Group - 5

Ankit Lakhani - 29

Inteshar Memon - 35

Jay Savla - 47

Manish Rana -43

Ravish Shah – 49

Ritesh Chavan - 08
 Retail Apparel

It is no longer only about the 4 P’s

1) Product 2) Price

3) Place 4) Promotion

But Also 4 C’s of Marketing…….

1) Customer 2) Cost

3) Convenience
G.8_Group5_ver1.1 4) Communication
21 Nov. 2009 1
 Retail Apparel

Product: market research

indicates that most of the
people preferred quality
clothes.

Price: price is also one of the

factor people prefer as shown in
market research.

Place: 74% people preferred

G.8_Group5_ver1.1 21 Nov. 2009 2
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G.8_Group5_ver1.1 21 Nov. 2009 3

 Retail Apparel

PRODUCT PRICING
HI-CLASS(MID PRICED HI-CLASS(CASUALS)
BRAND) MALE
MALE vShirts & T-shirts range
vShirts range
Rs.345 – Rs. 445
Rs, 345 – Rs. 445 vDENIMS
vTrousers range
Rs. 645- Rs. 745
Rs. 645- Rs. 745 vCargo

Rs.695- Rs 895
FEMALE FEMALE
vShirts range - Rs, 445 – Rs.
vShirts & T-shirts range - Rs299- Rs.39
545 vDENIMS – Rs.695 - Rs.795
vTrousers range - Rs, 695 – Rs.
vCargo - Rs 745- Rs. 795
895
HI-CLASS(PREMIUM BRAND) (BOTH FOR MALES & FEMALES)
vShirts range- Rs,1095 – Rs.2095

v Trousers range – Rs.1095- Rs.2045

G.8_Group5_ver1.1 21 Nov. 2009 4

 Retail Apparel

Target Audience
Targets both middle income and high income Group

It targets only male population of a particular age group

Young executives segment between age group 25-28 years.

Anyone looking for casual and formal international style at affordable price points.

G.8_Group5_ver1.1 21 Nov. 2009 5

 Retail Apparel

Consumer Behavior
Tangible Aspect: Buying patterns of customer will depend upon fabric, fit, trims,
embellishment, colour, quality of manufacture, brand name and most importantly price.

Non-tangible Aspect: The buying patterns is also depend on image, identification, aspiration,
self-esteem, credibility, exclusivity, style and more practical element.

There four other major factors influencing consumer behavior.

1. Cultural Factors : Religious group, geographical area, linguistic division are some of the factors
which influence a buying decision of the behavior.
2. Social Factors : Family and Friends are a great influencers for consumer, we in our organization
would concentrate on maintaining relationship and focusing on mouth publicity.
3. Personal Factors : Buyers age, profession, educational background and upbringing will be
different and so its important to serve him accordingly.
4. Psychological Factors : The perception of the customer about the brand will play a vital role in his
behavior. The brand positioning is as important aspect which should be focused upon.

G.8_Group5_ver1.1 21 Nov. 2009 6

 Retail Apparel

Steps to Increase customer loyalty and

Satisfaction
Ø Marketing - Build Hi-Class into the
largest selling shirt brand in India.
Ø Advertising – Establish Hi-Class as an
international quality men’s wear at an
affordable price.
Ø Short Term – Launch phase
communication designed to create quick
and universal awareness of the brands USP
of quality and price.
Ø Long Term –
Build strong brand preference
G.8_Group5_ver1.1 21 Nov. 2009 7
 Retail Apparel

INCREASE USAGE
ü Effective advertisement.
ü Providing variety & latest trend.
ü Maintaining quality.
ü Regular offers.
ü Special offers for regular customers.
ü Quality service.

G.8_Group5_ver1.1 21 Nov. 2009 8

 Retail Apparel

USP- Unique Selling

Proposition
Extensive range of office and casual wear

Good quality label and branding

Contemporary designs, colors and price

Wide distribution , easy availability

High market viability

It pictures itself as Honest Brand

It offers value for customers at affordable price.

G.8_Group5_ver1.1 21 Nov. 2009 9
 Retail Apparel

To sell an apparel
Creating
designed a high quality
as per the

Go To
apparel,
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introduce
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long term
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customers.
effective advertisements.

Strategy

G.8_Group5_ver1.1 21 Nov. 2009 10

 Retail Apparel

Findings from MR
Consumer Insights- The
mid price buyer
Lack of benchmark brands

No standardization of quality,
high variation
G.8_Group5_ver1.1 21 Nov. 2009 11
 Retail Apparel

Conclusions from MR
Majority of peoples i.e.64% buy
clothes Quarterly.

74% people preferred clothes from

malls and small retail showroom

More than 72% people are influence

and get aware from TV and friends..
G.8_Group5_ver1.1 21 Nov. 2009 12
 Retail Apparel

Funny Facts of MR
One of our interviewee whatever questioned asked would 1st
consult with his wife about the answer and then only would
reply to our question. Its was very funny to see him go to
kitchen every time on a every question asked.

One person denied us an interview because he felt we are

from income-tax or any other regulatory department and
trying to find out his details.

G.8_Group5_ver1.1 21 Nov. 2009 13

 Retail Apparel

Alliance and Tie-up

SODEXHO
As we are a new entrant in the market we need
more and more people to try our product and know
how good it is and what are it’s benefits.
Sodexho is one such tie-up we can go for which
help in creating a brand position for our product.
Sodexho coupon are very popular in the market.

G.8_Group5_ver1.1 21 Nov. 2009 14

 Retail Apparel

Our Long Term Goal

ü Become the no.1 destination for Apparel. The 1st
name that consumer thinks of when he thinks for
apparel.
ü Expand the brand and reach beyond
metropolitan and semi-urban cities.
ü High quality and Fashionable goods within the
reach.
ü As per IBEF. Indian Retailing giant, Pantaloon
Retail India Limited, captures a mere 0.3 per cent
of total market in India, signaling out the large
untapped potential which can be captured.
ü The Airport Authority of India is embarking on the
up gradation of 9 metro airports and 15
G.8_Group5_ver1.1 non-
21 Nov. 2009 15
 Retail Apparel

Emerging retail hubs

High Growth Cities
Pune, Ahmedabad, Chandigarh, Ludhiana,
Kochi, Vadodara, Jaipur, Lucknow.

Emerging Cities
Indore, Amritsar, Jalandhar, Mangalore,
Nashik, Bhubaneshwar, Agra, Vishakhapatnam,
Coimbatore, Kanpur, Nagpur, Goa, Surat, Mysore,
Jamshedpur, Thiruvananthapuram.

Potential Cities
G.8_Group5_ver1.1 21 Nov. 2009 16