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8/7/2019 Provogue and Idea
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Provogue
Redefining Fashion
8/7/2019 Provogue and Idea
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� The fashion brand Provogue is launched in
March 1998
� With a short span it has established a strong
brand identity in the minds of the urbanconsumer.
� This brand is a classic case of a small companymaking a big brand.
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� The Companys philosophy of
± creating trends in fashion,
± an aggressive marketing strategy,
± coupled with high profile promotional events and
± its distribution strategy of retailing through
selective stores and malls
has resulted in Provogue being now
positioned as a leading fashion brand in India.
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� Provogue had peers like Color Plus which
redefined the way people dress.
� Typically a small brand faces the issue of financial muscle while fighting theheavyweights like Arvind Mills and MaduraGarments.
� Provogue has been exploring various media topromote itself. The brand was innovative inusing events as a major brand building tool.
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Building Image as a
Fashion Brand
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� The brand has been sponsoring major fashion
shows across metros and was highly effectivein creating its position as a " Fashion Brand".
�
During the cricket world cup fever, the branddid something that was nothing but smartmarketing.
� Provogue conducted a Men's fashion showand women were only invited to attend theshow.
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� The move was aimed at targeting the "
Influencer " . Women who are non users of
this brand were a major influencer in the
purchasing process of men's wear. In some
cases women were actual decision maker and
purchaser of men's wear .
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� Provogue was a brand which used a lot of
celebrity endorsement.
� The brand used John Abraham, Hrithik Roshan
and Fardeen Khan as its brand ambassadors/models.
� The brand uses Saif Ali Khan to endorse themen's wear, Upen Patel for the accessoriesand Esha Deol for the Women's range.
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� To project itself as a premium fashion icon, Provogueuses the tagline " Redefining Fashion ".
� The brand is targeting the high profile young executive.
� The company have a separate retail division which isrolling out various Provogue Retail outlets across thecountry.
� In readymade category, every brand is endorsed by onecelerity or the other. From SRK to Big B, the list isendless.
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Through
Movie
Promotions
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An idea can change your life!!!
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� The inception of Idea dates back to 1995
when one of India's leading businessconglomerates, the Aditya Birla Group (ABG),
ventured into the mobile telecom space by
establishingB
irla Communications Limited(BCL).
�
!dea was launched as a brand in April 2002.
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� Idea's promotions in 2006 were based on its
tariffs, service quality, and network coverage.
For e.g.: Idea started promoting its Rs.0.5 per
local call per minute service aggressively.
� Idea hired film star Abhishek Bachan to
endorse its brand in October 2007.
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� Idea is the 3rd largest mobile services
operator in India, in revenue terms, andrecorded a subscriber base of over 78 million
as on end November '10.
� Idea promoted its services through several
innovative ads via variety of media like TV,
print, out-of-home, and radio.
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� Idea's focus in its ads also changed from
highlighting its tariff plans and networkcoverage to using mobile telephony to solve
social issues.
� Idea took its 'What an !dea' campaign further
- from TV, print, and radio to the Internet. It
launched several websites that complemented
its campaigns that championed social causes.
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� Idea also tied up with Indian Premier League
(IPL) cricket team, Mumbai Indians,
� Popular players like Sachin Tendulkar and
Zaheer Khan were used to promote the brand.
� Idea chose to promote its brand where as its
competitors focused on promoting their value
added services and tariff plans.
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� Idea uses extensive out-of-home (OOH) media
like bill boards and bus stop shelters for pre-launch teasers.
� IDEA campaign carries a socially relevantmessage in today's commercial environment
� The brilliant concept of encouraging two-way
communication between the government andpeople has connected with millions acrossIndia.
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� Idea enjoyed very little brand recall in the
initial years after its inception.
� It had gained on that front by using its brand
name in creative and meaningful slogans thatconcluded in its ads making perfect sense
� The company used its brand name 'Idea' in its
ad slogans like 'An Idea can change your life,'
'A good Idea,' and 'What an Idea!'
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