COLORPLUS:Redifinig the Rules of Promoting ApparelSubmitted
byClick to edit Master subtitle style AMANPREET SINGH ANIKET KUMAR
HIMANSHU MANCHANDA MANDEEP SHEOKAND STEFFY GUPTA
9/18/12
INTRODUCTION Launched in 1993, Color Plus created a niche
in the ready to wear market with a premium range of clothing for
men.
It was unknown entity in 1993 At that time ACL was a leading
garment,
manufacturer and exporter supplying to some of the leading
international casual brands such as Banana Republic, Ralph Lauren,
9/18/12 Eddie Bauer, and Gap.
CORPORATE HISTORY The brain of Vijay Mahtaney, Rajendra
Mudaliar & Kailash Bhatia determined to create a global
brand for globalization. clear on two basic premises:
Right from the beginning, the company was
1) It would target up the market young corporate executives. 2)
The brand would compete with International majors.9/18/12
MAJOR FOCUSBrand Building of a premium casual wear. Focus only
on quality selling of the product Innovative advertising
strategy.
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PRODUCT RANGECasual Shirts 100% French Linen Wrinkle free Chinos
Golf Ball Finish Cone dyed fabrics Luxury Chinos comfort Doric
Columns Dimensions Swiss Compac Twin Spin Yarn 2/80 Twill Shirts
Stain free finish Soft Jeans Diet Chinos Chequered Dobby9/18/12
Moleskin
COLORPLUS USPColor Plus uses high quality fabrics and
product engineering techniques.
Givesthe useruniquecomfortand
tactile feel that no other brand offers.This is clubbed with the
use ofcolors to
give the sophisticate, yet colorful look.The Brand is known for
its distinct Product
focused advertising.
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ADVERTISING STRATEGYNo models were used for the advertisement
Only print media was used here for its
Branding
All printings was colored to
show-Texture and Innovative Marketing. interest of the
people.
This was adapted to catch the general
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ISSUESCopy writing in print advertisement. Promotion of apparel
brands in India. Product innovation quality in apparel
industryImportance of perceived quality in
enhancing Brand Equity. strategy
Product focus as communication
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SUCCESS STORY1) Colorplus adopted on innovative marketing
communication strategy of using only Print medium to promote this
product. PRINT + WORD OF MOUTH
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SUCCESS STORY2) The Ad-campaign were mainly catalogue.
Ad-campaign that showcased all the variants of the brand in term
of color, fabric, designs and finish.
Focus colors + fabrics + design + finishing9/18/12
SUCCESS STORY3) a.
PROTMOTIONAL ADVERTISEMENT TOOLS USED IN 2011. Magazines
(Grihshobha May 2011, Style Speak May 2011, Health & Nutrition
May 2011, Savvy May 2011, Pg 173) News Papers Pamphlets
Internet
b. c. d.
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CORPORATE GIFTINGThe companys corporate gifting solutions
division has unveiled a range of exclusively packaged superior
brands that can reach out to consumers and leave a lasting
impression . (Example: on festival occasions)
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Thank You !
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