Competitive

Analysis

Royal Tag
Brands Selected for Analysis

1. Uniworth
2. Charcoal
3. Diner
4. Cambridge
5. Bonanza
6. Monark
Parameters of Competitive
Analysis
Price
Product
Online Selling
Facebook Presence
Marketing
Customers Views
Retail Side
Price Comparison

Category Royal Tag Uniworth

Suits 9500-21500 8995-29995
Coats 10500-11500 9500-18500
Jackets 4450-7250 6850-8950
Sweaters 2850-7950 3450-6550
Scarf 950 1950-3450
Dress Pants 2850-3950 2850-6550
Dress Shirts 1850-3850 2450-4950
Casual Shirt 1850-2650 2150-2850
Jeans 2450-4250 2495
Chino 2850-3650 -
Basic 5 Pocket 2250-4250 -
Price Comparison

Category Royal Tag Cambridge

Suits 9500-21500 12500-23000
Coats 10500-11500 6000-10000
Jackets 4450-7250 7495-10000
Sweaters 2850-7950 3000-5995
Scarf 950 2195
Dress Pants 2850-3950 2695-8000
Dress Shirts 1850-3850 1500-3000
Casual Shirt 1850-2650 2295
Jeans 2450-4250 3295
Chino 2850-3650 2695-8000
Basic 5 Pocket 2250-4250 2695-8000
Price Comparison

Category Royal Tag Bonanza

Suits 9500-21500 8980-10880
Coats 10500-11500 7480
Jackets 4450-7250 8880
Sweaters 2850-7950 2780-5000
Scarf 950 1680-2480
Dress Pants 2850-3950 2380-3000
Dress Shirts 1850-3850 1880-4000
Casual Shirt 1850-2650 1780-2280
Jeans 2450-4250 2980-3380
Chino 2850-3650 2980-3380
Basic 5 Pocket 2250-4250 -
Price Comparison

Category Royal Tag Diners

Suits 9500-21500 8500-9250
Coats 10500-11500 5995-6995
Jackets 4450-7250 5595-8795
Sweaters 2850-7950 2200-3200
Scarf 950 -
Dress Pants 2850-3950 1995-3500
Dress Shirts 1850-3850 1500-3000
Casual Shirt 1850-2650 1995
Jeans 2450-4250 3295
Chino 2850-3650 3395
Basic 5 Pocket 2250-4250 -
Price Comparison

Category Royal Tag Charcoal

Suits 9500-21500 9000-12000
Coats 10500-11500 6995-9995
Jackets 4450-7250 8495
Sweaters 2850-7950 3995
Scarf 950 795
Dress Pants 2850-3950 2495
Dress Shirts 1850-3850 1795-2095
Casual Shirt 1850-2650 1995-2195
Jeans 2450-4250 2495
Chino 2850-3650 2195
Basic 5 Pocket 2250-4250 -
Price Comparison

Category Royal Tag Monark

Suits 9500-21500 1250-18500
Coats 10500-11500 8500-14500
Jackets 4450-7250 6500-8500
Sweaters 2850-7950 2450-6450
Scarf 950 -
Dress Pants 2850-3950 2450-3650
Dress Shirts 1850-3850 1850-3250
Casual Shirt 1850-2650 2250-2850
Jeans 2450-4250 2450-3650
Chino 2850-3650 3650
Basic 5 Pocket 2250-4250 -
 Prices overall
Category Royal Tag Cambridge Bonanza Charcoal DINERS Uniworth Monark

Suits 9500-21500 12500-23000 8980-10880 9000-12000 8500-9250 8995-29995 1250-18500

Jackets 4450-7250 7495-10000 8880 8495 5595-8795 6850-8950 6500-8500

Dress Pent 2850-3950 2695-8000 2380-3000 2495 1995-3500 2850-6550 2450-3650

Dress Shirts 1850-3850 1500-3000 1880-4000 1795-2095 1500-3000 2450-4950 1850-3250

Casual Shirts 1850-2650 2295 1780-2280 1995-2195 1995 2150-2850 2250-2850

Coats 10500-11500 6000-10000 7480 6995-9995 5995-6995 9500-18500 8500-14500

Ties 650-1250 796-1495 695-890 595 525 795-2500 650-1250

Jeans 2450-4250 3295 2980-3380 2495 3295 2495 2450-3650

Sweaters 2850-7950 3000-5995 2780-5000 3995 2200-3200 3450-6550 2450-6450

Belts 1450-1850 1600-3000 2480 - 900-1000 950-2850 1650-2650

Socks 325-425 - 250 195 - - 250

Scarf 950 2195 1680-2480 795 - 1950-3450 -

T- Shirts - 1295 1980-2080 995-1695 1995 1295-3500 -

Chinos 2850-3650 2695-8000 2980-3380 2195 3395 - 3650

Basic Five Pockets 2250-4250 2695-8000 - - - - -

Cufflinks 1150-1850 1995 - - 1300 850-2800 -

Things to be considered

Our suit with article number SF2439-1 is sold at price of Rs

13500 while same article is sold by DINERS at Rs 8995/-
Our casual shirt with article number RT156-1 is sold at Rs 2650
while same article is sold by DINERS at lower price.
But our grey color suit is sold by Uniworth at Rs 30000/-.
Our sweater article number PA552-B2 is sold at price 8000 while
same article is sold at 5650 by Monark.
Conclusion from price Analysis

Prices are higher as compared to Uniworth and Cambridge

RECOMMENDATION:
Decreasing price is not a solution.
 Cam
bridg
e
(Yes)
DIN Bonan
ERS za
(Yes) (Yes)
Uniwo Char
rth coal
(Yes) (Yes)
Mon Royal
ark Tag
(No) (No)
Online Selling
Things to be considered

Selling online is not to get competitive advantage, its important

for survival.
Facebook Survey
Likes

Royal Tag (74,510)

Monark Cambridge
Uniworth (165,951)
(654,25) (293,237)

Bonanza DINERS Charcoal

(341,192) (108,771) (467,93)
Facebook Survey
Post In November

Royal Tag (4 Post)

Cambrid
Diners (22
Charcoal (6 post) ge (7
post)
post)
Bonanza Monark (4 Uniworth
(25 post) post) (10 post)
Product

SUITING:
Uniworth is giving both sizes regular and slim fit in suiting and
its prices ranges from Rs 9000-30000/-.
Bonanza is giving regular fit but only tropical and price ranges
from Rs 8900-11180/-.
Charcoal is only giving only slim fit in suiting and fabric used is
tropical which is priced at Rs 10000-11500/-.
Product

SUITING:
Diner quality in suiting is low but it is according to market needs
i.e. 3 Lapels, 2 Fits.
Monark is giving on Regular fit in suiting while in other products
it is offering modern fit and slim fit.
Uniworth size of 44 is equal to our 46 chest size in suiting.
Product

SWEATERS:
Uniworth
cotton mix and acrylic mix
No Woolen sweaters
Product

SWEATERS:
CAMBRIDGE:
They give 100% Lamps sweater which is price at 3795-4795 and
100% Marino sweaters which is priced Rs 4995-5995 while the
price of 100% Marino scarf is of Rs 2150.
Price does not match.
Cambridge also claims that all their sweaters are 100% woolen.
3000-6000
Product

SWEATERS:

DINERS is not giving any 100% woolen sweaters now. They are
giving wool and cotton mix which is priced at Rs 3750 while
acrylic and cotton mix is priced at Rs 4250
Pricing
Product

COATS:
UNIWORTH:
Corduroy: Rs 6995
Velvet: Rs 7995

CAMBRIDGE:
Wool mix: Rs 12500
Corduroy: Casual Fit/ Looks
Product

COATS:
Diner is only giving Corduroy at Rs 4250/-
Marketing

Fortress Stadium:
Uniworth is using backlit on fortress main gate
Uniworth is using billboards in fortress stadium
Monark is using steamers on cant road

Fortress Square:
Only Monark is using Vinyl in Fortress square
No other brand is advertising inside fortress square
Marketing

Liberty:
Monark is using steamers
Uniworth billboards
Link Road:
Gul Ahmed Steamers
Gul Ahmed and Khadi is using billboards
New Arrival

Every Brand has launched their winter arrival

Cambridge 25 days ago
Bonanza 25 days ago
Charcoal 50% discounts
Charcoal, diner, Uniworth few days ago
Retail Side

Lack of product Knowledge

Competitors sale staff are in highly coordination with retail head
(Charcoal)

Recommendation:
Sales staff must be trained
Coordination between retail head and staff
Recommendations

Product Knowledge to sales staff

Market survey before setting prices online
Bill boards and steamers
Facebook
Don't decrease prices
Product category should be increased
Sweaters and jackets awareness
Recommendations

Marketing inside malls

Retail head communication
New outlets
Dirty floors
Research Methodology

Primary Research
Questionnaire
Age Group 24-40
25 Responses
Online Survey (Biased Answers)
Customers Survey
Customers Survey
Customers Survey
Customers Survey
Customers Survey
Customers Survey
Customers Survey
Customers Survey
Customers Survey
Customers Survey
Thankyou