 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

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 first 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

Extensions Trousers T-shirts Denims Socks Suits Ties Wallets Launched Peter England Elite

Peter England today Preferred barnd 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

 Shirts range- Rs, 345 – Rs. 445  Trousers range – Rs. 645- Rs. 745