ALLEN SOLLY

VS
COLOR PLUS

PRESENTED BY:
RENU DUTT SACHDEV
SARTHAK GAMBHIR
SWATI NIRWAL
MAYANK TYAGI
ATAL MATTOO

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INTRODUCTION

IN 1744 BRAND ALLEN SOLLY WAS

INTRODUCED BY WILLIAM HOLLINS AND
CO. AND THEN TAKEN OVER AND
INTRODUCED BY MADURA GARMENTS IN
1993.

COMPANY: MADURA GARMENTS,WHICH IS A

PART OF ADITYA BIRLA GROUP.

AD AGENCY: OGILVY.

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INNOVATIVE IDEAS
THEY WEREFIRST TO SPOT THE NEED OF CASUAL
WORK WEAR FOR YOUNG PROFFESIONALS.

THEY ENTERED THEMARKET WITH A BLOCK

BUSTER CONCEPY OF FRIDAY DRESSING.

THEY USED UNCONVENTIONAL SHADES OF BEIGE

AND TAN AND USED FABRICS LIKE KHAKI IN SHIRTS
AND TROUSERS, WHICH BECAME A INSTANT HIT.

ALLENSOLLY INTRODUCED THE IDEA OF RELAXED

FORMALS FOR INDIAN CONSUMERS

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ALLEN SOLLY IDENTIFIED THE
DEMAND FOR DIFFERENT SIZES OF
TROUSERS FOR WOMEN AND
LAUNCHED THEIR EXCLUSIVE
WOMEN WEAR AND IT WAS WELL
ACCEPTED BY THE TARGET GROUP.

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MARKETING STRATEGIES
SPECIAL PRIVELEGES ARE GIVEN TO *MY
SOLLY* MEMBERS, WHICH ARE:
1. GET AN ENROLLMENT DISCOUNT.
2. SPECIAL B’DAY GIFTS AND BONUSES.
3. EXCLUSIVE PREVIEW TO SALES.
4. GETTING INVITED TO COFFEE MORNINGS.
5. ATTEND SPECIALLY HOSTED ALLEN
SOLLY EVENTS BY INVITATIONS.
6. FREE GARMENT PICK UP AND DROP
SERVICES

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REPOSITIONING EXERCISE
ALLEN SOLLY WENT FOR AN REPOSITIONING
EXERCISE BECAUSE OF THE CHANGE IN THE
DEMOGRAPHICS OF THE TARGET SEGMENT.
1. THE BRAND WANTED TO BE MORE
REVELANT TO THE NEW WORKING CLASS.
2. ALSO THE BRAND WANTED TO ATTRACT THE
CONSUMERS BEYOND THE WORK PLACE.
3. CHANGE IN ITS POSITION FROM WORK
WEAR TO FASHION BRAND.THE BRAND
POSITIONED ITSELF AS A CASUAL BRAND
FOR ALL OCCASIONS.

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CAMPAIGNS
1. IN 2009, THE BRAND LAUNCHED
ITS FAMOUS “ I HATE UGLY”
CAMPAIGN TARGETTING THE
YOUTH.
2. IN 2010, THEY GOT INTO A
CONTRACT WITH COSMOPOLITAN
MAGAZINE FOR THE COVER GIRL
HUNT.

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FUTURE PROSPECTS
BRANDED WOMEN APPAREL
MARKET WAS PROJECTED TO RISE
AT A RATE OF CLOSE TO 25%.
TODAY ALLEN SOLLY TURNOVER IS
MORE THAN 200 CRORE.
AIMS TO GROW WITH A TURN OVER
OF 500 CRORE THIS YEAR.

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COMPETITORS
RITU BERI’S “LABEL”.
PUJA’S “ BIZZARE”.
UNITED COLORS OF BENETTON.
BLACKBERRY.
COLOR PLUS.

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 COLOR PLUS

THE COMPLETE MAN

RAYMONDS GROUP

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INTRODUCTION
LAUNCHED IN 1993. COLOR PLUS IS
A BRAND OF RAYMOND. IT WAS A
UNIT OF COIMBATORE BASED
AMBATTUR CLOTHING LIMITED.

COMPANY: RAYMONDS.

AD AGENCY: RUBECON

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 INNOVATIVE IDEAS

COLOR PLUS BROUGHT IN AN INTERNATIONAL

SHOPPING EXPERIENCE IN THE COUNTRY.
DISTRIBUTION CHANNEL SPREAD NOT ONLY ALL OVER
THE COUNTRY BUT ALSO CROSSED BORDERS TO THE
MIDDLE EAST.
THEY USE HIGHEST QUALITY FABRICS AND PRODUCT
ENGINEERING TECHNIQUES.
PIONEERED IN TECHNIQUES SUCH AS GOLF BALL WASH,
COME DYED CASUALS AND THERMO FUSED BUTTONING.
ALL THE PRODUCTS ARE COMPLEMENTED BY A
MATCHING RANGE OF ACCESSORIES.

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MARKETING STRATEGIES

SEENONLY IN PREMIUM PUBLICATION AND

MAGAZINES REVEALS THAT THE BRAND IS
CLEAR ABOUT THE TARGET SEGMENT.

COLOR PLUS IS THE STAR.(MEANING IT

USES NO CELEBRITY)

EXCELLENT USE OF THE PRINT MEDIA.

REALLY SMART BRAND BUILDING.

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COLOR PLUS STRENGTHS
HAS 180 STORES IN INDIA.

1000CRORE RAYMONDS ACQUIRED 74%

STAKE IN CHENNAI BASED COLOR PLUS
FASHION LTD.

BY THE END OF FINANCIAL YEAR COLOR

PLUS WAS EXPECTING A TURNOVER OF 300
CRORE.
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BRAND VALUES
ITS CORE VALUE IS CONSTANT
PRODUCT INNOVATION.
ITS AIM IS TO PRODUCE PRODUCT
THAT HAS NEVER BEEN OFFERED
IN THE MARKET.
THE PRODUCT HAS ALWAYS
OCCUPIED THE CENTRE STAGE IN
EVERYTHING THE COMPANY DOES.

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THANK YOU

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