COMPILED Marketing Assignment

8/9/2019 COMPILED Marketing Assignment

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MARKETING MANAGEMENT

GROUP ASSIGNMENT

Group 5

Ramya V 2014PGP292

Prathmesh Sonawane 2014PGP373

James Jim 2014PGP141

Shilpa C 2011P!099

Sau"i# !u#her$ee 2014PGP337


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C%&''()S* P(+(R('G)&',- J.%'P)&/(RS

EXISTINGMARKETCHANNEL

Manufacturing Garment factories

Both Peter England and John Players, source only from factories that are

compliant with the Factory Act, and each factory is independently audited by

the International Textile er!ices "IT# and oci$t$ %$n$rale de ur!eillance

"%# for international clients such as &ouis Philippe, 'ar(s ) pencer and

*an +eusen

Retail

The Indian apparel industry is se!ented int" t#" se$t"rs%

&"!esti$ se!ents

E'p"rt se!ent

In the d"!esti$ se!ent( these )rand rea$h $ust"!ers thr"uh O#ned St"res*E'$lusi+e ,rand

Outlets( dis$"unt st"res and thr"uh Multi-)rand "utlets.

%arment factories

Exports-iscount

stores

.wned stores/

Exclusi!ebrand outlets

.nline

retailing

0holesalers

-istributors

'ulti1brandoutlets


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Ma/"r Indian ar!ent !anu0a$turers "0 )rands li1e Le+i2s( 3"hn Player( Arr"#( 4ranler( Allen S"lly(

L"uis Philippe( 5an Heusen( Peter Enland( San 6ris$"( ,y0"rd et$. al"n#ith t"p retailers li1e

Sh"ppers2 St"p( ITC Li0estyle et$. are #"r1in t"#ards i!ple!entin $"lla)"rati+e supply $hain

pra$ti$es and l")al standards )y ad"ptin the uni+ersal EAN )ar$"de. EAN.UCC standards #ill

ena)le $"!!"n and una!)iu"us identi0i$ati"n "0 ar!ents and "ther eneral !er$handise )y

retailers( !anu0a$turers and their "ther distri)uti"n supply $hain tradin partners.

.nlineretail

Online retailers su$h as 6lip1art( A!a7"n( 3a)"n and Snapdeal $arry )"th 3"hn Players and Peter

Enland )rands. They are d"in #ell in the "nline spa$e as $ust"!ers ha+e a ""d per$epti"n a)"ut

the 8uality "0 these )rands. Hen$e( they d" n"t sense the need t" t"u$h and 0eel the pr"du$t )e0"re

pur$hase. H"#e+er "nline retailin in eneral( has !"re t" d" #ith $"nsu!er9s $"!0"rt #ith t"u$h

and 0eel( and the a$t "0 sh"ppin. Internet )uyin 0"r apparel in India #ill ta1e ti!e t" e+"l+e t" a

p"int #here "nline retail #ill )e a really +ia)le alternati+e $hannel.

GENERALSUPPL:CHAINPROCESSES6OR3OHNPLA:ERSAN&PETERENGLAN&

Prouer moel

The MNCs in+est in pr"$essin and #ea+in se!ents "0 the +alue $hain.

The "peratin !"del

The MNC in+ests in the pr"$essin and #ea+in se!ents "0 the te'tile +alue $hain. This is d"ne )y

a$8uirin an e8uity sta1e in the pr"$essin and #ea+in units. Sin$e the pr"$essin se!ent is 0rauht

#ith pr")le!s related t" 8uality $"n0"r!an$e a$r"ss +ari"us units( the MNC !iht set up a $"!!"n

pr"$essin 0a$ility 0"r a r"up "0 #ea+in $lusters. Orders are all"$ated t" these units )ased "n the

!anu0a$turin $"!peten$e and $apa$ity utilisati"n. There sh"uld )e a $entralised s"ur$in syste! "0

ra# !aterials t" le+erae ad+antaes "0 lare "rders. This $entralisati"n als" helps e00e$ti+e "rder

tra$1in. The MNC !iht als" in+est in a $apti+e p"#er unit 0"r $"st $"ntain!ent. The MNC sh"uld

als" strateise its pr"du$ti"n #ith the retail de!and( as !any retailers usually $"!!uni$ate their

)uyin plans ;-


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+he &pparelmanuaturer moel ollowe enerally 6y Peter (nlan

Gar!ent !anu0a$turin !"del% The MNC in+ests in desinin and !anu0a$turin "0 ar!ents

6eatures "0 the "peratin !"del. The MNC in+ests in a $uttin*stit$hin and ar!entin unit. The

"utput is s"ld under the MNC )rand. It $aters )"th t" e'p"rt as #ell as d"!esti$ !ar1ets. This

in+est!ent $"uld )e thr"uh a 35 #ith an indian player( "r as a standal"ne unit. The MNC "00ers

te$hn"l"y supp"rt t" the #ea+in and pr"$essin $lust ers t" i!p"rt )est-in-$lass e8uip!ent 0r"!

"ther $"untries t" enhan$e the 8uality "0 0a)ri$. It als" arees #ith the $lusters "n adheren$e t"

strinent 8uality n"r!s. 6"r )etter "rder !anae!ent and t" a+"id supplyside sh"$1s( the MNC

ann"un$es its )uyin plans #ell in ad+an$e.

4H:ITC MIGHTHA5EANUPPERA&5ANTAGEO5ERPETERENGLAN&>

'ew e"elopments in the iel o supply hain in arment nustry +C

These standards ha+e )een de+el"ped )y EAN Internati"nal( ,russels in $"lla)"rati"n #ith l")al

retailers and suppliers "+er ?= years )a$1 and are a$$epted as the de-0a$t" l")al standards in Retail.

O+er @ )illi"n EAN )ar$"des are s$anned at POS $"unters ea$h day a$r"ss the #"rld.

This #ill i!!ediately eli!inate $urrent pra$ti$e "0 a00i'in pr"prietary ite! )ar$"des )y retailers "n

their ar!ents and "ther eneral !er$handise( sa+in la1hs "0 rupees in dire$t )ar$"de la)elin $"sts.

Retailers #"uld als" )e a)le t" !"+e their !er$handise dire$tly t" their retail shel+es #ith"ut #astin

ti!e $urrently spent "n a00i'in )ar$"de la)els*tas #hi$h l"$1s up $"stly !er$handise.

Use "0 $"!!"n )ar$"des "n physi$al ""ds in $"n/un$ti"n #ith ele$tr"ni$ in0"r!ati"n 0l"# usin

l")al EAN.UCC standards 0"r "rderin( in+"i$in( dispat$hes et$. #ill strea!line )usiness pr"$esses

and eli!inate 0re8uent !anual err"rs sa+in a+"ida)le ad!inistrati+e $"sts t" all.


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In additi"n( ar!ent !anu0a$turers and retailers $an esta)lish $"lla)"rati+e supply $hain pr"$esses

#hi$h result in aut"!ated( +end"r !anaed replenish!ent $y$les( real ti!e st"$1s returna)les

!anae!ent( ""ds tra$1 tra$e( sales 0"re$astin )ased "n a$tual $"nsu!pti"n( e00i$ient pr"du$t

intr"du$ti"ns( $ate"ry !anae!ent et$.

Internati"nal )uyers li1e 4al-Mart( Taret( H"!e &ep"t( Cades B6ran$e( OTTO Gr"up BGer!any(

4""l#"rth BUK( L"#e2s( and L"rd Tayl"r ha+e instru$ted their Indian suppliers t" ad"pt

EAN.UCC l")al supply $hain standards in )ar$"din and in data alin!ent*syn$hr"ni7ati"n "0

pr"du$t related in0"r!ati"n.

DAt ITC( #e ha+e s#it$hed "+er t" use "0 EAN )ar$"des 0"r "ur John Playerand 4ills Li0estyle

)rands. 4e #ere a)le t" d" this #ith !ini!al e00"rt and #ith"ut disrupti"n in "ur supply $hain

pr"$esses( says Chitran/an &ar( CEO( 4ills Li0estyle.

EAN India - Set up as a n"t-0"r-pr"0it "rani7ati"n )y the Ministry "0 C"!!er$e /"intly #ith Ape'

Cha!)ers "0 C"!!er$e and Industry "ther "rani7ati"ns( it ad!inisters and pr"!"tes the use "0

l")ally a$$epted( ISO end"rsed EAN.UCC standards in the Indian industry. It is an a00iliate "0 EAN

Internati"nal( ,russels #hi$h "+erseas the "perati"ns "0


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d"n2t 0eature in this list. Syntheti$ pr"du$ts $"ntri)ute t" nearly @= per $ent "0 the l")al trade and

India la$1s a pr"!inent p"siti"n in this se!ent.

This is als" true "0 "ther se!ents su$h as nan"-te'tiles( h"!e te'tiles and industrial te'tiles. This

sh"#s that a $lear understandin "0 the de!and in #"rld !ar1ets and hen$e de+el"pin pr"du$tp"rt0"li"s t" $ater t" that de!and is $ru$ial 0"r in$reasin !ar1et share.

PR.!.+.' P(+(R('G)&',

CUSTOMERLO:ALT:PROGRAM

Communiation o6$eti"e

The pri!ary ")/e$ti+e "0 the $ust"!er l"yalty pr"ra! is t" i!pr"+e $ust"!er retenti"n. M"re"+er

l"yal $ust"!ers end"rse the )rand( there)y in$reasin the $ust"!er )ase.

+he proram

A uni8ue and e00i$ient re#ards pr"ra! $alled the Peter England Milestones Programthat all"#s its

!e!)ers t" earn p"ints "n e+ery pur$hase. Cust"!ers $an reister 0"r this hassle 0ree pr"ra! )y

reisterin at the $ash des1 "0 any Peter Enland st"re at the ti!e "0 pur$hase.

This pr"ra! has the 0"ll"#in 0eatures-

Instantly a$$u!ulate and redee! p"ints 0"r re#ards

Ea$h !ilest"ne p"int e8uals < rupee

Earn hiher p"ints as y"u !"+e up the tier

There is n" !ini!u! p"int )alan$e re8uired 0"r rede!pti"n

P"ints earned #ill e'pire in a year 0r"! last transa$ti"n

Spe$ial dis$"unts "n )irthdays

Milest"nes p"int stru$ture%

!em6ership Purhase Value 'o: o

Purhases

;Points


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Peter Enland2s ad+ertise!ent $a!pains are $"nstantly re+ised. ,el"# are the !a/"r $a!pains

intr"du$ed )y the )rand.

/ear 1997= >+he %onest Shirt Campain?

Communiation o6$eti"es

The pri!ary ")/e$ti+e "0 his $a!pain #as t" laun$h the )rand in India and p"siti"n it as an

internati"nal 8uality )rand at h"nest-t"-""d pri$es.

+he ampain

The laun$h "0 Peter Enland nati"n#ide thr"uh a !assi+e ad+ertisin $a!pain !ar1ed the entran$e

"0 the 0irst internati"nal !id-pri$ed shirt in India. It #as $learly p"siti"ned as an internati"nal 8uality

)rand at h"nest-t"-""dness pri$es. This $a!pain $reated e!"ti"nal pay"00s 0"r the $ust"!ers(

#ith"ut !a1in any tall $lai!s a)"ut the )rand.

The )rand 0"und i!!ediate a$$eptan$e #ith a lare se!ent "0 the !ale p"pulati"n #h" #anted t"

l""1 ""d at #"r1 #ith"ut ha+in t" pay a hea+y pri$e. Peter Enland s"ld F==(=== shirts that 0irst

year.

/ear 2002= >%onestly mpressi"e Campain?

Communiation o6$eti"es

The ai! "0 this $a!pain #as t" !a1e the )rand !"re than /ust +alue 0"r !"ney pr"p"siti"n )ut als"

as a li0estyle )rand. It has !aintained its +alue pr"p"siti"n un$haned.

+he ampain

This #as a T5 $a!pain. The TV commercial captures the never say lose attitude of the youth. TV

commercial was telecast after nearly six years as it had drifted away to print and outdoor in the

past.H"#e+er it #as "n a s!aller s$ale $"!pared t" the ne't $a!pain that the )rand.

/ear2010=


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6"r!al #ear as a $ate"ry has seen a l"t "0 e+"luti"n in the last @-J years. This e+"luti"n is led )y the

y"un #"r10"r$e in the $"untry. Peter Enland #anted t" re!ain appealin t" this taret r"up )y a

)etter understandin "0 the #ay they interpret "00i$e-#ear. The $hallene #as t" ta1e their

interpretati"n and i+e it a sliht ede( #hile still $"n0"r!in t" !a$r" "00i$e-#ear $"des. The line

had t" ta1e a step 0"r#ard in lettin $"nsu!ers e'press the!sel+es. This #as the enesis "0 the :"un

6"r!als line.

Peter Enland als" $haned its taline t" ,einnin "0 ""d thins2.

ME&IAUSE&

The initial laun$h $a!pain sa# a !i' "0 )"th Tele+isi"n and Print !edia. They sp"ns"red !ail-

"riented pr"ra!s "n the tele+isi"n su$h as ne#s and sp"rts. H"#e+er Peter Enland s""n dri0ted

a#ay 0r"! the Tele+isi"n !edia t" Print and Outd""r !edia. It re+ised its stratey #ith the h"nestly

i!pressi+e $a!pain #here it e!)ra$ed the Tele+isi"n !edia aain.

SUGGESTIONS6ORIMPRO5EMENT

!a#e the loyalty proram more le@i6le

L"yalty pr"ra!s that su$$eed are th"se that !a1e ne#s. There0"re( Peter Enland has t" $hallene

the status 8u"( and intr"du$e $hanes t" its e'istin pr"ra!. This $an )e d"ne )y%

Re+ie#in a+aila)le ne# l"yalty te$hn"l"y and h"# it !iht help the $"!pany in$rease

$ust"!er +alue #hile 0"$usin "n the $"!pany2s )usiness "als.

Tal1in t" $ust"!ers in "rder t" as$ertain #hether the e'istin pr"ra! is hittin its !ar1 "r

n"t.

E'peri!entin and $"nstantly e+"l+in in "rder t" !aintain a uni8ue pr"ra! that $aters t"

the e'istin $ust"!er )ase.

PR.!.+.' J.%'P)&/(RS

3"hn Players #as laun$hed )y ITC in the year == as a 0ashi"n )rand 0"r the !ale Indian y"uth. Its

ta line is DPlay it $""l. It has "+er = e'$lusi+e st"res in the nati"n and "+er


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Pr"!"ti"nal strateies%-

&"ertisements

It is a 0"r! "0 !ass $"!!uni$ati"n intended t" rea$h a lare a!"unt "0 pe"ple and persuade the! t"

pur$hase "r ta1e s"!e a$ti"n up"n pr"du$ts( ideas "r ser+i$es.

3"hn player 0"$usses "n ad+ertise!ent 0"r $reatin its )rand i!ae. It had sined Hrithi1 R"shan as

its 0irst )rand a!)assad"r. H"#e+er re$ently he #as repla$ed )y Ran)ir Kap""r 0"r the diital

$a!pain. The !ain reas"n 0"r sele$tin Ran)ir #as that he had a plenty "0 hit !"+ies this year and

#as !"re p"pular a!"n the y"uth. T" !a1e the ad+ertise!ent su$$ess0ul( 3"hn Players has $"!e up

#ith a ne# stratey "0 ?& ad+ertise!ent. The )ill )"ards are desined t" i+e a ?& e00e$t and are

displayed at hih tra00i$ l"$ati"n t" attra$t !a'i!u! attenti"n.

("ents an e@periene

C"!panies "rani7e e+ents t" pr"!"te a)"ut their pr"du$ts and $reate an a#areness a!"n the

audien$e. 3"hn Players has als" $"!e up #ith !any e+ents t" enerate interest a!"n the y"uth and

pr"!"te a)"ut their pr"du$t line. 3"hn Players has als" sp"ns"red India 6ashi"n 4ee1 #hi$h has

helped it t" ha+e an i!pa$t "n its pr"du$t.

Pu6li Relations an Pu6liity

Pu)li$ity in$ludes art e'hi)iti"ns( e+ent sp"ns"rship( $"ndu$tin a p"ll et$ t" !anae the pu)li$per$epti"n "0 the )rand. 3"hn Players has "rani7ed !any e+ents 0"r !aintainin its pu)li$ relati"ns.

The parent $"!pany "0 3"hn Players is ass"$iated #ith NGO DChild Rihts and :"u BCR: 0"r

#el0are thus !aintainin pu)li$ relati"ns.

,iret mar#etin

&ire$t !ar1etin uses internet( e!ail( pers"nal $allin 0"r pr"!"ti"nal a$ti+ities. The "00i$ial #e)site

"0 3"hn Players- D###./"hnplayers.$"! all"#s $ust"!ers t" +ie# and )uy the pr"du$ts "nline

thr"uh the net. Users $an als" et 1n"#lede a)"ut the "00ers and "ther pr"!"ti"nal a$ti+ities and

als" ta1e part in $"ntests.

Personal sellin

It $"nsists "0 d""r t" d""r sellin in #hi$h the $ust"!er dire$tly intera$ts #ith the salespers"n "0 the

$"!pany. 3"hn Players is n"t in+"l+ed in this type "0 sellin and thus 0"$usses !"re "n "penin retil

"utlets t" in$rease its rea$h.

Sales promotion


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Under sales pr"!"ti"n $"!pany "00ers dis$"unts( re)ates( $"up"ns( "rani7e $"ntests t" arner the

attenti"n "0 the $"nsu!er. 3"hn Players $"!es up #ithfestive"00ers and it "00ers a dis$"unt "0 @= "n

)uyin a se$"nd shirt. It has als" laun$hed a $"ntest- The C""l Shutter)u C"ntest t" attra$t

$ust"!ers. It als" distri)utes s$rat$h $"up"ns t" $ust"!ers #ith the "00er "0 #innin re#ards( pri7es

and dis$"unts.

SUGGESTIONS6ORIMPRO5EMENT

Sin$e 3"hn Players 0"$usses "n the y"uth se!ent "0 the !ar1et( it sh"uld !"+e t" s"$ial net#"r1in

sites li1e 6a$e)""1( T#itter( and G""le t" pr"!"te a)"ut its pr"du$t line and "00er pr"!"ti"nal

"00ers. This #"uld help in arnerin a l"t attenti"n as !"re "0 the y"uth is used t" spend a l"t "0 ti!e

"n these #e)sites.

Als" it needs t" in$rease the nu!)er "0 st"res t" in$rease the +isi)ility a!"n the $ust"!ers

espe$ially the !iddle $lass y"uth #h" per$ei+es this )rand as a +alue 0"r !"ney )rand.

2onclusion3

In the domestic segments the brands reach their customers through .wnedtores / Exclusi!e Brand .utlets , discount stores and through multi1brandoutlets Trough implementation of collaborati!e supply chain practices and byadapting uni!ersal EA4 barcodes they are trying to reach the global standards.nline retail space has also added a complete new dimension , though its

struggling to deal with the shortcomings li(e 5 touch and feel The existingoperating model of these giants ha!e se!eral ad!antages li(e exploitation of!arious incenti!es in processing and wea!ing segments that are pro!ided by thego!ernment It also gi!es an edge o!er supplier The apparel manufacturermodel which is followed by Peter England is good to absorb supply side shoc(sand uncertain order management By utili6ing EA4 barcode practices IT2 iscreating an operational threat for Peter England At this point , what needed is2ustomer1centricity in products and brand competiti!eness For gearing up theirpromotional acti!ities its essential to ma(e the loyalty program more 7exibleBetter utili6ation of social networ(ing will help these companies to betterconnect with the targeted segment They ha!e already set a high 8uality mar( ,

and a !alue for money status for themsel!es , but to increase !isibility amongthe customers they need to set up more stores in the metros


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C.'C)AS.'

R(B(R('C(S###.!adura0nl.$"!-Press releases% Peter Enland rein+ents #ith a sle# "0 initiati+es

http%**###.aditya)irlanu+".net*- Peter Enland Mens#ear ,rand &i+isi"n

http%**###.)est!ediain0".$"!*

###.i)e0."r-Indian )rand e8uity 0"undati"n( ITC li0estyle

ITC 0inan$ial rep"rt =

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COMPILED Marketing Assignment