TABLE OF CONTENTS

1. Executive Summary
2. List of Illustrations

3. Introduction

3.1 – Purpose

3.2 – Scope

3.3 – Methodology

04. Company Evolution

4.1 – Company Background

4.2 – Mission and Goals

4.3 – Advertising and Public Relations

4.4 – Unique Selling Proposition

4.5 – Brand Positioning

4.6 – Mood board

05. Brand Elements

5.1 – Name

5.2 – Logo

5.3 – Brand Personality

06. Situation Analysis

6.1 – PEST Analysis

 6.2 – SWOT Analysis

07. Target Market

7.1 – Demographics

7.2 – Psychographics

7.3 – Behavior

7.4 – Mood board

08. The Marketing Mix

8.1 – Product

8.2 – Price

8.3 – Place

8.4 – Promotion

09. Primary Research – Questionnaire no. 01 – Ensemble, the Brand

10. Customer Based Brand Equity

10.1 – Brand Salience

10.2 – Brand Performance

10.3 – Brand Imagery

10.4 – Judgments

10.5 – Feelings

10.6 – Planned Resonance

11. Primary Research – Questionnaire no. 02 – Kids wear Industry

12. Opportunity Identification

13. Primary Research – Interviews with Management

14. Primary Research – Interviews with a few designers

15. Product Line Extension Plan

16. New Brand Elements

16.1 – Name

16.2 – Logo

16.3 – Brand Personality

17. Industry Analysis

17.1 – Kids wear Industry analysis

17.2 – Designer wear Industry analysis

17. 3 – Major Players of both industries

18. Primary Research – Questionnaire no. 03 – Cuddles, By Ensemble

19. Situation Analysis

19. 1 – New SWOT Analysis

19.2 – New Positioning Strategy

20. Competitor Analysis

20.1 – Present

20.2 – Potential
21. New Marketing Mix

21.1 – Product

21.2 – Price

21.3 – Place

21.4 – Promotion

21.5 – Mood board

22. Integrated Marketing Communications

22.1 – On the Web

22.2 – Printed Material

22.3 – Public Relations

22.4 – Sales Promotions

23. Product Market Focus

23.1 – Points of Difference

23.2 – New Unique Selling Proposition

24. Implementation Plan

25. Conclusion

26. References

27. Acknowledgements

28. Work Credits

 01: EXECUTIVE SUMMARY

In today’s competitive world, the consumer is spoilt for choices. Be it any

commodity, a car or a simple brush, he has an option to choose from the innumerable
brands made available to him, and it is here than the ‘hard work’ of the brands come in,
they have to get the consumer to pick their brand’s merchandise over the competitors;
an exercise which may be explained in a simple way, but forms the crux of the
corporate industry worldwide. Launching the best products is difficult, but even more
difficult is to earn a consumer for it, and to retain them too.

Today, to retain the fickle minded consumer, it is necessary that companies

constantly re-update their services and goods. They have to not only match up the
current market trends, but also the needs of the maximum number of consumers.
Brands have to grow internally, to grow externally with the consumers and with society.
An excellent and time consuming way of growing internally is extension. Extension of
the product lines of the company or of the brands of the company, or into a new
category all together. This report focuses on these extension strategies that companies
are actively making use of today. We have come up with a product line extension
strategy, for India’s first hi fashion retail brand, Ensemble.

In this report, we not only have studied the current organization of Ensemble,
but also the market trends, the consumer needs and wants, as well as the organizations
of the competitors. Ensemble, will soon be completing 25 years in the industry, and
really needs a push now, to get newer customers join their family. For this we have
come up with a product line extension plan, into luxury kid’s wear, which is a new
concept in India, already sees exceptional demand and is the need of the hour. Our
concept – Cuddles by Ensemble – has been studied and tested in detail, ready to be
launched in India, to serve the innumerable kids who deserve this, who need this!
 02: LIST OF ILLUSTRATIONS
Image 01: Tina Tahiliani
-http://www.verveonline.com/images/74images/people/powerlist/tinatahiliani.jpg

Image 02: Ensemble event invite - Original Scan

Image 03: BCG Matrix - http://www.vectorstudy.com/management_theories/BCG_matrix.htm

Image 04: Ensemble advertisement in Vogue - Original Scan

NOTE: All Images used in the Integrated Marketing Communications, have been
scanned from magazines, L’officiel (November 2007) and Hello (February 2010).

All Mood-boards were made by hand, the image in the report is self clicked by camera,
the images used in the board are from www.google.com and www.corbis.com.
 03: INTRODUCTION

3.1 PURPOSE

The principal aim of this report is to study a brand in the most comprehensive
manner and the various means and techniques by which a brand can be expanded and
moved forward; in this case the brand, being famed Indian designer boutique -
Ensemble. The plan is to make a product line extension by incorporating a kids wear
range. This thesis analyzes and provides justifications as to how the range can be
incorporated and how viable the concept really is.

3.2 SCOPE

This report covers various aspects in detail. It focuses on kids wear as a whole,
the evolution, the current market, future prospects and shortcomings. It also includes
relevant feedback from representatives from ensemble and their views on the concept.
The report also talks about Ensemble, its history and its current position in the market.

3.3 METHODOLOGY

Systematic and methodical techniques have been used in the conceptualization

and construction of this dissertation. As soon as the topic was decided, meticulous
secondary research was carried out via vehicles such as: - the World Wide Web, books,
magazines, periodicals, journals and numerous other publications. Later on, in-depth
research was done in the form of primary research wherein three different
questionnaires were distributed to a total audience of one hundred and fifty people. The
results obtained have been illustrated in the form of graphs and pie charts. Coming to
the report, it has been crafted in an organized manner it includes an executive
summary, introduction, body and a conclusion along with other significant information
and elucidations.
 04: COMPANY EVOLUTION
4.1 COMPANY BACKGROUND

The concept of a house retailing hi-fashion garments was a novelty in India till
the eighties. It was apparent by the mid-eighties that India under Rajiv Gandhi had
finally come of age where consumerism and fashion were concerned. The rich in India
now expected international standards in clothes (Fashion Kaleidoscope, 1994). In the
year 1987, India saw phenomenal changes in a number of spheres of everyday living;
however, the most notable change in the year was with regards to Indian Fashion.

A portal for fashion was born, giving designers and craftsmen a platform to
showcase their talent. ‘Ensemble’, founded by Tarun Tahiliani, an engineering graduate
and ace Fashion Designer today, converted a machine tools showroom into India’s first
Haute-Couture store and stressed on innovation, style and quality, set in an ambience
of relaxed elegance, and efficient personalized service (www.ensembleindia.com). Initial
designer’s included Rohit Khosla, Abu Jani Sandeep Khosla, Zandhra Rodhes, Niel Bieff
and Amaaya (Fashion Kaleidoscope, 1994). Constantly showcasing and highlighting
India’s hottest talents, it encouraged fashion and its affiliated fields, such as styling,
fashion photography and ramp modeling, as serious and viable professions
(www.ensembleindia.com).

Today, 23 years later, ‘Ensemble’

managed by its Executive Director, Tina
Tahiliani Parikh has firmly established itself
in the forefront of the Indian fashion
industry. Moving to fashion in 1990, she
handles the merchandising, marketing,
finance, and strategic decisions at
Ensemble. Innovative marketing is her
forte the fashion show in Goa in 1994,
Image 01: Tina Tahiliani, verveonline.com
where 200 guests witnessed a spectacular show on the beach is still one of the most
talked about fashion shows, India has ever seen. ‘Ensemble’ currently operates through
its four stores spread across the country, with the name still being synonymous with the
best that Indian contemporary fashion has to offer (www.ensembleindia.com).

Today, a premier fashion house, ‘Ensemble’, houses innumerable noted Fashion

designers which include Anamika Khanna, Rohit Bal, Tarun Tahiliani, Savio Jon, Surily
Goel, Wendell Rodricks, Monisha Jaisingh, Bhairavi Jaikishan, Varun Bahl, Tarana
Masand, Ekru, Ensemble Design Studio, Gopi Vaid, Rakhee Grover Jain, Gaurav Gupta,
Malini Ramani, Minaxi Dadoo, to name a few…Ensemble, is the only leading Haute-
Couture store in India, that can boast of not only showcasing a vast array of Fashion
designers but also Accessory designers like Prabha Israni, Bansri, Amrita Hans,
Breathing Space, Bling Queen, Stoffa, Kan, Kokomoo, Priyali Chopra, Veena Advani,
Meera Mahadevia, Malini Agarwala, Just Jewellery by Jasmine, to name a few…

With its polished wood and glass interiors creating the necessary avant-garde
ambience, with its average price tag in five figures is doing exceptionally well, with a
turnover of two crores in 1992 and has had a 100% annual increase since then. It is a
grand success story and indeed, Tarun Tahiliani is having the last laugh (Fashion
Kaleidoscope, 1995).

4.2 MISSION AND GOALS

Everyone in India knows who Tarun Tahiliani is; He is the man who owns
Ensemble (Fashion Kaleidoscope, 1995). This statement shows the growth of the brand,
the success of Ensemble. However, having already achieved a part of its mission and
goals, Ensemble is among the top three fashion houses of the country.

Ensemble’s mission is to lead Ensemble to a place synonymous with the best in

contemporary fashion with the persistence of innovation, style and quality.

Their goal is to come up with fashion stores that offer fashion to a wide range of
consumers with the best names of fashion at affordable prices.
4.3 ADVERTISING AND PUBLIC RELATIONS

Ensemble does not indulge in too much of campaigns. The advertising that
Ensemble does on a frequent basis is advertisements in leading fashion magazines like
Vogue, L’officiel. Their PR activities include store promos where, a designer’s new
collection is launched with the designer in store for a day to help clients, this is not only
advertised in the local newspapers but after event reviews are also published in leading
newspapers and fashion websites. Apart from this, Ensemble gives out its merchandise
for photo shoots to various magazines; it also gives it to stylists for celebrities to wear
for a public function.

Image 02: Ensemble event invite, original scan

4.4 UNIQUE SELLING PROPOSITION

Ensemble’s unique selling propositions have been listed below: -

- Ensemble prides itself on being India’s oldest and first fashion boutique, it was
established in the year 1987 which means that it has been around for 23 years
which makes it a seasoned player in the fashion field.
- Another key unique selling proposition that Ensemble possesses is the fact that
one of its founders and key administrators is veteran fashion designer Tarun
Tahiliani who is also considered to be India’s top designer. So his knowledge and
experience has assisted the conglomerate tremendously.

4.5 BRAND POSITIONING

The Boston Consulting Matrix is a chart that is used to project Brand Positioning.
It gives the position of the brand, it’s cash view point and its current and potential
market growth rate. Given below is the BCG Matrix:

Image 03: BCG Matrix, vectorstudy.com

According to the above BCG Matrix Ensemble will fall into the ‘cash cows’
segment, as the definition of cash cows is - products with a high share of a low growth
market. Cash Cows generate more than is invested in them. So it is ideal to keep them
in one’s portfolio of products for the time being and Ensemble is exactly what is
mentioned in above definition. The potential position is ‘Star’.

Ensemble’s current brand position is that it is a hi-end luxury designer

boutique, which caters to members of the upper-middle, and upper class strata’s of
society. Its clientele includes the who’s who of Bollywood, socialites and industrialists

4.6 MOOD BOARD

 5. BRAND ELEMENTS
5.1 NAME

The thesaurus defines Ensemble as a collection or a group. In a way, the

name of the brand itself sums up what the firm is all about. Ensemble houses
collections created by India’s established and upcoming designers and also has its in-
house clothing line. So there are groups and collections from different designers each
having their own distinct style and craftsmanship, there are collections but each has its
own presence and individuality. The name of a brand is an integral part of it and it must
speak volumes of the brand and in the case of Ensemble it certainly does.

5.2 LOGO

The logo that Ensemble has is pretty straightforward and simple yet classy
and chic. The insignia is entirely in capital letters and it has a dull gold finish. The part
of the emblem that is most attractive is the ‘E’, which is distinguished, as there are just
three horizontal lines, which do not meet, almost like three hyphens placed one below
the other. Designed by high profile artist, Urshila Kerkar, her classic stylized ‘E’ is used
to represent the brand often. The logo is classy, elegant, and eye catching!

5.3 BRAND PERSONALITY

Ensemble comes across as a brand that is very diverse, in terms of the

product assortment and price ranges. One can find saris, kurta sets, short kurtas,
western wear, watches, bags, footwear, men’s wear and other paraphernalia. The price
range of products is also varied, right from fifteen thousand to a Lakh of rupees. From
what it stocks, once can deduce that the personality is an amalgamation of serious and
casual. One can come across serious, heavy and detailed designs like those of designer
Bhairavi Jaikishan and at the same time find uber cool and fun designs like those of
New Delhi based designer Manish Arora. The confluence thus formed is one of great
beauty and exquisiteness, of a fun yet sophisticated brand personality.

6. SITUATION ANALYSIS
6.1 PEST ANALYSIS

No business can function alone; it all has to function together, like a team –
both internally as well as externally. Having equilibrium internally is very important, but
having one externally is more important, as it is something one really cant control much
and external factors affect the business in major ways. PEST analysis studies the
possible influence of those external factors on the business.

Political

The current political situation in India is that it is the Indian National

Congress party that has recently been reinstated as the ruling party, that too by a huge
margin. The congress and its allies are ruling almost all the nations in the country
barring a few like Gujarat and Karnataka, which are under the Bharatiya Janata Party
(BJP) stronghold. Diminutive political parties like the Bahujan Samaj Party, Samajwadi
Party, Communist Party of India (Marxist) have one or no state under their authority.
The women members of some of these parties are quite fashionable and do wear
designer Indian clothing, it is possible that a few of them might be Ensemble clients as
well. Some of the members are - former bollywood actresses Hema Malini, Jaya Prada,
Jaya Bachchan, and social activists like Renuka Chowdhary and Shaina NC.

Economic

Most parts of the globe are still recovering from the once-fatal financial
recession. India was never really in any grave danger and whatever little hazards were
prevalent. Especially for the middle and lower classes have been efficiently dealt with
thanks to the Indian government and the incentives and cost reductions that they have
provided. As a result one could say that India is back to normalcy. In fact annual
incomes of people from the middle and upper classes have somehow sky rocketed and
citizens nowadays have more spending capability and power. The banking system in
India has also improved greatly. Both national and privatized banks are providing
attractive loans and schemes. Equated Monthly Installment rates offered are very good
and affordable as a result one can find a plethora of luxury automobiles and abodes in
the country as of now.

Social

The current social position in the country is exactly how it has been since the
very beginning i.e. the rich are getting richer and the poor are getting poorer. Social
events and engagements are taking place on almost a daily basis. Bollywood rules the
hearts and minds of the younger generation in Mumbai. Indian society has become
more welcome to alterations be it in the transportation sector with the building of
skywalks, metros and private taxi services. In terms of brands as well, many
international apparel labels have entered the Indian market and have received an
overwhelming response. Examples would be – Diesel, Zara, Jack and Jones and Guru.

Technological

Like in any other fast developing country in the world, Technology is ruling
all in India. One significant trend that has been noticed in India is the fact that
American based electronics company Apple’s products have become very common and
one can come across its products in almost every household, be it their range of
laptops, Mp3 players or cellular phones, they all have takers in abundance. Additionally,
technology in India is seeing frequent up gradation, which is a very good and positive
sign for the country. Technologically there is a vast difference between the India of
today and that of say maybe five years earlier.
6.2 SWOT ANALYSIS

Strengths Weakness

 India’s first fashion house  Since it’s evolution, there are only
 It is a well known, well renowned three stores across Mumbai and five
name across the world across India.
 It can compete with the  Merchandises of the store and not

international standards taken proper care of and are poorly

 It is still the first choice of medium handled

for all the designers (well known  Not enough security in the store

and upcoming) to sell their  Allows a medium for low key

merchandise designers along with the
 Popular among the crème de la mainstream designers, hampering
crème crowd of India the image of these well known
 Located at hotspots of the town designers
 Caters to women wear more which
sidelines the men’s wear

Opportunities Threats

 Keeping the popularity in mind, it  Competitors like Aza, Kimaya, etc

could open more stores are a major threat to Ensemble
 Expand more into men’s wear  Increased govt. taxes result in the
 Find a way out to promote new increase of price of the
designers in such a way that it does merchandise.
 not affect the affect the image of  Bad word of mouth because of the
well renowned designers poor security.
7. TARGET MARKET

“Having been a client of Ensemble for over 15 years, it is the first place I recommend to
visitors and the only place I go to when I’m in town. Ensemble has reflected the way
Indian Fashion Industry has changed over the years.”

- Kavita Chellaram, Ensemble loyalist (Vogue India, June, 2008)

“I have never been to Ensemble and not bought something. The fact that they are
growing strong after 20 years, shows they have the right mix and I’m excited to be a
part of this history.”

- Natasha Poonawala, Socialite (Vogue India, June, 2008)

Demographics

Age: 18 yrs – 65 yrs

Gender: Male and Female

Location: It specifically targets South Mumbai. But it also covers upper class and upper
middle class of the suburbs residing in Mumbai and outside as well.

Geography: Within India as well as overseas.

Occupation: Businessmen, Corporate heads, Models, Sportsmen, Bollywood, Socialites

Income: Minimum INR 40000000 per annum

Family Size: Nuclear or Joint

Social Class: Upper Class

Psychographics
Lifestyle and Personality: They are usually higher managerial, administrative or
professional entrepreneurs – they could be prominent celebrities in the fields of theatre,
movies, television, corporate world, who lead a tiresome social life, are highly covered
by the press and being judged upon. Apart from these prominent figures, they could
also be unknown faces belonging to the target market.

As quoted by Nagasubramaniam, M, Images Retail, November 2009, “The

Ensemble consumer is distinguishable, different, dignified, classy, gets noticed,
successful with the different personality and character, has fun, exciting and memorable
experiences and are extremely friendly and knowledgeable people. They consider their
own pleasure to be more important than any other rational criteria. They value
intangible elements like the sophistication atmosphere in the store or an opportunity
where they can meet famous people.”

After the launch of Cuddles by Ensemble, the demographics for it would be:

Age: 5 yrs – 13 yrs

Sex: Male and Female

Location: It specifically targets South Mumbai. But it also covers upper class and upper
middle class of the suburbs residing in Mumbai and outside as well.

Occupation: Businessmen, Corporate heads, Models, Sportsmen, Bollywood, Socialites,

wealthy unknown faces who will buy clothes for their kids.

Income (Parents): INR 4, 00, 00,000 per annum

Social Value

Self Actualizes - Focused on people and relationships, individualistic and creative,

enthusiastically exploring change, 'in a framework of non-prescriptive consideration for
others
Innovators - self-confident, risk-takers, seeking new and different things, setting their
own targets to achieve.

Hobbies and Interests: Spending quality time with friends and family, socializing,
fashion savvy.

Behavioral

Occasion: Birthdays, Anniversaries, Festivals, Weddings, Personal memorable occasions.

Benefits: “Ensemble consumer does not purchase basic products; they are purchasing
special objects that give them the benefits of acquiring their emotions, fantasies and
dreams.” (Images Retail, November, 2009)

Usage Rate: As being statement pieces, they can’t be repeated very often and are many
a times passed on to someone else dear, however, even the number of times the buyer
wears it, he/she relives the happiness every time.

Mood Board
 THE MARKETING MIX
Product

Ensemble houses an assortment of both, Indian as well as western

garments. It also boasts of an impressive line-up of India’s top upcoming and
established designers, namely - TarunTahiliani, Anamika Khanna, Monisha Jaisingh,
Bhairavi Jaikishan, Krishna Mehta, Raghavendra Rathore, Rajesh Pratap Singh, Manish
Arora, Rohit Bal, Gopi Vaid, Varun Bahl, Vineet Bahl, Surily Goel, Wendell Rodricks. The
various types of merchandise available include – sarees, lehengas, kurta sets, western
wear, foot wear, wrist watches, bags, costume jewelry and stoles. Ensemble also
carries its own in-house design label titled the ‘Ensemble Design Studio’.

Price

As mentioned earlier, Ensemble has an object for every pocket. The prices of
saris and lehengas start from ten-twenty thousand and can go up to five-six lakhs
depending on the designer, the work and craftsmanship. Kurta sets can start from
twenty five thousand and go up to around sixty thousand. However, during the sale
period, that lasts four to five days, products are sold at a subsidized rate, this in turn
leads to a heavy influx of consumers and eventually to solid sales.

Place

All Ensemble boutiques are located in up market areas. Lets take the
Mumbai stores for example. There are three Ensemble’s located in Mumbai. The original
and first boutique is located at Lion Gate, Southern Mumbai in a building dating back to
the British Raj. Lion Gate is a prime location and the area around it is home to many
affluent families. It is like it is located in the core area of its target market. There is
another Ensemble outlet located at Kemp’s Corner which is again in Southern Mumbai
and it is a posh area. The third Ensemble outlet is located in Suburban Mumbai i.e. in
the Bandra vicinity. This particular locality is not as posh as Lion Gate or Kemp’s Corner.
Nonetheless, it is home to numerous people who are associated with Bollywood and the
glamour world, who are also a part of the firm’s clientele.

Promotion

Ensemble does not advertise or promote itself much. The only time that they
carry-out full fledged advertisements is when there is a sale or a preview approaching.
For these events, they advertise by posting and text messaging invites to their clients.
Additionally, one or two days before the sale or preview an advertisement is placed in
popular daily newspapers; most often it is the ‘Bombay Times’ newspaper. They also
have banners placed outside their stores with ‘SALE’ written in capital letters. They do
however have a company page on the social networking site - Facebook. Most of their
promotion is done by word-of-mouth and in the case of a preview there is always a
review article that one can find in the ‘Bombay Times’ one or two days after the
preview has taken place.

Image 04: Ensemble advertisement in Vogue

 09. PRIMARY RESEARCH: QUESTIONNAIRE NO. 01 –
ENSEMBLE, THE BRAND

For this survey we have made it a point to have fashion and trend savvy people
as our audience. We have put forth this survey to people who have shopped at
Ensemble and other boutiques on the same lines and also to people of different ages
and with different occupations, so as to gain a varied and whole perspective.

THE QUESTIONS AND THE RESULTS

Have you ever heard of Ensemble before ?

Yes
40 No

60
Have you ever shopped from Ensemble

Yes
No
45

55

What kind of items did you purchase ?

9
19

Kurta Sets
Sarees
25 Western Outfits
Accessories
Men's Wear

32

15
 Which designer's creations did you purchase ?

14

2
Tarun Tahiliani
4 Anamika Khanna
40 Ensemble Design Studio
Gopi Vaid
Malini Ramini
15 Rohit Bal

25

Do you think there is enough variety available in terms of

designers ?

20

Yes
No

80
What do you think about the price ranges at Ensemble ?
5

Value for money

Expensive
35 Needs to do better

60

Other than Ensemble , which designer boutiques do you

frequent ?
6

10
Aza
Kimaya
3
Ogaan
Fuel
45 Zoya
Others (pl specify)

36
Do you like the designer previews that take place at
Ensemble ?
10

Yes
No
Can't say

90

Do you like the sales that take place at Ensemble ?

32
Yes
No

68
 Do you think that Ensemble should house more Men's
wear ?
5
10

Yes
No
Can't say

80

Do you think that Ensemble should expand and open more

retail outlets in other cities of India ?
5
10

Yes
No
Can't say

85
 Do you think Ensemble is located at the right locations ?
10

10
Yes
No
Can't say

80

ANALYSIS

The survey results have been got as expected. There have been questions which
have got an overwhelming majority and there are those whose figures have been
almost neck and neck. The question that asked the audience whether they think that
Ensemble should house more men’s wear has got ninety-nine people saying yes and a
mere one persons response being negative. We didn’t expect such a response as
Ensemble does house men’s wear albeit not much. We will definitely forward these
results to the Ensemble team as well since we feel it might help them and they will
know how they fair in the public’s outlook.
 10. CUSTOMER BASED BRAND EQUITY
10.1 Brand Salience

Salience means awareness. Ensemble, a haute couture store, which was started
by Tarun Tahiliani, has an extremely high brand awareness among its customers. This
awareness means knowing the brand and what it offers to its customers. Ensemble is
the first fashion house of India and has played a key role in the journey of fashion in
India that stocks a huge line of high profile designers under one roof. Ensemble is not
only renowned for its Indian traditional wear but it also has a huge attraction towards
its western wear collection as well.

10.2 Brand Performance

As far as performance is concerned, Ensemble has seen been successful since its
very start and even now, with many other competitors stepping into the industry, it is
still hard to beat. Making it to Ensemble is considered as making it in the Indian Fashion
Industry. Being able to share the shelf place with high end designers like Sabyasachi
Mukherjee, Anamika Khanna, Monisha Jaisingh, etc and Tarun Tahiliani himself, is
considered as a big achievement. Even though Ensemble has a tough competition now,
it has still not lost its edge.

10.3 Brand Imagery

Ensemble experiences a complete loyalty from its target market i.e, the people
from the upper class society, the crème da le crème people from around the globe. It
has been popular among its customers ever since it opened up.

It has four branches in India till now, three in Mumbai and one in Delhi. It is
open all 365 days a year. To maintain its brand status, it is located at the hotspot areas
of the town, both, in Mumbai and Delhi. As far as its personality and values are
considered, Ensemble is perceived as a brand that is totally extravagant, sophisticated
and competent.
10.4 Brand Judgement

Customers judge Ensemble on its quality, design and service. They see it as the
best fashion store that provides them with quality of product with a vast variety of
design and designers to choose from and a store that gives them the best service and
attention. They also consider Ensemble as an innovative, fresh and a reliable brand as it
stocks high-end designers that can never go wrong and also, the upcoming designers
who are spurting with immense innovation and creativity. Ensemble is considered as a
pioneer brand and a market leader, so the customers feel the brand superiority in the
market.

10.5 Brand Feelings

As far as the brand feelings are considered, customers feel that it evokes a sense
of pride, sophistication, style and elegance in them. It makes them feel special, unusual
and unique as compared to anyone else. It also brings a sense of comfort, self-respect
and social approval in them.

10.6 Brand Resonance

Brand resonance is the ultimate social status of the brand and how much loyalty
it gets from its customers. Since Ensemble is the first haute couture store of India, it
has around 90% loyal customers and approximately 85% of repeat purchasers. As it is
a symbol of style, elegance and sophistication in the society, it has a complete affiliation
from the people as a result. It evokes a feeling of social approval and uniqueness
among its target group. And to make this bond even stronger, it stocks almost all the
famous, well known designers of the industry along with upcoming creative, energetic,
innovative designers.
 11. PRIMARY RESEARCH: QUESTIONNAIRE NO. 02 –
KIDSWEAR INDUSTRY IN INDIA
To understand the psyche of the Indian customers for the kids wear industry and
to understand their needs, a brief survey was conducted among 100 people who
regularly shop for kids:

QUESTIONS AND RESULTS

Do you like to dress your kids to the latest fashion?

30
Yes
No

70

Are you fashion savvy?

19

Yes
No

81
How frequently do you purchase clothes for a kid in a year?
4

16 24

3 Months
6 Months
9 Months
12 Months

56

What kinds of clothes do you purchase for kids?

16

Traditional
Casual
Both

25
59
Do you think there are enough options available in the
market ?

yes
No

4th Qtr

100

How much do you spend on your Kid's wear ?

20

Rs 1000-2000
Rs 2000-5000
Rs 5000-7000
48
4th Qtr

32
 Are you brand conscious ?

16

Yes
No

84

Would you prefer designer clothes for your kids ?

35 Yes
No

65
 How much would you spend on designer kids wear ?

15
20

Rs 5000-10000
Rs 10000-30000
Rs 30000-50000
Rs 50000-100000

30

35

Do you like to accessorize your kids ?

12

Yes
No

88

ANALYSIS
 The result of the survey conducted wasn’t surprising at all. Fashion has not only
become a major part of the adults but it also has its influence on the kids now. The kids
of today’s generation have also become fashion savvy and prefer to wear their
preferred personal brand. Where bollywood has a major impact on everybody’s life in
India, it is only obvious that the kids would also want to look like their favorite
superstars. But, sadly, there are not many choices available in the market for them to
choose from. Hence, when the concept of a new designer store was asked about,
almost each candidate seemed excited. Where they have to run to different places to
shop for different things their kids would want to buy in terms of fashion, an idea of a
one stop shop, made them feel like a dream come true.

12. OPPORTUNITY IDENTIFICATION

“Shopping in India is a complete family experience, so a store offering apparels

for men, women and kids is likely to see more footfalls. Therefore, more stores catering
to adults have begun to offer kids wear range to provide a wholesome solution to the
family. Very often, when parents come in to shop for themselves, they end up
purchasing clothes for their kids too leading to more purchases per person. Existing
stores that plan to venture into kids wear, have some obvious advantages like they
know the tricks of the trade well, they do no require any market research, they can
enhance brand identity with existing customers and thus save on their marketing
initiatives. To provide a variety of tops and bottoms, to both, boys and girls, also comes
as a challenge.” (The Franchising World, December 2009)

Based on the primary research, it was very evident that there is immense scope
for Ensemble to grow. According to the target market, the management, they expect
much more from Ensemble – be it in the form of designers, stores, products, and the
entire package. This proved to be a major opportunity identifier for us, the result for
which is our concept, of Cuddles by Ensemble, India’s first one stop luxury store for kids

13. PRIMARY RESEARCH: INTERVIEWS WITH

MANAGEMENT
Ensemble is one of the most reputable fashion brands of the country. It is a place
where every designer dreams of supplying too and since our concept is attached to this
ingenious brand, we wanted to see the reactions of the Ensemble management to our
concept. We wanted to check what they feel about Cuddles, is this concept practical
and possible from Ensemble’s point of view. It was very essential to get the approval of
the management, for if they had rejected the concept, the entire product line extension
plan would fall flat. The Ensemble management that we interviewed includes:

- Bansuri Dattani, merchandiser for Ensemble

- Dinky Nirh, visual merchandiser for Ensemble Bandra
- Aarti Malani, visual merchandiser for Ensemble Lions Gate
- Supriya Hiremat, communications in-charge for Ensemble
- Vimal Vasudevan, Human Resources and Communications Head for Ensemble
 Keeping their busy schedules in mind, we didn’t have a set question-answer
interview with them. Rather, we explained our concept in detail to them, how we came
up with it and why do we think it is practical and highly possible of being successful
and this is what they had to say:

“We at Ensemble always believe in growing and providing our clients with what
they need. Kids wear in India is indeed a neglected field, which is ironical keeping our
population in mind. These students, have come up with a great concept, an interesting
name too, with if put to practicability, when combined with professional experience,
funds, more creativity and passion will be a highly successful venture.”

- Bansuri Dattani.

“Ensemble has been the pioneer of fashion for nearly twenty five years now. The
competition levels are skyrocketing too, in such a scenario it is very important for
Ensemble to come up with a new concept that bangs the market. That only installs the
fact again, that Ensemble is and will remain the best fashion house of the country and
what better than a new segment of kids wear; Incredible, fantastic concept that has
really got me thinking of its success and popularity.”

- Dinky Nirh.

“Ensemble has already set itself firm as the leaders of women’s wear fashion, in
men’s wear we are still growing as this segment too has only recently shown growth.
Kids wear, is something which is still untouched in India. There is high demand, no
doubt, but there is zero supply. Ensemble carries with itself a brand image, that when
combined with such a raw concept will do wonders for us, the Indian consumers, the
Indian economy, and the fashion industry in general.”

- Vimal Vasudevan

“Ensemble has been at the top of the table for so long now. We are the ‘original’
designer boutique of India. We hand-pick designers whom we feel have the potential
to leave their mark on consumers and the fashion fraternity. One will only find top
draw collections from top draw designers in all our stores. I think the kids wear
concept that you all have put forth is great, especially if we are dealing with traditional
attire because it is not easily available in India barring of course – amarsons and
premsons. My only doubt is whether parents would want to spend high amounts on
children’s clothing since they are growing and what is bought eventually goes to waste.
But aside from this I think it is a fine concept.”

- Aarti Malani

“Ensemble has been in the fashion world for 23 years now, 23 years of quality
and excellence. Whether it be through other designer’s creations or our own in-house
productions. Its been owner, Tina Tahiliani Parikh’s hard work that has got us where
we are today and has helped us maintain the position solidly. Coming to he Kids wear
concept that you all have in mind, I thinks that it’s a wonderful concept since there is
so much variety and so many pieces available for adults. Whey should the young ones
be left out? They should also get a chance to present themselves in all their finery. I
think it’s a great concept.”

- Supriya Hiremath

Rather kind words of appreciation, much more than what we had expected. We
were told by the management, that Ensemble is currently focusing its attention on its
men’s wear, which they plan to expand on. Kids wear, is something, they have thought
about, but just not given it a serious thought yet, which they will after our report! With
such positive feedback, excellent research results, the entire concept of Cuddles by
Ensemble only seems already alive, only waiting for the final signal to begin the high
amounts of revenue to come in.
14. PRIMARY RESEARCH: INTERVIEWS WITH DESIGNERS
To test whether such a concept of Cuddles is practical and innovative for the
market, we decided on conducting a further primary research by doing an interview
with three budding designers – who are successful in the field, and are growing towards
become established names in the industry. Our concept, involves designers in a major
way – for they will have to restructure their costing and come up with their trademark
designs in smaller sizes, it was very important for them to give us valuable comments
on such an idea and prove its effectiveness.

The designers who were interviewed are Kunal Tanna, a budding designer who
has been an assistant to the highly acclaimed designer, Manish Malhotra for five years
and recently launched his label, ‘ Kunal Anil Tanna’ and supplies to stores in Mumbai
and Delhi. Second designer who we interviewed is Minaxi Dadoo, based in Kolkatta, she
is a designer who is widely getting popular in the society circles, she currently supplies
to a number of stores across the country including Ensemble. She has also been an
assistant to the much-admired Anamika Khanna. And finally, the third designer we
interviewed is the favorite of innumerable celebrities, Suchana Parasrampuria, who is
the head designer of Ensemble Design Studio, Angor.

INTERVIEW

How would you describe the status of the Indian fashion industry today?

Kunal: It is very difficult to describe the status of fashion today, there are a number of
unworthy fashion show happening, a lot of established designers are getting
monotonous with their work and the actual ‘buying’ power of the Indian consumers,
except the wedding seasons is also very unclear. But, indeed, things will change!

Minaxi: There are a lot of fashion weeks happening, which is good for it means extra
bread and butter for a lot of people, but in such a case the credibility gets affected.
Having fashion shows post cricket matches, reduces it to a level of mere entertainment,
which we are not. However, with more attention on menswear, on resort wear, on new
fabrics, it can be said, it is in a good phase, which will get better.

Suchana: Fashion in India is growing; there is immense talent that is getting recognized
every day. Slowly, there is a change in India coming about – which is very important.
Fashion is no more in just wedding clothes, it is getting into the lives of the common
man on an everyday basis – ofcourse, Bollywood plays a major role in that!

How good is the scope to grow?

Kunal: Tremendous! Indian Fashion will be across the globe by 2015.

Minaxi: Womenswear was always growing, the growth in menswear is great.

Suchana: Infinite, our population is diverse in their choices and designers are constantly
innovating themselves to meet these demands, which is why we are growing well.

How does the idea of designer wear for kids sound to you?
Kunal: Interesting, but it’s a very dicey concept that has more chances of failing. Its
success which be based on the concept creators, the name behind it, the designers, the
prices, the promotions, etc…but yes, the scope to grow and succeed is huge.

Minaxi: I like it. I have been designing for my daughter, as the market for kids wear in
India is very raw. Kids in India need that attention and its high time they get that.

Suchana: Indians have a spending capacity which is tremendous, with occasions and
festivals nearly every week, the demand for that exclusive product is good too. But
where the parents end up getting the best labels, the kids have to make do with stuff
from local brands, when they can buy it, why not give it to them?

How would you judge it, in terms of practicality, innovation and success rate?

Kunal: Like I said, it depends on various factors. But yes, if executed in the right
manner it is practical, innovative, much needed, and possibly successful.

Minaxi: It is practical in every sense seeing our population and the number of
billionaires that reside in India. Success, indeed, but it has to be completely for the
consumers, just the way they want it.

Suchana: It is what parents especially are waiting for, as I get innumerous requests to
make clothing for the kids, when parents are dressed in the best, they want the best for
the kids too. Successful, Popular, and later Competitive is what this concept will be!

Reactions on ‘Cuddles by Ensemble’?

Kunal: Love the name! Great Team behind, success is on its way baby!

Minaxi: My creations are a sellout there, it’s a store run by great passion and this too
will get immense accolades from old as well as new clients, would shop at Cuddles too!

Suchana: With the kind of team, Ensemble is, the name is perfect, the concept is worth
considering, for we can come up with this, and it will for sure be a grand success!
INTERVIEW ANALYSIS

This interview proved to be more important after we finished conducting it, as it

gave us more confidence of our idea, gave us valuable feedback of not an emerging
designer, but also of a popular designer who already supplies to India, and Ensemble’s
in-house head designer.

As Minaxi Dadoo said, Indian fashion is at its turning point, where the focus is
finally shifting away from bridal wear, towards not only resort wear, but more focus on
accessories, and most importantly menswear with an individual men’s fashion week.
The only ‘unattended’ group left is kids wear.

Two of the three interviewed designers have already started designing kids wear,
in their own way – Mrs. Dadoo for her own kids and Mrs. Suchana for her clients as a
special request. This proves the immense possibility of growth in kids wear in India.
Kunal Tanna on his part, too is highly encouraging of this concept, given that its
execution is done in a very strong way. With the agreement of the designers, the
concept is not only practical and innovative but also with a high success rate.

Our final question was on our brand name – Cuddles, which to our joy, was
loved by all three. They were pleasantly surprised on hearing Ensemble’s name being
attached to it, and went ‘wow’ with success being ensured, without such a passionate
team working on it. This interview has really helped us in formulating our plan in a
more concise way, getting approval nods from the most important part, the designers is
a huge boost and driving factor for Cuddles.
 15. PRODUCT LINE EXTENSION PLAN

“Adding on to the existing portfolio is very important when one endeavors to

grow. Hence, a moving from kids wear to adult wear or vice versa is a natural extension
of business. Affordable pricing is important, especially when it comes to kidswear, since
kids outgrow their clothes very quickly. Variety arising quality and innovation must cater
to the all time needs of the customers.” (The Franchising World, December 2009)

Our concept for Ensemble is a Product Line Extension strategy. Ensemble, which
already has four stores retailing high end fashion, will launch a new sub brand –
‘Cuddles’, which will retail high end fashion clothing and accessories for kids.

Our concept is to start with one store at Mumbai, and based on the response,
further stores will open. By using this product line extension, the brand will provide with
its target market, a complete experience – where the parents not only shops for
themselves but also their kids, making it a one stop shop for high end designer
merchandise for their loved one.

16. NEW BRAND ELEMENTS

16.1 THE NAME

What is a cuddle? Going by the dictionary meaning, it means a tender hug. But
cuddling is not just about a hug. It is more than that. A cuddle is a prolonged embrace
that lasts more than a simple hug. It means more affection, more love, more
comforting than just a mere hug.

According to an article, ‘Cuddle Your Child to Stability’, dated 23 rd June 2006, ‘All
parents know that cuddling children is a vital part of bringing them up. But what most
parents don't realize is that those cuddles can help children become happy and stable
adults, by releasing chemicals in the brain which aid the development of healthy stress-
regulating systems.’ A child’s heart is innocent and all it needs is, love to grow into a
happy and sound individual. Keeping the magical powers of cuddling in mind, Ensemble
have decided to come up with the name ‘Cuddles Ensemble’ for its new line extension
into kids wear.
16.2 THE LOGO

A general perception of the color

‘Black’ is usually negative. It is considered
to be a color which is associated as a
symbol of menace or evil. It is also a
color which is perceived as unhappiness.
But as a famous singer, Amy Grant
quoted, “Without black, no color has any
depth. But if you mix black with
everything, suddenly there's shadow. No,
not just shadow, but fullness. You've got to be willing to mix black into your palette if
you want to create something that's real.”

Inspired by this thought, we decided to keep the logo for Cuddles by Ensemble
as black and it also has colored handprints which supports the above mentioned
statement.

16.3 BRAND PERSONALITY

Since the very beginning, Ensemble has set its root firm in the fashion wear for
men and women. It is perceived as a brand that brings styles, elegance, individuality
and sophistication to an individual. This is the first time it is exploring and
experimenting with the fashion wear for kids. Since Cuddles is an extension of
Ensemble, the brand image will only get enhanced. Cuddles by Ensemble will also be
perceived as a brand, which is the first designer wear for kids.

Keeping the brand image of Ensemble in mind, Cuddles by Ensemble would also
be associated as a brand that brings fun, style, elegance, colours, individuality and
sophistication to a child’s life as well. After Cuddles by Ensemble, the brand personality
of Ensemble would be such that it is India’s the first high fashion luxury store that
provides a complete family experience.
 17. INDUSTRY ANALYSIS
17.1 KIDSWEAR INDUSTRY ANALYSIS

“Kids today have emerged as an independent customer group with their own
specific needs and demands. The demand for branded apparels is on the rise owing to
children becoming more fashion conscious and parents willing to satisfying their
demands due to their enhanced purchasing power. Branded kids wear garment industry
is estimated to be Rs. 3500 crores market growing at a double-digit rate.

The number of garments kids consume, is far higher owing to their lesser usage
period. Increasing brand consciousness makes it mandatory for the parents to plan
whether they want branded or non - branded garments for their children on various
occasions. Quality is of utmost importance when you are serving small kids who need
more tender stuff. The effort is more while offering clothes to children, the work is
exacting and less rewarding. There was a time when only the taste and preferences of
the parents where to be satisfied. Today, the kids have an equal say, if not more.
Managing these two sets of sensibilities is what makes children apparel, more
challenging and interesting.” (The Franchising World, December, 2009)

According to the article, ‘Indian kids’ wear market on a high growth trajectory’,
by Gomes, J, dated 4th November, 2009, ‘The kids’ wear market in India is witnessing
high sales growth, thereby surpassing the men’s and women’s wear segments and
subsequently bringing about growth in the overall retail sector.

In India, the market for kids’ wear is witnessing rapid growth. Currently, the kids’
wear segment reflects huge opportunities for growth in the Indian apparel retail
segment, as compared to men’s and women’s wear segments. According to KSA
Technopak, a consultancy firm, branded as well as small retail players in the country
are gradually realising the potential of the kids’ wear market and are looking to make
investments in this segment.

Major UK-based retailers and German brands are entering the kids’ wear
segment in India with their own kids’ garments range. “By the end of 2010, a number
of major international retailers and garment manufacturers are expected to launch their
kids’ wear segment in India and are likely to witness high sales,” says Praveen. K.
Parmanandka, proprietor of R. D. Parmanandka Textiles Limited, a mid-sized
manufacturer, supplier and exporter of men’s, women’s and kids’ wear based in Tirupur
in Tamil Nadu.

The influx of international brands looking to launch their own kids’ wear range in
the Indian market will pose stiff competition to reputed domestic kids’ wear brands such
as Catmoss, Gini & Jony and Lilliput. Major sports goods companies such Reebok and
Adidas have also emerged with their kids’ wear wing in India. These activities are sure
to invoke growth in the overall retail sector in India.

“As of now, the demand and subsequent sales of kids’ apparels are mainly
restricted to the major cities in India. However, smaller cities are also likely to witness
similar growth in the near future,” says Rajesh Shah, proprietor of Spark, a mid-sized
manufacturer of kids’ wear in Indore.

Western wear lures kids

A recent study conducted by Insight Instore, an Indian trend research and

shopper marketing consultancy, claims that apparel brands are increasingly catering to
the demands of the ‘little’ consumers who prefer wearing western clothes. It is being
noticed that at present kids’ wear is highly influenced by techo-fictional American
animated series Ben 10 and musical entertainer Hannah Montana.

Companies selling kids’ wear have realised that selling kids’ apparels is not an
easy task; innovative advertisements as well as promotional activities are required to
popularise kids’ wear.’

Another article, ‘Kids wear in upward swing’, by Neha M, dated 23 rd December,

2009, talks that, “The kids apparel market is divided into organized and unorganized
segment which exceeds Rs.17,000 crore, of which Rs.3,000 – 4,000 crore is constituted
by branded kids wear. The kids wear market is growing at the rate of 10 per cent per
annum, which makes it one of the fastest growing markets.

The unorganized players have always dominated the market. Cheap

manufacturing, high volumes and offering myriad of styles, these players have had an
upper hand in the industry. Today bigger companies have started venturing into this
market. The scenario is changing and consumer awareness towards branded kids wear
has definitely grown- thanks to the world being a global village. Kids along with the
parents are becoming extremely brand and quality conscious paving the way for the
industry to become more organized.

Growth factors

Style is an aspect, which has become very important, as children nowadays are
aware what is in vogue and what is not. Another reason why the kids wear in the
branded segment is fast growing is because of higher disposable incomes and changing
lifestyles. Both in India and abroad, with development in technology, the world is
becoming increasingly smaller by the day. Kids today belong to the screen age and thus
are more aware of the latest trends and fashion.

Children being vulnerable are easily influenced by advertisements on television

and this activates "pester power", i.e. where the children harass their parents to
purchase products they want. With the increase in number of working couples and their
respective disposable incomes, the child's pester power becomes inversely
proportionate to the time available with parents. These factors are the major drivers in
the growth of the Kids wear segment, be it in India, or abroad. Heena Nayar, Director,
Woolways India Ltd says, “Kids wear is not as focused upon as it should be and Unikid
hopes to change that.” With so many contributing factors this industry is on the rise.

In the times to come

There is still a large part of the market that needs to be tapped which means a
lot of opportunities for more players to enter the market. According to the 'Global
market review of children's wear - forecasts to 2012', the top ten global markets - the
US, the UK, France, Germany, Spain, Italy, China, India, Russia and Japan are expected
to account for an estimated US$131.5billion in children's apparel retail sales by 2012.
There is a lot to look forward to in the kids wear market as it holds immense potential
within the country and also across the oceans.”

17.2 DESIGNER WEAR INDUSTRY ANALYSIS

Fashion in India offers several opportunities for Indian fashion designers. The
Indian fashion industry is growing everyday. Indian Dress Designers combine Western
trends with Indian touch, creating garments which are truly outstanding. The Indian
Fashion industry is a 180 crore industry and is growing at a pace of almost 1000 crore a
year. An industry that has no stopping to its gurgling potential all because of the
talented Indian designers that have taken the Indian ramp to the international walk.

Ritu Beri was the first Indian designer to go global with her designs. She
showcased her collections in Italy to receive an overwhelming response making her
come back again and again. Choice of colors, cuts and patterns suiting the international
palate along with a hint of traditional style, helped her achieve the unimaginable.

Fashion in India has grown in leaps and bounds. Not only at the designer or
bollywood level but also at ground level zero. Indian men and women are no more the
one shirt and pant to work anymore. They love to have a range of colors, styles and
cuts that flatter their body shapes and sizes. Accessories too have not been left far
behind. Belts, shoes, bangles, earrings and bags are now to go in sync with what one is
wearing. Shoe apparel sale are at an all time high anytime in the year. All thanks to the
growing importance on fashion.

So be it a basic office scenario where an executive sports trendy formal attire to

the senior that buys stuff only off the branded shelf. Fashion is everywhere. Also
designers like Remanika, Anita Dongre, GAP, GAS customise designer outfits for patrons
making Designer Wear available to the middle class and upper middle class. Then again
there is top Indian designers Manish Malhotra, Neeta Lulla, Manish Arora and Rocky S
to name a few who design for Bollywood damsels and heroes. As the song or the movie
goes a hit so does the design and fashion, that trickles down to the common
market.Ritu Kumar is an all time favourite traditional wear designer. Girls go crazy on
her bridal wear and wedding ensembles because she makes you stand out wherever
you are. Other designers reckoned at the national level include Rohit Bal, Hemant
Trivedi, Shahab Durazi, Shantanu & Nikhil and Krishna Mehta to name a few.

A Fashion designer has to be creative. They have to express their designs in

sketches. They need not be a excellent artists but should be capable of combining
tones, shades and colors. Dress designers need to have good imagination and an ability
to think in three-dimension to translate into fashion what they can contemplate. A
fashion designers has to be fashion savvy and have the knowledge and experience of
elementary tailoring skills and techniques and be able to distinguish among various
kinds of fabrics.

Good designers are always original, experimentative and inventive in designing

custom made outfits & designer dresses. Designers are always experimenting with new
design styles every season. Several fashion institutes like National Institute of Fashion
Technology (NIFT), Indian Institute of Fashion Technology (IIFT) & Pearl Fashion
Academy have been established where students learn to translate their creativity into
dresses and fabric designs (Indianchild.com, 2000).

17.3 MAJOR PLAYERS IN KIDSWEAR INDUSTRY

One of the most fascinating and complex facets of retailing happens to be

branded children’s apparel. This segment has been till now small and largely stable. But
exciting times are in the offing. In the kids apparel market, the large variety,
segmented customer profile and changing tastes plays a big role. Also, the children’s
buying behavior, influence of parents and media makes a huge difference in the
purchase decision. Selling kids apparel you would soon realize is no child’s play. Spunky
wear, for instance, is an iconic global apparel brand. Its premium name commands a
loyal customer following. In India, Spunky wear has been a prominent brand in adults
wear segment. The company now aspires to achieve a similar status in kids segment
with its brand ‘Spunky wear Kids’.

‘Spunky wear Kids’ in its global avatar has exclusive kids retail stores. These
stores stack everything from funky t-shirts, ethnic wear, to accessories like caps and
belts all under a single roof. The company’s brand team’s major objective now is to set
the direction for the brand in the coming few years. A series of brainstorming sessions
of the team have thrown up a whole lot of new ideas. It expects to introduce new
products, modify retail format, redefine the market and the target group, expand
consumer base, new promotional efforts and different communication strategy, and
work on the other elements of its marketing strategy. It wants young managers to
support in idea management, bring focus to strategy, and utilize resources for
maximizing effectiveness.

KSA Technopak, puts the kids wear market size in India at over Rs 13,000 crore,
of which the branded segment constitutes Rs 3,000 crore. But brand awareness is
increasing and firms like Spunky wear are well suited to expand and occupy a large
share in the market. Like in every other retail segment in the country, the market is
dominated by the unorganized sector. Branded competition is small but growing at a
fast pace. Pantaloon has entered into a 50:50 JV with Gini & Jony to set up a retail
chain to market kids’ apparel. Raymond recently introduced its maiden kids wear brand
—- ‘Zapp!’, with its first outlet running in Ahmadabad. DS Corporation, which owns 14
retail stores in India for children, and has brands such as Ruff Kids and Ruff Baby, is set
for a major expansion plan (Indian Express, 2010).

18. PRIMARY RESEARCH: QUESTIONNAIRE NO. 03 –

CUDDLES, BY ENSEMBLE
As per Sethuraman, N, The Franchising World, December 2009, “People tend to
buy kids wear quite often as children grow rapidly through certain stages. Also
depending on the location, people buy with changing seasons as well. Today, just as
parents buy more apparel to keep up with fashion trends, they tend to do the same for
their children too particularly, as income levels are on the increase with the growing
economic prosperity of the Indian consumers.

To test the effectiveness, of our concept, we conducted a final primary research

where we questioned a group of our target market, directly, of their opinions on
Cuddles by Ensemble, as a concept and also asked them what would they want or
expect from such a brand. The questionnaire was done on a sample size of fifty
residents of South Mumbai, which is hitting bang on to our target group. Given below is
a sample of the questionnaire, with the results and the analysis.

QUESTIONS AND RESULTS

How does the concept of designer kids wear sound to you?

10

Great!
20 Okay
Unappealing

70

Where do you currently shop for kids wear?

10

25

Local smalltime shops

Branded shops like Mothercare,
Gini and Jony, Lilliput, etc.
Abroad
Get it made on order

40

25
Would you shop for designer wear for your child or another
child in the family?
10

Yes
No

90

Which designers would you like to see in such a store?

2
3
7 Tarun Tahiliani
Sabyasachi Mukherjee
5
33 Manish Malhotra
2 Rohit Bal
Anamika Khanna
Ensemble Design Studio
Surily Goel
15 Malini Ramani
Savio Jon
Others
3
5
25
 Would you like to see the creations of international
designers and labels in store?

Yes
No

45

55

What would be the price ranges that you wish to see?

25

35
2000-120000
4000-145000
6500-170000
9000-200000

40
Which of the following would you like to see in the store?
13

30
Casual wear western
12 Csual wear Indian
Party wear indian
Party wear casual
Assorted accessories

26
19

Where would you like this shop to be located?

10

Lower Parel
10 Bandra
Juhu
Colaba

75
 How does the brand name 'Cuddles-by Ensemble' sound to
you?
5

25 Wow!
Could be better!
Not catchy enough

70

Do you like the idea of in-store events like kids fashion

shows, contests, etc.?

15

Yes
No

85
 Would you like to have a play area or cafetaria in the store
premises?

35 Yes
No

65

ANALYSIS

Not surprisingly, the results of this survey were as we had expected. The target
market, our research audience, loved the concept. They believe that the luxury sector in
India has spanned to all areas, leaving only kids wear. The consumers not only agreed
to the much needed attention to kids wear clothing and accessories today but also to
the fact, that the shopping for kids in India is not only bare minimum but also not up to
the quality. The designers that they would like to see, are the ones who already supply
to Ensemble, thus making it easy, due to the already established rapport.

Keeping the creations exclusive yet reachable to a wide audience, the ideal price
range as per our research is 4,000 – 1,45,000 which will include not only casual
everyday wear, accessories, but also heavy lehengas and stitched saris for wedding
wear. The ideal location according to our survey is Lower Parel, which very cleverly
connects the suburbs to south Mumbai. The name, too got the needed appreciation,
that fit well with the Ensemble brand image along with this new concept for kids.
 In order to make the store livelier, for kids, where they do not get bored or want
to get out from easily, we thought of having a lot of in-store events like face painting,
games, fashion show, hair braiding, etc… just to make the store atmosphere more
suitable for kids. However, keeping the luxury quotient in mind, these events will be
held in an exclusive way with invitations sent and press coverage. Apart from these
days, the store courtyard, will always have a play area, for kids to play before or after
they finish shopping, with an exclusive cafeteria in the courtyard – open only for clients
and store staff.

19. SITUATION ANALYSIS

19.1 NEW SWOT ANALYSIS

Strengths Weakness

 An extension of Ensemble  New concept to the market

 The first designer boutique for kids  Nil experience in the kids wear industry
 A one-stop-shop  Niche Market
 A ready market
 Understand the needs and wants of
the customers
 Little Competition

Opportunities Threats
  Experiment with new, creative ideas
since it’s a new concept
 To expand within a short period of
time since it already has a ready
market
 Competitors like Zapp!, Ginny & Jony,
Oyo, etc could be a threat for Cuddles
 Price could be a major threat factor
while competing with the competitors
 New stores catering to designer wear
for kids that may or may not open in
the future
 Increased govt. taxes result in the
increase of price of the merchandise
making it more expensive

19.2 NEW POSITIONING STRATEGY

For the crème de la crème people of the society who are even fashion savvy and
brand conscious, not only for themselves but also their kids, Cuddles by Ensemble is the
right choice to shop for kids wear as, it provides a fun, creative, thematic, exclusive,
luxurious, one-stop shopping experience, not only for western designer apparel and
accessories, but also for Indian traditional outfits for their kids unlike it’s any other
competitors like Zapp!, which caters only to western wear. It also custom makes the
outfits and accessories, unlike its any other competitor.

The BCG matrix method is based on the product life cycle theory that can be
used to determine what priorities should be given in the product portfolio of a business
unit. After, Cuddles by Ensemble would be launched; the position of Ensemble would
change from Cash Cow to Stars, which is the best market position, with high market
shares and high market growth.
 20. COMPETITOR ANALYSIS
20.1 Present

In the kids wear industry there are veteran companies who specialize in kids
wear solely. Some of them are - Oyo, Gini and Jony, Little Kangaroos, Weekender and
Zapp! Luxury brands also have ranges for kids, like - Ed Hardy, Fendi, Gucci and
Roberto Cavalli. Although the prices of these ranges are exorbitant, those who have the
money are able to purchase them. This is the present competition that cuddles by
Ensemble faces.

20.2 Potential

Potential competitors include other designer boutiques like - Aza, Fuel and Ogaan
realize the potential Kids wear has in the Indian Market and launch their own respective
lines. Another potential source of competition is if more imported kids wear brands set
up operations in India.
 21. NEW MARKETING MIX
Marketing Mix is the most essential element of any business, as it determines its
success or failure. “Enticing kids is no more a child’s play. Serious advertising and
marketing strategies are required to lure the young customers. Kids are sporty and
conscious of what they wear so the products needs to be stylish and cater to their
needs and help them fulfill their desires. Today’s kids want options and are more
fashion conscious. Clearly the kids today are hard-hitting customers and selling to them
is no child’s play.” (Retailer, December 2009).

The marketing mix for Cuddles is given below:

21.1 PRODUCT

Cuddles aims to be the one stop shop for kids in India, it will retail designer
clothing for kids in the age group 02 – 13. The product mix at Cuddles will be ethnic
wear, casual wear and accessories. At the beginning as the concept is raw, getting too
many designers is not a safe bet.
 Thus the initial designers to produce clothing for Cuddles, would be Tarun
Tahiliani, Ensemble Design Studio, Surily Goel, Sabyasachi Mukherjee, Malini Ramani,
Manish Malhotra, Rohit Bal, Tarana Masand and Minaxi Dadoo. Accessories will include
jewellery, footwear, bags, hair accessories, which will be designed by Prabha Israni,
Just Jewellery, Stoffa and KAN.

21.2 PRICE

The Indian market is a price driven market and since kids grow out of their sizes
quite fast, it is very important that the prices for Cuddles is set after much thought. The
pricing will be slightly different from Ensemble, making it affordable to a larger group of
consumers. Casual wear will be priced between INR 2,500 – 12,000, Ethnic wear will be
priced between INR 9,000 – 1, 50,000 ranging between simple suits to heavy lehengas,
and Accessories will be priced between INR 1,400 – 10,000.

21.3 PLACE

No matter how good a product, its success is highly depended on the place – as
it is where the client comes in contact with the merchandise and thinks of purchasing it.
The first store should not only be at the right place but also catch the needed attention
of all and sundry. We have decided to place the store at ‘DLF Luxury’ which is an
upcoming mall in Mumbai, situated in the posh locality of Lower Parel, a few meters
away from Mumbai’s first luxury mall, Palladium and the world’s tallest residential
towers, World One. It is going to be Mumbai’s first super luxury mall on the lines of
Delhi’s Emporio Mall. It is situated right where our target market stays and will garner a
lot of attention, making it the ideal launch.

“The classy and understated décor perfectly showcases the pre-edited

fashionable merchandise. It ensures a more intimate shopping environment and
customers don’t feel at all over-powered by the size or the image of the store. The
success of Ensemble is dedicated to high quality merchandise, exceptional service and
great attention to details like customer appeal and items they surely will fall in love
with. The frequent re-merchandising of the whole sections of the store adds an element
of surprise and keeps customers coming back again and again.” (Images Retail,
November, 2008)

21.4 PROMOTIONS

Since the name we are using ‘Ensemble’ is one of India’s most reputable name,
the promotions will also have to mirror that brand image. Any new concept will need
that extra marketing and promotions to not only get the needed eyeballs but to also to
ensure it is a success. Keeping Ensemble in mind, and to make the launch of Cuddles, a
grand affair, we have come up with an aggressive promotions strategy, which covers all
forms of promotions, be it advertising, public relations, on the web, or consumer
relations. They have been discussed in detail, in the next few pages.
21.5 MOOD BOARD
 22. INTEGRATED MARKETING COMMUNICATIONS

For a new concept to succeed in the industry, it is necessary for the brand, to
not only catch the attention of the consumers but to also get them to buy the concept.
To make it so lucrative for them, that they just have to own it. For Cuddles by
Ensemble, we have come up with an aggressive, intense integrated marketing
communications mix that targets a wide range of consumers, in every possible way. Be
it in the form of web, print, services, or promotions – the sole aim of this
communication is to make the consumers aware of Cuddles by Ensemble and its arrival.

22.1 ON THE WEB

Cuddles by Ensemble, aims to have a global presence and what better than the
internet for this. Ensemble already has an active presence through its website and
Facebook page. We would like to continue this further, with a Cuddles by Ensemble
website along with a Facebook and Twitter page. Presence on Google search engines,
along with internet banners on various fashion sites will further strengthen the global
brand image of Cuddles by Ensemble.
22.2 PRINTED

Apart from participation on web marketing for global consumers, it is also very
important for a brand to participate in the local marketing communications that are
available, to strengthen their bonds with the existing consumers and print material
would suit this best.

We would be launching Cuddles by Ensemble in a major way – with print

advertisements in leading newspapers of the city, along with leading fashion and
lifestyle magazines to create the needed buzz. To ensure more visibility, these
advertisements would be put up on billboards across the city too along with banners
near the location of the store.
22.3 PUBLIC RELATIONS

Public relations in reality form a

much larger portion of a brand’s image
and performance, as compared to
advertising. What the consumer feels is
all a mirror of what the PR heads of
the brand show or say. For Cuddles by
Ensemble, we would execute strong PR
strategies, along with the advertising
strategies.

The first main PR event, would

be the first Cuddles by Ensemble
fashion show, will which officially
launch Cuddles to an elite group of
audience. The fashion show will be
covered by the media, across the
country, which will witness leading
parent – child duos walk the ramp in
exclusive Ensemble and Cuddles
merchandise. The show will be
followed by an all night party at a
leading five star hotel in the city.

Two days later, a press conference will be held, for an interactive session,
between the press and the management along with a few designers. The conference,
will not only clear any doubts in the minds of the press, but also promote the concept
and other details for the consumers to know.

The launch of the store, on its first day, will be a fun filled one, wherein the
opening of the store will be done by a few special kids from the NGO, ‘Give India’ to
promote the fact that every child is special. The kids will also be gifted a special Give
India outfit designed for them especially by Tarun Tahiliani, this will mean indulging in a
good cause, which will give en ethical advantage to the brand in the society.

22.4 SALES PROMOTIONS

Once, Cuddles by Ensemble is

established in the market, it is very
important to rebuild on the brand image
and magic constantly to not only retain the
existing clients, but also earn new clients.
We would do so with in-store events like
fashion shows, makeover days, store
previews and promotions, storytelling, face
painting, tattoos, hair braiding, etc… to
make the kids feel at home.

For parents, we are introducing a

new concept for the first time, where we
launch the ‘Ensemble’ family card wherein
every time a client would shop either at
Cuddles or Ensemble, their names would
get registered on basis of their frequency of
shopping. The client would then earn a discount
voucher of a certain percentage, minimum being 5%
and maximum being 20% for their child’s birthday
month for that year, apart from special privileges of in
store sales, previews, etc…

23. PRODUCT MARKET FOCUS

23.1 POINTS OF DIFFERENCE

With Cuddles by Ensemble, the points for difference for Ensemble completely
changes. As a brand, Ensemble will get an edge over all its competitors, it will be
known as a fashion brand for the family – where the parents as well as the child can be
dressed in the best names of the industry and Ensemble will be the first fashion brand
to cater to the entire family. This will be the main point of difference between Ensemble
and its other competitors, where Cuddles by Ensemble, will give it the competitive edge
above all.

23.2 NEW UNIQUE SELLING PROPOSITION

“I have worn clothes from Ensemble at some of the most memorable moments of my
life. For now, I am looking forward to another critical day in my life when I am able to
introduce my 12 year old daughter to Ensemble.”

- Kavita Khanna (Vogue India, June, 2008)

After the launch of Cuddles by Ensemble, the Unique selling proposition of

Ensemble changes. Ensemble, will still be known as India’s first fashion house, but
along with that, Ensemble will also become India’s first fashion house, to come up with
a one stop shop for their kids – bringing to them India’s first designer wear store for
kids.

A USP, which for a long time will remain unbeatable, due to no competition and
even when competitors imitate the concept and launch similar kid’s stores, it will be
impossible to match up to the quality, name and services of Cuddles by Ensemble,
which always will reap the benefits of being the first.

24. IMPLEMENTATION PLAN

 For any concept to be successful, it is very important that its implementation is
as well planned as the concept itself. Given below is a detailed implementation plan for
Cuddles by Ensemble, right from its pre-launch work to its launch, till its first
anniversary. It traces the entire journey of Cuddles, the way we see it grow and take
shape.

- July issue: Advertisements in leading fashion magazines

- August issue: Advertisements in leading fashion magazines
- 30 August: Fashion show and store launch invites are sent to clients
- September issue: Advertisements in leading fashion magazines
- 05 September: Event advertisements go up on billboards
- 05 September: Internet Banners go up
- 25-30 September: Event advertisements in leading newspapers
- 25 September: Cuddles by Ensemble Facebook page open!
- 28-30 September: Tina Tahiliani gives television interviews
- 30 September, 2011: Cuddles by Ensemble store thrown open
- 30 September 2011: Fashion show in the evening, followed by the party.
- 01 October: Ensemble family card starts
- 03 October 2011: Store and event reviews in leading newspapers.
- 01 November 2011: Store reviews in leading fashion and kids magazines.
- 14 November 2011: Children’s Day celebrations in store.
- 15 December 2011: Festive collection preview in-store.

25. CONCLUSION
 As this report came to an end, we have achieved the objectives with which we
had set to write this report. It is immensely important for brands to constantly extend
their services in order to grow and the one used in our report, product line extension, is
one such example of growth and development. It showed us the immense hard work in
terms of capital, time and efforts goes into such extensions.

We came up with the concept of luxury kid’s wear, something which is not seen
in the country currently, and which according to us would be a grand success due to
zero competition and high demand. We have put our concept through various tests and
examinations; the feedback has been positive and overwhelming. Right from the
thought of this concept we knew that it had great potential and the only thing left is to
officially launch and open the Cuddles by Ensemble store and bring in loads of more
money, loads of more smiles, loads of more happy family moments!

26. REFERENCES
Websites

- Blick, M, 2010. ‘Kidswear Market in India 2010: Research and Markets.’ Childrens
Clothing, Viewed 02 September 2010
Url: http://www.fashionnewspaper.com/articles/6423/1/Kidswear-Market-in-India-
2010--Research-and-Markets/Page1.html

- Author (NA), 2006, ‘Cuddle your child to stability.’ Brighton News, Viewed 10
September 2010,
Url: http://www.theargus.co.uk/news/805523.cuddle_your_child_to_stability/

- Gomes, J, 2009. ‘Indian kids’ wear market on a high growth trajectory.’ Retail Biz
News, Viewed 08 September 2010, Url:
http://www.retailing360.com/article/5/2009110420091104092120453aac656fa/India
n-kids%E2%80%99-wear-market-on-a-high-growth-trajectory.html

- Malhotra, M, 2009. ‘Kids wear in upward swing.’ Franchise India, Viewed 08 Sept
2010, Url: http://retail.franchiseindia.com/articles/Retail-Trends/Retail-
Industry/Kids-wear-in-upward-swing-140/

- Blick, M, 2010, ‘Kidswear Market in India 2010: Research and Markets’, Fashion
Newspaper, Viewed 19th September 2010,
http://www.fashionnewspaper.com/articles/6423/1/Kidswear-Market-in-India-
2010--Research-and-Markets/Page1.html

- Cultureopedia, 2004, ‘Fashion In India’, Cultureopedia, Viewed 18 th September

2010, http://www.culturopedia.com/Fashion/fashion.intro.html
 - Stern, C, 2010, ‘The BCG Matrix Product Portfolio Method”, Value Based
Management, Viewed 19th September 2010,
http://www.valuebasedmanagement.net/methods_bcgmatrix.html

- Business Directory, 2010, ‘List of Companies’ , Hot searches, Viewed 19th

September 2010, http://mt.list-of-
companies.org/India/Keywords/Kids_Wear/15.html

- www.ensembleindia.com

Books and Magazines

- Castelino, M 1994, Fashion Kaleidoscope, Rupa & Co, India.

- ‘Ensemble Eves’, 2008, Vogue India, June, Page 59.
- Saini, S, 2009, ‘Kidswear market retailers new interest’, Retailer, December, Page 54.
- Thapa, N, 2009, ‘Kidswear to family stories’, The Franchising World, December, Page
68.
- Nagasubramanian, M, 2009, ‘Luxury brand retailing management’, Images Retail,
November, Page 64.

27. ACKNOWLEDGEMENTS
 No piece of work is complete without the support of a few essential people, who

play a crucial role in the formulation of the report. Even though their names appear at

the back, they played a crucial role in this report. They are:

- Mr. Fankar Imam, for his innumerable suggestions and guidance.

- Ensemble staff at Lions Gate and Bandra, for their constant feedback on the

developments along with substantial information that they gave us.

- Designers, who took time out for our interview.

- All forms of press – be it books, magazines, newspapers, websites, that gave us

crucial information not only about the industry but about the brands as well.

28. WORK CREDITS

Grishma Jariwala
- Ensemble and Cuddles SWOT Analysis
- Target Market
- Customer Based Brand Equity
- Kids wear Industry analysis
- Kids wear Industry, Research survey
- Cuddles Brand Elements
- New Positioning Strategy

Saurabh Kumar

- Introduction
- Ensemble Brand Elements
- PEST Analysis
- Ensemble Marketing Mix
- Ensemble, the brand, Research survey
- Interviews with Ensemble management
- Designer wear Industry analysis
- Competitor Analysis
- Conclusion

Rounak Agarwal

- Company Evolution
- Interviews with Ensemble management
- Interviews with Designers
- Product Line Extension Plan
- Opportunity Identification
- Cuddles, Research survey
- Cuddles Marketing Mix
- Integrated Marketing Communications
- Product Market Focus
- Conclusion, Executive Summary, Acknowledgements