Group-6

Swapnil Khalkar
Kevin Vekariya
Shubham Gadappa
Bhavya Singh
Simran Chawla
Sreejith anilkumar

SIMON CARTER
Consumer Persona
Sreejith,30
• Educational Qualification- MBA Graduate(Working
Professional)
• Language- English, Hindi
• Family- Nuclear Family
• Relationship status- Married
• Location- Bangalore, Karnataka
• Interests- Sports enthusiast, Reading
• Other relevant traits- Workaholic, Traveler
• Buying behavior- Prefers offline store shopping for clothes
• Buying concerns- quality, brand, feel
• Spending power per purchase-1500-2000 on clothes

2
Brand Overview
● Shirts,T-shirts,
Available Products ● Jeans,
01
(Men only) ● Trousers,
● Accessories, footwears

● Premium and semi premium clothes and accessories

02 Brand position
brand

● The collective
● Allen solly
03 Market Competitors ● Louis philippe
● Peter england
● Van heusen
● 11 stores overall
● Location- Mumbai, delhi, kolkata, noida, chennai,
04 Number of stores
bengaluru, jodhpur
● Only one tier-2 store location
● Niche market focusing on quirky designs and premium
05 Brand awareness quality
● Brand awareness amongst premium income group and
age group 30-40
 Challenges
● Lack of brand visibility and awareness as 64.3% of

people surveyed were not aware of the brand

● Presence of few retail stores as 78.6% of people

preferred buying clothes from retail stores

● Prizing,67.9% of customers prefer prices between

Rs.1500-2500, and an average t-shirt from Simon

Carter costs Rs.3000

● Operating in two niches, design and prizing, but

attributes preferred by the customers are, quality-

82.1%, feel-71.4%
Bulls eye: Simon Carter Values/Personality/Character

Trustworthy
ASDFGH``` Luxury
Substantiators

Point of parity
Eclectic Peppy and
Wide variety Exuberant
Presence of products The Simon
in metro Fashion Ready to Carter
cities Trending Brand Mantra wear Heritage
products treadmarks
Quirky
Expertise Premium
in men’s Quality Premium
fashion brand Global
Unique presence
designs Use of natural fibers
Premium Point of difference
Quirky
feeling print
Established
as premium
brand

Vintage
Visual identity
Discounting Strategy for Next Purchase by Giving Coupons

● Company need to invest 500 /each to acquire new customer and

50/each to increase brand visibility
● With giving Coupons we recover that amount in 1 year (2 purchases)
and from next year onwards we make make profit.
Extension of value Preposition
Along with existing quirky designs, SC can further incorporate local designs which will
further add value to unconventional designs SC provides and this will emotionally connect
Indian population to the brand.
Common Marketing Strategy
• The main reason for lack of customer base is the lack of awareness
due to the limited availability of retail stores-expansion of number
of stores in multiple cities focusing mainly in tier 1 and tier 2 cities
• Target group lacks emotional connect with the products. So co-
relating with famous designers such as Manish Malhotra, Rohit Bal
and so on to create recognition.
• Quirky advertising is needed so that it further creates awareness of
the brand.
• It is also observed that 43% of customer choices are affected by the
female friends or family members. So advertising in such a way that
they recommend our brand is important.
• Creating a causal marketing strategy would further increase the
brand image of premium that is conscious about the world.
THANKS!
Any questions?